Maze Theory and Pluto Digital Forms Emergent Entertainment with PlayStation’s Simon Rutter as Chairman

Jethro Sandico

Oct. 26, 2022

The formation of a new entertainment Public Limited Company (PLC) called “Emergent Entertainment” was announced on October 25, 2022. According to reports, the entity has a proposed valuation of over $65 million.

London-based game studio Maze Theory and blockchain developers Pluto Digital PLC officially merged for the partnership, which is a result of their “Emergent Games” collaboration earlier this year. 

The community viewed Emergent’s genesis with optimism due to the legacy of Maze Theory and Pluto Digital. Along with the skills and knowledge that its existing workforce can provide, Emergent Entertainment will also benefit from owning well-established assets and a rich product portfolio.

According to the team, Emergent Entertainment is aiming to combine traditional business models with the latest innovations. This will include mixed reality gaming, Web3 gaming, modern forms of monetization, and other blockchain services that Emergent can employ in the field of entertainment.

PlayStation’s Simon Rutter Joins Emergent

Former Sony Interactive Entertainment/PlayStation Executive Vice President Simon Rutter joined Emergent Entertainment as the company’s Chairman. Rutter is a 25-year veteran at PlayStation, and has spent his last 10 years with the popular brand taking on senior international leadership roles. 

“The Emergent Entertainment leadership team is passionate about the creative opportunities offered by the latest technological innovations,” Rutter said. 

About Emergent Entertainment

Emergent Entertainment PLC is a “next-generation entertainment company,” which aims to bring together creatives and fans. The team plans to achieve this with the help of new technologies such as blockchain, Artificial Intelligence (AI), Augmented Reality (AR), and Virtual Reality (VR).

Currently, Emergent has more than 60 developers and executives. The team is composed of industry professionals with vast experiences and knowledge in developing AAA games. 

Collectively, the portfolio of Emergent Entertainment’s workforce include best-selling titles such as Doctor Who, FIFA, Gran Turismo, Lord of the Rings, NBA Online, Need for Speed, Peaky Blinders, Playstation VR Worlds, and Sniper Elite, among others.

Emergent Entertainment’s CEO is former Maze Theory CEO Ian Hambleton. One of the UK’s leading entrepreneurs, Hambleton has 20 years of business experience under his belt. Throughout his career, the prolific executive has founded and expanded several companies. This includes design studio Found Studio, game dev company Maze Theory, and climate action platform Ecologi.

“We are excited to bring together AAA game creators and advanced Web3 engineering skills in a way that hasn’t yet been seen. We are laser focused on delivering the best games and experiences using technology that truly benefits players and new audiences,” Hambleton stated.

About Maze Theory

Maze Theory is a London-based game developer. The company describes itself as a “restless team of creatives on a mission to conquer the world of virtual reality.” 

Games on Maze Theory’s portfolio include three games from the Doctor Who series: The Edge of Time, The Lonely Assassins, and The Edge of Reality. In addition to that, the company will also soon launch new titles such as Peaky Blinders: The King’s Ransom, and Engram.

In late January 2022, Maze Theory launched blockchain/metaverse studio Emergent Games with its partner Pluto Digital.

“We are tremendously excited to become the largest investor in Maze Theory and partners in the new studio, Emergent Games. We believe the combination of our high-end blockchain engineering and token capabilities together with the gaming creativity of the Maze Theory team will create a leading next-generation Web3 metaverse gaming studio,” Pluto Digital Director Brian Kinane stated earlier this year.

Currently, the company is building Emergent Entertainment’s first Web3 game called “Resurgence.” The Free-to-Play project is a Massively Multiplayer Online Role-Playing Game (MMORPG) that “takes players on a journey from present day disaster, to a post-apocalyptic future.”

Basically, the game employs a community-driven survival concept. Moreover, Resurgence also allows participants to forge their own path with the help of some valuable resources.


About Pluto Digital

Pluto Digital Assets PLC is a crypto technology and operations company that aims to make Web3 Decentralized Finance (DeFi) more easily accessible to the public. 

Basically, Pluto specializes in building intuitive products and services, as well as new vaults and yield strategies. The blockchain entity is developing ways to generate revenue including liquidity provision and staking, among others. In addition to that, Pluto also has a venture arm that supports early-stage projects. Moreover, the company is creating a “treasury” for digital assets such as Non-Fungible Tokens (NFTs). 

Pluto’s senior team is experienced in investment management, venture capital, and start-ups, as well as digital assets, trading, and DeFi in general. Collectively, they have established networks with Web3 communities and blockchain platforms such as Ethereum and Polkadot.

On March 10, 2021, Pluto Digital raised $40 million in a funding round. The company utilized the capital to issue new tokens at seed level and invest in digital assets. In addition to that, Pluto also took equity positions, as well as incubated other projects.

“The funds give us the firepower for an aggressive push to become a leader in decentralized technology investment. We’re already engaged with an epic constellation of projects in the digital assets space. We look forward to helping them bring their vision to fruition,” Pluto founding member/investor Atif Yaqub stated last year.

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