Pico Play
Pico Play is a global themed attraction design, fabrication, and delivery company serving theme parks, water parks, nature parks, family entertainment centres, and immersive experience venues across Asia Pacific and the Middle East, operating three fabrication facilities in Malaysia, Vietnam, and Saudi Arabia as a division of Pico Group.
- Company typePrivate
- Founded2016
- HeadquartersGold Coast, Australia
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Pico Play does
Pico Play is a global themed attraction design, fabrication, and delivery company operating as a specialised division of Pico Group, a 50+ year-old diversified brand activation conglomerate. The company delivers end-to-end solutions covering planning, design, build, guest experiences, and operations for theme parks, water parks, nature parks, family entertainment centres, surf parks, and immersive experience venues. Its service portfolio spans feasibility studies, master planning, 3D modelling, BIM/Revit integration, theatre and AV/lighting design, in-house specialty fabrication (CNC, GFRC/FRP moulding, scenic painting, metalwork), immersive media production, and ongoing operations support.
The company leverages three dedicated themed fabrication facilities totalling over 20,000 square metres in Malaysia, Vietnam, and Saudi Arabia, employing 75+ artists and hundreds of fabrication specialists across Asia Pacific and the Middle East. Its core technology stack includes proprietary 3D modelling and BIM workflows, RFID-based theming hardware, and PlayMAXX — an RFID-powered phygital gameplay platform launched at IAAPA Expo Asia in June 2026 in partnership with technology vendor 2DM, which introduces a recurring-software component to the traditionally project-based business.
Pico Play generates revenue primarily through enterprise B2B project contracts — one-time design, fabrication, and build engagements — supplemented by licensing of the PlayMAXX platform. Pricing is quote-based per project scope and is not publicly disclosed. The company sells through direct enterprise field sales targeting tier-1 global attractions operators, with regional teams in Australia, Singapore, Vietnam, Malaysia, Hong Kong, the UAE, Saudi Arabia, and Egypt supporting local delivery. Named customers include Disney, Universal Studios Singapore, Warner Bros Movie World, Merlin Entertainments, Legoland, Six Flags, Vinpearl/VinWonders, Mandai Wildlife Group, Gamuda, Qiddiya, Miral, and K11 Group.
Pico Play firmographics
Firmographics- Name
- Pico Play
- Legal name
- Pico Play
- Website
- https://pico-play.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Pico Play is a global themed attraction design, fabrication, and delivery company serving theme parks, water parks, nature parks, family entertainment centres, and immersive experience venues across Asia Pacific and the Middle East, operating three fabrication facilities in Malaysia, Vietnam, and Saudi Arabia as a division of Pico Group.
- Ownership category
- akta.pro rank
Pico Play industry classification
Industry- Product category
- Themed Attraction Design and Fabrication Services
- NAICS
- Amusement and Theme Parks (713110), Other Amusement and Recreation Industries (7139), All Other Amusement and Recreation Industries (713990)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Amusement Parks & Theme Parks (THAAAAAA)
- akta.pro secondary industries
- Production Design & Art Department Services (Sets, Props, Scenic) (MPADAFAG), Lighting Design & Rental (MPAGAKAB), Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD)
Keywords
Where Pico Play is headquartered
LocationHeadquarters
- HQ city
- Gold Coast
- HQ country
- Australia
- HQ region
- Oceania
Offices11 records
Markets served
Pico Play business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Theme Park and Attraction Design Services: Professional services revenue from planning, design, and project management for themed attractions across theme parks, water parks, nature parks, family entertainment centres, and surf parks.
- Specialty Fabrication and Build Services: In-house fabrication and construction services for themed environments, including specialty fabrication, scenic elements, and themed construction delivered through dedicated facilities.
- PlayMAXX Gamification Platform: RFID-based gameplay system licensing/integration for attractions industry, providing guest engagement technology with potential recurring components through content management and platform updates.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Pico Play product offering
Product offeringCore offering
Pico Play designs, fabricates, and delivers themed attractions and entertainment environments for theme parks, water parks, nature parks, family entertainment centres, and immersive experience operators. Offerings span planning, design, themed fabrication/construction, guest experience creation, and operations services, supported by three dedicated fabrication facilities and the proprietary PlayMAXX RFID-based gamification platform.
Product overview
Pico Play is a themed attractions design and build company offering end-to-end solutions for theme parks, nature parks, water parks, family entertainment centres, surf parks, and immersive experiences. The company operates two main product lines: (1) PlayMAXX — a gamification platform using RFID wristbands for story-driven, quest-based gameplay that turns physical attractions into interactive adventures with leaderboards, rewards, and personalized experiences; and (2) a suite of service offerings covering planning, design, build/fabrication, guest experiences, and operations. The company leverages three dedicated fabrication facilities (Malaysia, Vietnam, KSA) totaling over 20,000 m² to deliver themed environments with specialty fabrication including GRC, FRP, EPS foam sculpting, steel work, and scenic painting.
Differentiator
Problem solved
Functional benefit
Brands
- PlayMAXX: A phygital gameplay platform powered by RFID technology that transforms visitors into active participants with story-driven, quest-based gameplay for attractions. Uses smart wristbands to grant access, track achievements, and personalize guest experiences across family entertainment centres to international theme parks.
Products and services
- PlayMAXX PlayMAXX is a phygital gameplay platform that transforms visitor experiences using RFID-enabled smart wristbands. Guests wear wristbands that unlock access to game zones, track achievements, and personalize their journey. The platform enables story-driven, quest-based gameplay with leaderboards, challenges, and rewards across attractions of all sizes, with an integrated content management system for operators.
- Planning Services Business advisory and operational planning services including market surveys, benchmarking, brand strategy, feasibility studies, and business case development for themed attraction operators.
