Who We Are
i3 Gen is defined by curiosity, challenge, and collaboration. We thrive on asking difficult questions and creating the space to explore them. Our culture is open, adaptive, and committed to helping people think differently about the future. This spirit shapes everything we do, capturing Interest, uncovering Insight, and delivering lasting Impact.
“Urgent optimism is the desire to act immediately to tackle an obstacle, combined with the belief that we have a reasonable hope of success”
From Interest to Insight
Insight to Impact
01
Interest
Without interest, there’s no real engagement, and without engagement, decisions and thinking lose value. That’s why our games are designed to capture attention, spark curiosity, and draw participants fully into the challenge.
02
Insight
Insight is what makes that engagement worthwhile. As participants navigate complex scenarios, they uncover risks, test assumptions, and gain new understanding. Insight builds interest, and interest deepens insight.
03
Impact
This is the outcome that matters. The insights generated in our games don’t stay in the room; they carry forward into real-world plans, strategies, and actions. That’s the impact our games are designed to deliver.
The i3 Gen Team and Associates
As hybrid thinkers, we bring together military and civilian perspectives with expertise spanning defence, technology, finance, media, and academia.
By integrating behavioural psychology, strategic communications, and digital innovation, we create interdisciplinary approaches that deliver actionable results with positive impact.
From high-impact simulations to lasting capability development, we provide insights that help clients engage, influence, and succeed in complex strategic environments.
The Associate Network
A core aspect of the i3 Gen approach is the depth and breadth of our extended network of Associates. From senior officers to academic leaders, subject matter experts to highly experienced practitioners, they all bring valuable perspectives that would be hard to find in any other situation.
From increasing our Understanding, validating the Design, or supporting Adjudication, and much more besides, our associate network provides the special and invaluable ingredient that enhances i3 Gen’s Narrative Games.
Associates
Here is a selection of Associates who have kindly agreed to be featured on our website, alongside those who prefer a more discreet approach.
Paul Ellis (CEO)
Paul is a veteran marketing specialist with over 30 years of experience gained in the software technology industry. Since 2018, he has focused on Strategic Communications, Information Operations, Strategic Planning and Wargame Design and Delivery. A specialist reserve officer in the British Army, he has supported military wargames, provided SME and Mentoring to Land Warfare Centre and supports British Army Information Operations. He currently holds SC Clearance.
Jonathon ‘JB’ Boseley
Jonathon ‘JB’ Bosely is a seasoned content producer with a 25-year track record of success at the highest level. Originally qualifying as a lawyer, and recently completed a MA on Terrorism, Security and Society from KCL. JB is also a British Army Specialist Reserve, where he undertakes geopolitical narrative analysis and supports sub-threshold information operations.
Edwin Thomas
Edwin Thomas is an internationally bestselling author whose seventeen novels on historical and military themes (under the pen name Tom Harper) have sold over 1.5 million copies in over 20 countries worldwide. Since 2020, he has also served as an Army Specialist Reservist officer, where he specialises in geopolitical narrative analysis and supports sub-threshold information operations. He has a degree in Modern History from Oxford University and holds SC clearance.
Anna Nettleship
Anna Nettleship is a former U.S. Army Military Intelligence linguist and wargaming specialist, with experience in conventional, nuclear, hybrid, and gray zone simulations. She holds an MA in War Studies from King’s College London and a BA from Mills College, with additional study at LSE and Johns Hopkins SAIS. She is currently Managing Director of the King’s Wargaming Network.
Clients, Partners
and Supporters
i3 Gen has worked with a broad range of clients and has been fortunate to work with some fantastic partners. In addition, some of our games have been supported by some generous philanthropic partners.
Here is a selection of those partners who have kindly given their permission to be featured on our site.
Faculty AI
Faculty AI is an applied artificial intelligence consultancy that develops responsible AI solutions for government, healthcare, and global enterprises.
Hawksmoor
Hawksmoor Partners is a London-based specialist advisor to the financial services sector that delivers tailored legal, tax structuring, and communications services to support business growth and brand management.
Technology Strategy Roleplay (TSR)
Technology Strategy Roleplay is an educational initiative that advances public understanding of the impact and governance of transformative technologies through participatory workshops, training, research, and publication of practical insights.
King’s College London
King’s College London is a leading research university in central London, known for excellence in education and interdisciplinary research across humanities, sciences, law, and health.
QinetiQ
QinetiQ is a UK-based defence technology company specialising in modelling and simulation services, providing bespoke simulations and mathematical models for the Department of Science, Technology, and Learning (Dstl).
