U.K. production studio Content Kings is expanding to the Middle East with a new office in Dubai, Variety can confirm.

Darren Arturi has been tapped to lead the office, joining the company as director of Middle East and Asia operations.

“We are eager to embrace the rich cultural tapestry and untapped potential of this region,” said Arturi. “Our aim is to create content that not only entertains but also resonates with the local audience, and we are eager to collaborate with the creative talent in the Middle East to bring our vision to life.”

With a plan to bring high-quality storytelling and entertainment to the United Arab Emirates’ content landscape, Content Kings are already working on their first project in the region. The show, which goes into production in Saudi Arabia in Jan. 2024, will see contestants compete for a “massive cash prize.”

Another project in the works involves a “major U.S. star,” the company has teased.

“The traditional path for a U.K. production company might be to look West to the U.S., but those waters are overfished,” said Content Kings managing director Jonathan Levi. “Not many are looking East and it felt exciting to extend our reputation for producing excellent content to a fresh audience within the Arabic and Middle Eastern region.”

Content Kings was co-founded by Levi and Gavin Hay in 2020 to produce premium television, film and branded content across multiple genres. They have worked with talent including Neale Whitaker, Ed Westwick and “Love Honour and Obey” director Ray Burdis and streamers and networks including Paramount+, Comcast-backed Sky, Viacom-owned Channel 5 and U.K. PSB ITV.

“We are storytellers with a passion for both entertainment and enlightenment,” said Hays. “Our mission is to craft premium content with a global reach that speaks to diverse audiences. We focus on real-life, emotionally charged human narratives that transcend borders, resonating worldwide.”