Ian set up Games for Life in 2008 as a not-for-profit community interest company with the aim of providing pioneering technological solutions for education and health. Ian studied at the University of Wales, Bangor, and was awarded a BSc in psychology and an MSc in cognitive neuroscience. Games for Life was the first European company to introduce EEG educational gaming to the UK in the form of Play Attention. Research collaboration with the University of Hertfordshire shows the Play Attention game reduces core attention deficit / hyperactivity symptoms.