Seef Properties has entered into a Memorandum of Understanding (MoU) with Saudi-based AWJ Real Estate to jointly develop, operate and manage family entertainment centres across the Kingdom.

The agreement was signed by Ahmed Yusuf, Chief Executive Officer of Seef Properties, and Abdulaziz Al Mosa, Chief Executive Officer of AWJ Holding Company, during a ceremony attended by senior officials from both organisations. The partnership marks a significant step in Seef Properties’ regional expansion strategy and underlines its commitment to strengthening its presence in the entertainment sector.

Under the terms of the MoU, Seef Properties will channel its expertise through its subsidiary, Seef Entertainment, which has already established a strong reputation in Bahrain. Its portfolio includes Yabeela, the country’s largest indoor family entertainment centre; Jumpoline, the largest trampoline centre; Hawa, the first and largest indoor inflatable playground; and Magic Island, a longstanding family destination since 1998.

Speaking at the signing, Ahmed Yusuf, Chief Executive Officer of Seef Properties, said: “The Kingdom of Saudi Arabia, one of the region’s fastest-growing and most dynamic markets, is experiencing a growth in demand for diverse, high-quality entertainment offerings that give families more choice. Our partnership with AWJ Real Estate brings together Saudi Arabia’s market potential and Seef Properties’ extensive expertise in the industry, empowering us to elevate entertainment standards across the Kingdom to match the best the region has to offer.”

Abdulaziz Al Mosa, Chief Executive Officer of AWJ Holding, added: “Leading Gulf companies entering Saudi Arabia are a reflection of the strong investor confidence in the Kingdom’s sustainable business climate. We are excited to partner with Seef Properties, a regional leader in real estate and entertainment, to enhance our projects. This collaboration aligns with our strategy for integrated urban destinations within Riyadh’s Al Rabwa project, one of the Kingdom’s top future mixed-use developments. By combining Seef Properties’ expertise with our vision at AWJ, we aim to create exceptional entertainment and community experiences that will help establish Saudi Arabia as a global entertainment destination.”

The MoU also builds on the companies’ existing partnership within Riyadh’s Al Rabwa project, a mixed-use development spanning around 160,540 square metres. Designed as a sustainable urban hub, the project will incorporate family entertainment centres alongside restaurants, cafés, offices and residential units.

Seef Properties already has an extensive portfolio of projects across the retail, entertainment and hospitality sectors, including Seef Malls, Al Liwan, Fraser Suites, and Seef Entertainment.