Bringing Social Entertainment to Life

Founded in March 2023, Ground Control Entertainment is quickly establishing itself as a regional force in location-based entertainment (LBE). With an ambitious roadmap and a curated mix of globally recognized IPs, immersive attractions, and family-centric social spaces, Ground Control is reimagining how people experience leisure across malls in the MENA region. From successful launches in the UAE, Oman, Egypt, and Bahrain to upcoming concepts featuring brands like Haribo, NERF, and Miraculous, the company is set on making entertainment more inclusive, experiential, and culturally resonant. In conversation with Mohamed Attia, Founder & CEO, Ground Control Entertainment Co., we speak about the brand’s growth, vision, and how it plans to shape the future of entertainment in the Middle East.

Let’s begin with the background of Ground Control. What’s the story so far and where do things stand today?

Ground Control was launched in March 2023 with a simple but powerful mission: to build something phenomenal and unlike anything already in the market. Our first venue opened at Nakheel Mall (now Balmain Jumeirah), followed by Ground Control at Mall of Oman, Marassi Galleria in Bahrain, and District 5 in Egypt. We’re currently developing additional locations at Dubai Festival City, Sharq Galleria in Doha, and more.

We’re also investing in high-value brand partnerships. In Doha, we’re launching four IP-driven experiences, including Ground Control, Blaidou Fun Factory, and NERF Action Experience. One of our most exciting openings is Haribo Happy World in Dubai Festival City this summer—a unique fusion of confectionery and gamified fun. We’re also collaborating on concepts like Miraculous in Morocco and Angry Birds-themed experiences in Dubai. The focus is clear: expand selectively across high-footfall, premium destinations and deliver something fresh, social, and experiential.

The MENA region is seeing a boom in leisure and entertainment. What makes Ground Control different from other players in this space?

What sets us apart is our focus on social entertainment for all ages. We’re not targeting just teens or young adults—Ground Control is for everyone. You’ll find a mix of redemption games, laser tag, mini golf, escape rooms, bowling, and more—all paired with great F&B and Tex-Mex cuisine. We aren’t chasing thrill rides or licensing gimmicks. Instead, we’re creating immersive, multifunctional spaces where families and friends can socialize in an active, screen-free environment. That inclusivity is our true USP.

Speaking of inclusivity, food is a big part of the social experience. What does your F&B strategy look like?

Food is central to what we do. We’ve crafted a menu that caters to the entire family—from juicy burgers and pasta to real Italian pizza. Our chefs are curating a dining experience that matches the entertainment in quality and creativity. It’s about making sure every guest feels the space is worth lingering in—not just playing and leaving.

And what about accessibility—how do you approach pricing and loyalty?

We’re very conscious of affordability. While we’re offering premium experiences, our pricing is accessible. We want families to return again and again without it being a burden. On the loyalty side, we’re working with Microsoft to build a smart CRM and loyalty ecosystem. From points collection to tiered memberships and game discounts, we’re building a program that rewards frequent guests meaningfully.

Saudi Arabia is seeing huge investments in entertainment. What are your plans for that market?

Saudi is a priority. Beyond Ground Control, we’re introducing social dining and entertainment districts similar to what we’ve done in Dubai Mall. We’re in active discussions with several major partners in KSA, and expansion plans there are well underway. You’ll soon see Ground Control, Haribo Happy World, NERF and other IP-led experiences in prime Saudi locations.

What’s your vision for Ground Control over the next three years?

Our vision is to become the largest owner of IP-driven location-based entertainment experiences in the Middle East. Today’s audiences—especially kids—are already deeply connected to global IPs through Netflix, Disney+, and others. So rather than build unknown, new concepts from scratch, we work with beloved brands that already have loyal fan bases. It makes scaling easier, experiences richer, and investments smarter.

As someone deeply entrenched in the LBE industry, what trends do you think will define the sector over the next few years?

Three major trends stand out:

1. Physical Play Experiences: As kids grow more addicted to screens, parents are actively seeking physical alternatives that still feel like ‘play.’ Active engagement is a big draw.
2. Educational Entertainment: Edutainment is rising—families want value from their visits. Spaces like OliOli in Dubai prove that learning through fun has huge demand.
3. IP-Centric Experiences: Licensing global brands isn’t just trendy—it’s essential. Kids today form emotional connections with characters through movies and shows. Bringing those to life in the real world is a winning formula.

Finally, what can we expect from Ground Control in the next few months?

We’re set to open Ground Control at Dubai Festival City this May, followed closely by Haribo Happy World—our flagship confectionery and entertainment concept. In September, we’ll launch four experiences at Msheireb Downtown Doha and another Ground Control in Egypt’s Real Park. Two major IP rollouts are also on the cards at Mall of Qatar. The rest of 2025 will be packed with exciting announcements.