London-based startup Iconic has secured €11 million in seed funding to accelerate the development of an on-device AI platform designed to power a new generation of immersive, intelligent games.
The round was co-led by Kindred and Northzone, with additional backing from the Google AI Futures Fund. Strategic support also comes from advisors with backgrounds at Google, Meta, Disney, DeepMind, and OpenAI.
From Experimental Team To Gaming Infrastructure Company
Iconic was founded by John Lusty and Junaid Hussain, initially as a compact technical group exploring how artificial intelligence could unlock new creative possibilities in interactive entertainment.
As the vision matured, the company shifted focus toward building a foundational platform rather than a single game. To lead this next phase, Iconic appointed Andrew Bowell, former Product Head at Unity, as CEO.
The company’s mission is to lower the cost and complexity of game development while enabling richer, more responsive player experiences driven by local AI.
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Intelligence Runs Directly On The Device
Iconic’s platform places AI models directly on players’ devices, embedding intelligence, adaptability, and personalisation into gameplay without relying on cloud connectivity.
By running locally, the system avoids latency, infrastructure overhead, and privacy concerns, while giving developers tighter control over performance and player interaction. This approach also reduces long-term operating costs for studios compared to cloud-dependent AI systems.
Voice-Driven Gameplay Without The Cloud
Earlier this year, Iconic demonstrated its technology with The Oversight Bureau, a narrative puzzle experience built on its proprietary ACT-1 engine.
The demo showcased real-time, voice-based interaction where spoken input dynamically shaped the game world entirely offline. Presented alongside NVIDIA at Gamescom, the project drew attention for its responsiveness, immersion, and technical execution.
The modular architecture of ACT-1 allows developers to integrate AI-driven interaction into games without rebuilding existing pipelines.
Building A Team With Deep Industry Roots
Following early validation of its technology, Iconic formally launched its platform in 2024 and rapidly expanded its team.
New hires bring experience from Unity, Meta, Sony, Microsoft, and the University of Cambridge, alongside contributors who have worked on globally recognised franchises including GTA and Star Wars. The company is also supported by advisors from DeepMind, NBCUniversal, and Embracer Group.
Redefining Player Interaction
According to CEO Andrew Bowell, Iconic is focused on redefining how players engage with digital worlds.
The company sees voice, agency, and emergent behaviour as core pillars of future entertainment, moving beyond scripted interactions toward worlds that listen, respond, and evolve in real time.
What’s Next
Iconic plans to use the new funding to further advance its on-device AI systems and deepen partnerships with game studios.
The goal is to enable the creation of experiences populated by intelligent characters and dynamic environments that adapt organically to player behaviour, without the technical and financial barriers typically associated with advanced AI.
About Iconic
Founded in 2023, Iconic is building the technology stack for the next era of interactive entertainment. Its on-device AI engines and tools empower game worlds with emotion, agency, and intent, allowing them to respond naturally to players and evolve over time — entirely offline.
