Advertising & Sponsorships
Advertising That Adds Something
AXL’S GAME LAB is not being built around intrusive advertising, endless interruptions or filling every available space with commercial messages.
We believe advertising and sponsorship work best when they respect the audience, fit naturally with the wider AGL experience and, wherever possible, help make something more interesting, useful or ambitious possible.
As AGL grows across episodes, digital resources, our website, social media and future experiences, there will be opportunities for carefully selected advertisers and sponsors to connect with families – from younger Explorers to teens and adults – around the world.
But simply reaching our audience is not enough. The partnership needs to make sense for AGL, for the partner and for the people experiencing it.
But relevance matters.
If an Explorer notices the advertising before they notice the value it adds, we’ve probably done it wrong.
A Different Approach to Advertising
Attention is something an audience gives us.
We intend to respect it.
Advertising and sponsorship opportunities can exist across several different parts of the brand.
Selected episodes or adventures may provide opportunities for appropriate sponsorship where there is a genuine connection between the partner and the subject, activity or world being explored.
The story always comes first.
Where a sponsor message is appropriate, we can explore ways of presenting it clearly and creatively without unnecessarily interrupting the narrative or compromising the entertainment experience.
For selected partners, there may be opportunities to create short, clearly identified AGL-style sponsor segments presented by AXL outside the main narrative flow.
These can combine character, humour, visual overlays, demonstrations or other creative presentation techniques while keeping the commercial message distinct from the story itself.
A sponsor message can still feel like AGL without pretending it isn’t a sponsor message.
The AGL website will become an increasingly important extension of the entertainment experience.
Selected advertising, sponsorship placements or supported content may appear in appropriate areas where they complement rather than overwhelm the page.
We favour thoughtful placement and relevance over advertising density.
AGL’s free downloadable resources create particularly interesting opportunities for organisations connected with science, technology, engineering, exploration, creativity and other relevant subjects.
A suitable partner might support a resource, collection or subject area while helping us keep high-quality material freely available to Explorers.
Any sponsorship must remain clearly identified and must never compromise the usefulness, independence or quality of the resource itself.
Alongside appropriate YouTube advertising, there may be opportunities for selected partner acknowledgements, sponsored episode information, links and supporting material within episode descriptions.
Where appropriate, partnerships may also extend into dedicated sponsor segments or carefully considered integrations around an episode.
AGL’s social channels extend the adventure beyond individual episodes and allow us to share discoveries, humour, characters, behind-the-scenes moments, resources, challenges and new ideas with our community.
As that audience grows, selected partners may have opportunities to participate through relevant sponsored content, collaborative campaigns, short-form content and cross-platform activations.
As AGL expands, additional opportunities may emerge through live experiences, events, real-world projects, competitions, launches and other formats.
We are happy to explore ideas that don’t fit neatly into an existing advertising format.
Our audience spans countries, cultures and time zones.
Campaigns can be tailored to relevant regions, languages and platforms to ensure the right message reaches the right Explorers.
A large audience is valuable.
The right audience relationship is more valuable.
We look for a genuine connection between the partner, the opportunity and the AGL audience.
Category alone doesn’t guarantee suitability.
The fit has to make sense.
We don’t believe advertising needs to disguise itself as entertainment.
We make commercial relationships clear while still creating something that feels natural within the wider AGL experience.
Commercial transparency and creative integrity can coexist. We expect both.
We won’t compromise the trust of Explorers, families or Co-Explorers for short-term advertising revenue.
We are selective about the products, services and organisations we associate with AGL.
That’s a feature of our approach, not a limitation.
We want to understand what works without knowing everything about the individual behind the screen.
Our approach is privacy-conscious and focused on useful performance insights rather than unnecessary behavioural profiling.
Measure what matters.
Respect the people behind the numbers.
Great partnerships can help make ambitious episodes, free resources, experiments, adventures and real-world projects possible.
It becomes part of making something worthwhile happen.
We are particularly interested in advertisers and sponsors who value:
Relevance
A genuine connection with AGL, our audience or the subjects we explore.
Quality
Products, services and organisations we’re comfortable associating with the AGL name.
Creativity
A willingness to explore ideas beyond conventional advertising formats.
Transparency
Clear, responsible communication about commercial relationships.
Audience Respect
An understanding that trust and experience matter more than maximising impressions.
Long-Term Thinking
Partners interested in building meaningful relationships rather than simply purchasing exposure.
Interested in Advertising or Sponsoring AGL?
If your organisation sees a natural connection with AXL’S GAME LAB, we’d be happy to explore what might be possible. Tell us about your brand, what you’re hoping to achieve and why you believe there could be a good fit.
We’re open to conventional opportunities where they make sense – but we’re even more interested in ideas that allow us to create something genuinely valuable together.
The best commercial partnerships don’t compete with the experience.
They help make the experience better.