ASTRID
The ASTRID Framework is a UK government initiative that facilitates scientific and technical research and development, with a special focus on defence, resilience, and infrastructure security.
Supporters and
Collaborators
Future of Life Institute
The Future of Life Institute is a global nonprofit organisation dedicated to guiding transformative technologies, such as artificial intelligence, biotechnology, and nuclear weapons, toward outcomes that benefit life and mitigate large-scale risks.
Cambridge Centre for the Study of Existential Risk
The Cambridge Centre for the Study of Existential Risk is an interdisciplinary research centre at the University of Cambridge focused on understanding and mitigating global catastrophic risks, including those from AI, biotechnology, and environmental threats.
Tony Blair Institute
The Tony Blair Institute for Global Change is a non-profit organisation that works with political leaders worldwide to improve governance, policy, and the use of technology for social and economic transformation.
Open Philanthropy
Open Philanthropy is a philanthropic advisor and funder that has directed over $4 billion in grants, focusing on high-impact areas such as global health, scientific research, pandemic preparedness, and the mitigation of global catastrophic risks.
FAQs
Throughout the site, we have sought to include the most common questions that we get asked about the different sections.
Here you will find all those questions and answers collated together, along with other Frequently Asked Questions.
About i3 Gen
What does i3 Gen do?
We help organisations navigate complex futures by combining Enhanced Narrative Wargaming, Strategic Communications, and Strategic Planning. Our methodology blends storytelling, planning, and competitive simulation to turn Interest into Insight and Insight into Impact.
Who do you work with?
Our clients include government departments, defence organisations, international institutions, corporates, and NGOs. We regularly work with senior decision-makers, subject matter experts, and cross-functional teams.
Wargaming & Methodology
What is Narrative Wargaming?
Narrative wargaming simulates evolving scenarios where participants compete to achieve strategic goals. It is primarily an immersive, role-based and story-led experience, with competitive, progressive, independently adjudicated turns. The result is SME-led insights felt and remembered by the participants – far more effective at delivering real impact than a Top-Tier consulting firm’s board report!
How are i3 Gen’s games different from traditional wargames?
Traditional wargames often focus on past military or technical aspects, and usually at the tactical / operational level. Our games bring in the political, economic, social, technological, legal and environmental dynamics as well, reflecting real-world complexity and ambiguity. Outcomes are assessed by experts (not dice), and success is never guaranteed. This is made possible by our Narrative or Cognitive game designs.
What can participants expect?
Expect to be immersed in dynamic, competitive scenarios; to make decisions under uncertainty; and to experience the real-world consequences of those decisions. Many participants say it feels like “rehearsing the future”.
What outcomes do your games deliver?
Outcomes include strategic insights, stress-testing of plans, risk identification, innovation, higher confidence and enhanced decision-making. We capture insights in structured reports that directly support future planning.
Strategic Communications
What is Competitive Storytelling?
Every leader and organisation, and indeed state, competes through narratives and stories. Competitive storytelling ensures your story is more persuasive, authentic, and effective than your rivals’. We help clients craft messages and campaigns that not only inform but also move people to action.
How does wargaming support communications?
Wargames provide a safe environment to test communication strategies and anticipate audience reactions. This strengthens alignment between words and actions, ensuring your messaging is both credible and resilient.
Practicalities
How many people can take part in a game?
We design for anywhere between 8 and 60+ participants, supported by facilitators, adjudicators, and subject matter experts. Games can be run in person, online, or in hybrid formats.
How long does a wargame last?
Our strategic narrative games run with multiple turns and come in a simpler Half Day variant to multi-day strategy retreat versions, with the most common option running over a whole day (from 08:30-18:30). However, we also design shorter exercises, workshops and ongoing programmes depending on requirements.
What preparation is required from participants?
Very little. We provide role briefs and scenario packs in advance. Our facilitators guide gameplay, so participants can focus on decision-making and collaboration.
Wider Questions
Are your wargames confidential?
Yes. We take security seriously. Our team includes members with clearances, and we apply appropriate classification and confidentiality protocols for each engagement.
Can i3 Gen tailor games to my organisation’s needs?
Absolutely. Every game is bespoke and built around your strategic challenges, objectives, and culture. We work closely with you to design scenarios that are both credible and relevant.
Why should we invest in wargaming when we already have strategy workshops and planning tools?
Wargaming goes beyond workshops. It immerses people in competitive futures, stress-tests decisions under pressure, and generates insights that static analysis alone cannot provide. Simply put, hindsight is too late, but you can rehearse the future.
The future favours those who prepare.
Get in touch to rehearse your future, today.