Case Study: The Entertainer Middle East achieves five-second reporting and unlocks customer insights with Microsoft Azure

UAE consumer offers leader uses data tool to improve their customers’ experience

The Entertainer Middle East is a UAE-based leisure and entertainment app (founded 2013) that serves consumers and 10,000 merchants across 40 destinations. Rapid growth created millions of transaction and usage records, and its reporting setup—relying on multiple Tableau extracts—had become over-complex and too slow for timely business insights.

The company implemented an Azure SQL Data Warehouse on Microsoft Azure as a single, reporting-friendly data store (initially hosting ~15M transaction and ~200M app-usage records), chosen after evaluating other cloud providers. Consolidation cut query complexity, sped report generation (from about 40 seconds to an expected five seconds), shortened development times for dashboards, and created scalable, data-led capabilities to better serve internal decision makers and merchant partners.

The Entertainer Middle East

Jawad Ashraf

Head of Technology