Case Study - XR Games
Leeds-based XR Games, a multi-award-winning immersive studio, used Creative Export Accelerator funding to seize a high-impact international opportunity-turning a trip to the U.S. into a springboard for new platform deals and global partnerships.
XR Games
Driving global growth through the Creative Export Accelerator Programme
- Two major commercial negotiations now underway for BEATABLE
- Strengthened partnerships with Meta, Snap, Sony Pictures, and Google
- New international opportunities unlocked in the U.S. market
XR Games Levels Up Global Growth with Creative Export Accelerator Support
Business Overview
XR Games is a multi award-winning immersive game development studio based in Leeds, founded by Bobby Thandi. The studio specialises in high-quality MR, VR and AR experiences and has built strong partnerships with global giants such as Meta, Snap, Google, Sony Pictures, and Hollywood film studios.
XR Games’ latest release, BEATABLE, a rhythm-action VR game, was launched in April 2025 generating strong reviews (94% player rating) and commercial interest from major platforms.
The Challenge
The UK games sector has been hit by global contraction and reduced investor confidence, placing pressure on even the most established studios. Despite these challenges, XR Games remains a high-growth regional business with a proven export track record.
To sustain momentum and bring BEATABLE to new international markets, Bobby identified the Game Developers Conference (GDC) in San Francisco as a critical commercial opportunity. He also arranged additional high-value meetings in Los Angeles with clients and partners. However, executing this trip at the required scale required targeted financial support.
Creative Export Accelerator Engagement
Earlier this year, XR Games secured a bursary from the Creative Export Accelerator programme, which is delivered by Full Circle in partnership with the West Yorkshire Combined Authority. Supplemented by company funds, this support enabled Bobby to attend GDC and hold a series of in-person meetings with clients and partners across the U.S.
“The trip was incredibly productive. I made a number of valuable connections, and I’m now in discussions with one potential partner on a significant opportunity, and another regarding a separate deal that could also be substantial. Both relate to bringing our latest title, BEATABLE—which is already receiving strong reviews—to new international platforms. The Creative Export Accelerator made it possible to meet key decision-makers in person at exactly the right time.”
– Bobby Thandi, Founder and CEO, XR Games
Although Bobby is not currently participating in the training strand of the programme due to existing commitments, his story remains a compelling example of how the bursary element alone can drive export-led recovery and growth for high-potential creative businesses.
The application and delivery process was straightforward, allowing XR Games to act swiftly and seize the moment.
“Bobby’s story demonstrates exactly what the Creative Export Accelerator was designed for—supporting ambitious creative businesses to act decisively when the opportunity strikes. XR Games is a standard-bearer for the region’s global capability. Full Circle is delighted to be working with West Yorkshire Combined Authority to make a tangible difference to creatives such as XR Games and many more.”
– Gary McArdle, Director, Full Circle
Impact Summary
The Creative Export Accelerator bursary supported XR Games in executing a strategic international business development trip at a critical pre-launch phase. Outcomes to date include:
- Two active commercial discussions underway tied to BEATABLE platform partnerships, with the potential to deliver significant new revenue.
- Additional conversations progressing that could open up even more substantial opportunities in the months ahead.
- Strengthened partnerships with clients including Meta, Snap, Sony Pictures, PICO, and Google.
- Licensing negotiations under way for music used in BEATABLE.
- In-person engagement with a U.S.-based client on a second game project.
- Secured new introductions via industry connectors, including Brett and Woody Harrelson.
This impact is especially significant given the current pressures on the games sector, showing that small-scale, strategic investment can yield high-value results when deployed at the right time.
Strategic Alignment
XR Games’ export activity directly supports both regional economic development and the UK’s national vision for the creative sector. Specifically, this case aligns with:
- The Creative Industries Sector Vision (2023), which aims to grow the sector by £50 billion and support one million new jobs by 2030 → View plan
- The UK Government’s £380 million investment package to support innovation, regional creative clusters, and international growth → Read announcement
The Creative Export Accelerator is part of the £4.2 million ‘You Can Make it Here’ scheme. Funded by West Yorkshire Combined Authority, ‘You Can Make it Here’ offers skills and business support to creative industry professionals.