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The possibilities for play have never been greater, yet true innovation focuses on the experience, not the technology.

Audience-Led

Meeting the consumer demand for more personal, immersive, and social experiences that blur the lines between their digital and physical worlds.

Fast, Practical R&D

Using rapid prototyping to help partners explore new ways to play and connect with audiences through tangible, hands-on outputs which demonstrate clear Go-to-markets.

Social-First

Crafting seamless, collaborative experiences that foster connection, competition, and co-creation.

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Inventing the Future

If we knew the answer, we wouldn't have called you

VP, Executive Creative Director

Major US Theme Park

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The New Play Space

Play Natives

Millennial parents, Gen Z, and Gen Alpha are driving the rise of the “non-core gamer” audience, seeking immersive, interactive experiences like escape rooms, live roleplay, and competitive socialising that fit seamlessly into their lives.

New Paradigms

Disruptive tech like GenAI, AR/MR, and real-time interactivity are creating performance-led, adaptive, and social play experiences, shifting play from passive consumption to active, evolving participation.

Future Hardware

Advancements in AR, spatial computing, and next-gen inputs, including brainwave sensing and haptics, are enabling more immersive, intuitive play, moving beyond screens and controllers.

Converging Realities

The blending of digital and physical realities is reshaping traditional playspaces, offering continuous, immersive experiences that seamlessly connect across entire IP or brand ecosystems.

Ethical Practice & Pro-Social Design

The convergence of digital and physical playspaces offers a unique opportunity to foster positive, inclusive communities. Ethical design will be key in ensuring these environments promote collaboration, respect, and healthy engagement.

Blog

A New Frontier for Play: GenAI & Games

A post by James Allsopp

Play Specialism

FUTURE PLAY

Inventing new ways to play for next-generation audiences with emerging technologies