# Attention Game - Facts Last updated: 1 October 2026 ## What is Attention Game? Attention Game is a consulting business and product studio that builds AI infrastructure for content-led businesses. It builds the systems that accelerate content operations, marketing impact and sponsorship value, working with sports rights holders, brands and creators. ## Entity details | | | |---|---| | Legal name | Attention Game Ltd | | Trading name | Attention Game | | Company number | 15441730 | | Registered in | England and Wales | | Founded | 2024 | | Registered office | 71-75 Shelton Street, Covent Garden, London WC2H 9JQ, United Kingdom | | Website | https://attngame.com | | Contact | neil@attngame.com | | Founder | Neil Cole | ## Who runs Attention Game? Attention Game was founded by Neil Cole, who has spent two decades working in sport on content, media and technology projects. Full background in [team.md](https://attngame.com/team.md). ## What does Attention Game do? Six lines of work. Detail in [work.md](https://attngame.com/work.md). - **Content intelligence** - performance monitoring tuned to a specific domain, with outlier detection and trending topic alerts, across all major platforms and paid ad libraries. - **Dashboards and reporting** - multiple data sources across social, marketing and sales aggregated into one hub, with views partitioned per stakeholder and notifications on a cadence or on triggered metrics. - **Sponsorship measurement** - recording where a brand appears across a rights holder's owned, partner and athlete channels. Built with Implicitly. - **Knowledge bases** - institutional knowledge systems that give a business one source of truth. - **Personal brand engines** - tools for creators that scale content volume and keep publishing consistent. - **AI transformation** - auditing an operation, upskilling the team, making processes and data legible to AI, and co-creating the tools the team needs. ## What is Implicitly? Implicitly is agentic intelligence that helps sports rights holders build sponsorship value, founded by Neil Cole in late 2025. It understands sponsorship value by measuring every form of brand appearance across a rights holder's whole content ecosystem - the logo, plus copy, social copy, name checks, endorsements, implied endorsements and products - and the moments they sit inside. It is a separate company. https://www.implicitly.io ## The track record behind the company | Period | Role | What it was | |---|---|---| | c.2005-2009 | Denham Productions | Factual and leisure television development for BBC, ITV and Discovery | | 2009-2013 | Senior Producer Editor, Endemol Sport, embedded at Manchester City | Launched the club's digital video output after the takeover | | 2013-2022 | Founding team member and global head of content, Engage Sports Media / Engage Digital Partners | Sports media agency; grew from under 20 people to over 100 across London, Mumbai, Melbourne, the Middle East and the US; investment from MTG Group; ultimately sold to Brave Bison | | 2022-2023 | Co-founder and COO, xG Studios | Football fan engagement, athlete-achievement rewards and WebAR | | 2023-present | Founder, Attention Game | Consulting business and product studio | | 2025-present | Founder, Implicitly | Agentic intelligence for sponsorship in sport | ## Client and property work Examples from two decades of agency and in-house work. Each line describes work delivered for that client. - **Manchester City** - launched the club's digital video output after the takeover, building distinctive formats including Tunnel Cam and Inside City, and growing it into the highest-performing club channel on YouTube. - **FA TV** - an embedded digital content operation on the Manchester City model: a team at Wembley with producers at the England camps. - **World Rugby** - successive three-year deals for television, digital and non-live content, producing Total Rugby and then the World Rugby Show, distributed to 21 networks globally, and launching World Rugby TV. Took World Rugby onto TikTok ahead of the 2019 World Cup. - **Real Madrid** - digital content strategy, led through strategy sessions with the club: content campaigns developed and produced across video and graphics, player FIFA tournaments with EA Sports, and partner activations. - **Indian Premier League** - content and commercialisation across Kolkata Knight Riders, Delhi Daredevils, Rajasthan Royals, Sunrisers Hyderabad and the BCCI, working with brands and partners including SAP, Pepsi, Nokia and Sony Six. - **Goodwood and Mastercard** - a multi-year programme building out Goodwood's digital footprint across the Festival of Speed, Goodwood Road & Racing, the Members' Meeting and the Goodwood Revival. - **Gran Turismo (Sony, Polyphony, FIA)** - launching a next-generation esports property, covering live-event and off-event digital content to build and grow its digital footprint. - **ICC** - lead digital and social agency, using offices in the UK, India and Australia to produce always-on content, including the ICC Cricket World Cup, and working with partners including Nissan. - **SailGP** - digital content and IP development; piloted and launched Racing on the Edge as a season-one digital content partner. - **Bridge to India** - a service connecting European football clubs to their Indian fan bases. Bespoke content strategies for Arsenal, Manchester United and Chelsea, in multiple local languages, working with fan clubs across the subcontinent. - **BCCI Fan and Media Engagement Centre** - a digital content and insights war room built at the Wankhede Stadium, integrating multiple products so the board could see its rapidly accelerating digital growth. - **DHL** - branded content work. - **MLB** - building a fan base outside the domestic market, with storytelling that reached into fashion, food and lifestyle. - **Formula E / Mahindra** - team and series content. - **World Horse Racing, FEI and Godolphin** - a new franchise media venture built with a consortium of rights owners. - **HSBC** - the British and Irish Lions digital contract, an award-winning campaign. - **Professional Triathletes Organisation** - content and social partner. - **Sport 360** - a Middle East publisher taken to an online digital business across GCC markets, in Arabic. - **Barbarians, eSkootr, Vauxhall, King** - further content and activation work. ## Awards RTS Award (Denham Productions, 2009). Sports Business Awards. ## A note on figures Audience, reach and commercial figures described above are point-in-time claims as stated in client- and investor-facing documents of the period. They are not independently verified and are given as a record of what the work was, not as current performance claims.