What Figment Productions does

Figment Productions is a UK-based digital media production studio that designs and delivers immersive experiences for visitor attractions, museums, heritage sites, and enterprise brands. Founded in 2015 in Send, Surrey, the company operates a 101-250-employee studio combining CGI, film, motion capture, and software engineering capabilities. Its portfolio spans theme-park installations (Galactica, the world's first VR-dedicated rollercoaster; Derren Brown's Ghost Train with 173 permanently installed headsets; The Great LEGO Race across multiple LEGOLAND parks), heritage and museum experiences (The Gunpowder Plot at the Tower of London, Flying Scotsman VR, Current Rising at the Royal Opera House, Hopetown Darlington, Maison Dieu Dover), and corporate deployments for clients including Coca-Cola and Volvo. Geographic reach spans 35+ countries, with delivered projects across the UK, USA, Europe, Middle East, Japan, South Korea, China, UAE, and Kuwait.

The company's technical core rests on proprietary platforms rather than off-the-shelf tooling. Vector VR is a patent-pending motion-synchronisation system that aligns virtual content with physical ride movement, initially built for Galactica and reused across subsequent VR coasters. Hyphen is a multi-user VR platform with operational tooling for attraction staff, deployed in The Gunpowder Plot. Project Helix is a software-hardware platform combining full-motion free-roaming VR with tactile props, physical 4D effects, and multi-user avatars, representing the company's push into next-generation location-based entertainment. Production is supported by in-house infrastructure at Tannery Studios: green-screen film studios, a render farm, and a motion-capture studio, allowing end-to-end control from concept through installation.

The business model is project-based professional services with fixed-price bespoke contracts and no recurring subscription component. Go-to-market is direct enterprise sales, with pitches and referrals concentrated in the visitor-attractions, museums/heritage, and corporate marketing verticals. Anchor clients include Merlin Entertainments, LEGO, SeaWorld, the National Trust, Historic Royal Palaces, and the Royal Opera House. The company has delivered 70+ major projects to approximately four million visitors cumulatively, and appears to be founder-financed with no public funding rounds or institutional investment disclosed in available sources.

Name

Figment Productions

Legal name

Figment Productions Ltd

Website

https://figmentproductions.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Figment Productions is a UK-based digital media production studio that designs and delivers immersive VR, AR, 360 video, CGI, and software-driven experiences for visitor attractions, museums, heritage sites, and enterprise brands including Merlin Entertainments, LEGO, and SeaWorld.

Ownership category

akta.pro rank

Product category

Immersive Experience Production for Visitor Attractions

NAICS

Postproduction Services and Other Motion Picture and Video Industries (51219), Graphic Design Services (541430)

SIC

Services-Allied To Motion Picture Production (7819), Services-Motion Picture & Video Tape Production (7812), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Immersive/Interactive Animation (AR/VR/Real-Time) (MPAHACAN)

akta.pro secondary industries

3D Character Animation (MPAHACAB), Simulation & FX Animation (Cloth, Hair, Particles) (MPAHACAH), Interactive & Immersive Content Production (AR/VR/3D) (BPAFAIAL), AR/VR & Immersive Learning Content Development (EDAGAKAI)

Keywords

• Immersive experience production
• Virtual reality experiences
• Visitor attraction content
• 360 video production
• Computer generated imagery

Headquarters

HQ city

Guildford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Project-Based Creative Production: Figment generates revenue through bespoke creative production projects for visitor attractions, theme parks, museums, heritage sites, and corporate clients. Projects typically involve VR experiences, CGI animation, AR applications, interactive exhibits, and immersive film content. Revenue is earned through fixed-price project contracts with no recurring subscription component for end clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Figment Productions is a UK-based digital media production studio that creates immersive experiences for visitor attractions, theme parks, museums, and heritage sites. Its work spans virtual reality, 360-degree video, augmented reality, CGI and animation, film/video/VFX, and bespoke software development, delivered end-to-end from creative concept through on-site installation. The studio combines creative storytelling with proprietary technology platforms (Vector VR, Hyphen, HELIX) to produce commercially reliable installations in high-throughput public environments.

Product overview

Figment Productions is a digital media production company that delivers creative content and cutting-edge technology for visitor attractions, museums, and themed entertainment. The company operates a multi-service model comprising six core offerings: Virtual Reality Experiences (using proprietary Vector VR motion synchronization and the Hyphen platform for multi-user VR), 360 Video Production, Augmented Reality Apps & Games, Computer Generated Imagery & Animation, Film/Video/VFX, and Software Development & Technical Delivery. These services are delivered through in-house capabilities including a motion capture studio, render farm, and green-screen facilities at their Surrey studios. The portfolio includes notable attractions such as Galactica (world's first VR rollercoaster), Derren Brown's Ghost Train, Flying Scotsman VR Experience, and The Gunpowder Plot Immersive Experience. The company works with major brands including LEGO, Merlin Entertainments, SeaWorld, and the National Trust, delivering experiences to approximately 4 million visitors annually.

