中东和北非娱乐产业.pdf

Entertainment in MENA:building the ecosystem2Entertainment in MENA:building the ecosystemTable of contents1Executive summary042Drivers of MENAs entertainment growth063Realizing entertainments potential144Conclusion195Reference203Entertainment in MENA:building the ecosystemThe entertainment sector,from sports,media and gaming to theme parks and theatrical events,is a major contributor to GDP,job creation,economist dynamism and cultural exchange.Globally,the cultural and creative industries accounted for US$3.4t,or 4%,of global value-added in 2019.1 In the US,arts and cultural economic activity accounted for 4.3%(US$919.7b)of GDP,2 while,in Europe,it represented 4.4%(EUR643b)of EU GDP in 2019.In some emerging economies,creative industries make a larger than average contribution to growth,accounting for 7.4%of Indonesias GDP,for instance,and employing 14.3%of the workforce.3Government support of the entertainment sector through subsidies,incentives or direct investments is predicated on its economic and societal dividends.Its financial contribution covers direct spending on events and performance,indirect spending on suppliers,vendors and business services and“adjacent”spending like merchandise or tourism.Socially,the sector improves the quality of life and helps countries to project“soft power”and find their voice in the international arena.The MENA region has the fundamentals for a vibrant and growing entertainment sector,thanks to strategic government investment,distinct heritage and cultures,and an engaged population.But to truly thrive,governments who have shown strong support for the sector to date now need to calibrate their interventions to focus on helping the private sector take the lead.This EY report presents five growth drivers of MENAs entertainment industry:government backing,a rich cultural heritage,theme parks,a thriving gaming and esports sector and high revenue-grossing box office entertainment.It also outlines the key calls to action now needed to maximize the opportunity:empowering the private sector,building the talent pool,regional coordination and adjusting to post-pandemic realities.Executive summary4Entertainment in MENA:building the ecosystem5Entertainment in MENA:building the ecosystem01Drivers of MENAs entertainment growthChapter6Entertainment in MENA:building the ecosystem01 Government backing MENA governments have demonstrated strong support for entertainment as part of their broader economic transformation strategies to build non-oil sectors and nurture industries with high job creation potential.Saudi Arabias Vision 2030 includes specific support measures and a US$64b investment plan geared to help the entertainment sector contribute more than US$23b,or 3%of GDP by 2030,creating more than 100,000 jobs.4 Huge infrastructure spending will buoy the sector via leisure facilities,and the Public Investment Fund(PIF)is launching a range of giga-projects,cinemas,and entertainment complexes,through Saudi Entertainment Ventures(SEVEN).The company plans to invest SAR50b(US$13.3b)to develop 21 integrated entertainment destinations with over 150 innovative attractions,in partnership with prominent international brands,across 14 cities in Saudi Arabia.The government is promoting the country as a tourism destination globally with the Saudi Tourism Authority(STA)expanding into 12 new overseas offices by 2022 and new agencies have been developed to support culture and entertainment.6The UAE is already a global tourism and leisure hub,its reputation cemented through the recent hosting of the World Expo.Abu Dhabi is now consolidating its culture and creative industries with museums and media sector infrastructure being placed into a single unit,the Department of Culture and Tourism(DCT)Abu Dhabi.The government plans to spend US$6b by 2026,targeting the creation of 16,000 new jobs by 2026.7 Dubai is seeking to increase the contribution of creative arts to its GDP from 2.6%in 2020 to 5%by 2025,with plans to launch new creative zones that will increase the number of companies from 8,000 to 15,000 by 2025 and grow the number of jobs from 70,000 to 150,000.With the FIFA World Cup,Qatar has a unique opportunity to capitalize on the culture,sports and youth sector as part of the National Vision 2030.It is the first Middle Eastern nation to host the World Cup.With an estimated 1.2 million World Cup visitors,Qatar is expected to generate an estimated US$20b,equivalent to 13.5%of its 2020 GDP.Driving forces behind MENAs entertainment industry13.5%GDP impactQatar(FIFA World Cup 2022)Govt.spendUS$300b*mentioned government spending and jobs created data is only for the Emirate of Abu DhabiJobs created1.5mBy year2022Saudi ArabiaGovt.spendUS$64bJobs created100,000By year2030UAEGovt.spend*US$6bJobs created*16,000By year20263%GDP impact5%GDP impact7Entertainment in MENA:building the ecosystemMega-projects to boost entertainmentWorld Expo 2020:The Expo 2020 Dubai,which was a huge exhibition on creative