The Spectacular Vision: George Vaughan speaks exclusively with James Game, CEO of Digital Media Technologies

The Piccadilly Lights in London are a world-famous advertising screen and landmark. They are located in the West End of London and are one of the most recognisable icons in the city. 

 A Conversation with James Game, CEO of Digital Media Technologies

The art of the possible is a phrase often spoken about but rarely articulated although advances in technology appear to be narrowing the gap between achievement and desire. As the reach of Artificial Intelligence extends ever further into every aspect of society, the reality is that the means to bring a vision to life is no longer the obstacle. The real challenge now is the creation of original concepts that stand apart from the mainstream. AI can provide the technological horsepower but without invention it’s like having the world’s most powerful game’s machine but no software to run on it.

In this rapidly evolving landscape, where visual storytelling has become a powerful tool for engagement, Digital Media Technologies (DMT) stands as a pioneer in delivering immersive digital experiences. From iconic city landmarks to interactive customer solutions, DMT specializes in crafting spectacular display solutions that leave lasting impressions. Their approach is a seamless blend of creativity and technology, designed to amplify brand narratives and captivate audiences.

At the core of DMT’s success lies a unique service framework built around four key pillars: Design, Build, Run, and Amplify. Each step is carefully crafted to ensure clients receive tailored solutions that not only meet their immediate needs but also evolve with future demands. From conceptualisation to ongoing performance optimisation, DMT’s holistic approach and end-to-end process guarantees that every project delivers maximum impact.

Building a Legacy in Lights

For CEO, James Game, the picture is very rarely just about seeing screens; he sees stories waiting to unfold. With over two decades of experience in the technology solutions space, his career is a tapestry woven with groundbreaking projects, from global rollouts for automotive giants to iconic landmarks like Piccadilly Lights and Ascot Racecourse.

“Throughout my career, I’ve always prioritised work culture and innovation,” James begins. “Good ideas rarely emerge from familiar concepts. To be new means to be different. I encourage my team to push boundaries and not be afraid to slip up. You mustn’t run away from mistakes but learn from them. It’s how you understand the world and in more specific terms how you come to fine tune your offering so that it meets your customers’ needs.

This fearless approach has driven DMT to deliver projects that aren’t just displays but spectacles. Take Piccadilly Lights, for instance. Arguably the world’s most famous billboard, it’s more than just an advertising space; it’s a cultural icon that leaves a mark on millions every year.

“It’s probably the pinnacle of my career,” James admits with a smile. “Piccadilly Lights has an impact on the London skyline and is one of the greatest tourist attractions in the UK. Being part of that legacy is incredibly rewarding.”

The DMT Service Framework: Design, Build, Run, Amplify

DMT’s success stems from its holistic approach to delivering digital display solutions through four interconnected phases:

• Design: At the heart of every project is a deep discovery phase. DMT collaborates closely with clients to understand their goals, audience, and desired outcomes. By challenging briefs and exploring creative concepts, the team ensures that each display solution is both visually stunning and strategically sound. 

• Build: Once the design is refined, DMT moves into the build phase, leveraging cutting-edge technology to bring ideas to life. From large-format LED displays utilising real-time graphics engines to interactive technology and immersive experiences, their technical expertise ensures seamless execution.

• Run: Post-installation, DMT manage the ongoing operation of their displays and related systems, ensuring optimal performance. Their proactive approach includes monitoring, maintenance, and updates to keep displays, content and technology fresh and relevant.

• Amplify: Beyond simply running a display, DMT focuses on amplifying its impact. This includes data-driven insights to enhance and fan engagement, content optimisation, and exploring new ways to elevate the client’s brand message.

James emphasises that this process isn’t about technology; it’s about outcomes and how we exceed requirements and expectations for clients and audiences.  We take a wider view where we seek to integrate and blend technology and content with the architecture and environment, whilst ensuring maximum impact and engagement for the audience. “We don’t just put up a screen and hope it works”

“People often mention the phrase “future-proofing” and that isn’t just about putting in the highest specification of equipment and services so it will remain technologically relevant in years to come. It’s also about anticipating the changing attitudes of customers and users by assessing wider trends that may have an impact on the solutions we specify and install. I encourage my team and our clients to look beyond the measure of their reach in terms of behaviour and often say the same thing to my clients. Look at every space your customers inhabit, the journeys they take, their interactions, how they engage and what they demand, and to learn from that behaviour because very often what is adopted positively in one area will inevitably spill out into another, connected environment.” 

