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MyWorld Challenge Call 2 – FAQs

MyWorld Challenge Call 2 – FAQs

Amplifying Imagination – AI in the Creative Industries 

Frequently Asked Questions


What is MyWorld?

Funded by the UKRI’s Strength in Places Fund, MyWorld is a 5-year programme designed to catalyse the growing creative economy of the West of England, creating new jobs, driving inward investment and supporting sustainable and inclusive business growth for the Creative Industries. Led by the University of Bristol, the £30 million programme is made up of 13 partners from the region’s creative technologies sector and world-leading academic institutions to create a unique cross-sector consortium.

How does Amplifying Imagination sit within MyWorld?

Amplifying Imagination is an accelerator programme delivered by Digital Catapult, funded by UKRI through the Strength in Places Fund, as part of the open innovation activities in the MyWorld programme.

Application Process

What is the application process?

The application process consists of a submitted application which will be assessed by a judging panel against the selection criteria. All qualifying applications will be reviewed and scored by the panel and shortlisted applicants will be invited to interview to present their projects. 

Successful applicants will be then notified and contracted with a Participant Agreement from the University of Bristol.

The programme will begin on the 24th of June and run for 16 weeks until the 11th of October and is provisional upon the completion of the participant agreement.

An overview of the application process is as follows:

  1. Applicants must apply via the link below which will take them to the application form. You will be asked to demonstrate that you meet the conditional requirements for the Challenge Call. 
  2. Once you start your application you will have until the 25th March at 23:59 GMT to submit your application. 
  3. Should you require any assistance with the application you can reach out to the team at [email protected] to explore the suitability of your project for the challenges.

What are the key dates to be aware of for the programme?

  • 19th February – Call Opens
  • 22nd February – Open Call Briefing Event (in person)
  • 28th February – Open Call Briefing Webinar (online)
  • Jan – March 2024 Bookable Surgeries to discuss applications
  • 25th March – Open Call Closes
  • 19th April – Shortlisted applicants notified and invited to interview
  • 14th & 15th May – Interviews
  • 16th May – Successful applicants notified
  • 26th June – 11th October – 16-week Accelerator
  • Date TBC – Showcase Event


Who can apply?

The programme is inviting applications from startups, scaleups, creative studios and developers who work in the creative sectors, areas include but are not limited to:

  • Broadcast, film, TV, video and audio
  • Gaming
  • Live events, music, performing and visual arts
  • Advertising and marketing
  • Design: product, graphic and fashion
  • Sports and esports
  • Architecture 
  • Heritage 

Although the MyWorld programme is focused on the West of England region it is important to note that for this Challenge Call, we will also welcome applications from UK registered businesses who are outside the region but can demonstrate impact in the West of England region (see map). We strongly encourage applicants to refer to the selection criteria with particular emphasis on how the project can provide long-term benefits to the region.

Can I apply if I live outside the West of England?

Although the MyWorld programme is focused on the West of England region it is important to note that for this Challenge Call, we welcome applications from those who are outside of the region. We strongly encourage applicants to refer to the selection criteria with particular emphasis on how the project can provide long-term benefits to the region (Bristol, South Gloucestershire, Bath and North East Somerset).

How are we defining impact in the West of England?

As we evaluate applications, we review the potential economic and social impact of the proposed projects on the region. The following are crucial aspects through which we define this impact:

Commercial or Economic Impact
For example:

  • GVA to the Regional Economy: We look for projects that demonstrate a positive contribution to the Gross Value Added (GVA) – the economic value generated by the regional economy.
    Total regional revenue growth through existing businesses in the region or new businesses to the region (added to, and not displacing existing economic activity) is a key contributing factor to regional GVA growth.
  • Job Potential: Highlight the potential for job creation within the region. Projects that foster, generate new, permanent employment opportunities for the region.
  • New Companies: If your project has the potential to catalyse the establishment of new companies, we are particularly interested in understanding how this will bolster the entrepreneurial landscape and creative ecosystem of the region.

Social Impact
For example:

  • Equality and Inclusion: We are keen to support projects that actively consider equality and inclusion. For example, issues related to access, training, skills, and outreach.
  • Wellbeing: Projects that enhance the overall health and wellbeing of individuals within the region.
  • Environmental Sustainability and Net-Zero: We encourage projects that contribute to a net-zero future.


What are the minimum requirements to participate in the programme?

  • Applicants must be a UK-based registered business.
  • Projects must be able to demonstrate impact in the West of England region. Please refer to the selection criteria with particular emphasis on how the project can provide long-term benefits to the region.
  • Applicants must have a UK business bank account. 
  • Applicants must be eligible to receive up to £315,000 in Minimum Financial Assistance under the subsidy control rules (see Subsidy Control section below).
  • The project team has to have one or more team members with expertise in the area they are applying for.
  • Applicants must have two or more team members.
  • Applicants must develop prototypes, processes or products which deliver technical solutions addressing the theme of the challenge.

Can academics apply?

Applications from academics are welcomed if they meet all the eligibility criteria and minimum requirements. 

Who will my application data be shared with?

The application information will only be used for the purposes of the Programme and its evaluation, and will only be retained for the duration of the Programme (one year), and for participants on the Programme for the evaluation period (maximum five years) and to comply with legal requirements.

This application information is only shared with Digital Catapult, University of Bristol and its programme partners (AMS) and funder (UKRI). Where information is shared outside of Digital Catapult this will be made clear in the application form/programme agreements. 

