CreativeXR 2020 Programme Terms and Conditions

1. Programme description

1.1 The Programme

CreativeXR is an acceleration programme designed for UK companies from the creative and technology sectors interested in pushing the boundaries of what immersive technologies can do. From the companies that apply for the programme up to twenty (20) will be selected to develop and provide prototypes for Digital Catapult to showcase in its Immersive Labs throughout the UK.  Digital Catapult will pay up to £20,000 (excluding VAT) for the development and provision of the prototype, alongside additional programme benefits from our programme sponsors such as bespoke mentorship, workshops and introductions to the top financiers and commissioners in the global creative and immersive market.

1.2 The Digital Catapult

Digital Catapult is the UK’s leading advanced digital technology innovation Centre, driving early adoption of technologies to make UK businesses more competitive and productive and grow the country’s economy. Providing physical and digital facilities for experimentation and testing that would otherwise not be accessible. It specialises in future networks (internet of things and 5G), future focus (distributed ledger technologies and cyber security), artificial intelligence and immersive (virtual reality, augmented reality and haptics) technologies. As well as breaking down barriers to technology adoption Digital Catapult’s work addresses key challenges for the creative and manufacturing industries.

1.3 The Programme Partner, Sponsors, Judges, Mentors and Community Partners

1.3.1 Programme Partner – Arts Council England is a non-departmental public body of the Department for Digital, Culture, Media and Sport that is dedicated to promoting the performing, visual and literary arts in England. CreativeXR is run as a partnership between Digital Catapult and Arts Council England.

1.3.2 Programme sponsors – Each Programme Sponsor shall provide support to launch its specific strand of the general acceleration Programme (Strand Programme’). Applicants will be able to apply to the Programme and the Strand Programme in the application form by ticking a specific box. The Strand Programme will be defined in accordance with the Sponsor’s particular area of interest and Participants will receive additional benefits and have additional commitments, including but not limited to, meeting with the Strand Programme Sponsor.

1.3.3 Programme judges – The Judges will be responsible for scoring the CreativeXR applications according to the criteria set out in these Programme Competition Terms. The panel of Judges will consist of a variety of individuals from Digital Catapult, Arts Council England and other industry experts. The Judges will be chosen based on their immersive and creative experience and expertise. The Applicant’s personal information will be hidden from the application form. Judges will be bound by confidentiality in regards to the assessment of Applicants’ applications.

1.3.4 Programme Mentors – Mentors shall provide feedback on the existing product and/or service offerings of the Participants. The Mentors will be identified and approached by the CreativeXR team based on their specific industry expertise and invited to mentor the Participants on the Programme. They will offer actionable direction and advice during the Programme via private presential or online meetings with companies. Each Mentor will offer up to 8 hours of support to each Participant during the duration of the Programme.

1.3.5 Community Partners – The creative industries organisations that will be supporting CreativeXR through promotion and communication of the Programme via their networks.

1.4 Applicants, Participants & Lead Party

1.4.1 You are considered an Applicant’ if you apply to this competition.

1.4.2 You are considered a Participant’ if you are successful with your application and complete all pre-Programme activities.

1.4.3 If there are multiple companies (Consortium’) working on an Application, one party (Lead Party’) will make the application on behalf of the others, and the reference to Applicant and Participant refers to the Lead Party, who is responsible for the Consortium.

