Al Hokair Entertainment, the Saudi-based family entertainment organisation, has announced a partnership with UK-based Immotion to develop its virtual reality offerings.
With about 90 active entertainment centres, under Al Hokair’s brand ‘Sparky’s, the group will now focus on embedding their centres with VR gaming zones during early 2019.
Each VR zone will be situated within existing Al HokairTime centres and will have a minimum of 12 machines, the company said in a statement.
“In the first phase we will have four VR centres across Saudi Arabia and the UAE. We are getting ready for the millennials, they need more immersive games and they exactly know what they want from entertainment centres such as ours,” said Mishal Al Hokair, executive vice president and general manager of the Entertainment Sector.
“Currently, the VR market in UAE is in a nascent stage and we aim to make a massive impact with this agreement with Immotion,” added Al Hokair.
Formed from the merger of Studio Liddell, a Manchester-based CGI studio, and C2K, Los Angeles-based filmmakers, Immotion Group combines over 40 years of experience in storytelling, content creation, advertising, art direction and communications.
“Today’s generation is consuming more entertainment content than ever before. This is estimated to be a multi-billion-dollar industry and we want to ensure that we establish our footprint slightly ahead of the industry,” said Al Hokair.
Al Hokair Entertainment said it plans to create a more diversified menu of VR games in order to cater to a wider audience, including young children and adults.
“We are looking at expanding our reach within Saudi Arabia, UAE and other regional markets. We believe that one of the key factors for the success of VR games is the engagement value of the whole VR concept. This ability of the gaming environment to reproduce a realistic representation of all human senses is something that engages the gamer. We are in the midst of conceptualizing such games with our partners,” he added.