{"id":114358,"date":"2026-02-17T16:05:04","date_gmt":"2026-02-17T16:05:04","guid":{"rendered":"https:\/\/beyondconference.org\/?page_id=114358"},"modified":"2026-02-17T16:05:04","modified_gmt":"2026-02-17T16:05:04","slug":"james-ascroft","status":"publish","type":"page","link":"https:\/\/beyondconference.org\/b25\/innovators\/james-ascroft\/","title":{"rendered":"James Ascroft"},"content":{"rendered":"\n
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Emerging Innovators<\/h3><\/div><\/div> \n\n
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Biography<\/h3>

James Ascroft is based just outside Manchester, though he considers himself something of a digital nomad.<\/p>\n

Inspired early on by his sister\u2019s work at the BBC, James entered the creative industry through BTEC Media Production at Blackburn College before moving into Foundation Art and Design, where his love of design deepened. He went on to study Graphic Design at UAL in London, experimenting with 3D design, game engines, photogrammetry and AI.<\/p>\n

During the Covid lockdown, a conversation on a pub bench sparked Sairo, an immersive tech consultancy founded by James and his collaborators. Born from their shared love of gaming and belief in its wider potential, Sairo has grown rapidly, working with brands including Coach, Moschino, HTC and the Home Office. Now five years in, James continues to lead as Co-Founder and CEO, shaping new creative frontiers in immersive technology.<\/p><\/div>

James Ascroft<\/h1>

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I\u2019m currently leading Sairo\u2019s next phase of innovation by transforming how immersive services deliver measurable value.<\/p>\n

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\u2019m focusing Sairo\u2019s 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.<\/p>\n

Recognising this shift, we\u2019ve 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.<\/p>\n

We\u2019re also developing bespoke integrations and tools within these digital worlds, opening new channels for brand connection, community participation and creative storytelling.<\/p>\n

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.<\/p>\n\t\t

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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.<\/p><\/div>\n\t\t\t

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Krishna Stott<\/h5>\n\t\t\t\t
Media City Immersive Technology and Innovation Hub<\/h5>\n\t\t\t<\/a> \n\t\t\t<\/div>\n\t\t<\/div>\n<\/div>\n\t
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\nDigital Innovation<\/a>Gaming<\/a>Immersive<\/a>\n<\/p>\n<\/div>

View all innovators<\/a><\/p><\/div><\/div><\/div>\n

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Gallery<\/h4>\n<\/div>\n
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