2. Programme benefits

2.1 How CreativeXR supports cohort teams

CreativeXR helps develop concepts and prototypes of immersive content by offering access to: 

2.1.1 Prototype Funding – Up to £20k (excluding VAT) to develop and supply your immersive proof-of-concept prototype and supporting material

2.1.2 Facilities – For the duration of the Programme, use of the Immersive Labs in Belfast, Brighton, London and North East Tees Valley (subject to availability and site terms)

2.1.3 Peer to peer learning – Part of a cohort of up to 20 teams of talented creators from across the creative and technology sector

2.1.4 Business expertise – Support network of industry experts, high calibre peers and commissioning bodies to help develop impactful experiences and build new business models

2.1.5 Pitch and writing workshops – Focused workshops to help develop your concept and pitch

2.1.6 Mentorship from StoryFutures Academy – Up to four Participants with narrative-led projects will receive bespoke mentorship on developing script and narrative  

2.1.7 Mentorship from Epic Games – Up to five Participants will receive bespoke mentorship on building prototypes on Unreal Engine

2.1.8 Technical Monitoring – Engineering expertise to increase confidence in the prototype build and push the boundaries of the technology. This monitoring also includes inputs from AI and 5G technologist.

2.1.9 Showcase and Market Event – Opportunity to participate, pitch and have private meetings with commissioners at the event in December 2020.

2.1.10 Development Funding – Participants on the Programme will be eligible to compete for further funding at the end of the prototype period.  This funding will be limited and subject to a separate judging process and match, and other, funding conditions – details of which will be provided at a later stage.

3. Programme obligations

3.1 Intellectual property and showcase license

Digital Catapult does not take any interest in or ownership of your Intellectual Property developed on the Programme, besides obtaining a ‘showcase licence’ to the prototype produced and improved on the Programme to be able to showcase it openly in our Centres. This provides Digital Catapult with the necessary technology to be able to promote and demonstrate the latest state of the art and advance the understanding and adoption of immersive digital technology and applications. In order to be considered for the Programme, Applicants must be willing to commit to the following obligations as stated below.

3.1.1 Attend all masterclasses, workshops and/or webinars hosted by Digital Catapult or by the Programme Sponsor in London offices or virtually from July – October 2020.

3.1.2 Attend, present and demonstrate at the Showcase and Market event – 1-3 December 2020

3.1.3 Attend all sessions with Programme Mentors as agreed from July – October 2020

3.1.4 Provide necessary business and technical information in order for Digital Catapult, Programme Partner and Programme Sponsors to provide support throughout the Programme and after its completion.

3.1.5 Participant agrees to be visibly associated with the CreativeXR brand

3.16 Participant agrees to be named and  logo listed on marketing collateral, this may include website, print and digital materials.

3.1.7 Participant shall comply with the CreativeXR Branding Guidelines in all public and private promotion of the Immersive Content Experience in perpetuity (as defined in the FAQs).

3.1.8 For a maximum period of five (5) years following the Programme End Date, Participant shall use its reasonable endeavours to answer specific questions from Catapult relating to its growth and progress to assist Catapult demonstrate the impact of its activities. This shall include: Participation in an annual telephone conversation of one hour. Provide headline data for the revenue generated by the Immersive Content Experience, which shall be treated in confidence by Catapult and Arts Council England. Catapult may anonymise and aggregate results for reporting purposes.

4. Applicants

4.1 Minimum requirements

4.1.1 Applicant must be a UK based registered company – or prove they have an establishment in the UK and undertake the majority of the activity in the UK.

4.1.2 Applicant must have a UK business bank account.

4.1.3 Applicant must be able to develop concepts/prototypes of creative, consumer-facing experience enabled by immersive technologies.

4.1.4 Applicant must have two or more team members with a range of previous immersive content expertise (including production, technical, creative, artistic skills and track record)

4.1.5 Applicant must be able to attend all the activities online and/or in person (i.e. workshop and final Showcase and Market event hosted in London) for the duration of the Programme

4.1.6 If an Applicant has applied to CreativeXR before or have previously been accepted onto the Programme, Applicant is 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.

4.2 What we’re looking for

4.2.1 CreativeXR is looking to support companies that develop creative, consumer-facing content experiences enabled by immersive technologies, which may 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

4.2.2 CreativeXR is looking for content experiences that are delivered through the use of: Virtual reality (including 360 video) technology Augmented/Mixed reality technology Immersive audio technology Experiences extended with haptic or other sensory systems.