Differentiator

Problem solved

Functional benefit

Products and services

• Virtual Reality (VR) Experience Production End-to-end design, production, and on-site delivery of virtual reality experiences for theme parks, visitor attractions, museums, and brand activations, including motion-synchronized VR through the proprietary Vector VR system.
• 360° Video Production Capture, post-production, and delivery of 360-degree video content for immersive installations, exhibits, and branded experiences.
• Augmented Reality (AR) Apps & Games Design, development, and deployment of augmented reality applications and interactive games for attractions, museums, and brand experiences.
• CGI & Animation Production of computer-generated imagery, 3D animation, and visual assets for immersive attractions, exhibits, and branded content.
• Film, Video & VFX Production Full-service film, video, and visual effects production for visitor attractions, museums, and brand-commissioned immersive projects.
• Software Development & Technical Delivery Bespoke software development, systems integration, and on-site technical delivery supporting visitor attraction infrastructure and immersive installations.
• HELIX Real-Time 3D Platform Proprietary real-time 3D interactive platform developed by Figment Productions to enable next-generation interactive experiences for visitor attractions and immersive installations.

Quantifiable outcome

• Nearly 4 million visitors have experienced Figment's VR technology at theme parks and museums
• +2 more outcomes

Named customers17 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• PLB Projects LtdcoreImplementation/ SI/ Consulting Partner · 1 January 2024Project lead consultants for Hopetown Darlington heritage attraction. Figment partnered with PLB to design 25 interactive exhibits for this new visitor attraction celebrating the birthplace of passenger railways.
• Volume OneminorGTM or Marketing Partner · 1 January 2024Creative collaboration for LEGOLAND New York Minifigure Skyflyer kinetic dancefloor project. Volume One created lively dance track to accompany Figment's dancefloor media content.
• Sarner InternationalcoreStrategic or Co-development Partner · 1 January 2023Collaborative partnership for Flying Scotsman VR Experience at National Railway Museum. Figment provided VR content and immersive experience production while Sarner contributed to overall attraction design and development. The partnership combined Figment's VR technical expertise with Sarner's broader attraction design capabilities.
• Royal Opera HousecoreStrategic or Co-development Partner · 1 January 2021Development of Current Rising - world's first opera in hyper reality. Partnership involved Figment's VR production expertise combined with Royal Opera House's creative direction and artistic content. Project was part of Audience Labs innovation programme and funded by Innovate UK as part of Audience of the Future programme.
• Royal Holloway, University of LondonminorStrategic or Co-development Partner · 1 January 2021Research partnership for Current Rising project with audience insight research undertaken by academics at Royal Holloway, University of London as part of the Audience of the Future programme.
• University of SurreyminorStrategic or Co-development Partner · 1 January 2018Research partnership for ALIVE project including custom lightfield capture technology development and lightfield rig at University facilities for VR character capture.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Layered Reality: UK immersive experience operator/creator behind The Gunpowder Plot at Tower of London, partnering with Figment. Closely comparable as a location-based immersive experience designer combining live theatre with VR and digital technology.
• Sarner International: Themed entertainment design and production firm operating across visitor attractions, museums, and brand experiences. Active collaborator (Flying Scotsman VR) and directly comparable for attraction design, AV integration, and immersive storytelling.
• Mousetrappe: US-based themed entertainment design and production studio specialising in projection mapping, immersive environments, and visitor attractions. Comparable to Figment in delivering bespoke immersive experiences for theme parks, museums, and cultural institutions.
• Holovis: UK-based immersive technology and sensory experience designer for theme parks, visitor attractions, and enterprise. Directly comparable to Figment across VR/AR ride content, multi-sensory attractions, and proprietary mixed-reality platforms.

Emerging players

• Sandbox VR: Hong Kong/US location-based VR chain offering shared immersive experiences. Comparable VR technology for entertainment venues but with a consumer-facing franchise model rather than a B2B production studio model.
• SPREE Interactive: Germany-based provider of location-based VR attractions and free-roam VR experiences for FECs and theme parks. Comparable multi-user VR technology and theme park client base, with a more productised/licensed offering than Figment's bespoke studio model.

Broad incumbents

• Electrosonic: Long-established AV integration and experience technology firm delivering large-scale immersive installations for museums, theme parks, and corporate clients. Broader portfolio than Figment but directly competes on the technical integration and AV layers of immersive attractions.
• Dreamscape Immersive: US-based location-based VR entertainment operator backed by major studios (Steven Spielberg, Warner Bros.). Comparable VR-driven immersive experiences for entertainment venues, but with stronger IP partnerships and a venue-operator (not studio) model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/figmentprods

Revenue estimate

Valuation estimate

Number of profiles

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 Figment Productions