Website Terms and Conditions

CreativeXR Website Terms and Conditions

1.1 CreativeXR website

The use of all pages on this website is subject to these terms and conditions. Access to certain pages of the site, or of other Digital Catapult websites linked from here, may be restricted or subject to further conditions of use as indicated.

1.2    Accuracy

The material available on this website is designed to provide general information only.

We strive to ensure all information on our site is accurate and up to date. However, the contents of the site are naturally subject to change so we cannot always guarantee the accuracy of all information on the site. You are responsible for checking the accuracy of relevant facts and opinions given on the site before entering into any commitment based upon them. The information provided on this site does not constitute legal or other professional advice.

1.3    Service

Unfortunately we cannot guarantee that your use of this site will be free from error and/or uninterrupted. We take no responsibility or liability, so far as legally possible, for any damages including, but not limited to:

  • indirect or consequential damages;
  • damages for loss of opportunity or chance;
  • any damages arising from use or loss of use, data, or profits, whether in action of contract, negligence or other tortious action, arising out of, or in connection with, any information on the site or any other websites or the use thereof.

1.4    Computer viruses

We have done our best to ensure this site is free from viruses. However, we cannot always guarantee this. You are responsible for installing adequate and up-to-date virus-checking software on your computer.

We take no responsibility or liability, so far as legally possible, for any viruses or any other computer code, files or programs designed to interrupt, restrict, destroy, limit the functionality of or compromise the integrity of any computer software or hardware; or telecommunications equipment or other material which may be transmitted with or as part of the site.

1.5    Third party links

Please note that the The Digital Catapult website cannot be held responsible for the contents of any pages referenced by an external link.

1.6    Privacy Statement

The privacy statement contained in these pages covers the services provided by the Digital Catapult website.

The Data Controller for this website is the Digital Catapult. The purpose of the privacy statement is to inform users of this website, which is managed by the Digital Catapult, about:

  • What information is collected about them when they visit this site
  • How this information is used
  • If this information is disclosed
  • The ways in which we protect users’ privacy.

If this privacy policy changes in any way, we will place an updated version on these pages. Regularly reviewing this page ensures that you are always aware of what information we collect, how we use it and under what circumstances, if any, we will share it with other parties.

1.7    Information Confidentiality and Security

Any information you provide will be held securely and in accordance with the Data Protection Act 1998.

Your personal information will not normally be disclosed to third parties. In some circumstances however we may recommend you disclose your personal details to a third party so that they can provide a service you have requested, or fulfil a request for information.

Any information about you that we pass to a third party will be held securely by that party, in accordance with the Data Protection Act 1998, and used only to provide the services or information you have requested.

You have a right to request a copy of your personal details at any time to check the accuracy of the information held. If you wish to do this, please write to, or email the:

Digital Catapult
101 Euston Road
London NW1 2RA


1.8    Information we collect from visitors

We may collect several kinds of information from visitors to the Digital Catapult website depending on the part of the site being visited: feedback, email enquiries, email addresses, site usage information and personal details such as your name and postal details if you sign up for newsletters.

1.9    Feedback, comments and questions

If you send a comment or enquiry to Digital Catapult website, email us at: it may not always be possible for us to provide the information requested ourselves.

In such circumstances we may recommend that you pass your enquiry to a partner organisation, like so that they can fulfil your information request. In this instance we will respond to your enquiry initially and notify you of the correct direction for you to pursue your enquiry.

1.10    Update services sign up

If you sign up to receive updates we will use the information you give us to provide the service(s) you have requested. We may occasionally contact subscribers to help us evaluate and improve the service that we offer.

If you have used an on-line form on the  website to sign up for an update or newsletter service, you can correct, update or remove any personally identifiable information directly, via our Contact form. If you sign up for a subscription service, we will hold the information you have provided for as long as you require access to the service requested. If you inform us that you wish to cancel a subscription we will remove you from our mailing list and your details will be deleted from our records.

1.11    Cookies

Please see our cookie information page for more detailed information.

1.12    Log files

Log files allow us to record visitors’ use of the site. The Digital Catapult puts together log file information from all our visitors, which we may use to make improvements to the layout of the site and to the information in it, based on the way that visitors move around it. Log files do not contain any personal information about you.

1.13 Intellectual Property

The Digital Catapult is the owner or the licensee of all intellectual property rights in our site, and in the material published on it. Those works are protected by copyright and trade mark laws and treaties around the world.  All copyright works are licensed under a Creative Commons Attribution 2.0 UK: England & Wales License.

All rights in registered trademarks are reserved.