The content and user experience must be designed specifically for the chosen medium, and be enabled by one of these emerging technologies. Content may be purely digital or, in the case of location-based projects, it may incorporate an element of live performance if desired.

4.2.3 CreativeXR is looking for content experiences that may be intended for different distribution methods: In-home (i.e. content is distributed online, to users’ own devices, and is expected to be consumed in a home setting) On-the-go (i.e. content is distributed online, to users’ own mobile devices, and may be consumed in any location) Location-based (i.e. content is part of a fixed installation or exhibit in a specified location, with no device ownership required by users)

Irrespective of 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.

5. Key dates

5.1 Open call – Applications open: 5 March 2020

5.2 Open call – Applications deadline: 17 May 2020, 11:59pm

5.3 Intended notification of successful applicants: 13 June 2020

5.4 Intended notification of all applicants: 20 June 2020

5.5 Intended public announcement of successful applicants: 3 July 2020

5.6 Programme start date: 3 July 2020

5.6.1 Prototype build: 3 July – 5 October 2020

5.6.2 Workshops: July – September 2020

5.6.3 Showcase and Market: 1-3 December 2020

5.6.4 Technical assessment: October 2020

5.7 Programme end date: 30 September 2020

6. Application

6.1 What information should my application contain?

6.1.1 Applicant must answer all required questions in the full online application form. The application form will seek for more details about Applicant: Contact information (e.g. Company name, Full Name, email address) Idea (i.e. strength – adventurous, innovative and creative idea, originality – likely to push boundaries) Team (i.e. team experience and skillset) Technical production and delivery proposed (i.e. relevance, suitability, proposed technical delivery is clear and achievable) Business production and delivery proposed (i.e. clearly identified target audience, opportunity for business model discovery, viability of financial, partnership and distribution plan, scale of the prototype vs efforts) The benefit you’ll get from the Programme Ability to commit to attending our workshops and events

6.2 Who will see my application?

6.2.1 In addition to staff at Catapult and Programme Partner, the CreativeXR judging panel will see your application in order to assess the application, and otherwise in the administration of your application and participation on the Programme.

6.2.2 Also, CreativeXR Sponsors, and Mentors will see applications after the completed selection process in order to provide bespoke support during the Programme including benchmarking, masterclasses, workshops and/or webinars. Programme Partner will not have access to person

6.3 Key contact information

6.3.1 Applicant will appoint a main contact for the Programme (Key Contact’).  If the Applicant is successful, the Key Contact will help define the shape of its Programme activities, workshop and event commitments, team members’ availability, ongoing activities, and assessment of progress during and after the Programme.

6.4 Submitting your application

6.4.1 You must submit your application via Submittable (Submission Method’).

6.4.2 All applications must be submitted via the Submission Method by the Application Deadline.

6.5 Application confirmation

6.5.1 Once your completed application has been received, Digital Catapult will send you a confirmation receipt by email. If you do not get a receipt within twenty-four (24) hours of the next working day, please email us at with subject CreativeXR Application Submission’.

7. Selection

7.1 Qualification

The Catapult will undertake an initial assessment of the Applicants against the Programme Requirements.

7.2 Selection process

7.2.1 Applicants apply to the CreativeXR acceleration Programme on the Digital Catapult website.

7.2.2 Applicants receive a separate online application form that must be fully completed by the open call deadline.

7.2.3 All applications will be reviewed and scored by the CreativeXR judging panel and a shortlist of 50 Applicants will be created.

7.2.4 Shortlisted Applicants will be narrowed down to the final twenty (20) through the Deliberation Meeting of the judging panel.

7.2.5 Applicants will be notified of their success and announced as Participants of the latest cohort as defined in the Key Milestone.

