PRELOADED is a BAFTA-winning immersive games studio and self-described next-generation play company. It creates experiences that connect audiences with brands, intellectual property and culture, guided by its “Play with Purpose” approach. Its work spans public-facing playful attractions designed to encourage visits, connection and repeat engagement, as well as experiential retail that turns spaces into immersive brand worlds. The studio also develops smart toys and connected play, wearable experiences using generative AI and wearable computing, and gamified spaces, products and services with progression and purpose built in.

PRELOADED designs and builds spatial and extended-reality experiences, including virtual reality worlds and augmented-reality storytelling across leading spatial platforms. Its offerings also include mobile play apps and virtual or connected worlds for social platforms. The studio describes its team as inclusive and united by a passion for play. Alongside its creative services, PRELOADED shares insights on games, attractions, wearables and emerging technology. Based in Finsbury Park, London, the company creates new ways for people to engage through play.