Why we're called Parasol.

All the way back in 2022, at a previous agency, we were tasked with bringing "Wreck" to life in Fortnite. It played great and we were sure it was going to be a hit...

But it flopped.

We had a review meeting with the BBC in a few days and we were concerned. We put our undivided attention into finding the problem. We joined hundreds of games to see where players were dropping off.

Players were divided into two extremes. Most were losing interest within 30 seconds waiting for the game to start. Those that waited would play for a long time.

We needed to give players something to do for those first 30 seconds. So we added two parasols in the lobby. In Fortnite, parasols have a simple trampoline mechanic, players could bounce on them, applying a slight effort to stay centred. With 30 seconds of work, we had turned a project that took 2 months to build into a success.

Playtime went from three minutes to fifteen. A 5-fold increase from one small creative decision. Wreck was picked up by the algorithm, and became an early success story of IP on the platform.

That one small creative decision to prioritise gameplay at the right moment changed everything. We're constantly scanning for these decisions in every project we work on.

That's the lesson the whole company is built on. Immersive Media offers unmatched audiences and engagement. However long attention spans demand content worthy of the media it occupies. We named ourselves after that tiny fix that massively changed our approach. Parasol.