Liverpool FC star James Milner held the sixth annual James Milner Foundation charity ball in Manchester’s EventCity on November 26th with a dinosaur theme that took guests on a journey through a prehistoric lost world. 

Laduma was proud to be the headline sponsor which began with the creation of a bespoke VR invitation that was sent to all guests ahead of the evening. The custom designed invitation was a cardboard VR headset with a link to a piece of 360 content featuring James Milner himself, giving guests a taste of what the ball had in store.

The ball attracted hundreds of guests including footballers from Premier League teams, Liverpool, Manchester City and others, plus a host of other celebrity supporters.

Laduma created a dedicated ‘Lost World’ themed VR zone which gave guests an ‘out of this world’ 360 experience, walking in the footsteps of dinosaurs.  The experience allowed people to feel fully immersed in the Jurassic theme of the evening. Laduma also showcased its cutting edge Augmented Reality with a bespoke dinosaur hunt which had guests competing for the chance to win an Apple Watch. Attendees downloaded the app, developed by Laduma, and began their hunt for dinosaur markers which were located around the venue. The aim was to catch as many dinosaurs as they could in the shortest amount of time. Whoever caught them all the quickest, was the winner. 

As well as Laduma’s tech, guests were also treated to performances from X Factor’s Olly Murs, Louisa Johnson and Britain’s Got Talent finalists, DNA Mind readers.

James thanked Laduma creating the cutting edge content for the event and explained why he was delighted to have Laduma on board as a sponsor.

The evening was a huge success and saw the foundation surpass £500,000 in donations to its three benefitting charities – NSPCC, Bloodwise and Help for Heroes. James spoke to Laduma about how the foundation first began and who will truly be benefitting as a result of the money raised from the evening.


For more information about about how Laduma can create bespoke VR, AR and MR experiences for events, get in touch at

Watch the full video from the evening here.