- Design Services Full range of design services including concept design, master planning, 3D modelling and scanning, BIM and Revit integration, schematic and construction documentation, theatre design, show/AV/lighting design, and gamification for themed attractions.
- Build Services Specialty fabrication and construction including creative engineering, CNC reproduction and moulding, thematic facades, interior fit-out, sculptures, props, scenic art, and public art installations. Delivered through dedicated fabrication facilities in Malaysia, Vietnam, and Saudi Arabia.
- Guest Experiences Immersive entertainment creation including story-driven pre-shows, special effects, audio-visual media development, spectacular lighting, music production, and dynamic soundscapes for themed attractions.
- Operations Services Pre-opening planning, operational management, business transformation, digital and process optimization, customer experience enhancements, and continuous improvement plans for themed attractions.
Companies that use Pico Play
Customer profileNamed customers20 records
Segments1 record
Ideal customer profiles1 record
Pico Play technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Pico Play partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, flagship and minor.
- Rickard EngineeringcorePartnership since 2018 to blend creativity with engineering. Pico Play provides imaginative storytelling while Rickard Engineering transforms ideas into durable, buildable realities using innovative GRC (Glass Reinforced Concrete) solutions. Together they create immersive spaces that inspire and endure.
- 2DMcoreTechnology partner for PlayMAXX gameplay system development. 2DM contributed engineering expertise for the RFID-based guest engagement platform combining on-premises game engine and secure cloud replication.
- K11 GroupflagshipJoint venture partnership to deliver themed entertainment to 11 SKIES, Hong Kong's largest retailtainment landmark located next to Hong Kong International Airport.
- IAAPAminorMember of International Association of Amusement Parks and Attractions, participating in events like IAAPA Expo Asia.
- TEA (Themed Entertainment Association)minorMember of Themed Entertainment Association, global trade association for themed entertainment industry.
Scale indicators7 records
Recent moves9 records
Expansion highlights6 records
Pico Play competitors and assessment
Company assessmentDirect peers
- ITEC Entertainment: US-based full-service themed entertainment design and production company delivering ride systems, show systems, and creative theming for theme parks worldwide. Closely comparable end-to-end model (planning → design → fabrication → install) targeting the same enterprise client base as Pico Play.
- Falcon's Creative Group: Themed entertainment design and production firm specializing in master planning, media-based attractions, and immersive experiences. Directly comparable as a creative-led theming partner for theme parks, aquariums, and museums.
- Thinkwell Group: Global experience design and production company providing master planning, attraction design, and turnkey delivery for theme parks and entertainment destinations. Comparable in scope, client base, and integrated service offering to Pico Play.
- Nassal: Themed fabrication and theming solutions provider with in-house manufacturing capabilities for theme parks, museums, and zoos. Directly comparable to Pico Play's specialty fabrication, scenic art, and themed construction services.
- Holovis: Immersive experience design and sensory technology company delivering AV, projection, and interactive media for theme parks and attractions. Named in Pico Play's own KSA staging facility (Feb 2026) and competes for overlapping guest-experience scopes.
- Legacy Entertainment: Themed entertainment design and master planning firm working on theme parks, water parks, and resort destinations across Asia and the Middle East. Strong regional overlap with Pico Play's APAC/ME footprint.
- Extreme Engineering: Design and engineering firm specializing in amusement rides and unique attraction experiences for theme parks and FECs. Comparable as a specialty theming and ride-experience partner for Pico Play's enterprise clients.
- The Hettema Group: Themed entertainment design and production company founded by former Universal Creative lead Dave Hettema. Competes for high-end theming design mandates at the same tier-1 operator clients as Pico Play.
- PGAV Destinations: Master planning and attraction design firm specializing in theme parks, aquariums, museums, and family entertainment centers. Comparable in master-planning and concept-design upstream services.
Emerging players
- Triotech: Designer and manufacturer of media-based interactive attractions (dark rides, VR experiences) used by FEC and theme park operators. Overlaps with Pico Play's interactive dark ride scope (e.g., Vinpearl's Dragon's Spell) and guest-experience product.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Pico Play social profiles
Digital presencePico Play financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pico Play leadership team
Management profileNumber of profiles
Profiles7 records
Pico Play funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pico Play 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 Pico Play
What does Pico Play do?
Pico Play designs, fabricates, and delivers themed attractions and entertainment environments for theme parks, water parks, nature parks, family entertainment centres, and immersive experience operators. Offerings span planning, design, themed fabrication/construction, guest experience creation, and operations services, supported by three dedicated fabrication facilities and the proprietary PlayMAXX RFID-based gamification platform.
Is Pico Play a public or private company?
Pico Play is a private company. It is classified as corporate owned and is currently operating.
When was Pico Play founded?
Pico Play was founded in 2016. It employs 51 to 100 people.
Where is Pico Play based?
Pico Play is headquartered in Gold Coast, Australia, in the Oceania region.
How does Pico Play make money?
Three revenue lines are on record. Theme Park and Attraction Design Services are the primary driver. The others are specialty Fabrication and Build Services and playMAXX Gamification Platform.
Who are Pico Play's main competitors?
Direct peers on record are ITEC Entertainment, Falcon's Creative Group, Thinkwell Group, Nassal, Holovis, Legacy Entertainment, Extreme Engineering, The Hettema Group and PGAV Destinations. Triotech is listed as an emerging player.
Does Pico Play have an API?
No public API is recorded for Pico Play.
What industry is Pico Play in?
Pico Play's product category is Themed Attraction Design and Fabrication Services. Its primary akta.pro industry code is THAAAAAA, Amusement Parks & Theme Parks, with a secondary code of MPADAFAG, Production Design & Art Department Services (Sets, Props, Scenic). Its NAICS code is 713110 and its SIC code is 7990.