Sugar Creative

Discovery Tour App: AlUla went live this week! 🚀

A free educational app and the second Discovery Tour App we've built for Ubisoft, following Medieval Baghdad last year.

This one is set in the world of Assassin's Creed Mirage: Valley of Memory and covers the history and heritage of AlUla, one of the most remarkable places in Saudi Arabia.

The app contains three parts. A codex written with historians, illustrated with real artefacts from partner institutions, some of them viewable in 3D through AR. A 90 minute mission-based journey through the region, where what you've learned is what gets you through, ending with an ancient inscription to decipher. And a timeline from prehistory to present day AlUla.

Seven languages, on iOS, Android and in the browser. A class can run it on whatever the school already has. Built for anyone curious about the place, and for classrooms and museums who want to use it with a group.

Built alongside Ubisoft's own teams, and with the historians, experts and institutions who opened their collections to us.

Thank you to the team at Ubisoft for trusting us with the second one, to Thierry NOËL for sharing his wealth of knowledge with us. To the entire team at Sugar who worked tirelessly on it. Congratulations everyone!

Search for AlUla in the app stores to give it ago...

What a week! ⛳️

Sugar Creative has just wrapped one of the most exciting deployments we've ever been part of - the PGA Championship at Aronimink Golf Club, Philadelphia.

Working with T-Mobile for Business and in partnership with Sam Immersive, we built the Smart Operations Command Center - a real-time data visualisation platform built on a photogrammetric digital twin of Aronimink Golf Club (by Mesh Overlay Design), giving the championship operations team live awareness across the entire venue.

Crowd flow, ingress, F&B, safety — all visible, all live, all in one place. At one of the biggest events in golf.

We couldn't be prouder of what we've pulled off, and we're excited about where this goes next.

🇬🇧 Oh, and congratulations to Aaron Rai on lifting the Wanamaker Trophy — the first British winner since 1919. What a week to be there!

Its a big news day at Sugar...

Echoes of Revolution: NYC Unveils Preview of Immersive Walking Tour in Downtown Manhattan, Celebrating America’s 250th Anniversary

Officially launching in June 2026, the city-scale augmented reality experience that reframes New York City as the city at the heart of the Revolution – using the world of Assassin’s Creed® III to bring history to life – will be available for free on mobile devices

New York, NY – April 30, 2026 – Today, the creators of Echoes of Revolution: NYC unveiled a first-look preview of what users will experience when using this app and diving into this world leading cultural experience that will launch in June 2026. Coinciding with America’s 250th anniversary, Echoes of Revolution: NYC will bring to life New York City’s defining role in America’s founding.

Created by The Gotham Center for NYC History at the CUNY Graduate Center, leading global video game publisher Ubisoft and creative technology studio Sugar Creative, this multimedia 90-minute walking tour in downtown Manhattan will be a FREE city-scale augmented reality experience for mobile devices utilizing the detailed historical environments of Assassin’s Creed® III (set during the American Revolution).

“New York City has long deserved a ‘freedom trail’ to spotlight its centrality in the American Revolution. But now thanks to Ubisoft and Sugar Creative, we can give people a rich visual and experiential sense of what it was like to live through this harrowing, inspiring, dramatic, and foundational moment in history,” said Peter Aigner, Director, The Gotham Center for New York City History at the CUNY Graduate Center.

“Ubisoft is excited about using the worlds of Assassin’s Creed III and Assassin’s Creed Rogue to bring key moments of the American Revolution to life for visitors exploring the streets of Boston and New York City,” said Amy Jenkins-Le Guerroué, Strategic Alliances Director, Ubisoft.

“The ability to intelligently and effectively add content to the world is not simply a tool – it is the vital catalyst to transforming places into canvases for an infinite number of stories,” said Will Humphrey, Creative Director, Sugar Creative.

“Projects of this ambition depend entirely on the quality of the people you work with. We've been fortunate to find in Gotham Center and Ubisoft partners who care as much about getting it right as we do. It's a source of real pride that it's a Welsh studio helping to bring New York's revolutionary story back to life,” said Jason Veal, Managing Director, Sugar Creative.

For more information, visit echoesofrevolution.com