Myriad Entertainment

What Myriad Entertainment does

Myriad Entertainment is a London-based, privately held theatrical production company founded in 2016 by Georgia Clarke-Day, Simon Evans, and David Frias-Robles. The company designs and delivers choice-driven, three-dimensional immersive theatre in which live performance is shaped by audience participation and narrative decisions, with a stated focus on cinematic-scale storytelling executed through theatrical staging. Its underlying craft is production-based rather than technology-based: concepts are built around bespoke scripts, spatial design, performer direction, and audience-flow choreography, with no proprietary software, platform, or AI component disclosed.

The company's product surface is a portfolio of bespoke immersive productions and brand activations, delivered as individual projects for enterprise clients. Notable works include the Frozen 2 gala and The Nutcracker Ball for Disney, the Proven Innocent launch for NBCUniversal, the Windows 10 launch for Microsoft, The Life RX for Lexus, Le Grand Voyage for Hennessy, Symphony In Blue for Johnnie Walker with McLaren F1, Glasshouse for Bombay Sapphire, One Team for O2/KPMG, and immersive productions for Secret Cinema. Co-founder Simon Evans separately co-created, wrote and directed 'Staged' for BBC1, with subsequent distribution on Hulu and Netflix.

Myriad Entertainment operates a project-based revenue model serving a corporate-client segment spanning entertainment, technology, automotive, luxury beverage, and telecommunications. Pricing is not publicly disclosed and there are no subscription, licensing, or recurring-revenue mechanics indicated; revenue is generated per production engagement. The company has no disclosed funding rounds, no institutional investors, no parent company, and operates as an independent creative partnership with a headcount of 1-10. Distribution and client acquisition run through direct relationships and industry reputation rather than formal marketing or channel programmes.

Name

Myriad Entertainment

Legal name

Myriad Entertainment

Website

https://myriadentertainment.co

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Myriad Entertainment is a London-based private theatre company, founded in 2016, that designs and delivers choice-driven, immersive three-dimensional productions and brand activations for enterprise clients including Disney, NBCUniversal, Microsoft, Lexus, and premium spirits brands.

Ownership category

akta.pro rank

Product category

Immersive Theatre Production

NAICS

Performing Arts Companies (7111), Other Performing Arts Companies (711190), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Corporate Event Production & A/V Services (Staging, Lighting, Sound) (MPAGAHAN)

akta.pro secondary industries

Touring & Production Services (Staging, Lighting, Sound, Video) (MPAIAFAF), Entertainment Programming & Curation (Lineups, Run-of-Show, Scheduling) (HSACAHAO), Virtual Theater, Comedy & Performing Arts (Digital Performances) (MPAGAOAF)

Keywords

• Immersive theatre productions
• Live performance experiences
• Audience-driven storytelling
• Corporate brand activations
• Immersive event production

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Core offering

Myriad Entertainment creates choice-laden, three-dimensional theatrical experiences led by live performance but influenced by audience participation. The company designs and produces bespoke immersive theatre productions, brand activation events, and cinematic theatrical experiences for corporate clients and public audiences, collaborating with creative artists to build narrative-driven worlds where audience decisions shape the story.

Product overview

Myriad Entertainment is a theatre and immersive entertainment production company that creates choice-driven, three-dimensional theatrical experiences led by live performance but influenced by audience participation. The company specializes in narrative-driven immersive theatre, collaborating with creative artists to build epic and cinematic worlds. The company does not appear to offer distinct software products, modules, or branded product lines in the traditional SaaS sense; rather, it delivers bespoke theatrical productions and immersive experiences for corporate clients and public audiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Immersive Theatre Productions

Named customers12 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Jack Morton Worldwide: Global brand experience agency producing large-scale brand activations, live events and immersive experiences for enterprise clients. Comparable as a scaled competitor in the corporate immersive event space, though offering broader integrated marketing services beyond live theatre.
• Donmar Warehouse: Established London theatre company where co-founder Simon Evans has directed multiple productions. Overlaps with Myriad in producing high-craft theatrical work for live audiences in London, though as a larger, subsidised institution with a broader remit.
• National Theatre: UK's flagship publicly funded producing theatre. Comparable as a high-craft live performance producer in London whose brand and creative standards shape the market in which Myriad competes for talent, venues and audiences.
• Sparks: Global experiential brand agency producing live events, pop-ups and immersive brand experiences for major consumer brands. Comparable as a scaled competitor bidding for the same premium corporate experiential budgets that Myriad targets, but at significantly larger project scope.

Direct peers

• Punchdrunk: UK-based immersive theatre company behind Sleep No More and The Drowned Man. Most directly comparable peer: produces large-scale, site-specific immersive performances for public and commercial audiences, mirroring Myriad's combination of theatrical craft and corporate-facing immersive work.
• Third Rail Projects: New York-based immersive theatre company (Then She Fell, co-creator of Sleep No More NYC). Closely comparable creative model: small team producing highly crafted, audience-led immersive performances for both public ticketed audiences and brand partners.
• Secret Cinema: London-based immersive cinema company staging participatory experiences around film and TV IP. Directly comparable business model (immersive live performance meets commercial brand experience); Myriad has also served as a creative collaborator for Secret Cinema productions such as Miller's Crossing.
• Meow Wolf: US-based immersive art and entertainment company operating permanent and touring experiential installations. Comparable as a leading scaled player in the immersive, narrative-driven experience category, representing the larger-format end of the same market Myriad serves.
• Camm & Hooper: London-based bespoke corporate event and brand experience producer. Comparable as a direct competitor in the corporate immersive event niche Myriad serves, delivering staged, story-driven brand activations for enterprise clients.
• Gingerline: London immersive dining and theatrical experience producer. Comparable because it operates at the same intersection of immersive storytelling, theatrical production and event-based ticketed experiences in the UK, and has even engaged Myriad for joint work such as The Secrets of Freshfields Woods.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MyriadImmersive

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Myriad Entertainment