Programme Terms and Conditions

CreativeXR Programme Terms and Conditions

Programme management

  • The programme has been developed by Digital Catapult and Arts Council England, with support from Innovate UK, and in association with Immerse UK.
  • Digital Catapult will be managing the Open Call process.
  • CreativeXR is being run as a procurement process (see below for more details).

Your contact details

  • You will appoint a main contact for the programme (lead applicant). This will be our main point of contact for jointly defining the shape of your programme activities, workshop and marketplace commitment, team members’ availability, ongoing activities, and assessment of progress.
  • Your contact details will only be used by us and only to contact you for the purposes of processing your application and if successful, regarding details of the programme,or for Impact Assessment (see below).
  • After the Open Call, you may be contacted about other relevant activities taking place at Digital Catapult, if you have opted in for this at sign-up stage.


  • The majority of work must be carried out in the UK.
  • The team must show a range of immersive (meaning virtual, augmented or mixed reality) content expertise (including production, technical and creative skills).
  • You may enter as a collaborative team, but there must be a lead company (this will be the only company paid).
  • All other companies/collaborators involved must be named in the application process.
  • A company can be named as a collaborator on more than one application, but can only be a ‘lead’ company once.
  • We will consider Bidders that hold any legal trading form (e.g. private limited company, sole trader, partnership)
  • The lead company must have a business bank account.
  • We will carry out due diligence on the lead company so they must be willing to submit documentation upon request (including but not limited to bank account statements for the business and personal references).
  • Team must be able to commit to attending 2+ workshops hosted in London and the final Marketplace event at the end of March 2018.

Key dates for the programme

  • Open Call: 9th October – 2nd November midday 2017
  • Announce Selection: 28 November 2017
  • Programme Starts: 1 December 2017
    • Workshops:  15 December 2017,  22 January 2018 and 9 February 2018
  • Prototyping Phase:  4 December 2017 – 9 March 2018
  • Marketplace:  28 March 2018*

*Date subject to change

Digital Catapult reserves the right to amend this timetable at its discretion. All announcements regarding results of evaluations shall be announced on this website. Please do not contact Digital Catapult once the deadline expires to enquire about the outcome, this will be notified to you in due course.

IMPORTANT NOTE: No extensions to the deadline for responses will usually be granted with very limited exception to situations where a Bidder finds themselves seeking to request an extension due to reasonable extenuating circumstances, those circumstances being beyond the Bidder’s control and unforeseen to them.

Subject to:

  • the Bidder providing evidence that proves the extenuating circumstance.
  • the Bidder informs Digital Catapult as soon as reasonably practicable following it becoming apparent.
  • Digital Catapult reserves the right to consider the factors and decide whether such circumstances are extenuating and it being fair to other Bidders to allow the extension.
  • No extension will be for greater than 24 hours.

Bids will only be accepted as compliant if they:

  • Provide the required information;
  • Provide a response to all questions; and,
  • Supply all documentation referred to in the responses.

Failure to be compliant may result in disqualification.

Reporting conflicts

We require that any potential, actual or perceived conflicts of interest in respect of the required services to be provided are identified in writing (as described above) during the Open Call process and that Bidders outline what safeguards would be put in place to mitigate the risk of actual or perceived conflicts arising during the delivery of these Services.

Bidders will be disqualified from this RFP process where they identify potential conflicts of interest (taking into consideration any mitigating actions proposed) that adversely affect the interests of Digital Catapult.

It is important that you perform a thorough review of this requirement and those persons involved directly or indirectly with the work of your organisation that may have conflicts of interest in relation to being awarded a contract to deliver these requirements.

Your Proposal should remain open for acceptance for 45 calendar days from date of receipt by Digital Catapult. A Proposal valid for a shorter period may be rejected.

Response requirements

The deadline for applications is 2nd November 2017 (midday GMT).  Applications will not be open or accepted after the deadline.

Once received, Digital Catapult will send you a confirmation receipt by email. If you do not get a receipt via email within 24 working hours of sending your Proposal please contact the person in Section 13 by email only. Please do not contact Digital Catapult by phone.

Bidders should provide all information to have their Proposal considered as part of this procurement process. The Bidders should assume that no previous information has been supplied to Digital Catapult.

The Proposal must clearly present all required information and address the evaluation criteria stated above.

Proposals that are received by the deadline for responses will be opened and checked for completeness. Proposals that have not been completed in full may be excluded from the Proposal evaluation.

It is a mandatory requirement of this procurement that Bidders respond to this Call in accordance with these instructions. Failure by Bidders to not respond in accordance with these instructions may result in disqualification from consideration for award of contract.

Catapult expressly reserves the right to require a Bidder to provide additional information supplementing or clarifying any of the information provided in response to the requests set out in this Call. This does not create an obligation for Digital Catapult to have to make such requests.

