Dedicated Gaming, Film, and Luxury & Lifestyle Streams Debut at Athar Festival 2025 as Saudi Creativity Takes the Global Stage
November 13, 2025
- 1,900+ attendees and 150+ speakers from the region and beyond convened on Day One of the festival as it opens doors to third edition
- HRH Princess Lamia Bint Majed Al Saud, Ellie Norman, and Ali Ali headlined a standout programme of global and Saudi voices
- Flagship initiatives welcomed 63 young talents, 16 women leaders, and 20 aspiring CMOs
Riyadh – Saudi Arabia, 21 October 2025: The third edition of Athar – Saudi Festival of Creativity launched its opening day in Riyadh with 1,900+ attendees and 150+ speakers from the region and beyond exploring the ideas shaping Saudi Arabia’s creative future. From the launch of new content streams to the return of flagship programmes, the festival’s expanded footprint reflected a cultural economy that is bolder, broader, and more dynamic than ever before.
Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group, said: “Athar Festival continues to expand its horizons, reflecting the growing ambitions of a nation that is redefining creativity across multiple industries. By introducing new content streams focused on gaming, film, as well as luxury and lifestyle, the festival is opening up new avenues to explore the intersection of both regional and global interests today. ”
Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, said: “When creativity thrives, industries thrive, and societies thrive. In Saudi Arabia, the growth of our creative economy is more than a success story, it is a reflection of our people’s resilience and imagination. The true impact lies in what comes next, a future where creativity is the foundation of progress and a source of pride for the Kingdom.”
Leading Day One’s agenda, the Creative Impact stream spanned diverse perspectives, from HRH Princess Lamia Bint Majed Al Saud’s fireside chat on Saudi Arabia’s cultural influence, authenticity, and women’s leadership, to Ellie Norman’s keynote on the evolution of sport, where she unpacked how technology, creativity, and purpose can redefine how brands and movements resonate with audiences worldwide.
New Frontiers in Content
This year’s festival introduced new dimensions to its agenda for the first time. In the Screen & Influence stream, acclaimed director Ali Ali shared the extraordinary behind-the-scenes challenges of producing advertising films under pressure, revealing untold stories behind eight ad films that pushed the boundaries of creative possibility.
In another first for Athar Festival, the Luxury & Lifestyle stream brought together voices from travel, fashion, and hospitality to discuss Saudi Arabia’s emergence as a global luxury destination. Speakers highlighted how the Kingdom is redefining luxury and lifestyle by emphasising cultural authenticity, personalisation, and sustainability.
Meanwhile, the debut of the Saudi Gamer Arena marked another milestone for the festival and for the Kingdom’s booming esports sector. Sessions spanned Saudi Arabia’s ambitions to build a global gaming hub, the growing commercial opportunities of “gamevertising,” and the breakthrough role of Saudi women in esports, featuring professional female gamers including Jenan Almeather, Wasayf Abdullah, Modhi Alkanhal, and Juri Alamri.
The Future Forward stream focused on technology’s defining role in amplifying creativity, with Athar Festival 2025 hosting the launch of IZZI AI. Positioned as a breakthrough in customer engagement and sales automation, IZZI AI will transform everyday conversations into powerful brand connections. Its debut in Riyadh reflects both the Kingdom’s appetite for innovation and the festival’s role as a launchpad for future-focused ideas.
Flagship Initiatives and Learning Opportunities
Athar’s flagship initiatives also took centre stage, returning for the third consecutive year since inception. The Young Talent Academies welcomed 63 participants across three tracks designed for students and early-career professionals under 30. The Maheerah Programme, a leadership experience for senior women in the creative industries, brought together 16 participants for an intensive schedule of training and mentorship. The Future CMO Academy convened 20 promising marketing professionals for a one-day accelerator tailored to the next generation of industry leaders. Adding to these learning opportunities, focused presentations and masterclasses also delved into marketing leadership, personal branding, designing impactful campaigns, and more.
Collaboration and Industry Impact
Collaboration defined much of Day One with new dedicated touchpoints for networking. At the Talent Hub, 100+ meetings took place between aspiring professionals and leading companies, creating a space where fresh talent could connect directly with industry decision-makers.
“What makes Athar remarkable is not only the content on stage, but the connections that happen off it,” added Fairservice. “These conversations and collaborations are the foundation for long-term growth in the Kingdom’s creative sector.”
Saudi Voices and Global Conversations
Day One also spotlighted the Unplugged series of panels, where Saudi and international CEOs, CMOs, and CCOs took the stage for audience-driven “ask me anything” conversations. These unscripted sessions gave participants rare access to industry leaders across strategy, marketing, and creativity, creating candid moments of exchange. These discussions came alongside keynote addresses, and meetups, signalling the festival’s unique ability to bring local ambition into dialogue with global expertise in new and interesting formats even more casual, interactive sessions.
“I’m proud to see Saudi voices from so many sectors come together to engage and share their unique perspectives with global counterparts,” added Al Ayed. “It is this confidence, rooted in our culture and fuelled by our creativity, that will carry our industry forward.”
Athar by the Numbers
With a packed programme, Day One featured 22 panel discussions, 15 presentations, five masterclasses, seven interactive sessions, two keynotes, and four fireside chats. These numbers underline the unprecedented scale of Athar’s third edition on its first day alone, ensuring participants experienced both breadth and depth of content.
Athar Festival 2025 is presented by Motivate Media Group and TRACCS. For the full agenda and more information, visit www.atharfestival.com
About Athar – Saudi Festival of Creativity
Athar – Saudi Festival of Creativity, presented by Motivate Media Group and TRACCS, is Saudi Arabia’s foremost creative marketing event. Aligning with Saudi Vision 2030, Athar sets the stage for leaders, decision-makers, and emerging talent to connect, share insights, and drive creative endeavours across the Kingdom’s burgeoning sectors.
