Our Mission

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

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.

Recognition

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