Hutch cofounder Shaun Rutland teases his new ‘interactive generative video’ studio Anorak
Shaun Rutland, cofounder of the mobile gaming studio Hutch, is launching Anorak, a new venture focused on what it describes as “interactive generative video” entertainment. Rather than positioning itself as a traditional games company, Anorak is being framed as a technology entertainment business with ambitions to create play patterns and platforms that make any pursuit playable through AI-generated interactive content.
The studio has established a distributed global presence, with teams located in London, across Europe, and in Chengdu, China. The company also operates an AI research lab in China to support its technical development. David Amor, an experienced games industry veteran, serves as Chief Operating Officer at the venture.
Currently in research and development phase, Anorak is preparing to announce funding from well-known venture capital firms and mobile game companies, though specific investors and amounts remain undisclosed. Rutland’s venture signals growing industry interest in generative AI as a medium for interactive entertainment, positioning Anorak at the intersection of gaming, AI technology, and content creation.