CreativeXR gives creative talent the opportunity to experiment with immersive technologies to create new experiences that inspire audiences.
Focused on the creative industries, particularly the arts and culture sector; CreativeXR enables the best creative teams to develop concepts and prototypes of immersive content (including VR, AR and MR). The programme offers access to early stage finance, facilities, industry leaders and commissioning bodies, and the opportunity to pitch for further development funding. Now in its second year, CreativeXR is run as a partnership between Digital Catapult and Arts Council England.
As well as driving the development of new content formats, one of the key aims of the programme is to support ‘content-led R&D’ which allows organisations to develop riskier, content-focused projects that also contribute to the development of new skills, tools, IP and business opportunities.
By being involved in the programme your business will benefit from:
Successful applicants will be expected to supply the following key deliverables over a 12 week period:
If you haven’t already, just complete the short interest form on this website. You will be emailed with the link to the full application form when it is available. This will ask for information about your:
If you have applied to CreativeXR before or have previously been accepted onto the programme, you are eligible to apply again. However, extensions of projects that have previously been accepted onto the programme will not be eligible. Re-submissions of applications previously not accepted on to the programme are also eligible.
No, we expect you to have the facilities to produce your experience already.
We expect you to have the facilities to produce your experience already. We also suggest that the prototype is user tested.
For the duration of the programme, selected companies will have free use of the Immersive Labs in Belfast, Brighton, London and North East & Tees Valley – subject to availability and site terms.
Participants will receive details to book use of the labs.
The funding must be used for direct resourcing and service costs involved with producing the content. It should not be used for purchasing production hardware (you should already have the capability to produce immersive content).
We will be considering costing plans in the judging of applicants.
Yes, funding may also be used to cover reasonable transport costs to and from mandatory programme events in London.
Key dates will be published once the application is live.
*Timelines are approximate and subject to change
The Showcase and Market event will be hosted at the end of the 12 week programme, and is a chance for you to show your prototype to a host of programme partners, including potential commissioners, funders, exhibitors and distributors of immersive content.
At the Showcase and Market event there is an opportunity to pitch to commissioners and form further collaborations with third parties. However, there is no guarantee of success.
All teams accepted onto the Programme will also be eligible to compete for further funding at the end of the prototype period via the CreativeXR Programme, in order to complete their projects. This funding will be subject to a separate judging process and match funding conditions – details of which will be provided at a later stage.
This funding is limited and it is likely that only a small number of projects will be funded in this way.
Immersive technologies that we are referring to, include:
A good definition of these can be found here.
This may involve delivery of experiences via Head Mounted Displays (HMDs), and also includes mobile AR experiences that don’t require an HMD. Delivery via other immersive displays such as projection walls or domes may also be considered, however you will be expected to have access to this equipment and explain how this could be delivered practically for users.
Immersive audio technology includes the use of spatial sound (e.g. binaural or ambisonic rendering) or other augmented audio techniques. Audio-only projects are eligible (please see FAQ on audio-only projects).
This programme will support the development of creative, consumer-facing experiences enabled by immersive technologies, which may include:
Content must be delivered* using:
*Experiences may be extended with haptic or other sensory systems
Content may be intended for different distribution methods:
Whatever the distribution method, applicants will be expected to explain who the intended audience is, why it will appeal to them, and how they would access it.
Yes, but the content must have an ‘immersive-first’ (VR/AR/MR) focus, and have an enabling immersive technology as a key component of its delivery.
Content may be purely digital or, in the case of location-based projects, it may incorporate an element of live performance if desired.
Yes, games content is eligible. As with all applications, please bear in mind the intention is to explore new formats that are specifically built for the immersive medium and for the arts and cultural space. For example, content that could be considered an incremental step beyond something that already exists, such as a VR version of an existing game is unlikely to be accepted.
Yes, immersive audio is a key part of any immersive experience, and all projects are encouraged to give thought to the technologies that can enable both visual and auditory immersion.
We welcome applications that make use of innovative, immersive audio technology such as spatial sound (e.g. binaural or ambisonic rendering) or augmented audio techniques. This could either be as a combined audio-visual VR, AR or MR experience, or as an audio-only project.