and cultural themes,attracted huge attendance of more than 20 million,driven by digital experiences,music concerts,sports events,arts and crafts,and live performances.10 After its conclusion,the site will become part of District 2020 to be used as a smart and sustainable mixed-use urban development and will include a science center and a cultural center.11Qiddiya:Qiddiya is an Entertainment,Sports and Culture destination covering over 367 square kilometres(sq.km.)of land.Qiddiya s visitors will enjoy a wide spectrum of offerings such as Six Flags Qiddiya,the regions largest water theme park,sports facilities such as football stadium,performing arts theatre,multiplex cinema,and a range of cultural and artistic activities.9Hatta:Dubai plans to transform Hatta into a global tourism,business and investment hub.The Hatta Master Development Plan forms an integral part of the Dubai 2040 Urban Master Plan and aims to conserve Hattas environment and its cultural heritage and promote it as a tourist destination.128Entertainment in MENA:building the ecosystem8Entertainment in MENA:building the ecosystem02 Rich heritage and cultureWhile government investment is crucial,it cannot,on its own,build a thriving entertainment industry.Every nation must harness its history and culture and MENA countries are drawing inspiration from their past as they build their entertainment industries of the future.Saudi Arabia is upgrading existing museums,including the National Museum and the Masmak Fort Museum in Riyadh,and launching new ones including the Black Gold museum in Riyadh,teamLab Borderless in Jeddah,the Royal Art Complex Museum,the Digital Art Museum and the Museum of Prince Mohammad bin Salman International Centre for Arabic Calligraphy.14 The government plans to encourage grassroot artists to nurture appreciation of Saudi and Arab art and enable cultural diplomacy and exchange.The country hosted its first art biennale,Diriyah Contemporary Art Biennale in 2021 and Desert X art festival in Al Ula in 2020,while Diriyah Islamic Arts Biennale is planned for 2023.In the UAE,Dubai inaugurated its Museum of Future in February 2022,which joins the list of the UAEs growing list of attractions,such as Jameel Arts Centre,Etihad Museum,Alserkal Avenue in Dubai and Sharjah Art Museum in Sharjah.15 Al Ula:A world-class open-air museum on Arab civilization and culture(Madain Saleh,Saudi Arabias first UNESCO heritage site and the second largest Nabatean site after Jordans Petra).The destination includes cultural sites,museums and recreational activities.Winter at Tantora Festival,an annual cultural festival,is also held at Al Ula.Diriyah Gate:Al-Diriyah,the birthplace of the House of Saud,is being transformed into a cultural destination,with restored buildings,alongside museum galleries and exhibitions.Diriyah Square,part of the US$50b Diriyah giga-project,offering culture,leisure,and entertainment experiences,is scheduled to open by 2024.16 Further tourism-related projects include Amaala,a wellness tourism destination with art galleries;Al Soudah,a new US$3b venture in the Asir region;Dadan,a city dating back to the first millennium BCE.17 Saadiyat Cultural District:In Abu Dhabi,Saadiyat Island Cultural District houses a cluster of world-class cultural assets.It is fast growing into the UAEs cultural hub with the Louvre Abu Dhabi museum joined in the near future by the Zayed National Museum and the Guggenheim Abu Dhabi.18 Alongside the museums and heritage sites that Dubai Culture manages,the authority grants creative industry players several platforms to express themselves,including Sikka Arts Festival,Dubai Festival for Youth theater,and Emirates Airline Literature Festival.Sharjahs cultural calendar has evolved to feature international book fairs,exhibitions at more than 16 museums and,festivals that celebrate photography,theater,poetry and calligraphy.19Saudi ArabiaUAECultural investments in Saudi Arabia and the UAE9Entertainment in MENA:building the ecosystemThe MENA region boasts one of the fastest-growing gaming sectors globally,driven by the number of active and paid gamers in Saudi Arabia and the UAE.20 Gaming market revenue in the Middle East reached an estimated US$3.4b in 2021,a growth of 19%y-o-y.Saudi Arabias gaming market generated approximately US$0.9b in revenues,while,the UAE generated US$0.5b in 2021.The market is now evolving from casual gaming to competitive sports and virtual reality games.Video game revenues almost doubled over the last five years,boosted by new releases from publishers,combined with the growth of in-game microtransactions and advertising.Mobile gaming is the largest segment,driven by strong smartphone and internet infrastructure in Saudi Arabia and the UAE.2103 Gaming and esportsGaming has been an area of exponential growth with the Middle East consumers ranked among the highest in spending on e-gaming and e-sports,most of which is outbound revenue.This represents a significant opportunity for the region to re-capture some that revenue domestically.