# PRELOADED

> PRELOADED is a London-based, BAFTA-winning games and interactive experience studio founded in 2000, working under the "Play with Purpose®" philosophy. It designs play across the spectrum from digital to physical - attractions, connected toys, virtual worlds, and immersive media.

PRELOADED partners with brands, IP holders, technology platforms and cultural institutions - including Disney, Merlin Entertainment, LEGO, Mattel, Epic Games, Meta and BBC Studios - to design and build playful experiences. The studio's practice runs across three phases: Strategy & Ideation, Practical R&D, and Product Development & LiveOps.

Last reviewed: 2026-07-08

## Company

- [How We Do It](https://preloaded.com/how-we-do-it/): The studio's three-phase practice, from strategy through to live operations.
- [The Studio](https://preloaded.com/the-studio/): Studio history, team, values, and careers information.
- [Our Mission](https://preloaded.com/our-mission/): PRELOADED's "Play with Purpose®" mission and three guiding design principles.

## Specialisms

- [What We Do](https://preloaded.com/what-we-do/): Overview of PRELOADED's eight play specialisms and service areas.
- [Playful Attractions](https://preloaded.com/specialism-playful-attractions/): Interactive experiences for public spaces, museums, and visitor attractions.
- [Future Play](https://preloaded.com/specialism-future-play/): R&D into next-generation play formats and emerging technology.
- [Virtual Worlds](https://preloaded.com/specialism-virtual-worlds/): Native play experiences for platforms including Fortnite, Roblox, and Horizon Worlds.
- [Spatial & XR](https://preloaded.com/specialism-spatial-xr/): VR, AR, and mixed-reality experiences across spatial computing platforms.
- [Playful Learning](https://preloaded.com/specialism-playful-learning/): Play designed for education, behaviour change, and skills development.

## Case Studies

- [The LEGO Group: Smoothie Odyssey](https://preloaded.com/work/lego-smoothie-odyssey/): A roleplay game introducing Fortnite audiences to LEGO® space and alien life.
- [Mattel: UNO Bridge Clash](https://preloaded.com/work/uno-bridge-clash/): Adapting the UNO card game into a Roblox world.
- [Epic Games: Wonders – Pyramids of Giza](https://preloaded.com/work/wonders_pyramids_of_giza/): A purposeful play experience built natively in Fortnite.
- [Life Science Centre: Water Play](https://preloaded.com/work/water-play/): A digital water tank experience that lets visitors make waves together.
- [TOCA Social: Zombie Attack](https://preloaded.com/work/toca-social-zombie-attack/): A live experience for the social football venue TOCA Social.
- [BBC Studios: Micro Kingdoms – Senses](https://preloaded.com/work/bbc-earth-micro-kingdoms-senses/): Bringing BBC Earth's natural history storytelling to spatial computing.
- [Science Museum: WonderLab AR](https://preloaded.com/work/wonderlab-ar/): Location-based AR revealing the science behind everyday objects.
- [V&A Museum: Curious Alice](https://preloaded.com/work/curious-alice/): A VR Wonderland extending the gallery experience to remote audiences.
- [Historic Royal Palaces: Tower Superbloom AR](https://preloaded.com/work/tower-superbloom-ar/): AR extending a site-specific installation at the Tower of London.

## Insights

- [Seven Principles for Bringing Play to Attractions](https://preloaded.com/blog/7-principles-for-bringing-play-to-attractions/): PRELOADED's framework for designing play into physical attractions.
- [Six Roles GenAI Will Play in Games](https://preloaded.com/blog/six-roles-genai-will-play-in-games/): How generative AI is changing roles across game development.
- [Human Creativity vs The Machine](https://preloaded.com/blog/genai-pilot/): Six lessons from PRELOADED's internal GenAI pilot programme.
- [Responsible Design for Children in Virtual Worlds](https://preloaded.com/blog/responsible-design-in-virtual-worlds/): Ethical design considerations for building virtual worlds for young audiences.
- [Wands, Bands, and the Promise of Peripheral Play](https://preloaded.com/blog/wands-bands-and-the-promise-of-peripheral-play/): The role of wearable and peripheral hardware in play design.
- [The Wearable Revolution & Play](https://preloaded.com/blog/the-wearable-revolution-and-play/): Five wearable hardware categories reshaping play design, from AI glasses to neural interfaces.

## Optional

- [Careers at PRELOADED](https://preloaded.com/the-studio#jobs): Open roles and information on joining the studio.
- [Blog](https://preloaded.com/blog/): Full archive of PRELOADED's studio news and insight articles.
- [LinkedIn](https://www.linkedin.com/company/preloaded/): PRELOADED's company LinkedIn page.