Brand Partnerships
The best partnerships don’t interrupt the adventure.
They make the adventure possible.
AXL’S GAME LAB is built around curiosity, exploration, discovery and the real world. We’re interested in partnerships that feel natural, create real value for our audience and allow us to do something better, bigger or more interesting together.
Partnerships with a Purpose
We aren’t interested in adding brands simply because there’s space for a logo.
A great AGL partnership should have a reason to exist.
That might mean giving AXL access to extraordinary technology, helping us explore an amazing location, bringing specialist expertise into an adventure, creating something new together, supporting an ambitious real-world project or helping an important idea reach a wider audience.
If a partnership makes the experience more interesting, more authentic or more valuable for our audience, we want to hear about it.
Open doors to incredible places, technology, people and experiences.
Bring specialist knowledge and real-world experience into the adventure.
Co-create something new that neither of us could achieve alone.
Help important ideas and projects reach more people, together.
Long-term partnerships built on trust, respect and shared purpose.
Make the adventure more authentic, more useful or more meaningful.
Technology & Innovation
From emerging technology and engineering to tools, equipment and extraordinary inventions, we’re interested in organisations creating things worth discovering.
Science & Exploration
Research organisations, laboratories, expeditions, observatories and others exploring how our world – and beyond – actually works.
Engineering & Industry
The machines, infrastructure, materials, manufacturing and engineering behind the world around us can provide extraordinary stories.
Environment & Conservation
Opportunities to explore the natural world, understand the challenges it faces and highlight people and organisations working to protect it.
Travel, Transport & Places
Unusual destinations, remarkable journeys, fascinating transport and places most people never normally get to see.
Products & Experiences
The right product, service or real-world experience can become something genuinely useful or interesting within the wider AGL world.
And these are only examples. If you see a connection we haven’t thought of, we’d like to hear it.
The Audience Experience Comes First
AXL’S GAME LAB is made for families – from younger Explorers to teens and adults. Our content is safe for all ages, and that broad audience brings responsibility with it.
We won’t compromise audience trust, privacy, creative integrity or the quality of the experience simply to accommodate a commercial partnership.
We believe the strongest partnerships work because the audience understands why the partner belongs there.
A partnership should add something – knowledge, access, authenticity, capability, opportunity or simply a better adventure.
The brand should never become the adventure. It should help make the adventure better.
Authenticity Matters
AGL’s stories and characters have their own identity, humour and voice. Any partnership needs to work naturally within that world.
That means we don’t begin with “Where can we put the brand?”
We begin with “What could we create together that people would genuinely want to experience?”
Sometimes the answer might involve content. Sometimes it might involve an event, an experiment, a location, a piece of technology, a real-world challenge, a resource or something neither of us has considered yet.
The strongest ideas should feel as though they belong in the AGL world rather than having been added simply because a commercial opportunity existed. If a partnership gives AXL and the LAB CREW something genuinely interesting to explore, investigate, build, test or discover, there is a much stronger reason for the audience to care about it too.
That matters to us because trust is built over time. We want Explorers to know that when a partner appears within AGL, there is a genuine reason for them to be there.
We’re happy to explore possibilities.
More Than Exposure
We’re interested in relationships where both sides bring something meaningful to the table.
AXL’S GAME LAB can bring original storytelling, characters, creativity, production, an engaged audience and a distinctive way of turning complex or unfamiliar subjects into something people want to explore.
Our partners might bring expertise, technology, access, products, facilities, locations, people, reach or resources that allow us to create something we couldn’t create in quite the same way alone.
That’s where partnerships become interesting.
Built for the Long Term
We’d rather develop a smaller number of strong, authentic relationships than fill AGL with short-lived commercial integrations.
Where there is a particularly strong fit, we’re open to exploring partnerships that grow over time – across content, experiences, resources, products, events or other opportunities.
The best long-term relationships should create room for new ideas on both sides. As AGL grows, a strong partner may be able to contribute in different ways at different times, while still feeling natural and relevant to the world, the audience and the purpose of the partnership.
The exact shape of a partnership matters less than whether it makes sense for both organisations and, most importantly, adds genuine value to the people experiencing it.
Have an Idea?
You don’t need to arrive with a finished proposal.
If your organisation, technology, expertise, location, product or project feels like it could connect naturally with AXL’S GAME LAB, tell us what you’re thinking.
We may already have an adventure where it fits. Or perhaps we’ll discover something completely new together.