Saudi's Event Scene expands to 10+ categories with 5x drop in ticket price

Zawya

28-05-2025

Saudi Arabia's entertainment sector is expected to reach about SAR 17.36 billion by 2030, driven by digitalisation, diversified event formats, and changes in audience behaviour. According to Platinumlist, 70% of tickets are now purchased via mobile, with 31% bought on the same day, reflecting a shift toward spontaneous, mobile-first experiences.
RIYADH, KSA: Platinumlist, the Saudi-based online ticketing platform, examines key changes and trends in the industry, drawing on its decade-long presence in the market. Over the past few years, Vision 2030 and the General Entertainment Authority (GEA) initiatives have driven major investment in cultural and entertainment projects. New regulations have encouraged private‑sector support in every region of the Kingdom, with more than 3700 businesses involved in the entertainment sector.
Experiential Formats Top Preference in Event Landscape
Event formats have multiplied and diversified at an unprecedented rate. Between 2016 and 2017, Arabic pop concerts accounted for nearly 100% of all public events, which was both culturally acceptable and logistically feasible at the time. Today, no single category dominates, shows Platinumlist's internal data, and audiences are engaging with a much wider range of events like Experiential Formats (attractions, immersive zones, seasonal festivals - 24%), Arabic Music & Concerts (23%) Family & Cultural Content (kids events, lifestyle, national days - 13%), Youth & Niche Segments (EDM, anime, gaming, underground - 13%), Business & Conferences (3%).
Alongside the diversification of formats, the scale of events is also growing. Flagship events like Formula 1, the Riyadh Season Winter Wonderland, and the Diriyah Biennale place Saudi Arabia firmly on the global entertainment map. This has created a ripple effect across hospitality, retail, and local creative industries, with inbound tourist spending reaching SAR 153.61 billion in 2024.
'The Saudi entertainment market is one of the most dynamic and promising in the region, and Platinumlist is incredibly proud to have been part of this vibrant journey for over a decade,' said Moayad Qudus, Senior Business Development Manager at Platinumlist. 'Since entering the Kingdom 10 years ago, we have invested SAR 105 million in human capital and technology, a testament to our deep belief in the potential of Saudi Arabia's vision and people. Being part of this transformative era is not just a business opportunity — it's a privilege and a patriotic commitment to the growth of a nation we proudly call home.'
Same-Day Mobile Ticketing Is Dominant
Ticket‑buying behaviour has shifted from planning weeks ahead (for 73% of buyers in 2017) to deciding just days or hours before an event (31% in 2025). Mobile sales now account for over 70% of all transactions according to Platinumlist, with dynamic QR codes ensuring secure entry. Saudi Arabia was the first market in the GCC region where Platinumlist rolled out mobile ticketing and ticket-exchange features. According to the company's internal data, this security measure has cut ticket fraud by 85%.
Accessibility has improved both in price and frequency. Average ticket order values have fallen from SAR 1,400 in 2018 to around SAR 250 today. This means that events become a more affordable and frequent part of everyday life, and are open to a new audience mix, including families, students, and youth segments.
Digitalisation and Immersiveness As a Key Trend
Saudi Arabia goes beyond hosting events to elevate cultural destinations, uniting art, adventure and innovation in unique, once-in-a-lifetime experiences. Saudi's events are shifting towards integrated entertainment hubs, such as Qiddiya and AlUla, where concerts, exhibitions, and outdoor adventures coexist in one location. AI-driven personalisation and AR/VR layers are now common, while smart crowd-management and fully digital tickets make purchasing easier and safer. Event designers prioritise interactive, immersive experiences that blend cutting-edge tech with creative formats.
With the entertainment sector projected to grow at a 10.44% compound annual growth rate (CAGR), Saudi Arabia holds significant potential to shape the global entertainment landscape. Combining its unique cultural heritage with innovative approaches, the Kingdom is well-positioned to achieve its vision of becoming a hub for world-class events and tourism.
About the company
Platinumlist is a leading online ticketing platform in the Middle East. Users can follow their favourite artists, get notifications for local performances, and enjoy secure and convenient access to events. Furthermore, Platinumlist supports event organisers with advanced tools like reporting, seat mapping, and dynamic QR codes, covering everything from setup and management to digital marketing, on-site ticket scanning, and sales.
In Saudi Arabia, the company sold its first ticket ten years ago and is now trusted by over 300 different organisers, partnering with the Ministry of Culture, General Entertainment Authority (GEA), Royal Commission for Riyadh City, Saudi Esport Authority, Ministry of Sport, Saudi Motorsport Company, Saudi Equestrian Federation, and many more. As a mature entertainment brand in the region, it has delivered ticketing services for over 1,500 events for more than 300 organisers.