Phygital

What Phygital does

Phygital is a UK-based digital production company that designs and builds custom experiential technology solutions blending physical hardware with digital content for enterprise brand activation, retail, training, and events. The company's core capabilities span artificial intelligence, virtual reality, augmented reality, 3D design, game development, UI/UX design, web development, electronics design, and mechanical engineering, enabling full-stack delivery from concept through to manufacturing and deployment. Notable proprietary systems include the VR eMotion Seat (a motion platform synced with immersive content), an AR virtual try-on platform deployed to over 400 stores globally for OPI/Play Retail, a gesture-controlled video wall with machine vision, the World's Most Connected Mirror integrating Facebook Live (deployed at Heathrow), and interactive projection tables with embedded capacitive touch.

The company's business model is project-based, generating revenue through custom digital experience development (one-time licenses), hardware manufacturing and systems sales, professional services for technology design and consulting, interactive sales tool development, and eLearning content production. All sales occur through direct enterprise engagement with no self-service or channel distribution; the company operates a UK demo showroom to support a consultative field sales motion. Customer segments include Enterprise Brand Experience, Sales and Marketing Technology, Corporate Training and eLearning, and Retail Technology, served by named clients including Mercedes-Benz, HP/HPE, SAP, ANSA Bank, Heathrow, Ford, BAE Systems, Specsavers, GSK, Roland, FIFA, and Epic Games.

Phygital is registered as Phygital Ltd in England and Wales (Company No. 08847200), with offices in Godalming, Guildford, and London. The company is privately held with no disclosed external investment, 1-10 employees, and has been operating since at least 2014, with active portfolio work continuing through 2024. There is no public app distribution, no API/SDK product, and no proprietary AI research output — the company's competitive position rests on its custom experiential technology IP, multi-disciplinary talent, and direct relationships with global brand clients.

Name

Phygital

Legal name

Phygital Ltd

Website

https://phygital.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Phygital is a UK digital production company that designs custom experiential technology — combining VR, AR, motion platforms, and machine vision — for enterprise brand activations, retail, training, and events. It serves global brands including Mercedes-Benz, HP/HPE, SAP, Heathrow, and Ford.

Ownership category

akta.pro rank

Product category

Experiential Technology Services

NAICS

Graphic Design Services (541430), Motion Picture and Sound Recording Industries (512), Custom Computer Programming Services (541511)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Interactive & Immersive Content Production (AR/VR/3D) (BPAFAIAL)

akta.pro secondary industries

Immersive/Interactive Animation (AR/VR/Real-Time) (MPAHACAN), VR/AR Gaming Platforms (BPAMAKAG), STEM & Lab Simulation Media (Virtual Labs, AR/VR) (EDAGALAF)

Keywords

• Experiential technology development
• Virtual reality experiences
• Augmented reality solutions
• Interactive retail installations
• Custom digital production

Headquarters

HQ city

Guildford

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Supply Chain, Marketing or Sales