London's newest brand experience concept, 'Below The Lights', has opened its doors underneath the world-famous Piccadilly Lights, W1.

From AR to Invisible Technology

As technology races forward, keeping up isn’t enough—you have to stay ahead. For James, the secret lies in providing technology foundations can evolve and adapt as needs and audiences change. 

“Technology should never be a barrier to creating an experience,” he explains. “We aim for technology that can be seamlessly integrated and invisibly– where the systems are just enablers, and the users don’t focus on the delivery mechanism but remember instead the brand or story they’ve engaged with.”

This philosophy resonates in DMT’s projects, where cutting-edge solutions like augmented reality blend effortlessly into everyday environments, enhancing rather than overshadowing experiences.

The Human Element of Innovation

While DMT’s installations are truly dazzling, James emphasizes that their true strength lies in their people. Continuous improvement isn’t just a buzzword—it’s embedded in the company’s DNA.

“We’re a business built on people,” James says. “We invest in nurturing, mentoring, and personal development. Behavioural analysis tools help us to understand each other’s  strengths, ensuring everyone is in a role where they can flourish.”

This empathetic approach extends beyond the office walls. By tailoring their recruitment and management strategies, DMT fosters a culture of collaboration and understanding, which in turn benefits their clients.

“It’s about empathy,” James explains. “Understanding how individuals communicate and interact underpins our business, our clients and their audiences ensuring we deliver the best time and again.”

Spectacular Projects and Beyond

DMT’s portfolio reads like a greatest hits album of digital display projects. Beyond Piccadilly Lights, they’ve been the LED partner for Royal Ascot, transforming the historic venue with interactive solutions that engage and entertain.

“At Ascot, it’s not about fans or spectators; it’s about customers,” James shares. “Our solutions provide real-time race updates, interactive experiences, and even lyrics for the famous bandstand singalongs. It’s all about understanding the audience and delivering value.

“When you look at what was delivered for that specific project, it was the creation of a different format screen, something that immediately resonated with the smartphone generation who visit the venue. We repurposed a space, integrated content and provided the racecourse with the ability to deliver something truly unique.

Another huge success for the brand in 2024 was their work on the newly launched Below The Lights experience centre that has now become one of London’s premium digital spaces. Nestled in the bustling heart of the West End, Below The Lights is a state-of-the-art experience centre redefining brand activations, immersive events and opportunities for customer engagement.

“This was another example of us trying to understand not just the customer or brands but more importantly their audiences by assessing the general demographic needs across our society and by measuring how this differs across different verticals, including retail, sports and entertainment. This is a venue based on frequent change and the ever present need to do something that’s never been done for every activation.  We are delighted with the flexibility offered from the technology foundations we have provided for new brands looking to use the space.  A total solution comprising various screen technologies was delivered, a real time content platform, event, broadcast and interactive technology with managed services to compliment and streamline the events.

“In some ways it has similarities to the Ascot installation because both locations rely very heavily on their history and traditions to sell their brands. Adding modern technology to culturally relevant spaces does requires thought. With Below The Lights, we were looking to embody the spirit of technology evolution that Piccadilly Circus has been delivering for over 100 years.”

The Future of Digital Displays

And what’s next for DMT? James hints at exciting projects on the horizon.

“2024 was a spectacular year for us,” he says enthusiastically. “But we are not resting on our laurels. We have some incredible projects and initiatives lined up for 2025 that I believe will capture the imagination and further our ambitions to be the number one innovation player in this space. I’m looking forward to the next 12 months with enthusiasm.

“The future is about integrated audience-focused solutions,” he predicts. “Whether it’s fan engagement at a sports venue or a brand activation in a city centre, our technology will enable spectacular experiences that leave lasting impressions.”

James Game, CEO at Digital Media Technologies Ltd.