Saudi Arabia’s flagship entertainment event, Riyadh Season, has expanded into the metaverse via a dedicated experience on the global gaming platform Roblox, the General Entertainment Authority announced on 19 October 2025. The initiative opens the festival’s signature zones and cultural attractions to players worldwide, enabling immersive participation from outside the Kingdom.

Set to run alongside the real-world festival spanning October to March, the Roblox world invites users to explore virtual recreations of Riyadh Season’s notable zones—most prominently the Boulevard City and Boulevard World.

Through “Boulevard World”, players can travel in-game to destinations such as Paris, Kuwait, South Korea and Italy, all within one interconnected digital environment.

Developed in partnership with the studio The Gang and the creative agency Big Time Creative Shop, the experience features an array of interactive games and entertainment modules.

Highlights include a hot-air balloon ride over the virtual city, a car-driving mini-game across a lake, a “Six Kings Slam” tennis challenge and a treasure hunt where golden tickets unlock exclusive Riyadh Season branded avatars and items.

In a major incentive for global players, certain participants from the United States, United Kingdom and Saudi Arabia will be eligible to win one million Robux—a value equivalent to over five thousand US dollars—underscoring the Kingdom’s ambition to engage gaming audiences at scale.

The GEA characterised the launch as a milestone in its broader digital entertainment strategy, stating that Roblox is the “ideal environment” to project Saudi Arabia’s cultural and festival identity to a global, youthful audience.

As other countries in the Middle East move to restrict the platform over safety concerns, Saudi Arabia’s full-scale partnership with Roblox signals a distinctive approach to digital leisure.

Updates—including new zones such as “BeastLand” by Mr Beast, a boxing game aligned with the festival’s real-world Six Kings Slam event, and a wrestling-game crossover inspired by the WWE Royal Rumble scheduled in Riyadh—are already planned, positioning the venture as a living, evolving extension of the physical festival.

This move deepens the Kingdom’s drive under its Vision 2030 reform agenda to diversify its economy and elevate its global entertainment footprint.

By combining live events with virtual experiences, Saudi Arabia aims to broaden access, boost cultural export and reinforce Riyadh’s role as a hub for next-generation entertainment innovation.