Draw and Code
Draw & Code is an immersive technology studio founded in 2012 in Liverpool, UK, with an R&D hub in Malta, designing and delivering AR, VR, and mixed reality experiences for global brands in retail, healthcare, culture, enterprise, and events, alongside proprietary products including SwapBots and FanPort.
- Company typePrivate
- Founded2012
- HeadquartersLiverpool, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Draw and Code does
Draw & Code is an immersive technology studio founded in 2012 (per company history; firmographic data conflicts with 2010) and headquartered in Liverpool, UK, with a dedicated R&D hub known as Malta Labs. The company designs and delivers AR, VR, and mixed reality experiences for global brands and institutions, operating across five primary verticals: retail, healthcare, culture & heritage, enterprise, and events & entertainment. Underlying technology spans Unity, Unreal Engine, ARKit, ARCore, Magic Leap, Microsoft HoloLens, Meta Quest, HTC Vive, 8th Wall (WebAR), and the YOUAR visual positioning SDK, supported by proprietary methods and two registered industry patents.
The studio combines a bespoke-project professional services model with a growing product portfolio. Service revenue derives from custom AR/VR/MR engagements ranging from week-long social filters to year-long multi-faceted physical installations, priced by scope. Product revenue includes SwapBots (AR-enabled collectible toys for ages 5-11, sold at pocket-money pricing with no in-app purchases), FanPort (a location-based entertainment platform launched in June 2024 with partner 302 Interactive), an AR Museum Experience product, a VR Gameshow IP, and the Squixy AR educational book. With 11-50 employees and 170+ completed projects for clients including Google, Mercedes-Benz, NASA, BBC, Sony, Warner Bros, Red Bull, UEFA, Liverpool FC, Chelsea FC, Hyundai, and Philips, the company is positioned as a mid-tier specialist immersive studio rather than a platform-scale business.
Go-to-market is multi-modal: enterprise field sales for bespoke international clients, event-driven business development at AWE/MWC/ISE/SXSW, and product-led distribution for SwapBots via retail. The company is privately held, owner-operated (no disclosed venture or private equity investment), and operates from the UK and Malta with no global footprint claim. Its competitive positioning rests on in-house capacity, deep platform-partner relationships, and a decade of accumulated project IP rather than any single dominant scale advantage.
Draw and Code firmographics
Firmographics- Name
- Draw and Code
- Legal name
- Draw & Code
- Website
- https://drawandcode.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Draw & Code is an immersive technology studio founded in 2012 in Liverpool, UK, with an R&D hub in Malta, designing and delivering AR, VR, and mixed reality experiences for global brands in retail, healthcare, culture, enterprise, and events, alongside proprietary products including SwapBots and FanPort.
- Ownership category
- akta.pro rank
Draw and Code industry classification
Industry- NAICS
- Graphic Design Services (541430)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Immersive/Interactive Animation (AR/VR/Real-Time) (MPAHACAN)
- akta.pro secondary industry
- Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)
Keywords
Where Draw and Code is headquartered
LocationHeadquarters
- HQ city
- Liverpool
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Draw and Code business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Client Projects (Professional Services): Bespoke AR, VR, and immersive technology development for global brands. Projects range from social media AR effects and filters at lower budgets, to VR apps at mid-range, to complex multi-faceted physical installations at higher budgets. Project durations range from a week to a year.
- SwapBots Physical Product: Collectible AR-enabled toys sold at pocket-money prices with accompanying mobile app. No in-app purchases. Target age range 5-11 years.
- Location-Based Entertainment Events: Immersive event platforms and experiences for venues, attractions, and events. FanPort platform for mixed reality fan experiences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Bespoke project pricing based on complexity and scope |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Draw and Code product offering
Product offeringCore offering
Draw & Code is an immersive technology studio that designs and builds bespoke AR, VR, mixed reality and immersive experiences for global brands across retail, museums, events, healthcare, and enterprise. It also develops proprietary products including SwapBots (AR collectible toys with a companion app) and FanPort (a location-based entertainment platform launched in partnership with 302 Interactive in June 2024).
Product overview
Draw & Code is an immersive technology studio offering a portfolio of products and services centered on AR, VR, and mixed reality experiences. Their product portfolio includes SwapBots (an AR-powered collectible toy and video game bringing physical toys to life through smartphone/tablet scanning), FanPort (a location-based entertainment immersive event platform), AR Museum Experience (a next-generation museum attraction), and VR Gameshow (a VR entertainment IP). The company also provides professional services including Augmented Reality, Virtual Reality, Immersive Technology, and R&D development services. The offering operates as a studio model where they deliver both proprietary products and client services across sectors including retail, culture and heritage, enterprise, healthcare, and entertainment.
