Putting our ‘Play with Purpose®’ mission into action

For over 20 years, our Play with Purpose^® mission has been at the heart of everything we do – not just in what we create, but in how we create it. We believe that play has the power to do much more than entertain; it can transform how people think, feel, and act in the world.

Our mission, and our practice, are anchored in three core principles that guide our work with partners and the wider community. These principles ensure that everything we produce aligns with our mission and allows us to fully realise the transformative potential of play for our clients and their audiences.

Design Responsibly

We are committed to designing play ethically, with empowerment at the core of our approach. Inclusivity and safety are top priorities, ensuring that our games are accessible to all players while supporting healthy habits and emotional well-being. Play should not only entertain, but also promote positive behaviours and personal growth.

Design with Context

Creating meaningful experiences requires a deep understanding of the world our players live in. Rather than distracting from real-world experiences, our games enhance understanding of them. Each experience is crafted with the audience in mind, tailored to their environments, surroundings, and personal needs.

Design with Impact

We believe play has the power to create lasting, positive change. Our playful experiences engage diverse players and promote social, cognitive, or behavioural growth. With every project, we measure our impact and learn from it, ensuring that our experiences not only entertain but leave a meaningful mark on players and the world.

By adhering to these principles, we create games and playful experiences that have a lasting impact on both players and the world around them. When designed with purpose, play becomes a powerful force for good.

Explore our mission further and discover how we’re inventing new ways to play for everyone.

Blog

Putting our ‘Play with Purpose®’ mission into action

For over 20 years, our Play with Purpose^® mission has been at the heart of everything we do – not just in what we create, but in how we create it. We believe that play has the power to do much more than entertain; it can transform how people think, feel, and act in the world.

Hattie Foster

5 min read

Design Responsibly

Design with Context

Design with Impact

Blog

Putting our ‘Play with Purpose®’ mission into action

For over 20 years, our Play with Purpose® mission has been at the heart of everything we do – not just in what we create, but in how we create it. We believe that play has the power to do much more than entertain; it can transform how people think, feel, and act in the world.

Hattie Foster

5 min read

Design Responsibly

Design with Context

Design with Impact

For over 20 years, our Play with Purpose^® mission has been at the heart of everything we do – not just in what we create, but in how we create it. We believe that play has the power to do much more than entertain; it can transform how people think, feel, and act in the world.