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Jimmy Donaldson, the social media phenomenon known as MrBeast, launched a temporary amusement park in the Saudi capital on Thursday, marking the latest high-profile celebrity recruitment in the kingdom's ambitious push to transform itself into a global entertainment destination.
The 27-year-old content creator, who commands more than 450 million subscribers across platforms as the world's most-followed YouTuber, unveiled "Beast Land" to enthusiastic crowds of families and teenagers eager to experience challenges modeled after his viral competition videos. The venue will operate through December 27 as part of Riyadh Season, an annual festival designed to position the capital as a tourist hub while the oil-dependent nation pursues economic diversification.
Visitors can compete daily for prizes of 7,000 riyals ($1,866), with the top performer over the 45-day run claiming a grand prize of 1 million riyals ($266,645). The park features obstacle course-style attractions that mirror the elaborate contests in Donaldson's videos, where participants vie for substantial cash rewards.
The appeal drew audiences from across the country, including Hani Abu al-Naja, who journeyed roughly 400 kilometers from Khobar with his four children and four nephews. "It was a surprise for them," the 42-year-old Palestinian said, visibly delighted by the experience.
Donaldson acknowledged his strategic choice of location, noting his content resonates strongly beyond Western markets. "The majority of our audience is outside of North America and we have a large concentration of people who watch our videos in the Middle East," he told reporters in Riyadh. "I just really wanted to do something fun for our fans who live around here."
The opening ceremony delivered spectacle befitting the influencer's brand, with Donaldson emerging onstage amid flames, lasers, confetti and illuminated drones to thunderous applause. He displayed briefcases and oversized chests stuffed with cash bundles, reinforcing the high-stakes competition theme central to his digital empire. Earlier promotional footage showed the park's entrance fashioned as a blue tiger's head with lightning bolt eyes—a nod to his recognizable logo—bathed in neon lighting. "This thing is the craziest thing that I've ever done," Donaldson said in the video.
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Saudi Arabia presents ideal conditions for creators targeting younger demographics. Roughly 75 percent of the kingdom's population is under 35, while smartphone and internet penetration both exceed 98 percent—rates well above global averages, according to consulting firm PwC. The firm characterizes Saudis as "among the most avid media consumers in the world."
Donaldson, who built his fortune through prolific content production featuring challenges and giveaways, appeared on Time magazine's list of the world's most influential people in 2023. That same year, Forbes estimated his net worth at approximately half a billion dollars.
The collaboration reflects Saudi Arabia's broader strategy of attracting international celebrities and entertainment ventures, though human rights organizations have criticized such initiatives as attempts to "art-wash" the kingdom's record, including its high execution rates. The nation is developing multiple leisure destinations, notably Qiddiya near Riyadh—promoted as an "entertainment city" encompassing theme parks and a motorsports circuit.
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