7.2.6 Project information will be listed on the website.

7.3 Scoring

7.3.1 Application scoring criteria and weighing

The scoring criteria will be assessed based on statements in the areas below. Each criterion will be scored on a range from 0 to 5 . 0 being “Unacceptable” Score Key Assessment and 5 being “Excellent” Score Key Assessment. This scoring will be applied to all applications and will be equally weighted. Appropriate team experience (weight: 1) – The team is equipped to deliver the proposed prototype and has appropriate creative, immersive production, technology and business skills and know-how. Strength of the idea (weight: 1) – The idea is adventurous, well-developed, demonstrates strong vision and application. Originality of the idea (weight: 1) –  The idea is out of the box and likely to push boundaries for immersive content. Functionality (weight: 1) – The idea will be very well represented through the end prototype. Suitability/Relevance (weight: 1) – The idea described uses suitable immersive technology and promises a good benchmark. The idea is also likely to be suitable for further funding opportunities. Value for money (weight: 1) – The idea’s combination of cost, quality and sustainability is well balanced.  The scale of the prototype is reasonable with respect to the effort proposed. Feasibility of prototype delivery(weight: 1) – The technical delivery of the proposal is clear and achievable in the time frame and budget. This includes the design and build of the prototype, as well as the hardware specifications for distribution. Potential to reach a chosen target audience (weight: 1) – The proposal shows a good understanding of a clearly identified target audience and their unique characteristics. Route-to-market ambition (weight: 1) – The proposal has a viable distribution plan and  key partnerships plan.  The proposal presents an opportunity for business model discovery. Growth potential (weight: 1) – The idea has the potential to succeed beyond the CreativeXR Programme and receive further funding opportunities and keep on growing as a project.

7.3.2 Scoring panel composition and experience Relevant Catapult and ACE staff will assess all applications and conduct assessment interviews with shortlisted candidates. Digital Catapult staff are experts in immersive technologies and innovation management. A judging panel will be appointed for the selection process of the Programme. The panel of judges will consist of individuals from Digital Catapult, Arts Council England and industry experts. The panel of judges will be chosen based on their immersive and creative experience and expertise.

7.4 Due diligence

7.4.1 We will carry out due diligence on Applicants prior to the point of selection onto the Programme. Applicants must be willing to submit further information or documentation upon request in order for their application to be assessed.

7.5 Successful applicants

7.5.1 Successful Applicants will be notified and provided with a Programme Participation Agreement for review and execution.  These contracts are standard and non-negotiable. We do try to ensure these contracts are fair and reasonable.

7.5.2 In order to be accepted onto the Programme, successful applicants must sign Digital Catapult’s Programme Agreement (‘Programme Agreement’)

8. Competition Terms – Specific

8.1 Benefits

All the benefits provided under the Programme by third-party organisations (Suppliers’) are subject to the Supplier’s terms and conditions, which will be stated in the Programme Participation Agreement. Digital Catapult reserves the right to amend the list of benefits at its sole discretion.

8.2 Procurement

8.2.1 CreativeXR is being run as a procurement process by Digital Catapult (albeit with additional benefits provided by aligned sponsors). As part of this process, Participants must deliver: A functioning visual prototype (see FAQ for more details) A complete set of supporting pitch material, in written and verbal presentation (see FAQ for more details) Participation in key events – Participant’s team representatives will be expected to attend the kick off session (July 2020), 4 workshops (held in London or virtually between July and September 2020) and the final Showcase and Market event (1-3 December 2020) Case study and contribution to research – Digital Catapult and Programme Partner may carry out research related to this project. Participants will be expected to contribute by providing appropriate feedback as required Programme communication support – Digital Catapult and Programme Partner will promote the Programme; its aims and successes, via their social channels and through media outreach. Participants will be expected to participate in this activity Participant grants to Catapult a non-exclusive, royalty-free licence to use the Participant’s branding in connection with the Programme provided that all use is in accordance with the Participant’s branding guidelines notified to Catapult in writing.

