Joy Forum 2025, the largest event of its kind in the region, brought together global leaders from the entertainment, media, and sports industries to explore the future of creative content, artificial intelligence (AI), and entertainment cities.
Throughout the forum, top executives, filmmakers, and cultural icons shared insights on how digital transformation, storytelling, and technology are reshaping the global entertainment landscape — with Saudi Arabia emerging as a major player in this evolution.
Global Platforms and the Sports Industry
In a high-profile session titled “Global Platforms in the New Age,” NBC CEO Mike Sneesby, DAZN Group CEO Shay Segev, Netflix VP Gabe Spitzer, and Sky Sports Executive Director Phil Marshall discussed the rapidly changing sports and broadcasting ecosystem.
Moderated by British journalist Piers Morgan, the panel focused on how competition for broadcasting rights is now driven by innovation and digital engagement.
Marshall highlighted that Sky Sports now operates year-round with an immersive digital ecosystem connecting fans across sports. Netflix’s Gabe Spitzer noted that the platform’s sports documentaries — including Drive to Survive, The Last Dance, and Beckham — demonstrate how authenticity and emotional storytelling build stronger fan loyalty.
DAZN’s Segev described sports as undergoing the same digital shift seen in film and music with Netflix and Spotify, while NBC’s Sneesby emphasized that the convergence of sports and entertainment defines the next era of audience engagement.
Morgan praised Saudi Arabia’s digital communication model led by His Excellency Turki Alalshikh, calling it a “revolution in leadership-to-audience communication.” The panel agreed that Saudi Arabia has now become one of the fastest-growing global markets for sports and entertainment.
The Future of Entertainment Cities
A session titled “From Factory to Imagination: The Future of Entertainment Cities” featured Abdullah Al-Dawood (Qiddiya Investment Company), Scott Ross (SeaWorld), Brian Machamer (Six Flags Qiddiya), and Alexander Bouché (MackOne), moderated by Saudi host Mohammed Islam.
Al-Dawood revealed that Qiddiya City aims to redefine entertainment tourism — prioritizing experience over infrastructure, integrating play, culture, and lifestyle under the slogan “Now We Play.” He announced a world-first Dragon Ball immersive experience and partnerships with brands such as Mercedes-AMG.
Ross described Qiddiya as “a significant leap in global entertainment experiences,” while Machamer shared details about the theme park being built in the Tuwaiq Mountains. Bouché emphasized that storytelling and imagination now drive modern entertainment, turning engineering into art.
Bollywood Unites in Riyadh
A historic panel titled “East to West: The Global Rise of Bollywood” saw Shah Rukh Khan, Salman Khan, and Aamir Khan appear together for the first time in a decade, moderated by Razane Jammal.
The trio reflected on Bollywood’s global journey, emphasizing that emotional storytelling and cultural diversity define Indian cinema’s universal appeal. Shah Rukh Khan thanked Saudi Arabia for hosting the landmark session, urging the industry to call itself the Indian Film Industry rather than Bollywood.
Creativity, Technology, and Talent
In the session “Skill… Talent… Culture… and Technology,” Tim Sale, Stefan Saunders, Dr. Essam Bukhari (CEO, Manga Productions), and Kevin Loewen (ARRI) discussed how innovation is driving a new creative era.
Dr. Bukhari highlighted that entertainment contributes to well-being, reducing global anxiety rates by 25%, and reaffirmed Saudi Arabia’s competitive ambition through initiatives such as Esports World Cup, Qiddiya, and Dragon Ball projects.
Artists’ Rights in the Age of AI
In a forward-looking session titled “Artists’ Rights & Royalties in the AI Era,” Lilia Parsa (Capitol Records), Alfonso Perez Soto (Warner Music Group), and Salem Al Hendi (Rotana) discussed safeguarding creativity amid AI disruption.
Parsa stressed the ethical use of AI, while Perez Soto demonstrated a live AI-generated song, underscoring the need for new legal frameworks. Al Hendi called for stricter intellectual property protections as technology reshapes Arabic music.
Closing
In his closing remarks, Engineer Faisal Bafarat, CEO of the General Entertainment Authority, confirmed that Joy Forum will return next year with an even more ambitious program, reflecting the Kingdom’s growing role in shaping global entertainment and innovation.
