Six Flags Qiddiya is a flagship entertainment destination in Saudi Arabia designed to deliver high-energy theme park experiences while reflecting local culture and values. STUCK? was commissioned to ensure that the park’s storytelling, language, and visual identity resonated authentically with Saudi audiences across all key touchpoints.
A multidisciplinary approach integrated linguistic expertise, cultural analysis, and creative development to assess and adapt SFQ assets. Key workstreams included translation and localization of ride names and scripts into Arabic with a focus on the Najdi dialect, cultural evaluation of characters and storylines, and thorough analysis of visual, architectural, and safety materials to ensure alignment with local cultural norms.
Implementation covered several parallel tracks: translation of ride names and narrative scripts, reimagining characters and their backstories, reviewing building designs and artwork, and refining safety and instructional videos. Voiceover and subtitling workflows included selecting appropriate dialects, guiding casting, and integrating subtitles to support accessibility and comprehension for diverse audiences.
The project demonstrated that even highly global entertainment IPs can be localized to feel natively Saudi when naming, narrative arcs, and character design are grounded in local values and dialect. The adapted content strengthened audience connection to SFQ by aligning humor, emotion, and symbolism with Saudi cultural expectations, while ensuring that safety and instructional content remained both clear and respectful.
Culturally resonant Arabic ride names, with scripts thoughtfully adapted into the Najdi Arabic dialect
Character profiles and redesigned character concepts, including names, attire, and backstories
Subtitled and culturally reviewed safety and instructional videos, with cultural review reports covering visuals and building designs