In the heart of Saudi Arabia’s transformation lies a mission that’s as bold as it is joyful: building a future where fun isn’t a luxury, it’s a lifestyle. At the center of this mission? A vibrant company called Saudi Entertainment Ventures, or SEVEN for short. Backed by Qiddiya Investment Company, a Public Investment Fund (PIF) entity, SEVEN is crafting a new entertainment landscape, one dazzling destination at a time, with a clear purpose: to boost the nation’s happiness while fueling economic growth.
Their formula? Joyful society + Thriving economy = Vibrant nation.
And behind it all is a growing team of what they lovingly call fungineers. Yep, you read that right.
Who or what are SEVEN‘s fungineers?
Based on SEVEN’s Chief Entertainment Operations Officer Damien’s candid response, it was not planned and the term just sort of happened over time. Since the company is involved in engineering fun for Saudi Arabia, why not just call themselves fungineers?
Today, SEVEN is home to more than 650 fungineers, and that number is expected to grow into the thousands. These are the minds designing, imagining, and building the Kingdom’s new playgrounds, from futuristic karting tracks to a nostalgia-packed Transformers attraction. And make no mistake: fun is serious business here.
A fun formula that works
SEVEN isn’t just about building entertainment destinations, it’s about transforming cities through entertainment. The team is rolling out multiple large-scale destinations in major hubs like Riyadh, Abha, Tabuk, Madinah, and many more.
Each entertainment destination is tailor-made to reflect local culture while offering world-class attractions that wouldn’t be out of place.
So how do they strike the balance between local authenticity and global wow factor? “Carefully,” Latham answered with a chuckle. “We ran massive local market studies, and tens of thousands of people gave input. What do they want to see? How often would they go? What kind of rides or entertainment do they love? Then we curated each destination around those insights.”
SEVEN isn’t interested in copy-pasting attractions from abroad. Instead, their design teams look inward, drawing inspiration from each city’s colors, architecture, and cultural rhythms. In Jeddah for example, an outdoor surf-themed restaurant borrows its vibrant patterns and aesthetic straight from the city’s historic Old Town, reimagining Hawaiian vibes through a Hijazi lens.
The power of play (and IP)
SEVEN’s strategy doesn’t stop at homegrown inspiration. The company is building partnerships with some of the biggest names in global entertainment. Think Hasbro, Hot Wheels, Play-Doh, and Formula E, brands with emotional pull across generations.
“Everybody has a memory with Play-Doh,” Latham points out. “Same with Hot Wheels.” So SEVEN took these iconic brands and turned them into fully immersive experiences that both kids and adults will connect with.
Riyadh, for instance, is getting a Transformers mega-attraction, featuring an epic battle of Cybertron, multiple rides, themed zones, retail spaces, and more. It spans over 10,000 square meters and is packed with dark rides, roller coasters, and jaw-dropping visuals. It’s the kind of project that takes nostalgia and injects it with state-of-the-art innovation.
Meanwhile, Hot Wheels and Formula E karting tracks will be featured in many locations. The idea? Hot Wheels for family fun, Formula E for serious speed demons. It’s the best of both racing worlds, and it encourages repeat visits to try them all.
Local first, always
Whether it’s attractions, architecture, or storytelling, SEVEN’s golden rule is simple: design for Saudi Arabia. Every destination is layered with elements that speak to its city and people. In Tabuk, for instance, the spotlight is on Discovery Adventures, a unique offering paired with a SEVEN-branded FEC (family entertainment center) and a flexible Multipurpose venue for all things cultural and communal.
The goal isn’t just to entertain, it’s to empower. SEVEN is creating thousands of jobs across new fields, while encouraging local SMEs to jump into the growing ecosystem. From facilities management to retail and operations, this isn’t just a top-down project. It’s a launchpad for a new generation of creators, entrepreneurs, and, yes,fungineers.
“I remember when I first got into this industry,” Latham recalls. “Back then, your options were limited. Suddenly, here’s an entertainment hub popping up in your hometown. It changes everything.”
Safety, tech, and guest experience
For all the excitement, there’s a deep undercurrent of discipline behind the scenes. Safety is SEVEN’s top priority, followed closely by guest experience and sustainability. Each attraction undergoes rigorous third-party safety verification. But beyond that, the real differentiator is how it all feels.
“We want people to be blown away,” Damien says. “Whether it’s the thrill of a rollercoaster or the calm wonder of our upcoming hubless Ferris wheel in Riyadh’s Al Hamra—there’s something for every mood. We don’t want people to come just once. We want them to explore every destination and walk away with unforgettable moments.”
That Ferris wheel, by the way? It’s not built for thrills. It’s built to make you stop, stare, and smile. A “stop and wonder” ride, as the team puts it. Which just might be SEVEN in a nutshell: a company built on wonder, and a vision big enough to hold it all.
Bumblebee, teacups, and the future
When asked which Transformer Latham would be for a day, he doesn’t hesitate. “Bumblebee,” he grins. “He’s powerful, fun, and he doesn’t need words.”
And that’s exactly what SEVEN is doing across the Kingdom. With nearly 500 ride types in development and the first wave of destinations set to open soon, the future of fun in Saudi Arabia is looking bigger, bolder, and brighter than ever.
So next time you hear the word fungineers, just smile. That’s the sound of a new Saudi entertainment era, gearing up for liftoff.
For more information, please visit seven.sa.
