Nabil Kassim

TBY talks to Nabil Kassim, CEO of Warehouse of Games, about the significance of the market, consolidating the company’s reputation, and goals for 2024.

Can you elaborate on the significance of Saudi Arabia for your regional operations?

Saudi Arabia holds substantial importance for us, accounting for approximately 65-70% of our business activities. Our engagement with the Saudi market began in 1997, during which I was providing support from the US. Over the years, the market has seen significant growth and transformation. Historically, names like Al Hokair were prominent; however, today, Warehouse of Games is a key supplier for Seven, having secured a four-year contract and currently fulfilling the first year across three to four locations, with plans for a total of 19 locations. Recently, news of the collaboration between Qiddiya and Seven has further bolstered our business prospects. The large population of Saudi Arabia, estimated at 33-34 million, makes it a critical market for us. We have established robust strategic alliances with local companies and continue to strengthen these relationships. Looking ahead, we are optimistic about the potential for further expansion within the Kingdom.

How do you continually reinforce and consolidate your reputation in a highly competitive market?

Our manufacturers consistently align with the latest trends and innovations, which is crucial to our strategy. We actively collaborate with them in developing games tailored to our market, providing input on aspects such as color, size, and language preferences. Although the language remains English, regional nuances affect how sound is perceived differently in North America compared to our market. We are also deeply involved in the manufacturing process, seeking ways to enhance our offerings while aligning with financial constraints and budgetary considerations. This meticulous approach has refined our handling and strengthened our business growth. Our after-sales service benefits from our proximity to Saudi Arabia, allowing us to maintain close communication with clients, whether by phone or in-person visits. Our robust spare parts department in Jebel Ali further supports this effort. We prioritize personal visits and fostering strong customer relationships. Additionally, we participate in all major industry shows, including the DEAL show and the SEA show, where we are among the largest exhibitors. These efforts contribute to the continuous evolution of our business and the expansion of our market share.

What innovative products are you planning to introduce in Saudi Arabia?

Our manufacturers are at the forefront of cutting-edge technology. For example, we are collaborating with a company that is developing technology enabling 3D experiences without the need for glasses, expected to be available by the end of 2024. Many of our partners in the VR industry are investing heavily in advanced simulation technologies to ensure the motion experience is as realistic as possible. They are focusing on creating simulations where the visual experience matches physical sensations, offering a fully immersive experience. Previously, the motion felt semi-real, though with current advancements, users feel entirely part of the environment. We are committed to providing the latest innovations and products available in the market, ensuring our offerings are state-of-the-art.

What challenges do you face during your daily operations?

One of our primary concerns is the global geopolitical situation, which can disrupt shipping and logistics. For instance, transporting a container from the US now takes 57 days, complicating timely product delivery for our operators. The unpredictability of such events and the resulting economic uncertainties add to the challenges. Beyond this, we face few other obstacles. The Saudi market is currently open and competitive, with knowledgeable consumers who understand their needs and desires. In this dynamic environment, we strive to excel and remain the preferred choice.

What other countries are you targeting for expansion and consolidation of your operations?

We have experienced significant success in Kuwait, which emerged as one of our top-performing markets in 2023. Similarly, Oman showed substantial business growth the previous year. While Qatar is quieter, we occasionally secure projects there. Both Kuwait and Oman are investing in the development of more malls and facilities to retain their citizens and enhance local offerings. Saudi Arabia remains our primary focus due to its large population and market potential. However, we continuously explore new niches in other markets and undertake projects in the Gulf region. The region’s collective effort to boost entertainment, amusement, and tourism sectors aims to prevent outward migration and attract international visitors. Looking ahead, Syria and Lebanon present promising opportunities once regional stability is restored. Despite current uncertainties, we remain optimistic that peace will prevail, allowing for broader market expansion.

What are your main targets for 2024?

Our primary objectives for 2024 include expanding our global customer base and entering more countries in the MENA region. We aim to increase our visibility through social media and various advertising channels while enhancing direct engagement through visits. Achieving these goals is closely tied to global economic stability, and we hope for a more peaceful world to facilitate these ambitions.