Do I need to select a challenge on the application or is there a generic open call?

This is a challenge-focused programme, all applicants must select one of the challenges or can apply to the open challenge.

Can I apply to more than one challenge or with more than one idea?

We strongly recommend that interested parties only apply to one of the three challenges. If you wish to present a concept for more than one challenge you can do so by completing one application form per challenge. Please keep in mind that ultimately you will only be selected to develop one of these challenge concepts.

What are the selection criteria?

The selection criteria to assess and select the applicants are the following and each of them has the same weight.

Strength and Originality

  • The idea presents an innovative solution to the challenge selected by the applicant.
  • The proposal demonstrates a high level of innovation in the application, development, or integration of AI technologies.
  • It also considers and demonstrates ethical considerations in the development and application of AI.

Value for Money

  • The idea presents an innovative solution to the challenge selected by the applicant.
  • The proposal demonstrates a high level of innovation in the application, development, or integration of AI technologies.
  • It also considers and demonstrates ethical considerations in the development and application of AI.

Team Experience

  • The team is equipped with the appropriate technology and business skills and has a good track record to deliver the proposed solution within 16 weeks.

Impact and Development Plan

  • The proposal demonstrates an ambition for a positive impact in the West of England region and is likely to be suitable for further development after the programme:
    Applicants should clearly state how their project will benefit the West of England region in terms of potential long-term benefits; economic and social. Please refer to the FAQs on Defining Impact in the West of England.
  • As well as evaluating the economic benefit, your project demonstrates the extent to which the proposed AI innovation considers and addresses the ethical considerations, societal impact, and potential risks, ensuring responsible and sustainable outcomes.
  • We recommend that applicants from outside of the West of England region get in touch with the MyWorld team ([email protected]) if you have any enquiries.

What level of technological maturity should the project have?

Proposals could be early-stage prototyping of an idea, acceleration of an existing solution, or a novel application of existing tools. A project can be at any stage of maturity, but your proposal will need to outline the technological development and progression being proposed.

What is the application deadline?

Applicants will need to complete the application form by 23:59 pm on the 25th of March 2024 to be considered for the programme.

Will I receive feedback on my application?

Unfortunately, because of the high volume of applications, we cannot provide feedback on all applications but we will provide feedback to shortlisted applicants. We will notify everyone who applies of the outcome of their application via email. 

If my application is not successful – can I reapply for a programme in the future?

You are welcome to apply for future opportunities.

Funding and Legal

Does the programme offer funding?

Those selected to take part in the programme will receive up to £50,000 to support the concept and development. 

Is match funding required?

No, not required.

Are match contributions welcomed?

Match funding is not required for this call but we do welcome cash or in-kind match contributions. Please let us know in your proposal and budget if you already have confirmed income or are expecting it. We also know that you will bring your own time, money, resources and networks to the work – this is of huge value and we will work with you to capture and recognise this as a match.

How and when will the applicants receive the funding?

Up to £50,000 worth of funding will be allocated to each successful onboarded applicant as follows:

  • 50% upon signing of the contract (deliverables verified at the start of the programme)
  • 40% halfway milestone (dependent on deliverables)
  • 10% upon completion of the programme and sign off of final deliverables. 

The aim is that projects will be delivered by the end of the 16-week programme period. We do recognise that due to unforeseen circumstances, some participants may require longer, by exception, and where justified we can negotiate a period of up to 6 months for delivery for prototype development.

For the University of Bristol to grant this funding applicants have to complete a Minimum Financial Assistance (MFA) declaration showing their culmination of awards over the last 3 fiscal years does not exceed £315,000. Please reference the MFA declaration form for more information on regulations.

What if my resources run over budget?

The MyWorld Challenge Call funding is up to £50,000 for 9 winning applicants who will participate in the creation of the prototypes. Further expenditure produced by a business will have to come from its own budget.

What can the funding be used for?

The funding must be used to develop solutions and technologies as outlined in the brief. We anticipate the bulk of the funding will be used for staffing costs and resources but if you have any further costs you would like to discuss, please contact the team at [email protected].

Who will own the intellectual property of any solution developed?

The participants will have full ownership of all new intellectual property created on the programme. For full details, please refer to the programme terms and conditions.

How much equity does Amplifying Imagination take?

The programme is an equity-free programme. 

How do I access the MyWorld Facilities?

MyWorld has access to an ever growing bank of facilities We encourage you to consider how these resources could be best utilised to support your project. Further information regarding the MyWorld Facilities available for hire  can be found on the MyWorld website. If you are intending to use the MyWorld kit or facilities as part of your project, an application needs to reflect the proposed resources to demonstrate to judges assessing the application that you have a considered work plan and robust methodology. The facilities need to be reserved at the application stage so if successful, can be accessed as per the project work plan – this will have required a direct conversation with the studio or facility managers. Projects shouldn’t be submitted without this conversation and resource allocation having happened. If your application is successful the access to MyWorld kit and facilities will be free of charge, if the facilities you want to use are hosted by a MyWorld partner, the cost will be at a subsidised rate. Please contact the Facilities team for further information at [email protected]

Programme Participation

Is the programme expected to be in-person, or remote?

Amplifying Imagination activities are planned to be delivered as a mix of in-person and remotely/online. We expect to organise a small number of in-person events, such activities include the programme kick-off, peer-to-peer sessions, industry roundtables and showcase events. Participants will be informed with plenty of notice.