NXT LYR
Contact us
Riyadh, KSA · Digital Experience Studio
Award-winning studio since 2011, specializing in gamified, immersive, and interactive digital transformation for the region's leading brands, governments, and institutions.
B2B
We design and build mobile, VR, AR and gamified solutions for global brands, government entities and cultural institutions.
B2C
We design, develop and publish our own VR and mobile titles, blending regional stories with world-class gameplay.
Experience-led digital transformation initiatives powered by interactive systems.
Application of game mechanics to drive engagement, motivation, and behavior change.
Design and development of VR, AR, and real-time 3D experiences for deeper learning and engagement.
Simulation-based environments for training, education, and complex decision-making.
Development of high-quality interactive and serious games across mobile, PC, and VR.
B2B Spotlight
Client: Emaar, Burj Khalifa
NXT LYR, then operating as Game Cooks, won the VR & Beyond Challenge organized by Dubai Future Accelerators, Emaar, and HTC Vive, competing against more than 125 international studios.
The winning concept reimagines the city from the sky: visitors soar around the Burj Khalifa as a falcon, the national symbol of the UAE. Installed permanently at At The Top, it blends high-resolution aerial capture with synchronized environmental effects for millions of visitors.
Watch the experience
Context: Prepare customers for their first skydive by familiarizing them with the experience in a safe, controlled environment.
Solution: Design and development of a realistic VR skydiving simulation using 360° capture and immersive interaction.
Outcome: Used as a pre-jump training experience to help customers understand the process before their actual skydive.
Watch the experience ↗︎ Simulation-Based Training
Context: Create an engaging way for visitors to experience Dubai's past, present, and future within a landmark destination.
Solution: Development of a narrative-driven VR experience presenting the city's evolution through immersive storytelling.
Outcome: Phase 1 experience delivered to the client.
Cultural & Heritage Immersion
Context: Enable remote onboarding and engagement for a global corporate workforce within a virtual environment.
Solution: Design and build of a gamified metaverse-based HQ allowing users to explore, learn, and complete onboarding tasks.
Outcome: Deployed as an interactive digital environment supporting employee onboarding and engagement.
Gamified Corporate OnboardingA race against time, trapped in space.
Survive the unknown, guided only by your AI companion.
Our projects have received international recognition for innovation, design excellence, and technical execution across mobile, PC, and VR.
Media coverage: 100+ features worldwide
CEO
Commercial and growth leader with 15+ years of experience in strategy, partnerships, and scaling complex digital initiatives. HEC Paris Executive MBA.
CTO
Technology, architecture and delivery lead specializing in simulation systems and immersive experiences. Graduate of DigiPen Institute of Technology.
Chief Creative Officer
Experience design and interactive systems leader with 20+ years across gamification, mobile, console, and immersive platforms. Masters in History of Art.
Executive Advisor
Entrepreneur & partnerships advisor with deep knowledge of the Saudi ecosystem, supporting strategic alignment, local partnerships, and institutional engagement.
Have a project in mind, or want to explore what gamification and immersive experiences can do for your organization? Let's talk.