Disguise, a global leader in media server technology and extended reality (XR) solutions, is strengthening its presence in the Middle East to better support clients and partners across the region.
To this end, it plans to establish new business entities in Saudi Arabia in 2026 and the UAE in 2027, make strategic regional hires, and collaborate with the advisory firm Tanmiya and the production consultancy A Loud Minority.
The expansion extends Disguise’s well-established presence in the Middle East, where its technology has supported an increasing number of live events, immersive experiences, and cultural projects, such as MDLBEAST Soundstorm, the Burj Khalifa, and Al Wasl Dome.
By formalising its regional presence, Disguise is building a stronger foundation for long-term partnerships across Saudi Arabia, the UAE and the wider MENA region.
See also: Smart, seamless, spectacular: Disguise shapes a new era of immersive LBE
Raed Al Tikriti, chief product and technology officer at Disguise, says: "The Middle East has been an important market for Disguise. For years, we have worked with some of the UAE’s most innovative venues, attractions and live events.
"Over that time, we've seen immersive technology become increasingly central to how experiences are designed and delivered. Strengthening our presence in the region allows us to build on that history while supporting the next generation of projects taking shape across the Middle East."
Sarah Lewthwaite, SVP of customer excellence at Disguise, says: "Our expansion in the region is a natural next step. It allows us to be closer to our customers and partners, strengthen local collaboration and provide the hands-on support needed to deliver complex projects in the region.
"By growing our team on the ground, we're ensuring customers have direct access to the expertise they need throughout every stage of a project."
Strategic collaborations
Within this regional focus, Disguise has confirmed a strategic collaboration with Tanmiya, a global investment and advisory platform.
Tanmiya will help Disguise establish and expand its footprint throughout Saudi Arabia and the MENA region, forging connections and accessing opportunities aligned with the region’s investments in live and immersive experiences.
Bandar Al Saud, partner at Tanmiya, says: "We are excited to support Disguise's growth in Saudi Arabia and across the wider Gulf.
"Disguise's offering is genuinely differentiated; it is not only the leading enterprise solution in the category, but a canvas for creators to push the limits of what video can achieve artistically and experientially.
"It is exactly the type of technology infrastructure the region demands as it becomes the leading global destination for premier entertainment and live experiences."
Disguise is also collaborating with A Loud Minority, a technical production and design consultancy responsible for acclaimed shows and installations across the region, including Terhal by Dragone in Saudi Arabia and UNTOLD Music Festival in the UAE.
A Loud Minority will work closely with Disguise to support projects across the Middle East, bringing extensive creative and technical knowledge of the live and immersive entertainment sectors.
Strategic appointments
To further cement its regional capabilities, Disguise welcomes Issa Al Azry as solutions design specialist. Based in Dubai, Al Azry brings extensive experience in immersive technologies, live events, and complex technical system design.
He will work closely with clients and partners across MENA to support the conceptualisation, design and delivery of complex immersive projects.
"Having teams closer to customers and partners in the region makes a real difference," says Al Azry.
"I’m excited to join Disguise at a time when local presence, collaboration and trusted technical support are becoming increasingly important for delivering ambitious immersive experiences across MENA."
A second strategic regional appointment is also underway. These hires demonstrate Disguise’s ongoing investment in providing hands-on creative and technical expertise locally, giving customers direct access to support at every stage of the project lifecycle.
Opening in Saudi Arabia in 2026 and the UAE in 2027, the company's new offices will serve as regional hubs for its growing team, driving closer collaboration with clients across MENA and offering key creative and technical support on the ground.
Together with its partnerships and appointments, these new entities reflect Disguise’s long-term dedication to the region and its continued support for ambitious immersive projects across the Middle East.
Earlier this month, Disguise shared plans to showcase updates to its toolset and partnerships with Smart Monkeys, Planar, and more at InfoComm 2026.
Rebecca Hardy has over 10 years' experience in the culture and heritage sector. She studied Fine Art at university and has written for a broad range of creative organisations including artists, galleries, and retailers. When she's not writing, she spends her time getting lost in the woods and making mud pies with her young son.