Differentiator
Problem solved
Functional benefit
Brands
- SwapBots: Collectible augmented reality toys for children that burst to life with smartphone/tablet through AR, combining physical and digital play experiences.
- FanPort
- Squixy
Quantifiable outcome
- No. 1 Rated - Philips ISE Stand
- +1 more outcomes
Companies that use Draw and Code
Customer profileNamed customers18 records
Segments5 records
Draw and Code technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Draw and Code partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- YOUARcoreYOUAR is the world's only independent augmented reality cloud company with a visual positioning system SDK. Draw & Code Labs in Malta are using their SDK to work on the 'Maltaverse', the first nationwide 'real-world metaverse' combining physical and digital spaces. YOUAR enables mobile AR experiences that connect people and places with real-time spatial and location awareness.
- 302 InteractivecorePartnership to launch FanPort in June 2024. FanPort is a new immersive event platform that mixes up reality for location-based VR entertainment experiences.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Draw and Code competitors and assessment
Company assessmentDirect peers
- Inition: London-based immersive technology company specialising in AR, VR, and mixed reality installations for brands. Direct peer in location-based and bespoke enterprise XR delivery.
- Visualise: UK-based immersive studio creating AR, VR, and mixed reality experiences for global brands. Directly comparable on enterprise XR production.
- Rewind: UK-based immersive content studio delivering AR, VR, and mixed reality projects for global enterprises. Closest comparable in geography, scale, and service offering to Draw & Code.
- Dimension Studio: Immersive content studio delivering volumetric capture, AR, and VR experiences for entertainment and enterprise clients. Comparable in immersive production scale and global brand work.
- Amplify: Global brand experience agency with a dedicated immersive/AR/VR practice. Comparable as a creative studio delivering tech-led brand activations for global enterprises.
- Here Be Dragons: Immersive storytelling studio producing VR, AR, and mixed reality content for brands and entertainment. Comparable in bespoke XR creative work and brand partnerships.
- Happy Finish: London-headquartered immersive and creative technology agency producing AR, VR, and 3D content for major brands. Overlaps directly on enterprise AR/VR creative services.
Broad incumbents
- Snap: Operates AR Lens Studio, Spark AR, and Spectacles hardware. Overlaps as a broad AR platform incumbent and a potential partner/competitor for branded AR experiences.
- Niantic: Large AR platform company behind Pokémon GO and 8th Wall. Comparable through its AR cloud, WebAR SDKs, and location-based AR experiences that overlap with Draw & Code's stack.
Others
- Igloo Vision: UK-based provider of shared-VR projection domes that Draw & Code integrates with for LBE work. An ecosystem/technology partner and adjacent vendor in the shared immersive space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Draw and Code social profiles
Digital presenceDraw and Code financial estimates
Financial estimateRevenue estimate
Valuation estimate
Draw and Code leadership team
Management profileNumber of profiles
Draw and Code funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Draw and Code M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Draw and Code
What does Draw and Code do?
Draw & Code is an immersive technology studio that designs and builds bespoke AR, VR, mixed reality and immersive experiences for global brands across retail, museums, events, healthcare, and enterprise. It also develops proprietary products including SwapBots (AR collectible toys with a companion app) and FanPort (a location-based entertainment platform launched in partnership with 302 Interactive in June 2024).
Is Draw and Code a public or private company?
Draw and Code is a private company. It is currently operating.
When was Draw and Code founded?
Draw and Code was founded in 2012. It employs 11 to 50 people.
Where is Draw and Code based?
Draw and Code is headquartered in Liverpool, United Kingdom, in the Europe region.
How does Draw and Code make money?
Three revenue lines are on record. Client Projects (Professional Services) is the primary driver. The others are swapBots Physical Product and location-Based Entertainment Events.
Who are Draw and Code's main competitors?
Direct peers on record are Inition, Visualise, Rewind, Dimension Studio, Amplify, Here Be Dragons and Happy Finish. Broad incumbents are Snap and Niantic. Igloo Vision is listed as an others.
Does Draw and Code have an API?
No public API is recorded for Draw and Code.
What industry is Draw and Code in?
Its primary akta.pro industry code is MPAHACAN, Immersive/Interactive Animation (AR/VR/Real-Time), with a secondary code of MPAAAAAD, Digital Creative & Experience Design Agencies (Web/App/UX). Its NAICS code is 541430 and its SIC code is 7330.