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Digital Catapult and Arts Council England launch CreativeXR

Posted 31 Oct 2017

New programme to drive virtual, augmented and mixed reality content in the arts and culture sector

London, 31st October 2017 – Up to 20 immersive content creators will be offered support to develop innovative new prototypes and projects under CreativeXR, a new programme announced by Digital Catapult and Arts Council England.

CreativeXR will help content creators develop more ambitious prototypes and explore new ways of storytelling enabled by virtual, augmented and mixed reality, making it easier for the UK’s creative talent to experiment with immersive technology.

“The potential of AR and VR to enhance our experience of a story and elicit emotion needs to be exploited. With CreativeXR, we want to give content creators and innovators the support, space, technology and funding that they need to develop their prototype ideas,” comments Aurelien Simon, Head of Immersive at Digital Catapult. “Doing so will provide audiences with better, multi-faceted experiences, while supporting the UK in gaining a greater share of the lucrative global immersive market.”

This is a vital initiative given the value of the UK’s VR industry alone is expected to grow by 76% reaching £801m by 2021, making it the largest and fastest-growing in EMEA[1].

Successful applicants to the programme, will be offered workshops with industry leaders to support key elements of concept development. They will also gain access to Digital Catapult Immersive Labs, and up to £20,000 of funding to develop their immersive prototype.

CreativeXR teams will have the opportunity to pitch at a final commissioner showcase in the New Year. This will be attended by partners including Google, Sony PlayStation, and the BBC.

“We have partnered with Digital Catapult to develop an initiative which stimulates the production of immersive content from arts and culture organisations, creative innovators and small businesses in the creative sector,” said Francis Runacres, Executive Director of Enterprise and Innovation at Arts Council England. “CreativeXR aims to support the development of creative talent in an environment where organisations are afforded some space to develop riskier content, whilst also contributing to the internal development of new skills, tools and business opportunities.”

CreativeXR is asking for submissions to focus on creative, consumer-facing experiences enabled by immersive technologies. Entries could include:

  • Artistic pieces
  • Cultural experiences (including those inspired by museum, gallery, library or heritage experiences)
  • New forms of storytelling (fiction or non-fiction)
  • New forms of interactive entertainment

Interested parties can get involved by applying online to the Open Call at

The deadline to submit proposals is 2nd November 2017.