In recent years, the family entertainment and leisure market in the Middle East has seen significant growth. Fueled by a young population, increasing disposable incomes, and innovative urban development, Family Entertainment Centres (FECs) have become essential components of leisure offerings in the Middle East
From extensive indoor amusement parks in Dubai to state-of-the-art VR zones in Riyadh, the demand for engaging, family-friendly experiences is reshaping leisure standards.
In the next instalment of our “Ask the Experts” series, Rob McMenamin, Europe, Middle East and Africa (EMEA) general manager at Embed, a global leader in cashless business management systems, shines a light on the latest trends in the region. He also shares tips on how operators can stay ahead of the game as the industry continues to evolve.
Why is the Middle East market one to watch at the moment?
“The Middle East is incredibly exciting right now. It’s becoming the global hub for innovation in the amusement and entertainment space. There’s significant investment, not just in new venues, but also in creating world-class guest experiences.
“Saudi Arabia is leading the charge with its Vision 2030 strategy, pouring investment into entertainment, tourism, and giga projects. But it’s not just Saudi Arabia. Across the region, from the UAE to Qatar and Bahrain, there’s a clear ambition to raise the bar.
“In markets like the UAE, leisure has been part of daily life for a long time, but in Saudi Arabia, it’s a newer scene. Now, it’s not just about building more venues; it’s about creating tech-enabled, integrated experiences that truly stand out. It’s an exciting place to be right now, especially with all that’s happening in Saudi Arabia.”
When it comes to operations, what are some of the key tech trends that you’re seeing?
“One of the most significant shifts we’re seeing right now is the move towards integrated all-in-one solutions, and that’s where the new Embed Ecosystem really leads the way.”
“I’ve worked in operations for a long time, especially in the Middle East, and I know FECs don’t want to patch together separate systems for payments, guest engagement, staff management, and reporting. They need a unified platform where every part of the business interacts seamlessly.
“The Embed Ecosystem delivers that. It integrates guest experiences, operations, staff, bookings, payments, sales, reports, everything into a single, cashless, cloud-based system. It’s all about creating a seamless guest experience while optimising back-end operations.
“A big part of that is real-time, actionable data. When I started in the industry, we’d have these huge packs of physical reports for monthly and weekly collections. We were always reacting too late—sometimes a month behind. Now, with real-time data, operators can make informed decisions on the fly.
“Another game-changer has been the Mobile Wallet. Guests can reload and engage before they even enter the venue, driving higher spending. Globally, we’ve seen a 5x increase in average reload values. It’s more convenient for guests and better for operators in terms of managing staff.
“I saw it firsthand in my previous role as director of leisure and entertainment at Majid Al Futtaim when we were the first to adopt Mobile Wallet in the region. It’s no longer about plugging everything together. It’s about having it connected and synced from the start.
“That’s the game-changer in this fast-evolving market.”
Why is the Middle East a key area of focus for Embed right now?
“The Middle East is a very forward-thinking market. It’s an early adopter, which aligns perfectly with our DNA. Saudi Arabia is a primary focus because of its growth potential and the government’s push. Still, more broadly, the region is a showcase for innovation and exceptional guest experiences.
“We use many of our experiences here as showrooms to demonstrate what we can do and how we operate. That’s why Embed has invested in a dedicated leadership team out here, and it’s why I joined as GM for the EMEA region.”
“We want to be on the ground, close to our partners, understanding their ideas and finding ways to integrate our solutions with them. This region is where much of the change and initial innovation is happening, and we’re here to support and deliver those solutions.
“Having Renee, our CEO, and Andy, our CTO, here has made an enormous difference. We’re much closer to the action. Now, if I need Andy to see something, I can get him in a car and show him, instead of trying to explain it over a Teams call.
“It’s made everything far more dynamic and responsive.”
Who are some of the key players in the market?
“The region is home to many heavyweights, along with established family groups that have made their mark.
“From an Embed customer perspective, you’ve got Majid Al Futtaim in Saudi Arabia and Al Shaya (TEKZONE) in Kuwait, to name a few. These operators aren’t just expanding within the region; they’re setting global benchmarks for what exceptional family entertainment looks like.
“That said, it’s important to highlight that there’s room for everyone in this market. Beyond the large players, there’s a thriving community of independent, family-run FECs in the Middle East that play a crucial role in local communities. We see that a lot here, and I think that’s one of Embed’s key strengths.
“We cater to all types of operators, whether a single-site family venue or a multi-country operation, we have scalable solutions that fit those needs.”
“With the new Embed Ecosystem, it’s even more tailored. It’s not a one-size-fits-all approach; you can plug and play the parts that suit your business. That flexibility is a real game-changer. And you’re seeing that here, especially with new models emerging.
“While malls remain powerful hubs, we now see more single operators moving into industrial areas with warehouse-style locations. It’s shifting back towards single-site operators and family businesses, which is nice to see.”
What do you think the future will look like for FECs in the Middle East, and what advice would you give to operators to help them thrive?
“The future for FECs here is incredibly bright and very fast-moving. We will see more immersive, experience-driven venues and deeper integration between the digital and physical worlds. I think there will also be a stronger focus on personalisation and loyalty. That is happening now, and it’s only going to grow.
“My key advice, which I talk about often, is to keep it simple. At its core, it’s about evergreen family entertainment—the kind that brings people together, creates memories, and stands the test of time. Those attractions will always be in demand and will remain popular for generations.
“For me, the real opportunity is delivering those timeless experiences but using the right technology to enhance convenience, personalisation, and efficiency.
“Looking ahead to events like the SEA Expo, it’s essential to stay aware of global best practices but also to tailor them to the local market. You need both innovation and cultural relevance. Just because something works in Country A doesn’t mean it’ll work in Country B—I’ve seen that firsthand.
“Events like the Saudi Entertainment and Amusement Expo are crucial; they bring the entire entertainment ecosystem together, showcase the latest trends, and provide a fantastic knowledge-sharing platform.
“It’s an incredibly exciting time to be part of this region.”
Meet Embed at SEA Expo 2025 from 20 – 22 May in Riyadh. The team will be at booth #3B331 and attendees can book a meeting here.
