Play Specialism

FUTURE PLAY

Inventing new ways to play for next-generation audiences with emerging technologies

The possibilities for play have never been greater, yet true innovation focuses on the experience, not the technology.

Audience-Led

Meeting the consumer demand for more personal, immersive, and social experiences that blur the lines between their digital and physical worlds.

Fast, Practical R&D

Using rapid prototyping to help partners explore new ways to play and connect with audiences through tangible, hands-on outputs which demonstrate clear Go-to-markets.

Social-First

Crafting seamless, collaborative experiences that foster connection, competition, and co-creation.

Let's Talk

Inventing the Future

If we knew the answer, we wouldn't have called you

VP, Executive Creative Director

Major US Theme Park



Learn More



                                                            

                                

                

                    

        

        
    

        

        
    

        

        
    

        

        
    

    
                

                            

        

    
    




    

        

                                

                        

                            
The New Play Space
                             
                        

                    

                        

                                

                    
5 avatar hands raised in the air
                

                

                    
Play Natives


Millennial parents, Gen Z, and Gen Alpha are driving the rise of the “non-core gamer” audience, seeking immersive, interactive experiences like escape rooms, live roleplay, and competitive socialising that fit seamlessly into their lives.

                

                            

                        

                                

                    
5 avatars clapping and dancing
                

                

                    
New Paradigms


Disruptive tech like GenAI, wearable computing, and real-time interactivity are creating performance-led, adaptive, and social play experiences, shifting play from passive consumption to active, evolving participation.

                

                            

                        

                                

                    
an avatar controlling a remote toy car with his mind
                

                

                    
Future Hardware


Advancements in AR, spatial computing, and next-gen inputs, including brainwave sensing and haptics, are enabling more immersive, intuitive play, moving beyond screens and controllers.

                

                            

                        

                                

                    
an avatar petting a rabbit
                

                

                    
Converging Realities


The blending of digital and physical realities is reshaping traditional playspaces, offering continuous, immersive experiences that seamlessly connect across entire IP or brand ecosystems.

                

                            

                        

                                

                    
4 avatar hands coming together
                

                

                    
Ethical Practice & Pro-Social Design


The convergence of digital and physical playspaces offers a unique opportunity to foster positive, inclusive communities. Ethical design will be key in ensuring these environments promote collaboration, respect, and healthy engagement.

                

                            

                    

    





    

        

                        

                                

                    
                

                

                    
Introducing

Wearable Play


 


Natural, social and contextual play, powered by GenAI, wearable computing and natural inputs. Welcome to the future.


 


Find Out More

                

                            

                    

    





    

        

            

                

                    
Blog

                

            

            

                

					
					

						

							

																
A New Frontier for Play: GenAI & Games

								
								                  												
																

																		

										
James headshot B&W
									

																		
A post by James Allsopp

								

								
																Read more
															

							

							

																							
A New Frontier for Play: GenAI & Games