Saudi Arabia has long been synonymous with opulent wealth and impressive real estate developments.

However, recently the kingdom is intent on turning the real estate world on its head and seeking to adopt new technology that is set to revolutionize the real estate sector.

An unusual mega-project will feature branded real estate projects that will include emoji and Smurf characters, taking their towering skyscrapers and sprawling properties to new heights with a world-class urban experience.

Saudi property developer Aqaratic has signed this new deal with Egeez Inc worth £791.2 million ($1 billion) which will bring a new level of immersive lifestyle experiences to visitors with the launch of developments real estate on the theme of entertainment.

The deal will launch Egeez World Saudi Arabia in Riyadh and aims to redefine urban communities by leveraging intellectual property (IP)-themed branded real estate in the Kingdom.

This new agreement will include a number of other initiatives aimed at aligning with Saudi Vision 2030 which “creates a thriving economy where everyone has the opportunity to succeed.”

It is led by Crown Prince Mohammed bin Salman (MBS) and aims to put Saudi Arabia on the global map when it comes to tourism, a diversified economy and improving the quality of life of citizens through urban experiences world class.

This new initiative aims to captivate nostalgic fans while elevating the Kingdom as a leader in megaprojects and entertainment.

Nathen Mazri, founder of Geez World, is known for being a pioneer in entertainment IP licensing with IP examples in the UK including Nickelodeon Land, Peppa Pig World and World of Jumanji.

Mazri has set his sights on Saudi Arabia and is seeking to attract major studios, including content owners, to the region’s real estate market by expanding Egeez World in the wealthy country.

Other examples of Egeez World’s expansion in Saudi Arabia include developments such as Six Flags Theme Park, Qiddiya Performing Arts Center, Six Flags Theme Park and Dragon Ball Z licensed attractions .

Ensuring the success of these ambitious Saudi projects will benefit from the international development and asset management expertise of Walid Al Mahmoud, CEO of Aqaratic, alongside CIO Fadi Elmasri.

These experts will seek to restructure urban life in Saudi Arabia through themed, innovative, mixed-use developments that leverage globally recognized entertainment icons, including The Smurfs and Emojis.

Mazri will serve as the creative force behind this megaproject with Egeez World bringing its industry-first approach to licensed thematic real estate.

Egeez World will oversee brand governance, align intellectual property, plan experiences, manage royalties and exclusively represent world-renowned brands.

These brands will include Emoji, The Smurfs and the most viral sensation, Youtooz Collectables with gaming partners and greats Hollywood studio directors are also included.

The official signing ceremony took place on November 14 at Cityscape Global in Riyadh.