We believe in the power of play to change how people think, feel, and act in our world.

We call this Play with Purpose®.

Our Play with Purpose® mission is simple - we invent new ways to play that are designed with purpose.

We champion the power of play for everyone - children and adults alike - and celebrate its potential to transcend pure entertainment, creating a profound and transformative impact in our world.

Our Play With Purpose® principles are commitments that guide how we create and collaborate with our peers, partners, and the wider community.

1. DESIGN RESPONSIBLY

  • Play that is designed ethically, empowering the audience throughout the creation process.
  • Play that is inclusive, accessible, and safe, respecting the rights of all children and players.
  • Play that supports healthy habits and fosters well-being in all players.

2. DESIGN WITH CONTEXT

  • Play that enhances our experience of the world rather than distracts from it.
  • Play that is contextual to its surroundings and use case.
  • Play that understands its audience, their needs, and their expectations.

3. Design for impact

  • Play that is designed to create positive change - socially, cognitively, or behaviourally.
  • Play that engages everyone, is low-threshold, and recognises diverse play styles.
  • Play that is designed with intent and measurable impact, to learn from and improve.

“PRELOADED are amazing: supremely talented, incredibly professional, and best of all, fantastically nice people. An absolute delight to work with!”

Alice Taylor , VP, Content Innovation, The Walt Disney Studios

“What is unique about PRELOADED is how they combine their craft for creating exceptional software with an audience and insight led approach. A perfect partner for LEGO.”

James Norwood , Senior Concept Manager, Creative Play Lab, LEGO

“Together, we’re innovating the next generation of computing and entertainment, and studios such as PRELOADED are crucial to defining that future.”

Rio Caraeff , Chief Content Officer, Magic Leap

Recognition

Our work has been recognised internationally by award bodies and industry press.

LEARN MORE

We build games and immersive experiences to help organisations such as the LEGO Group, Disney Imagineering and BBC reach mainstream audiences, and partner with technology platforms such as Epic, Niantic and Meta to imagine the future.

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