Ground Control Entertainment: Pioneering Locally-Based Leisure Experiences in MENA
Founded in March 2023, Ground Control Entertainment is rapidly carving out its niche in the competitive arena of location-based entertainment (LBE) across the MENA region. With an ambitious roadmap bolstered by a curated selection of globally recognized IPs, immersive attractions, and family-centric social spaces, Ground Control is transforming leisure experiences in malls from the UAE to Oman, Egypt, and Bahrain.
The Ground Control Journey: Launch and Expansion
Ground Control kicked off its journey with a defining goal: to innovate and offer something that goes beyond the conventional entertainment options available today. The first venue launched at Nakheel Mall, now known as Balmain Jumeirah, followed quickly by additional locations in Mall of Oman, Marassi Galleria in Bahrain, and District 5 in Egypt. The company is actively expanding, with new sites in the pipeline for Dubai Festival City and Sharq Galleria in Doha.
In Doha, the company is set to roll out four IP-driven experiences, featuring concepts like Blaidou Fun Factory and the NERF Action Experience. Perhaps the most highly anticipated opening is the Haribo Happy World, which combines the joy of confectionery with gamified fun in Dubai Festival City. Collaborations with well-loved brands, including Miraculous in Morocco and Angry Birds experiences in Dubai, reinforce Ground Control’s commitment to offering fresh, engaging entertainment.
Distinct Characteristics: What Sets Ground Control Apart?
In an increasingly crowded leisure market, Ground Control distinguishes itself through a fundamental philosophy: social entertainment for all ages. Rather than targeting a specific demographic, the brand is designed to appeal to families and groups of friends.
Guests can revel in a variety of activities, including redemption games, laser tag, mini-golf, escape rooms, and bowling, all while enjoying a curated dining experience. Unlike competitors who may rely on thrill rides or gimmicky licenses, Ground Control focuses on creating immersive, multifunctional spaces that foster active, screen-free socialization. This commitment to inclusivity forms the backbone of their unique selling proposition (USP).
The Culinary Experience: Food and Beverage Strategy
Food plays a pivotal role in enhancing the visitor experience at Ground Control. The menu is thoughtfully crafted to appeal to families, offering a range of options from juicy burgers and pasta to authentic Italian pizza. Chefs are not just creating meals; they are curating an entire dining experience that complements the entertainment, ensuring that guests feel inclined to linger and enjoy their time together.
Accessibility and Loyalty: A Family-Friendly Approach
Affordability is a core principle at Ground Control. While the brand aims to offer premium experiences, careful attention is given to pricing structures to ensure accessibility for families. This strategy encourages repeat visits without financial strain.
Additionally, Ground Control is developing a smart customer relationship management (CRM) system in partnership with Microsoft. This loyalty ecosystem will feature points collection, tiered memberships, and discounts on games, creating meaningful rewards for frequent visitors.
Vision for Saudi Arabia: Future Expansion Plans
Ground Control has set its sights on the rapidly growing entertainment market in Saudi Arabia, identifying it as a key focus area. The company plans to introduce social dining and entertainment districts similar to its successful Dubai Mall ventures. Active conversations with several major partners in the Kingdom underline its commitment to swift and strategic expansion.
Long-term Aspirations: The Future of Entertainment
The ambition for Ground Control is expansive: to become the leading owner of IP-driven location-based entertainment in the Middle East. Given today’s audiences—especially children—often have established connections to global IPs via platforms like Netflix and Disney+, partnering with beloved brands allows Ground Control to scale effectively. This strategy not only enriches the visitor experience but also protects investments and future growth.
Emerging Trends: The Future Landscape of LBE
Mohamed Attia, the visionary behind Ground Control, observes several trends set to influence the LBE industry in the coming years:
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Physical Play Experiences: With the prevalence of screen time, there’s a growing demand from parents for active alternatives that still feel playful.
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Educational Entertainment: Families are increasingly looking for experiences that provide educational value, as seen in the success of venues like OliOli in Dubai.
- IP-Centric Experiences: Licensing renowned global brands has become essential, tapping into children’s emotional connections with beloved characters to create memorable, real-world interactions.
Upcoming Highlights: What Lies Ahead for Ground Control
Exciting developments are on the horizon for Ground Control. Anticipated openings include a venue at Dubai Festival City in May, alongside the beloved Haribo Happy World. September will see the launch of four new experiences in Msheireb Downtown Doha, as well as another Ground Control outlet in Egypt’s Real Park. Moreover, significant IP rollouts are planned for Mall of Qatar, making the remainder of 2025 a packed schedule filled with thrilling announcements.
With its innovative approach and comprehensive strategy, Ground Control Entertainment is not just participating in the regional leisure boom; it is helping to redefine it, one immersive experience at a time.
