John Cassy is Founder and Chief executive of Factory 42, one of the UK's leading immersive content studios. The company's mission is to reimagine the future of entertainment and has a multi-disciplinary team made up of artists, producers, engineers, animators, writers, researchers, gamers and an architect and a neuro-scientist.

Commercial partners include Sky, the BBC, Google, Facebook, Magic Leap while the company also works with a wide range of publicly funded organisations ranging from Innovate UK and AHRC to the Natural History Museum, Science Museum, Tate and Royal Academy. The company also works with talent including Sir David Attenborough and the environmentalist Chris Packham. Prior to founding Factory 42, John spent 10 years at Sky, Europe's largest entertainment company, where he ran TV channels and commissioned programming on on subjects as diverse as arts, Premier League football and golf's Ryder Cup. He is a Trustee of London's Almeida Theatre and on the Advisory Board of the National StoryFuture Academy. He has an MA from St John's College, Cambridge and is an Honorary Professor at University of Exeter.