Play Specialism

VIRTUAL WORLDS

Building the digital spaces that shape how audiences connect, create, and consume

LEGO minifigs running on an alien planet surrounded by friendly green aliens

The LEGO Group

A cosy roleplay game designed to introduce Fortnite audiences to LEGO® space and alien life!

UEFN avatar posing for the camera with a pyramid in the background

Epic Games

Bringing purposeful play to the world's largest game

Character skydiving into the Landsec UEFN experience

Landsec U+I

Engaging a community with a vision of their future city in Fortnite

UGC platforms like Roblox, Minecraft, Fortnite and Meta Horizon are the new social hubs, requiring brands to connect through native, play-driven strategies

Social-First Play

Designing virtual worlds with social play and pro-social mechanics at their core

Play with Purpose

Use play to deliver meaning and purpose to brand and audience interactions.

New Ways to Play

Define new play formats that meet underserved audiences and support the ever-increasing needs of non-core gamers.

Let's Talk

Responsible Design in Virtual Worlds

Building Safe & Inclusive Spaces for Children

Creating virtual worlds for children comes with a profound responsibility – to ensure safety, inclusion, and accessibility at every step. Design age-appropriate content, champion diversity, and remove barriers to play. Foster positive social interactions with clear rules and moderation tools. Protect privacy by minimising data collection and staying compliant with laws. Safe, inclusive spaces don’t happen by chance – they are built with intention and care.

Designing Healthy Play Patterns

Healthy play is about more than safety – it’s about creating enriching, empowering experiences. Design games that respect player autonomy, encourage natural breaks, and remove compulsive mechanics. Support emotional well-being with calming spaces and stress-free design. Promote teamwork, fairness, and prosocial behaviours. Ethical play should feel rewarding, never manipulative, ensuring children engage joyfully and meaningfully, free from pressure or unhealthy habits.

Designing Ethical Monetisation Approaches

Monetisation should enhance, not exploit. Avoid aggressive time pressures, manipulative ads, and dark UX tricks. Instead, focus on fair, transparent models – cosmetic-based economies, balanced gameplay, and clear purchasing flows. Keep premium content separate from in-game shops, let kids play at their own pace, and ensure purchasing never disrupts core gameplay. Thoughtful monetisation respects young players, building trust while sustaining great experiences.

Co-Designing Ethically with Children

The best games for kids are made with kids. Involve them early, not just as testers but as co-creators. Listen to their ideas, uncover the real fun, and design for true inclusivity. Create safe, welcoming spaces where children can share openly, shaping games that reflect their needs and aspirations. Co-design isn’t just ethical – it’s the key to making games that truly resonate.

Virtual World Partners

You moved at speed in a highly collaborative way, delivering stand-out content on an ever-evolving platform. A wonderful partner

VP, Marketing

The LEGO Group

Blog

Responsible Design in Virtual Worlds

Hattie Foster

A post by Hattie Foster

Read more
Responsible Design in Virtual Worlds