John Cassy is the Founder and CEO of Factory 42, one of the UK’s leading immersive technology and experience studios. The company’s mission is to create Impact Entertainment - immersive and interactive experiences with purpose that combine the magic of technology with the science of stories. Factory 42 partners include Comcast’s Sky, the BBC, EE, Google, and Meta, while the company has also led significant R&D projects for UK Research and Innovation and DCMS, including the sold-out and award-winning Green Planet AR Experience with Sir David Attenborough at London’s Piccadilly Circus. Prior to Factory 42, John spent 10 years at Sky. He has served on the UK Government DCMS’s expert advisory panel exploring recovery mechanisms for the creative industries post Covid and is an Honorary Professor at University of Exeter.