We believe artificial intelligence should enhance human capability, improve productivity and help people make better decisions—not replace creativity, expertise or original thinking.
As a UK-based company operating within the games industry, we recognise both the opportunities and responsibilities that come with AI. These principles set out how we evaluate, develop and use AI across our business.
Our AI Products
Artificial intelligence is an important part of the products and services we develop.
We build AI-powered solutions that help organisations make better decisions, gain insights from data and automate complex or repetitive tasks. We believe AI should augment human capability, delivering practical tools that create measurable value for our clients.
When developing AI products, we are committed to:
- Building systems that solve genuine business problems.
- Designing AI that supports human decision-making rather than replacing it.
- Being transparent about where and how AI is used.
- Respecting privacy, confidentiality and intellectual property.
- Applying appropriate testing and human oversight before deployment.
- Continuously improving our products as AI technologies evolve.
As with our internal use of AI, we do not use generative AI to create production artwork for our products or those of our clients. We believe creativity should remain in the hands of talented artists and designers, while AI is used to enhance productivity, analysis and innovation.
Our Principles
Human Expertise Comes First
AI is a tool, not a replacement for human judgement.
We use AI to assist with research, data analysis, software development, automation, documentation and content drafting, while ensuring meaningful human review remains part of every important decision and published output.
Final responsibility for our work always rests with people.
We Do Not Use Generative AI to Create Artwork
Creativity is fundamental to the games industry.
We do not use generative AI to create production artwork, concept art, marketing imagery, logos, illustrations, character designs or other visual creative assets intended for our products or those of our clients.
We believe artistic work should be created by talented artists and designers, and we respect the intellectual property and livelihoods of creative professionals.
Where AI-assisted image tools are used internally for experimentation or technical investigation, they are never used as a substitute for commissioned artwork or delivered as client work.
AI Should Increase Capability, Not Reduce Creativity
We believe AI delivers the greatest value when it helps people achieve things that were previously difficult, time-consuming or impossible.
We encourage the responsible use of AI to:
- Analyse large datasets.
- Identify patterns and trends.
- Improve operational efficiency.
- Assist software development.
- Accelerate research.
- Automate repetitive administrative tasks.
- Improve accessibility and communication.
We do not use AI to remove meaningful human authorship from creative work.
Transparency
We believe organisations should be open about how AI is used.
Where AI materially contributes to a piece of work, we ensure appropriate human review and maintain accountability for the final output.
We also encourage the AI providers we work with to be transparent about how their models are developed and trained.
Respect for Intellectual Property
Respect for intellectual property is fundamental to our business.
When selecting AI technologies, we favour providers that demonstrate responsible approaches to licensing, copyright and data governance.
We expect our employees and partners to use AI systems in ways that respect copyright, contractual obligations and the rights of creators.
Privacy and Security
We treat confidential information with the same care when using AI tools as we do with any other technology.
We expect everyone working with us to:
- Ensure client data is not used in, or entered into, public AI systems.
- Comply with contractual confidentiality obligations.
- Follow UK data protection legislation, including the UK GDPR and the Data Protection Act 2018.
- Use only approved AI tools and services where appropriate.
Accuracy and Accountability
AI systems can produce inaccurate, incomplete or misleading information.
We validate and review AI-assisted work before it is published, delivered or implemented.
We do not rely solely on AI-generated outputs when making business-critical decisions.
Fairness and Responsibility
We seek to use AI in ways that are fair, lawful and beneficial.
We will not knowingly deploy AI systems in ways that discriminate unlawfully, mislead users or undermine trust.
As AI technologies evolve, we will continue to review our practices against emerging legislation, industry standards and ethical guidance.
Our Commitment
Artificial intelligence is transforming the way software is developed and businesses operate. We believe the greatest opportunities lie in using AI responsibly—to enhance human expertise, improve efficiency and unlock new possibilities without compromising creativity, privacy or trust.
We will continue to evaluate emerging AI technologies carefully, adapting our practices as the technology and regulatory landscape evolve while remaining committed to these principles.
Our goal is simple:
Use AI to empower people—not replace them.
By keeping human expertise, creativity and accountability at the centre of everything we do, we believe AI can be used responsibly to deliver better outcomes for our clients, our industry and our team.