In the ever-evolving world of Location-Based Entertainment (LBE), storytelling has become more than a creative layer: it’s a strategic asset. This was the central theme at the 8th MENALAC Leisure, Entertainment & Attractions CEO Conclave Conference in Dubai, where a panel of global industry leaders gathered to tackle one pivotal question: Should your LBE rely on third-party IPs, or is it time to develop your own story universe?
Organized and moderated by our Chief Brand Officer and TEA EME Board Member Valeria Rizzo, the panel brought together executives from across the entertainment design and development spectrum, such as Nicolas Gougenheim (SVP Business Integration & Optimization at Miral Experiences), Mohamed Attia (CEO of GC Entertainment Co.), Karim Sijlamassi (Director at Forrec), and Hannah MacDonald (IP Advisor at McDonald & Associates).
The discussion, titled "The Power of Story – What’s the Best for Your LBE: Using a Third-Party IP or Creating Your Own?", shed light on the decisions, risks, and innovations shaping how theme parks and family entertainment centers connect with today’s audiences, especially across the dynamic markets of the MENA region.
Balancing familiarity and originality in storytelling
The decision to utilize a third-party IP or to create an original story is multifaceted, involving considerations of brand recognition, creative control, cultural relevance, and financial implications. Established IPs offer immediate audience familiarity and can drive initial interest.
Original content allows for complete creative freedom and the opportunity to craft unique experiences tailored to specific audiences. This approach, while potentially more resource-intensive, can result in distinctive attractions that set a venue apart in a competitive market.
Cultural context and regional relevance
In the MENA region, cultural nuances play a significant role in the success of LBE offerings. The panel highlighted the importance of ensuring that both third-party and original content resonate with local audiences. This involves thoughtful integration of regional themes, values, and storytelling traditions to create experiences that are both engaging and culturally appropriate.
Strategic implications
Operators must weigh several factors when deciding between third-party IPs and original content:
- Brand alignment: does the chosen narrative align with the venue's brand identity and values?
- Audience engagement: does the story have the potential to connect with target audiences?
- Financial considerations: evaluating the costs associated with licensing existing IPs versus developing new content.
- Long-term plans: is the story sustainable and adaptable to survive over time?
So… What’s the best choice?
There is no one-size-fits-all answer. As the panel made clear, the choice between third-party IPs and original content should stem from a holistic strategy that aligns with business goals, target audience, brand vision, and cultural context.
Red Raion, as the leading CGI studio for media-based attractions, continues to champion both approaches, having collaborated with IP holders worldwide and supported clients in developing wholly original, immersive story worlds.
The key takeaway?
Whatever story you choose to tell, make sure it’s one your audience wants to live.
