Founded in 1998, originally trading as Ideaworks3D the studio has a heritage of developing high-end native cross platform technology and games for the smartphone markets.

The studio innovated graphics on low-power devices, with projects that included porting a PS1 version of Tomb Raider to the Compaq iPAQ.

The company has subsequently brought both original and franchise-based games for publishers to market, receiving awards,[1] for their content.

Ideaworks Labs continued to focus on cross platform technology development, with its Airplay SDK, which became available commercially.

The studio's development pipeline and engine extends their core Airplay technology, to a wider range of gaming formats including Nintendo DS/DSi and Sony PSP Go alongside development support for console based digital download formats such as Xbox Live Arcade, PlayStation Network and WiiWare.