Bidders may not modify their Proposal once it has been submitted. Bidders may withdraw their Proposals at any time prior to accepting the notification of award by sending a notice of withdrawal to

Digital Catapult reserves the right to amend, add to or withdraw any part of this Call at any time prior to the Proposal submission date.

Digital Catapult will not be liable for any costs Bidders incur in the preparation or submission of their Proposals, or for those that arise out of any consequential presentation, etc. requested by Digital Catapult. By responding to this RFP, Bidders acknowledge and agree that Digital Catapult shall have no liability for payment of bid costs incurred at any time during this procurement and that the costs of responding to the Proposal and of preparing any bid in connection with this procurement are exclusively for the Bidders’ accounts.

Canvassing or collusive behaviour

The Bidder shall not make contact with any other employee, agent or consultant of Digital Catapult who are in any way connected with this Call during the period of this procurement, unless instructed otherwise by the person stated in Section x or to request an invite to the Clarification Question sessions.

Experience guidelines

We will support the development of creative, consumer-facing experiences enabled by immersive technologies, which may include:

  • Artistic pieces and cultural experiences
  • New forms of storytelling
  • New forms of interactive entertainment

Content may be intended for in-home use (i.e. distributed online) or location-based use (i.e. part of a physical installation) and delivered* using:

  • Virtual reality (including 360 video) technology
  • Augmented/Mixed reality technology
  • Mixed reality (MR)
  • Immersive audio techniques
  • This programme is to support new prototypes, so mature prototypes or content that has already been on public display or release is not eligible
  • Games are not discouraged or ineligible however, they must have a justifiable artistic or cultural purpose
  • Physical installations and live performances will be considered, but the content must have an ‘immersive-first’ (VR/AR/MR) focus. Therefore it is suggested that it is digital first with an element of live performance incorporated, if desired.
  • The hardware you choose to deliver the experience on should consider accessibility (your ability to display it to the intended audience) and feasibility to deliver the proposed experience. Therefore bespoke/custom hardware may not be suitable.
  • Your project must not include content that is unlawful, not yours to share, or that we deem to be potentially reputationally damaging for the audience, for Digital Catapult, Arts Council England or Innovate UK (solely at our discretion).


  • Your application form and Proposal, to the extent it contains information not in the public domain, Digital Catapult will use reasonable efforts to keep confidential
  • You give us permission to share your Proposal in confidence with our partners – Arts Council England and Innovate UK, and with the judges (listed on the website)
  • As your application is being transmitted over the internet, ultimately we cannot guarantee its security
  • At the end of the programme your application and Proposal shall be deleted by us from our systems.

Application and judging criteria

Key Application Questions

Applicants will be asked a range of questions. These include but are not limited to:

  • Previous experience in immersive content creation
  • Overall immersive content idea Proposal (including target audience and purpose)
  • Creative description of idea (including user experience, value to arts/culture, reasons for using immersive tech)
  • Format and style of the prototype itself
  • Technical production and delivery proposed
  • Cost plan for creating the prototype
  • The benefit you will gain from entering this programme
  • Ability to commit to attending our workshops

Judging Criteria

As an internal team at Digital Catapult, we will filter the applications down initially to 50 using standardised criteria. We will then more manually (through group discussion) finalise the 40 that are to go to the external judging panel of 20.

There will be 20+ external judges, who are specifiCally chosen for their technical, business or creative expertise. Every application be judged by at least 3 independent judges (as well as the initial Digital Catapult and Arts Council England judges).

The judging criteria are:

  • Cultural / artistic value (The full experience proposed is creatively adventurous, and will inspire and positively impact the UK’s arts and culture community)
  • Suitability for arts and cultural sector audience (The idea has been designed appropriately for a chosen target audience, whether existing or new, and is suitable for consumers in the arts and culture space)
  • Relevance/suitability for immersive delivery (Immersive technology is a suitable and enhancing delivery mechanism for the full experience)
  • Suitability of prototype (The prototype described will be a good benchmark of the full experience, and is likely to be suitable for informing further funding opportunities)
  • Feasibility of prototype delivery (The technical delivery of the prototype proposed is clear and achievable in the time frame and budget)
  • Appropriate team experience (The team seems well prepared and equipped to deliver the proposed prototype)
  • Value for Money (The scale of the prototype is reasonable with respect to the effort proposed)
  • Likely to benefit from the programme (The programme is likely to provide opportunities and resources that the team may not otherwise have access to, and provide the opportunity to try something new)
  • Overall opinion (Based on a combination of the criteria above, the Proposal is a good match for this programme)

*The criteria will be presented as statements. The judges will respond by indicating how strongly they accept these statements.

