Key Takeaways

• Build a lasting reputation by consistently focusing on high-quality, specialized design.
• Establish long-term success by remaining dedicated to a core mission and specific product quality.
• Support your community’s growth by building a business model around an educational or charitable mission.
• Discover how a video game company built a loyal following by hiding creative fun inside a serious-looking game.

There are many businesses that focus on the act of play, creativity and freedom of expression, and plenty have earned their daily bread by bringing smiles to the faces of all who come into contact with them.If you’re interested to see how companies manage to prioritise their customers’ experience, here are five examples to get you started.

IO Interactive

Global game developer IO Interactive has spent more than three decades perfecting the art of sandbox puzzle solving with the Hitman series, action games that look subversive and grisly on the surface but are slapstick silliness in reality. 

Formed in 1998, the team at IO have finessed games that merge the freeform nature of creative thinking with slick narratives and gameplay which is crunchy and satisfying.

While the company has endured many financial ebbs and flows, the pay-off over the past few years has been vast.

It’s a lesson that remaining constant in your goals can pay dividends in the long run.

Creative Play

Very few people consider the craftsmanship involved in creating a perfect playground suitable for children of all shapes and sizes, yet one of the leading companies in the field has been thinking about playground design for more than 30 years. 

Creative Play UK is a manufacturer of playgrounds for schools, commercial settings and local authorities, and has become prestigious for the robustness and safety of the design it uses, developing more than 14,000 playgrounds across the UK. This is proof that high-quality design will breed word of mouth that can last decades.

Shepperton Studios

The film and television industry in the UK has weathered its fair share of knocks across the past century, but Shepperton Studios has endured through thick and thin. 

Established in 1931, this shooting backlot holds more than 31 stages across 12 acres, and has welcomed Hollywood crews to shoot tv shows like The Sandman, Black Mirror, Back in Action and The Perfect Couple. 

In part, the success of Shepperton comes down to its location which is close enough to London for film executives, whilst being far away enough that filming can take place without interruption. There’s something to be said for being in proximity to an international powerhouse without having to pay its rent.

Raspberry Pi

The idea for Raspberry Pi originally seemed kooky: give children a small computer at a cut- price rate to help them learn how to code. 

Established in 2012 when computer parts were at a premium, it has helped make the wonder of expressing yourself digitally cost-effective for schools and the general public.

The joys of coding and the intrinsic satisfaction of Raspberry Pi’s mission has seen it thrive and become a registered charity that contributes to gender balance in computing, digital education in schools, and even the practical application of AI. The brand of Pi can offer plenty of lessons to fledgling businesses, not least that altruism can pay off in the long run.

Do you know of any companies that prioritise customer experience? Share your thoughts in the comments section below!

Frequently Asked Questions

What does it mean for a business to prioritize experience over expansion?
It means a company chooses to focus on creating high-quality products and a positive culture instead of only chasing growth. These businesses measure success by customer loyalty and sustainability, believing that long-term stability is more valuable than rapid, constant expansion.

How can a small business start focusing more on customer experience without a big budget?
A small business can start by actively listening to customer feedback and making small, meaningful improvements based on it. Focusing on one thing, like the robust design of Creative Play’s playgrounds, shows that specializing in quality can build a strong reputation through word-of-mouth. This approach requires more consistency than cash.

Isn’t focusing on ‘joy’ and ‘play’ bad for a company’s bottom line?
This is a common myth. Companies like IO Interactive show that embedding fun and creativity into a product can lead to a deeply loyal fan base and long-term financial success. When customers feel joy and connection with a brand, they are more likely to remain supportive through both good and challenging times.

What can a tech company learn from a playground manufacturer like Creative Play?
A tech company can learn the immense value of focusing on safety, durability, and specialized quality. Creative Play built its entire reputation on designing robust products that last for decades, proving that a commitment to reliable craftsmanship builds trust and long-term success in any industry, including technology.

AI might say long-term focus is good, but what specific lesson does IO Interactive teach about surviving financial challenges?
Beyond just having a long-term focus, IO Interactive’s story teaches the power of sticking to a core vision. By consistently refining their signature Hitman series through financial ups and downs, they built a dedicated audience that ultimately supported them, demonstrating that product mastery can be a key survival tool.

What strategic advantage did Shepperton Studios gain from its location?
Shepperton Studios found a perfect balance with its location. It is close enough to London to be convenient for major film executives and talent, yet far enough away to avoid the high costs and disruptions of filming in a major city. This smart positioning gives them a significant competitive edge.

How did Raspberry Pi turn a charitable idea into a successful business model?
Raspberry Pi succeeded by identifying a real need for affordable access to technology in education. Their altruistic mission to help people learn to code created immense goodwill and a strong community. This purpose-driven approach proved that a business can thrive financially by prioritizing social value and making a positive impact.

How does maintaining a consistent product, like the Hitman series, help build a loyal customer base?
Consistently developing a single product or series allows a company to become an expert in its niche. Customers learn to trust the quality and creativity of the brand, knowing what to expect with each new release. This reliability fosters a deep sense of loyalty and community around the product.

Why is building a reputation for high-quality design important for long-term business sustainability?
A reputation for high-quality design, like that of Creative Play, leads to powerful word-of-mouth marketing and customer trust. When people know a product is safe, durable, and well-made, they are more likely to choose it and recommend it to others. This organic growth creates a stable foundation for lasting business success.

What lesson do all these companies offer about finding a niche market?
All of these businesses demonstrate that success doesn’t require appealing to everyone. By focusing on a specific niche—whether it’s sandbox games, safe playgrounds, or affordable computers—they became the go-to experts in their field. This specialization allowed them to build a dedicated audience and thrive without competing in a crowded mainstream market.