Revenue model

1. Custom Digital Experience Development: Phygital creates bespoke digital experiences including VR applications, AR solutions, interactive installations, motion simulators, and experiential technology for enterprise clients. Projects are typically custom-designed and built for specific client requirements, delivered as completed experiential technology solutions.
2. Interactive Sales Tools & Applications: Development of interactive sales presentation solutions, sales apps, and touchscreen applications for trade shows, events, and meetings. These are custom-built solutions deployed across multiple platforms.
3. eLearning & Training Content Development: Gamified digital training development including classroom-based training games, rapid eLearning development, SCORM-compliant modules, and VR training simulations for corporate training purposes.
4. Hardware Manufacturing & Systems: Design and manufacture of custom hardware including VR motion seats, interactive retail units, vending machines, and experiential technology systems. Physical goods combined with proprietary content and software.
5. Custom Technology Design & Consulting: Custom experiential technology development and consultancy services, designing bespoke solutions from concept through to deployment including electronics design, CAD design, programming, and mechanical design.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Phygital is a UK-based digital production company that designs, develops, and manufactures custom experiential technology combining physical hardware and digital content (phygital experiences) for enterprise clients. They produce bespoke VR, AR, interactive retail installations, motion simulators, eLearning content, and sales tools for global brands in retail, automotive, gaming, and other sectors. Projects range from VR motion seat systems and AR virtual try-on applications to interactive projection tables and 4D racing simulators.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Experiential Technology Development Bespoke end-to-end design and development of experiential technology including custom hardware (capacitive touch systems, motion-triggered animatronics, RFID game systems, gesture controlled game packs) and software. Delivered to enterprise clients for brand activations, events, and retail experiences.
• VR eMotion Seat System A portable VR motion seat system that syncs with immersive VR content and 360° video. The system translates sense of movement from the motion platform into a realistic experience and includes a custom content management system for serving local markets with relevant VR content. Used in Mercedes-Benz showrooms and pop-up stores globally.
• Interactive AR Nail Try-On (Digital Nail Trial) The world's first 'digital nail trial' using motion tracking to track customer hands with high realism and color detail. Includes a custom system management system giving global control and visibility. Rolled out to over 400 OPI stores worldwide and recognized with industry awards.
• AR Virtual Try-On App with Gesture-Controlled Video Wall Face tracking augmented reality application that lets users find lip shades, try them on, and take pictures to share. Published on the web so no app download is required. Integrated with a gesture-controlled video wall featuring machine vision, used in travel retail brand experiences.
• QE Virtual Retail Assistant (Virtual Promoter) A 3D animated virtual character that guides customers through in-store experiences using advanced machine vision to recognise customers and react appropriately. Includes a content management system for customisation, reporting, and updates. Designed for retail deployment.
• Interactive Retail Projection Tables Custom digital retail units with top-down projection covering the surface. Content is triggered by customers picking up products along with invisible touch buttons built into the projection surface, combining physical product interaction with digital content display. Deployed in duty-free shopping brand experiences.
• World's Most Connected Mirror (Digital Personal Shopping Mirror) Digital personal shopping mirror with social integration enabling people to share and communicate with friends directly from the changing room. First retail installation to use Facebook Live for direct video streaming and feedback, deployed at Heathrow.
• 4D Motion Racing Simulator 4D motion racing simulator combining extreme movement, scent, smoke, wind, and lighting effects. Built for eSports racing team recruitment and large-scale events such as Gamescom.
• 360° Video Production with Telemetry Integration 360° video experiences captured with telemetry data from vehicles that sync with motion seats for realistic VR experiences. Used to demonstrate car features, race track, and off-road experiences for automotive brands.
• eLearning & Gamified Training Content Development Gamified digital training development including classroom-based training games, rapid eLearning development, SCORM-compliant modules, and VR training simulations for corporate training and compliance purposes.
• Interactive Sales Tools & Touchscreen Applications Interactive sales presentation solutions, sales apps, and touchscreen applications for trade shows, events, and meetings. Custom-built solutions deployed across multiple platforms including touch screens, PC, and tablet.
• Fanzone Experiential Technology Custom experiential technology for fan zones and live events, including gesture-controlled games (such as penalty shootouts for FIFA fan zones) and arcade-style target shooting experiences (such as the Fortnite World Cup Nerf shooting range).

Quantifiable outcome

• AR Nail Try-On rolled out to 400+ stores globally
• +1 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability14 records

Feature10 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Unit9: London-headquartered production company producing interactive experiences, AR/VR installations, and branded content for major brands. Directly comparable in deliverable mix and enterprise customer profile to Phygital.
• Amplify: London-based brand experience agency combining creative content, technology, and experiential design for major consumer brands. Direct competitor in the experiential marketing and immersive content production space.
• Rewind: UK-based creative studio specializing in immersive VR, AR, and real-time experiences for global brands (Nike, Red Bull, Dell). Closest direct peer to Phygital in terms of geography, scope of immersive production services, and enterprise brand-experience focus.
• Happy Finish: UK-based AR/VR production studio serving fashion, beauty, retail, and automotive brands with immersive content and installations. Highly comparable peer given overlapping focus on AR try-on, retail experiences, and bespoke brand activations.
• Two Goats: UK-based digital production agency building bespoke digital experiences, interactive apps, and immersive content for enterprise clients. Closely comparable in geography, scale, and bespoke immersive production offering.
• The Realizing Group (TRG): UK immersive experience studio focused on AR, VR, and mixed-reality solutions for enterprise clients. Comparable boutique peer in scale, geography, and bespoke immersive service offering.

Emerging players

• MXTreality: AR/VR studio delivering immersive training, brand experience, and simulation content. Smaller, emerging peer with overlapping capability in AR/VR production for enterprise training and experiential use cases.
• Dot Dash: Boutique creative-tech studio building interactive experiences, AR activations, and immersive content for brand and cultural clients. Comparable emerging peer focused on bespoke immersive production in the UK/European market.

Broad incumbents

• Dept: Large global digital agency offering immersive experiences, AR/VR, and creative technology services alongside broader marketing and engineering. A larger-scale incumbent that competes for the same enterprise immersive engagements as Phygital.
• Imagination Group: Large global brand experience agency delivering immersive experiences, events, and digital activations for major brands (Ford, Google, Microsoft). Broader incumbent that overlaps Phygital's experiential offering within a wider creative-services portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/phygital
• Instagraminstagram.com/phygital
• Xx.com/phygitaltech
• Facebookfacebook.com/phygitaltechnology

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Phygital