Anorak builds interactive generative video: AI-generated footage that reacts to a player's choices and inputs as it plays. The bet is that plenty of devoted communities, from anglers to padel players, would love entertainment made around their pursuit, but are too niche to justify a conventionally produced game.
The company is designing new play patterns from scratch alongside a creator platform that lets communities build playable experiences for themselves. Its AI lab in Chengdu is developing proprietary inference technology to make generative video faster, cheaper and easier to control, and the team publishes new playable experiments on its blog every week.
Anorak spun out of a generative video research project and is led by CEO Shaun Rutland, cofounder of Hutch, alongside Chief Creative Officer Jonathan Alpine and Chief of AI Tak Fung. In November 2026 it raised $5M in pre-seed funding co-led by Play Ventures and Backed VC, with Supercell and MTG taking part. The team numbers 20 across London and Chengdu, and the creator platform is due to open in early 2027.