James Ascroft

I’m currently leading Sairo’s next phase of innovation by transforming how immersive services deliver measurable value.

One of the key challenges facing the creative tech industry is demonstrating clear ROI for clients in a shifting economic climate. To address this, I’m focusing Sairo’s service model around gaming platforms as new digital ecosystems. Platforms such as Roblox are no longer just games; they have evolved into social, educational and cultural spaces for Generations Z and Alpha, where engagement often surpasses traditional social media.

Recognising this shift, we’ve developed a dedicated approach to branded game activations and soft-branded experiences. Starting with Roblox, our team has created activations that deliver real ROI and long-term engagement for clients.

We’re also developing bespoke integrations and tools within these digital worlds, opening new channels for brand connection, community participation and creative storytelling.

By bridging entertainment, technology and business outcomes, I aim to define how immersive experiences can create tangible value and help shape a new era for brand interaction in virtual spaces.

James Ascroft exemplifies the spirit of creative innovation and entrepreneurial leadership the BEYOND Emerging Innovators programme celebrates. As Co-Founder and CEO of Sairo Studios, he has redefined immersive services for clients including Coach, Moschino, HTC and the Home Office. His award-winning work in AI and gaming platforms like Roblox demonstrates a visionary approach that merges creativity and technology to deliver measurable impact and shape the future of digital engagement.

Krishna Stott

Media City Immersive Technology and Innovation Hub

 

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