Interviewed and published by Boudou Gueffai | Editor-in-Chief
Berlin-Based Tech Leader Brings Revolutionary Virtual Experience Platform to Saudi Arabia
In an exclusive interview with The Saudi Times, Sandrina Andic, Co-Founder and CEO of Avatar Ticket, shares her transformative vision for reshaping the live streaming industry through cutting-edge 360-degree VR immersive technology. Based in Berlin, Germany, Sandrina leads a company redefining how audiences worldwide experience concerts, sports events, and cultural gatherings, bridging physical and digital realms to create unprecedented access and connectivity.
“Avatar Ticket isn’t just a tech solution; it’s a new language for the digital era, designed to connect us beyond borders,” Sandrina told The Saudi Times. “Our mission aligns directly with Vision 2030’s objectives to empower communication, creativity, and innovation, creating immersive experiences that bridge cultures while generating new economic opportunities for the Kingdom’s creative industries.”
Proven Innovation Across Sports, Entertainment, and Esports
Avatar Ticket’s technology has already demonstrated its transformative potential through strategic partnerships across Europe. Sandrina’s track record speaks to the platform’s versatility and commercial viability.
“I would like to express my enthusiasm for the potential of aligning Avatar Ticket with the world of esports,” Sandrina explained. “In the past, we explored innovative matching technologies through Avatar Ticket, working alongside esports companies, football federations, football clubs, telecom providers, and event organizers. These collaborations led to visionary engine solutions that promise to revolutionize immersive viewing experiences and accelerate the evolution of event and streaming industries.”
One particularly groundbreaking development emerged from Avatar Ticket’s work with Fortuna, a leading esports company. “We conceptualized the ‘Fourth Screen,’ a new model of communication,” Sandrina shared. “This involved using Avatar Ticket as an additional streaming window, integrated with platforms like Twitch, offering audiences a more dynamic and interactive experience.”
The company’s partnerships extend to prestigious football organizations as well. “In partnership with football federations and the club Red Star Belgrade, as well as event organizers such as MTS Serbia, our team enhanced Avatar Ticket with advanced streaming features,” Sandrina noted. “These enable users to experience live events from virtually any angle or location within the venue, providing unprecedented immersion.”
Avatar Ticket’s innovation extends beyond software alone. The company has invested significantly in research and development, creating proprietary customized 360-degree cameras tested through partnerships in Belgrade and Belgium before rolling out across Europe earlier this year. This integrated hardware-software approach enables enhanced virtual viewing experiences across multiple formats, giving partners complete control over the immersive event ecosystem. Avatar Ticket’s artificial intelligence engine learns viewer preferences to automatically customize camera angles and avatar selection, functioning as a personalized director. This AI-powered personalization is integral to the company’s research and development efforts.
Addressing Saudi Arabia’s Events Economy Opportunity
Sandrina sees extraordinary potential in the Kingdom’s rapidly expanding entertainment and events sector, particularly given Saudi Arabia’s substantial investments in world-class productions.
“I’m particularly inspired by the rapid growth of esports and streaming innovation in the Kingdom of Saudi Arabia, especially with the achievements of HRH Prince Faisal Bin Bandar, the President of the Saudi Esports Federation and Vice President of Savvy Games Group,” Sandrina told The Saudi Times. “I truly hope Avatar Ticket can contribute to the transformative goals of Saudi Vision 2030. It would be a great honor to be part of such a forward-thinking and technologically ambitious journey.”
Jesus Martinez, Head of Growth & Operations for Avatar Ticket, emphasized the business case for the Kingdom: “As Saudi Arabia continues its remarkable transformation into a global entertainment destination under Vision 2030, Avatar Ticket provides the technological infrastructure to ensure these world-class events achieve their full commercial potential. By enabling virtual and remote attendance at scale, we’re helping rights holders and organizers unlock revenue streams that were previously inaccessible, directly contributing to the Kingdom’s economic diversification goals.”
The technology addresses a critical challenge facing the Kingdom’s events industry: despite hosting hundreds of sold-out concerts, sports matches, and cultural events annually (some of the most expensive productions in the world), many organizers struggle to optimize return on investment. As the Kingdom advances its next-generation 6G infrastructure, Avatar Ticket’s platform is engineered to leverage these enhanced connectivity capabilities, with an integrated solution empowering rights holders to expand beyond physical capacity limitations, creating immersive virtual experiences that generate substantial additional revenue while showcasing Saudi Arabia’s rich cultural offerings globally. This revenue optimization model directly supports Vision 2030’s strategy to build a thriving, diversified economy powered by creative and entertainment sectors.
Championing Female Leadership in Technology
As a female CEO in the technology sector, Sandrina is deeply committed to empowering the next generation of women leaders, particularly in Saudi Arabia where female participation in tech and media industries is experiencing remarkable growth.
“We need to give women a voice and a platform to thrive,” Sandrina told The Saudi Times. “If we can empower women, we can transform industries.”
Sandrina acknowledges the powerful influence of female leaders in Saudi Arabia, including Her Highness Princess Lama Bint Fawaz Bin Nasser Al Saud and Her Highness Princess Fahda Bander Al Saud, whose advocacy for innovation and female empowerment is creating a more inclusive digital landscape. Through initiatives such as female internship programs in tech and media, Avatar Ticket is actively supporting the development of homegrown talent that aligns with Vision 2030’s goals for a diverse, vibrant society and increased female workforce participation.
“With strong female leaders in Saudi Arabia, I believe there’s immense potential for women to lead the way in innovation,” Sandrina said. “My goal is to inspire the next generation of Saudi women to pursue careers in tech, showing them that they can be trailblazers in this exciting field.”
Strategic Partnerships and Investment Opportunities
Sandrina is actively seeking partnerships with Saudi telecom providers, video rights holders, and investors who share her vision for the future of immersive entertainment technology.
“I see incredible opportunities here,” she told The Saudi Times. “With the Kingdom’s commitment to digital innovation and smart city infrastructure, we can create something truly special together. This technology can position Saudi Arabia as a global hub for entertainment, allowing the world to discover the Kingdom’s remarkable events and cultural experiences like never before.”
Avatar Ticket’s white-label integration capabilities make it an ideal solution for telecom operators seeking to differentiate their offerings and for rights holders looking to maximize commercial potential of premium content. The platform transforms every live event into a global experience, enabling worldwide audiences to access immersive virtual attendance from home.
“With your VR headset in the comfort of your home, you can access a virtual ticket for a voyage to the Kingdom of Saudi Arabia,” Sandrina explained. “Our immersive 360 technology offers a unique platform for the world to discover Saudi Arabia like never before—from world-class concerts and sporting events to cultural celebrations and fashion shows.”
A Visionary Leader Shaping the Future of Connection
In a rapidly evolving technological landscape, Sandrina Andic and Avatar Ticket are pioneers redefining what’s possible. Her vision encapsulates Vision 2030’s essence: fostering a vibrant society through digital experiences that connect diverse cultures, building a thriving economy by leveraging advanced technology to fuel creative industries, and establishing Saudi Arabia as a nation leading the world in digital innovation and inclusivity.
As Sandrina looks toward expanding Avatar Ticket’s presence in the Kingdom, she embodies a new generation of female tech leaders breaking barriers and creating pathways for others to follow. Through innovation, partnership, and unwavering commitment to meaningful connection, she is transforming how the world experiences live events, one immersive moment at a time.
