Dubai, UAE — Qiddiya City launched “Powered by Play,” a long-term initiative aimed at promoting play as a driver of human potential across Saudi Arabia, alongside research showing Saudis lead respondents in several countries in recognizing the benefits of play.
Research commissioned by Qiddiya City and conducted with Toluna and Boston Consulting Group surveyed more than 2,600 respondents across the Gulf, Asia and Europe.
The study found that 87 percent of respondents in Saudi Arabia said they would be happier if they played more, compared with 56 percent in South Korea, 49 percent in Japan and 48 percent in Germany.
It also found that 86 percent believed they would be healthier and more physically fit if they played more, while 83 percent said it would strengthen their social skills and relationships.
Among Saudi respondents, 78 percent said playing more would make them more successful at work or in higher education, compared with 39 percent in South Korea, 36 percent in the UK, 33 percent in Japan and 30 percent in Germany.
The research also showed that 82 percent believed play improves creativity and problem-solving, while 78 percent said it would better prepare them for future challenges.
Qiddiya City said the “Powered by Play” platform is designed to encourage people to make play a greater part of everyday life and reflects the project’s objective of becoming “the world’s greatest ambassador of play.”
The campaign addresses what it described as modern barriers to play despite widespread recognition of its benefits. Globally, 48 percent of respondents said they were too busy to play, while 43 percent cited heavy workloads as the main obstacle.
Among Saudi respondents, 68 percent said they play to relax and recover from daily stress, while 55 percent said they play to take a break from work or routine.
Qiddiya Investment Company is developing Qiddiya City in the Tuwaiq Mountains near Riyadh as a destination centered on entertainment, sports and culture. The project spans more than 360 square kilometers and, when completed, is expected to house about 500,000 residents and receive more than 40 million visitors annually.