8.2.2 Participants will receive up to £20,000 (excluding VAT) 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.

8.3 Applicants

Digital Catapult reserves the right to accept/reject any application which does not fulfil the minimum requirements.

8.4 Key dates

Digital Catapult reserves the right to change the Key Dates at its sole discretion. No extension to deadlines will usually be granted, with very limited exceptions where the Applicant requests an extension due to reasonable extenuating circumstances, beyond the Applicant’s control and unforeseen to them, subject to the Applicant providing evidence that proves the extenuating circumstance; and the Applicant informing Digital Catapult as soon as reasonably practicable following the extenuating circumstance becoming apparent. Digital Catapult reserves the right to consider the factors and decide whether such circumstances are extenuating and whether granting an extension is fair to other Applicants. No extension granted will be for greater than two working days.

8.5 Applications

All information and documents requested must be submitted. Failure to submit all requested information and documents may result in the application being rejected.  Catapult will not use outside information in respect of your application unless otherwise indicated, other than to undertake due diligence. Catapult reserves the right not to work with people or organisations which could impact its reputation.

8.6 Previous applications

Catapult reserves the right to either (i) reassess an application from a previous competition (together with information gained from an update meeting), or (ii) accept as a Participant an organisation that was previously successful in a previous competition, but whose participation was deferred to a later programme.

8.7 Key contact information

In submitting the application, the Applicant confirms that it has made the Key Contact aware of, and has the lawful grounds to enable Digital Catapult to, process the personal information of the Key Contact as set out in these Competition Terms and Digital Catapult’s privacy policy.

8.8 Programme agreement

Digital Catapult reserves the right to make amendments to the Programme Agreement it issues up until the point of execution by both parties.

9. Competition Terms – General

9.1 Data collection, Storage and Use

Digital Catapult will store your application and the scoring it has conducted for the entire duration of the Programme.  If you are a Participant, we shall also store your Application for a period of up to five (5) years following the end of the Programme.  For administration purposes, contracts may be stored for up to seven (7) years, contracts providing State aid for up to eleven (11) years, and deeds for up to thirteen (13) years from the end of the Programme.

9.2 Confidentiality

9.2.1 The information provided in your application will be kept confidential and only used and disclosed as reasonably necessary for the purpose of assessing applications, and, if admitted onto the Programme, for working with you on the Programme.  This may include with our Programme Partner as indicated above.

9.2.2 Judges on the scoring panel will be bound by confidentiality in their assessment of the applications. However NDAs will not be signed with other Partners, Sponsors and Mentors of this Programme. The activities they will provide can only be achieved through trust of the tech community. It is therefore not in our interest to release your sensitive information. Mutual confidentiality provisions are included in the Programme Participation Agreement.

9.2.3 The scoring of your application will also be treated as confidential information.

9.2.4 As your application will be transmitted over the Internet, ultimately Digital Catapult cannot guarantee its security.

9.3 Intellectual property 

9.3.1 We respect the intellectual property of others and we ask our Applicants to do the same.

9.3.2 In submitting the application, you declare that you have and continue to have all necessary rights, licenses, permissions and consents to provide the content in your application to us, and for Catapult to use the application as we have set out.

9.3.3 We will not remove from applications any proprietary labels or copyright assertions.

9.4 Disclaimers 

9.4.1 We accept no liability for any consequences, whether direct or indirect, that may arise from your participation in the Programme Competition, your reliance on any statements we may have made about the Programme, or its suspension or withdrawal.

9.4.2 In any case, to the extent permitted under law, Digital Catapult’s liability shall be limited to one thousand (£1,000) pounds.

9.5 Jurisdiction

9.5.1 The Programme Competition is governed by English law and the Applicant agrees that any dispute shall be exclusively resolved in the English courts.

Sign up to the newsletter

Become a subscriber to Digital Catapult’s updates – with regular updates on our news, insights and opportunities on advanced digital technologies and other relevant programmes.