How a British startup cornered the Arab market in virtual entertainment

The Arab market stands as a beacon of immense potential. Yet, for many, tapping into this lucrative space remains overlooked, or an elusive objective. 

Not for us. We saw the opportunity and we embraced it. We knew that cracking the market wouldn’t just require innovation, but also a deep understanding of the region's cultural behaviours and preferences. And that’s how it began in 2020 with the launch of the WOLF brand as an online community for Arabs.

Now, four years on, we’ve gone from being an audio entertainment app to a pioneering technology innovator, boasting a community of over four million Arab users – mainly Saudis. 

Last year we introduced Channels with new technologies that enable thousands of users to interact together in real time, while enjoying audio events on our unique stages. We launched our first virtual reality (VR) experience, which marked the first time an Arabic audio entertainment app had built a VR experience for Middle Eastern audiences, and we completed the year with the launch of Yasmine – our AI virtual assistant.  

The acceleration of our business has been supported by our embracement of cross-functional working, a strategy that has propelled us forward in an ever-evolving landscape.

Prior to this shift, our teams functioned more in isolated silos, based across diverse geographical locations, each department operating independently within product and engineering domains. We embarked on a transformational journey – goiing from segregated, compartmentalised teams to cross-functional ‘squads’ (or as some might call them, teams). 

This has been instrumental in our growth trajectory, unlocking new levels of creativity and efficiency in our product development and delivery processes. It streamlined our operations, but more importantly enabled us to respond swiftly to market demands – such as the growing appetite for VR and AI. 

With teams composed of members from various disciplines working in tandem, we've been able to bring groundbreaking ideas to life at a rapid pace. This agility and flexibility has been particularly crucial in introducing our AI Yasmine and our immersive VR experiences, which have played a pivotal role in attracting and retaining users in the Arab market.

Developed with a deep understanding of Arab preferences and behaviours, Yasmine AI offers users personalised recommendations and experiences, forging a deeper sense of connection and engagement with users. By leveraging AI-driven insights, we've been able to tailor our content to resonate with Arab audiences on a profound level, solidifying our position as leaders in the virtual entertainment space.

Furthermore, our investment in VR technology has allowed us to transport users to new realms of imagination and adventure. Whether it's exploring atmospheric Middle Eastern landscapes or stepping inside entertainment venues, our VR experiences offer a level of immersion and escapism that captivates audiences across the Arab world.