*E:EstimatedSource:“Middle East Media and Entertainment market(202025)”,Mordor Intelligence,via EMIS“201901234567Saudi ArabiaUAE KuwaitRest of Middle EastMiddle East gaming and esports revenue by country(in US$b)2019-26202020212022E2023E2024E2025E2026ECAGR+16%2.282.843.395.216.545.864.573.96Mohamad DirwishEY MENA Media&Entertainment Practice Leader10Entertainment in MENA:building the ecosystem04 Theme parksThe MENA region is developing world-class themed entertainment destination parks,leveraging cutting-edge technology including augmented reality(AR)and virtual reality(VR).Major upcoming projects in the region include:Six Flags at Qiddiya Six Flags Qiddiya will serve to be a key entertainment attraction for Qiddiya and the city of Riyadh.The theme park will cover an area of 320,000 square meters and will feature 28 rides including the worlds tallest,fastest,and longest coaster.22The regions largest water theme park will cover 252,000 square meters of land and will be home to 22 rides and attractions including nine that will be world firsts.Yas IslandAbu Dhabis Yas Island,which already includes several entertainment destinations including Ferrari World and Warner Bros World,will add SeaWorld Abu Dhabi,a marine-life theme park,with the worlds largest marine aquarium,which is slated to open in 2023.The Rig An extreme entertainment attraction,proposed to open in 2025,featuring an oil rig converted into a massive 1.6 million-square-foot resort with roller coaster rides,waterslides,and adventure sports such as diving and bungee jumping.23SEVENs entertainment destinationSeven has begun construction of its first entertainment destination in Al Hamra,Riyadh.It will feature a range of experiences including indoor surfing,bowling,indoor skydiving and indoor karting racetrack.Its other entertainment projects will be located in Kharj,Makkah,Jeddah,Taif,Dammam,Khobar,Al Ahsa,Madinah,Yanbu,Abha,Jazan,Buraidah,and Tabuk.Kuwait Entertainment CityKuwait is working to accelerate rehabilitation works at the Kuwait Entertainment City amusement park and recreation center,theme parks,water park,and sports arena.11Entertainment in MENA:building the ecosystem05 Box office entertainmentBox office revenues in MENA reached an estimated US$800m in 2021 and are expected to surpass US$1b by the end of 2022.24 Saudi Arabia has emerged as the fastest-growing market in the region,with box office revenue totaling US$238m in 2021,an increase of 95%over US$122m in 2020.The country has surpassed the UAE,which achieved box office revenue of US$130m in 2021.25Since the Saudi Arabian government reversed the cinema ban and reopened movie theaters,a thriving sector has emerged,with the addition of 53 cinemas,430 screens with more than 41,000 seats and 11 companies specialized in cinema operation now working across the country,including nine international companies.26 The total number of screens in the Middle East is expected to increase from 2,100 in 2021 to 3,100 by the end of 2024,with the most incremental growth coming from Saudi Arabia.27Middle East box office revenue(in US$b)2021-22US$0.8bUS$1.3b20210.00US$1.0bRevenue(in US$b)Year(E=estimate)2022E2024E0.200.400.600.801.001.20US$238mUS$130mMiddle East box office revenue(in US$m)2021UAESaudi ArabiaUS$432mOthers12Entertainment in MENA:building the ecosystemCinema investment plans28EmaarAMC EntertainmentMUVI CinemasVoxCinpolisEmaar Entertainment plans a US$270m Reel Cinemas roll-out in Saudi Arabia with plans to open more than 20 venues by 2026.MUVI intends to grow to 307 screens nationwide by 2022,adding 204 screens.Also,plans for eight additional locations,on track to exceed 600 screens by 2024.AMC Entertainment plans to expand to 50 locations by 2024.Vox Cinemas plans to build 600 screens across Saudi Arabia by 2023 as part of a US$530m investment.Cinpolis is investing more than US$300m to launch six new movie complexes with 63 screens by 2023.Entertainment in MENA:building the ecosystem1313Entertainment in MENA:building the ecosystem02Realizing entertainments potentialChapterWhile MENAs entertainment sector is gathering momentum,to reach its full economic and social potential requires a step-change in particular,greater participation from the private sector and a shift in government attention from financing to broader ecosystem support.This chapter outlines four key focus areas which could help the region achieve its goals for the creative and cultural industries:empowering the private sector,nurturing the domestic workforce,coordinating national efforts into a coherent regional strategy,and adjusting to the opportunities and constraints of this sector in a post-COVID-19 world.14Entertainment in MENA:building the ecosystem01 Empower the private sectorTop entertainment markets share a common characteristic:a thriving private sector,from large corporates to start-ups,freelancers and creative industry entrepreneurs.Governments are an important source of fi