This programme is to support new prototypes, so mature prototypes or content that has already been on public display or release is not eligible.
We won’t accept proposals that have already been funded to create a prototype that is at a mature state. We will however, accept early proposals that have already secured some additional seed funding, but details must be given as to how and why this programme will provide additional benefit to the project.
You are free to propose any sort of immersive hardware to run your immersive experience on. However, we will be judging on accessibility (how you will deliver it to your suggested target audience) and feasibility and therefore if your hardware choice negatively impacts either of these, it may not be suitable.
Each idea must be represented by a unique lead applicant.
A company or individual can be named as a collaborator on more than one application, but may only be a lead applicant once.
A business is welcome to participate in several bids, as long as they are confident the work could be delivered should they all be successful.
This working proof-of-concept should provide an immersive example of the core ideas to help inspire commissioners creatively, as well as giving them the confidence that it will be technically deliverable. It should therefore:
A complete set of pitch material, in written and verbal presentation form, in preparation for the Showcase and Market event, to include:
Each application will be initially reviewed by a minimum of three judges comprised of members from Digital Catapult, Arts Council England and industry experts, specifically chosen for their technical, business or creative expertise. Through standardised judging criteria (see below), the applications will be scored and shortlisted, and the final selection will then be made by a panel of the same judges.
The judging criteria* are:
*The criteria will be presented as statements. The judges will respond by indicating how strongly they accept these statements.
**Extra weighting will be applied to these criteria to reflect the importance of the strength of the creative idea and delivery team behind it.
The final selection decision will also take into account the variety of projects and teams to ensure a balanced portfolio of projects. Digital Catapult’s decision is taken on the information submitted, any additional information gleaned from its due diligence, and its (and its relevant assessing partners’) knowledge. Digital Catapult’s decision is final.
No – just the team leads need to attend (approximately two people per team). Reasonable travel can be claimed as part of the programme costs, so please include this estimate in your application.
No, you do not need to be registered with Companies House as a limited business, but you do need to have a business account.
We will consider bidders that hold any legal form of business (e.g. ltd company, sole trader, consortium).
Collaborations may include international contributors, but to complete the Programme (i) the team must have an establishment in the UK, and (ii) the majority of work should be carried out in the UK and teams need to be able to commit to attending the three workshops, and Showcase and Market event hosted in London between April and July 2019 (dates TBC).
Yes. We realise that creating a high quality immersive experience is not a simple process. Therefore, we are looking for teams that already have the skills, equipment and experience to produce these experiences, and we will judge accordingly.
CreativeXR is equity free and there are no fees associated with participation.
This Programme does not seek to own any of your IP. We do require a free licence to use your product openly in our Centres (but will be protected and doesn’t get distributed beyond use in our Centres). Between any collaborative partners you are expected to make appropriate IP agreements that you are comfortable with.
Your application will be screened privately by Digital Catapult and the judging panel. Your ideas will be shared in confidence and we will respect that and ask judges to do so too.
We will not remove from applications any proprietary labels or copyright assertions. Unsuccessful applications will be deleted from our systems at the conclusion of the programme. However, because your application will be transmitted over the internet we cannot guarantee its security.
For practical reasons, please don’t ask us or our partners to sign an NDA. We can only achieve these kinds of activities if we have the trust of the tech community so it is not in our interest to release or take a share in any of your IP.
The application data will be shared with Digital Catapult and Arts Council England staff as well a panel of external judges chosen for their industry expertise. It 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 otherwise to comply with legal requirements.
No, this programme does not specifically facilitate this – we expect teams to already be formed at the point of submitting the application. If you are interested in networking events, we have partner organisations including ImmerseUK and our regional partners who may be able to help. Please contact hello@CreativeXR.co.uk for more information.
Members of a university are welcome to apply but they must ensure they have personal rights over the IP they are submitting. Therefore we suggest you form a new entity (with a business account). Remember, we will be judging the entry based on your skill and ability to build what you have proposed.
We welcome international collaborations, but the majority of the work must be carried out in the UK.
At this stage, you just need to complete the online application form. If you are one of the 20 companies/organisations chosen to participate, then you will be expected to prepare your prototype and business plan within the three month programme (see above FAQ).