Cambridge-based augmented reality developer PlayFusion has become an official partner of the British Academy of Film and Television Arts.
The partnership will help accelerate awareness of new technologies available to consumers, and also improve adoption of these new products.
Alongside the partnership, PlayFusion CEO Mark Gerhard has also joined the BAFTA VR Advisory Group. He will be offering his insights along with the rest of the group to help share knowledge throughout BAFTA and the UK games industry.
"We’re honoured to partner with BAFTA, the hallmark for eminence within the creative industries," said Mark Gerhard, CEO and CTO of PlayFusion.
"BAFTA has always celebrated innovation and excellence within the entertainment universe and our union with BAFTA will help accelerate the awareness and adoption of new technologies and innovations available to consumers."
PlayFusion is best known for its game Lightseekers, a toys-to-life mobile title. It has also pressed into the realm of trading card games with the IP, which it is hoping to expand on with a string of tournaments throughout 2018.