Media & Press
Welcome to AXL’S GAME LAB
AXL’S GAME LAB is an original entertainment brand and continuing adventure series built around story, mystery, humour, exploration and discovery – with real-world science, technology, engineering and ideas woven naturally into the journey.
Every episode moves the story forward. What AXL and RUSTY discover, build, learn and uncover becomes part of the world that follows, while new mysteries, locations, characters and possibilities gradually emerge as the adventure grows.
For families – from younger Explorers to teens and adults – AGL combines original entertainment with real STEM learning, free resources, digital experiences, products and opportunities beyond the screen.
The story begins with AXL and RUSTY, but the world of AGL is designed to grow. New characters, personalities and areas of expertise will join the journey as the story unfolds.
FUN FIRST. LEARNING ALWAYS.
If you’re a journalist, editor, producer, broadcaster, podcaster, creator or other media professional, you’ll find official information, news, approved descriptions and media assets here.
AGL at a Glance
What Is AXL’S Game Lab?
AXL’S GAME LAB is an original entertainment brand built around one continuing adventure.
At the centre of AGL are AXL, RUSTY and an evolving world that audiences discover alongside them. Every episode moves the story forward – discoveries create new questions, problems lead to new ideas, inventions develop and new characters gradually become part of the journey.
The world itself is imaginary, but the rules are real. AXL can’t simply fly, delete a problem or make something appear because it would be convenient. If something needs building, repairing, moving, powering or understanding, he has to work out how to do it.
Mysteries need solving.
Things need building.
Problems need fixing.
Discoveries raise new questions.
Characters experiment and learn.
That is where real science, technology, engineering, mathematics and practical problem-solving naturally enter the adventure. They aren’t added because the story needs a lesson – they become useful because the characters need answers.
And the experience doesn’t end when an episode finishes. The AGL website, free resources and wider digital content give Explorers somewhere to investigate the ideas further, at whatever depth their curiosity takes them.
The result is entertainment designed to make people want to know more about the world around them.
More Than a YouTube Series
AXL’S GAME LAB begins with original episodic entertainment, but the world extends far beyond the episodes themselves. The growing AGL ecosystem includes:
Original Entertainment
Weekly episodes, an evolving cast of original characters, continuing stories and an expanding adventure world.
Digital Experiences
The AGL website and future interactive experiences that allow Explorers to continue discovering, investigating and exploring beyond the episodes.
Free Resources
Free supporting resources at different levels, helping Explorers take the adventure further and investigate the real-world ideas behind what they discover.
Products & Collectibles
Carefully developed physical products and premium collectibles inspired by AGL’s characters, stories and expanding world.
Partnerships & Licensing
Carefully selected relationships that can extend AGL into new products, experiences, audiences and markets while protecting what makes the brand special.
Education & Outreach
Using entertainment, storytelling, missions and play to spark curiosity and encourage Explorers to engage with science, technology, engineering and discovery in new ways.
The ambition is not simply to build an audience. It is to build a world people want to keep exploring.
What Makes AGL Different?
The Thinking Behind AGL
Independent by Design
AXL’S GAME LAB is independently owned and being built for the long term, with a clear creative vision for its characters, stories, world and wider brand.
That independence gives us the freedom to make decisions based on what is right for AGL – from the stories we tell and the characters we introduce to the products we create and the organisations we choose to work with.
We are ambitious about where AGL can go, but growth will never come at the expense of creative integrity, quality or the trust of our audience.
We believe the strongest brands are built by creating something people genuinely care about – and protecting what made them care about it in the first place.
Build the brand well. Protect what makes it special. Let commercial success grow from there.
A FICTIONAL WORLD BUILT ON REAL-WORLD LOGIC
FUN FIRST. LEARNING ALWAYS.
THE WORLD IS IMAGINARY. THE RULES ARE REAL.
AXL’S GAME LAB takes place within an imaginary Minecraft world, but to AXL and the LAB CREW, that world is real.
They cannot simply fly, teleport, instantly place or remove blocks, or make structures appear because it is convenient. If something needs building, they have to build it. If terrain blocks their way, they have to find a way through it, over it or around it. If something goes wrong, they have to understand the problem and work out a solution.
The same principle applies to the world around them. Water follows gravity. Structures experience forces. Machines need power. Environments have ecosystems. Actions have consequences.
The setting may be imaginary, but the science, technology, engineering and ideas behind the adventures are grounded wherever possible in the real world.
The world may be made from blocks, but to the LAB CREW, those blocks are real.
The production uses Minecraft. The characters live in it.
Press Releases & News
Keep up with official news, announcements and developments from AXL’S GAME LAB.
From new episodes and character reveals to partnerships, products, major milestones, new initiatives and the continued expansion of the AGL world, this is where we’ll share the stories and announcements that matter.
Media & press Assets
COMING SOON!
Soon you will be able to directly download approved AXL’S GAME LAB assets for editorial, news, review and media use.
The AGL story begins with AXL and RUSTY. As new characters are revealed through the episodes, approved character imagery and media assets will be added here.
For now if you want any media & press assets please contact us using the commercial contact form via the button below.
Approved Brand Descriptions
AXL’S GAME LAB is an original entertainment brand and continuing adventure series combining story, mystery, humour and discovery with real-world science, technology, engineering and ideas – following AXL, RUSTY and a growing cast of characters as their world and adventures unfold.
AXL’S GAME LAB is an original entertainment brand built around AXL, RUSTY and a growing cast of characters within one evolving adventure world, where mysteries, challenges and discoveries naturally lead into real science, technology, engineering and ideas.
Every episode moves the story forward. Discoveries create new questions, problems lead to new ideas and new characters gradually become part of the journey as the world of AGL expands.
The story begins with AXL and RUSTY, but as their adventure unfolds, new characters, personalities and areas of expertise will join the journey, expanding both the team and the possibilities of the world around them.
For families – from younger Explorers to teens and adults – AGL extends beyond its episodic entertainment through digital experiences, free resources, products and carefully selected partnerships.
Its philosophy is simple:
FUN FIRST. LEARNING ALWAYS.
Media Opportunities
We welcome appropriate media enquiries relating to AGL.
An appropriate AGL representative may be available to provide information, comment or participate.
Tell us what you’re looking for – even if it’s not on this list.
Brand & Trademark
AXL’S GAME LAB is a registered trademark.
When referring to the brand in editorial or media coverage, please use the full name AXL’S GAME LAB on first reference. AGL may be used as an abbreviation thereafter.
Official logos and brand assets should be reproduced using the approved files provided in our Media & Press Assets library.
Fact-Checking & Editorial Enquiries
Accuracy matters to us.
If you’re preparing editorial coverage and would like to verify information about AGL, its characters, company, products, history or publicly announced plans, please contact us.
We would much rather help confirm something than see inaccurate information repeated.
A Note About the AGL Story
AXL’S GAME LAB has a continuing, evolving storyline. New characters, locations, discoveries and developments are revealed as the adventure unfolds, and some information intentionally remains unrevealed until the story reaches that moment.
Media may occasionally receive advance information, imagery or other material ahead of public release. Where anything is identified as confidential, under embargo or not for publication, we ask that those restrictions are respected.
We’re always happy to help media understand what can be discussed or published without revealing something the audience hasn’t discovered yet.
Discovery is part of the AGL experience. We want Explorers to experience those moments for themselves.
Media Enquiries
If you’re a journalist, editor, producer, broadcaster, podcaster, creator or other media professional and would like information, comment, approved assets or help with a story, we’d be happy to hear from you.
Tell us who you’re working with, what you’re covering, what you need and, where relevant, your deadline.
Enquiries are handled through our contact system.