Momentum built over three days at the SEA Expo 2025, held from May 20-22 in Riyadh, as partnerships progressed, discussions deepened, and the region’s entertainment priorities commanded the program for the day.

Now in its seventh edition, the Saudi Entertainment and Amusement Expo has proven itself as a strategic anchor for the global entertainment business. With participation from 36 countries — including Saudi Arabia, the UK, the US, Germany, and the UAE — the SEA Expo continues to attract the industry’s decision-makers as they look to tap into Saudi Arabia’s fast-expanding leisure and attractions market.

SEA Expo provides direct access to trade intelligence, partnership opportunities, and practical insights. At the center of SEA Expo is the SEA Summit, which has the generous support of leading sponsors BAAN Holding, Al-Othaim, RWS Global, Storyland Studios, RC Almana, and TAIT. In this focused arena, this year’s sessions explored immersive technology, artificial intelligence, esports, and the design of sustainable, future-ready entertainment destinations.

Further to this, a key highlight of the summit was the compelling opening keynote panel, “Partnership in Practice: Building Saudi’s Next Entertainment Hubs,” where public and private sector leaders explored how new investments shape the physical and creative landscape of Saudi Arabia’s next-generation venues. The strength of SEA Expo 2025 is reflected in its industry backing, with sponsors invested in realizing the region’s entertainment ambitions.

The show days also saw the signing of several significant agreements that will strengthen the country’s entertainment infrastructure, including:

• Mack Rides, SPARKS, and Fawasel are finalizing an exclusive sales agreement that will enable the delivery of advanced amusement rides across the Kingdom.

• INFINIA and BLOCKS signed a memorandum of understanding to co-develop digital theming, smart experiences and immersive design for public and private environments.

These partnerships reflect the sector’s continued movement toward tailored, high-impact solutions and long-term project development, bringing both international expertise and local insight into alignment.

Sarkis Kahwajian, associate vice president at dmg events, said: “SEA Expo is an important working platform, and it continues to deliver on its purpose: bringing together the right people to move from vision to implementation. The outcomes we’re seeing here will define the next phase of growth.”

Co-located with the Saudi Light and Sound Expo, SEA Expo is supported by the Kingdom’s General Entertainment Authority and the Ministry of Investment of Saudi Arabia, indicative of its direct alignment with the Kingdom’s Vision 2030 objectives — building a globally competitive entertainment sector, expanding employment opportunities and diversifying the economy through leisure and tourism.

The three days of Saudi Light and Sound Expo 2025 reinforced the event’s position as a central platform for advancing Saudi Arabia’s professional lighting, sound, and AV technology sector. With broad international participation and a focus on actionable business outcomes, SLS Expo continues to support the Kingdom’s Vision 2030 goals by accelerating infrastructure development and building strategic industry capabilities.

Global and regional stakeholders convened to explore new solutions and partnerships essential to Saudi Arabia’s growing live event production market. The exhibition featured 127 exhibitors from 21 countries, including Saudi Arabia, the UAE, US, China, and Italy, showcasing technologies designed for high-performance venues, immersive experiences, and large-scale productions.

Several significant agreements were signed, contributing to Saudi Arabia’s infrastructure and capability-building objectives. The MoU signing between Saudi Entertainment and Events Management Academy and IPS marked the beginning of a strategic partnership aimed at enhancing talent development in the live events sector in Saudi Arabia, aligning its goals with the Kingdom’s Vision 2030.

Additional MoUs formalized as the event progressed, reflecting the Kingdom’s broader strategy to attract global expertise, foster local skills development, and support the execution of major national projects.

At the heart of the show’s programming was the SLS Summit, supported by sponsors IPS, Shure, Procom, Venuetech, Proloab, RST, SONOS, ShowPower and Media Pro. More than 40 international speakers delivered expert-led sessions across topics including smart production, sustainable AV, immersive design, and next-generation venue infrastructure. One of the standout sessions, Stadiums 2.0, explored how integrated AV systems and architectural design are enabling a new era of live event experiences.

“What we saw at SLS Expo was not just about momentum, it was focused, results-driven engagement that’s shaping the sector’s future,” said Sarkis Kahwajian, associate vice president at dmg events. “The MoUs already confirmed, and those in development, speak to the depth of commitment across the public and private sectors.”

Hands-on features such as the Shure Wireless Workshop provided live audio professionals with opportunities to deepen their technical capabilities and engage in peer learning through practical demonstrations and real-time troubleshooting.

SLS Expo is supported by the Kingdom’s General Entertainment Authority and the Ministry of Investment of Saudi Arabia. 

The event continues to serve as a strategic business environment where government entities, technology providers, integrators, and venue operators align around a shared vision for growth.

Co-located with the Saudi Entertainment and Amusement Expo, SLS offers a complete ecosystem for live event professionals seeking to connect, collaborate and contribute to the development of Saudi Arabia’s AV and production sectors.