Due diligence

We will carry out due diligence on lead companies/organisations at the point of selection onto the programme. You must be willing to submit documentation upon request (including but not limited to bank account statements for the business, personal references)

Intellectual Property

  • We respect the intellectual property of others, and we ask our collaborators to do the same. The unauthorised posting, reproduction, copying, distribution, modification, public display or public performance of copyrighted works constitutes infringement of the copyright owner’s rights. As a condition of your use of this site, you agree not to infringe the intellectual property rights of others in any way.
  • You promise that you have and continue to have all necessary rights, licenses, permission and consent to provide your content to us.
  • Your application will be screened privately by Digital Catapult and the judging panel. 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.
  • Successful applicants will be required to sign a simple services agreement with us; this will set out that the applicant team is contracted to build a prototype in return for a fee.  It will also set out that any intellectual property rights in the prototype remain with the developer, with a grant to us of a royalty-free, non-transferable licence limited to use and display the prototype for the purposes of the programme only.  We will also include the right for us to grant a sub-license to the Arts Council for the same purpose. Any such activities will be discussed specifiCally with the successful applicants at the time.
  • 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.
  • Arrangements with commissioners will be subject to a separate contract.
  • We may also ask you to collaborate with us to publish a more detailed case study, in which case all materials used for a case study will be discussed and agreed with you first.

Procurement process

  • CreativeXR is being run as a procurement process by Digital Catapult
  • The procurement is asking for contractors (successful applicants) to deliver:
    • A functioning visual prototype (see FAQs more details)
    • A complete set of supporting pitch material, in written and verbal presentation (see FAQs for more details)
    • Participation in key events – Team representatives will be expected to attend at least 2 of the 3 workshops (held in London between Dec-March) and the final Marketplace event (March)
    • Case study and contribution to research – Digital Catapult and Arts Council England may carry out research related to this project. Teams will be expected to contribute by providing appropriate feedback as required.
  • As a part of the procurement, we ask that the prototype is adequately user tested by the end of the 12 week period – which can be done using our immersive lab facilities
  • Contractors will receive up to £20,000 to carry out the work outlined above – this will be split into two payments: 50% at the time of contracting and 50% upon delivery of the final work
  • With the above in mind, you must be capable of covering the costs of the whole prototype build
  • All applicants will have equal and open access to the information necessary to submit a Proposal for the procurement
  • Any questions asked, that are not currently present on the FAQs, will be made openly available
  • The regional briefing sessions held from 3 October – 13 October in six UK locations aim to bring equal information delivery, fairly, to all areas of the UK.
  • The finance given can be used to cover costs of staff and contractors. Equipment purchase is not eligible . We’ll expect employee and contractor charge out rates to be consistent with industry norms and any inflated rates will require multi-year evidence of salary etc rates. A costing plan will be asked for in the application process
  • Commitment to associated events – With all the aforementioned programme activities: If you register then you will be expected to attend unless communicated otherwise in reasonable time.
  • Successful applicants will be required to sign a simple services agreement with us; this will set out that the applicant team is contracted to build a prototype in return for a fee.  It will also set out that any intellectual property rights in the prototype remain with the developer, with a grant to us of a royalty-free, non-transferable licence limited to use and display the prototype for the purposes of the programme only.  We will also include the right for us to grant a sub-license to the Arts Council for the same purpose. Any such activities will be discussed specifiCally with the successful applicants at the time.

Marketplace event and further funding

The Marketplace event will be hosted at the end of the 12 week programme at the end of March (28 March TBC). This is a chance for you to show your prototype to a panel of the involved commissioning partners and supporting partners.

At this event there is the opportunity for further development funding and collaborations to form with the partners. However there is no guarantee of this funding being successful. Any further funding will require a further agreement with relevant terms and conditions to be put in place.

Impact assessment

As this programme is being run with public funding, Digital Catapult and Arts Council England may carry out research related to this project, to help gain shareable insights around content making, and to assess impact of the content experiences and the programme itself. This may include (but is not limited to) producing published case studies or testimonies for which teams would be expected to contribute by providing appropriate feedback as required.

Access to facilities and workspace

Deskspace is not included in this programme. We expect you to have the facilities to produce your experience already.

In order to carry out adequate user testing, companies will have access to immersive lab space in London, Brighton, Bristol, Gateshead and Belfast (subject to opening dates), in order to test their experience adequately.

Participants will receive details to book use of the labs.


We accept no liability for any consequences, whether direct or indirect, that may arise from your participation, your reliance on any statements we may have made about the programme, or its suspension or withdrawal.  We limit our liability overall to £20,000.