Our Mission
Our mission is to bring the power of play to everyone, harnessing its transformative potential to positively impact individuals, society and business.
From personal experiences to large-scale connected worlds, play is a powerful medium for fostering engagement, connecting people, and delighting audiences – enhancing our world rather than distracting from it.
We call this Play with Purpose®.
100m+
Players reached globally
Our Practice
Our Play with Purpose® principles guide our practice, shaping how we create and collaborate with peers, partners, and the wider community.
Design Responsibly
- Play that is designed ethically, empowering the audience throughout the creation.
- 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. process.
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.
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.