PRELOADED describes itself as a Next-Generation Play Company, creating interactive experiences that connect audiences with brands, intellectual property and culture.
Its focus is on bringing play into physical spaces in ways that foster social connection, encourage repeat visits and build lasting engagement. Across themed entertainment, family entertainment centres and competitive socialising venues, PRELOADED uses technology and game design to make participation central to the guest experience.
The studio works as a trusted work-for-hire partner for organisations including Walt Disney Imagineering and Disney Experiences, Epic Games, MSC Cruises, LEGO, Merlin Entertainments and TOCA Social. That breadth of collaboration gives the team insight into very different audiences, operating models and creative worlds, while its consistent goal is to use play to deliver tangible business impact.
For operators, well-designed interactive play can create reasons to return, generate shared moments and keep an experience relevant beyond a single visit. PRELOADED’s approach connects creative technology with audience behaviour and commercial objectives, shaping formats that belong naturally within the venue rather than feeling like technology added for its own sake.
That emphasis on purposeful play gives brands and IP owners another way to build participation rather than passive consumption. Experiences can invite friendly competition, collaboration, experimentation or discovery, with mechanics tailored to the audience and setting. The result is play designed not only to entertain, but also to reinforce the identity and goals of the destination.
Business Development Director Matt Vernon-Clinch joins the Experience UK delegation, with Creative Technology Director James Allsopp and Executive Creative Director and founder Phil Stuart also attending IAAPA Expo Europe 2026. PRELOADED is additionally sponsoring drinks at the Experience UK IAAPA Europe party, The Rabbit Hole. Meet the team through the UK Pavilion, stand S837, and explore what next-generation play could unlock for your audience.
