Saudi nationals are leading the world in recognising "play" as a vital catalyst for overall human potential, powering everything from physical health and mental happiness to social connections and academic success, according to a research released by Qiddiya City. Globally, adults now spend just two hours a day on leisure and play compared to nearly seven hours on paid work.
The findings were released on the occasion of the launch of "Powered by Play" - a long-term platform built to put play back at the heart of everyday life, and a reflection of Qiddiya City’s core purpose: to become the world's greatest ambassador of play.
Qiddiya Investment Company is building Qiddiya City - the world's first city conceived entirely around the Power of Play, spanning more than 360 sq km in the Tuwaiq Mountains just 40 minutes from Riyadh. When complete, it will be home to 500,000 residents and welcome more than 40 million visitors a year.
The research, spanning the GCC, Europe, and Asia, reveals that Saudis view play as crucial for personal growth and holistic well-being. Play, in its broadest sense, encompasses the full spectrum of leisure and fun activities - from sports and travel to games, arts, entertainment, and time with friends and family.
According to the data, 87% of people surveyed in Saudi Arabia believe they would be happier if they played more, compared to 56% in South Korea, 49% in Japan and 48% in Germany. Furthermore, 86% believe they would be healthier and more physically fit - versus 46% in Germany and 41% in Japan - while 83% agree play would strengthen their social skills and relationships.
The research also highlights play as a driver of cognitive development and professional success. Among those surveyed in Saudi Arabia, 78% believe playing more would make them more successful in their jobs and higher education - compared to 39% in South Korea, 36% in the UK, 33% in Japan and 30% in Germany. Additionally, 82% say it boosts creativity and problem-solving, while 78% believe it better prepares them for the challenges of the future, versus 46% in the UK, 41% in South Korea, 32% in Germany and 29% in Japan.
Powered by Play: A platform for human potential
On Tuesday, Qiddiya City announced "Powered by Play" campaign, which addresses a growing modern tension: Saudis are not playing enough. Despite knowing its value, the pressures of work, routine, and daily life are crowding play out of their daily routines.
"Are you playing enough?" is the question at the heart of the campaign, and "Powered by Play" aims to reignite this natural instinct across the Kingdom.
Commenting on the research and campaign reveal, Muhammad Bassrawi, Chief Marketing & Destination Officer at Qiddiya Investment Company, said: "Play is in our DNA. It is how we learn, how we heal, how we bond, and how we innovate. This research proves that Saudi society intuitively understands that play is a superpower for the whole self - our minds, our bodies, our relationships, and our careers. Qiddiya City exists to make that superpower accessible every single day, helping current and future generations live happier, healthier and more fulfilled lives."
Overcoming modern barriers to well-being
Despite the overwhelming desire to play, modern lifestyle barriers persist. Globally, the study found that 48% of people say they are too busy to play, and 43% cite heavy workloads as the main blocker. In Saudi Arabia, the top reasons people seek out play are to relax and reset from daily stress (68%) and to take a break from work or routine (55%).
The "Powered by Play" initiative positions Qiddiya City as the answer to these barriers - a destination where respondents' top drivers for a new play destination are built in from day one: affordable, inclusive, and designed never to feel overcrowded. As Qiddiya City's development accelerates toward upcoming milestones, the "Powered by Play" platform will roll out across digital, physical and broadcast channels nationwide.
Key data breakdown
Saudi nationals’ views towards play
If they played more than they currently do:
* 87% of Saudis believe they would be happier in life
* 86% believe they would be healthier and physically fit
* 83% believe they would be better in social skills and relationships
* 81% believe they would be more empathetic and more cooperative with friends and family
Saudis’ views on play’s impact on work, studies and the future
If they played more than they currently do:
* 78% believe they would be better and more successful in work or higher education
* 82% believe they would be more creative and solve problems better
* 83% believe they would generate new ideas and new things
* 78% believe they would be more prepared for the future
Why Saudis seek to play
* 68% of Saudis play to relax, reset their minds from stress and recharge positive energy
* 55% of Saudis play to take a break from work, chores, schoolwork or routine
* 52% of Saudis play to get physical exercise to improve health and fitness
* 52% of Saudis play to connect more with friends, family and new friends
Amongst all global respondents, the overall barriers and drivers to play
* 48% too busy, no time in the day
* 43% too much work
* 41% of prices are not suitable, and activities are too expensive
The most important drivers for people around the world are:
* 56% affordable prices
* 50% options for all ages
* 50% not too crowded
Examples of differing views of Saudi nationals and other nationalities
If they played more…
* 87% of Saudis believe they would be happier in life vs South Korea (56%), Japan (49%), and Germany (48%)
* 86% of Saudis believe they would be healthier and more physically fit vs Germany (46%) and Japan (41%)
* 78% of Saudis believe they would be more prepared for the future vs UK (46%), South Korea (41%), Germany (32%) and Japan (29%)
* 78% of Saudis believe they would be better and more successful in their job or higher education vs South Korea (39%), the UK (36%), * Japan (33%) and Germany (30%)
The research was commissioned by Qiddiya City and conducted in partnership with Toluna and Boston Consulting Group (BCG). Over 2,600 respondents were interviewed across the GCC, Asia and Europe. - TradeArabia News Service
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