Terms and conditions

Showcase and Market management

The CreativeXR Programme has been developed by Digital Catapult and Arts Council England. Now in its second year, CreativeXR is run as a partnership between Digital Catapult and Arts Council England. 

The CreativeXR Showcase and Market gives UK creative teams the opportunity to pitch for funding and support to an audience of national and international commissioners, distributors, investors and industry stakeholders. The showcase and market will be split into two days.

Day 1:

  • On Day 1 (09 October), current members of the CreativeXR cohort will showcase their content to commissioners, distributors, investors and industry stakeholders. This will be followed by a marketplace whereby cohort members will be given the opportunity to have in-depth conversations with these groups as well as one-to-ones. 

Day 2:

  •  On Day 2 (10 October), successful applicants to the Market Open Call will showcase their content to commissioners, distributors, investors and industry stakeholders. This will be followed by a marketplace whereby cohort members will be given the opportunity to have in-depth conversations with these groups through pre-arranged one-to-one meetings. This will be followed by a final drinks reception, where successful applicants to the Open Call will join the CreativeXR cohort to network with commissioners, distributors, investors and industry stakeholders.

This open call is for attendance at Day 2 of the CreativeXR Market – at this event there is an opportunity to pitch to commissioners and form collaborations with third parties. However, there is no guarantee of success.  Any funding will require an agreement with relevant terms and conditions to be put in place.

Your contact details

  • You will appoint a main contact for the programme (lead applicant). This will be our main point of contact for pre showcase and market correspondence, on the day commitments, and assessment of progress.
  • Your contact details will only be used by us and Arts Council England and only to contact you for the purposes of processing your application and if successful, regarding the details of the Showcase and Market, 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.
  • Your details may be shared with our sub-contractors (such as the judging panel) our Programme Partner, Arts Council England and Showcase and Market sponsors.  Please see Digital Catapult’s privacy policy for further information


  • To apply for the Showcase and Market, applicants must have an establishment in the UK and the majority of work must be carried out in the UK
  • The team must show a range of previous immersive content expertise (including production, technical, creative, artistic skills and track record)
  • You may enter as a collaborative team, but there must be a lead company that will be the primary contact (see above). It is the responsibility of the lead company to arrange any collaboration agreements or subcontracts as necessary and to comply with the Showcase and Market terms and conditions
  • 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 applicants that hold any legal trading form (e.g. ltd company, sole trader, consortium)
  • Teams must be able to commit to attending a preparation phone call and the Showcase and Market Event.
  • If you have applied to CreativeXR before or have previously been accepted onto the programme, you are eligible to apply to the Showcase and Market. 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
  • Each project must be submitted by a production company who own full rights to develop and produce the project

Key dates for the Showcase and Market

  • Open Call: 06 August 2019
  • Open Call Deadline: 05 September 2019
  • Applicants notified: 16 September 2019
  • Preparation phone calls: (TBC late September)
  • Showcase and Market: 10 October 2019 

Digital Catapult reserves the right to amend this timetable at its discretion. Please do not contact Digital Catapult once the Open Call Deadline expires to enquire about the outcome, this will be notified on 16th September.

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

Subject to:

  • The applicant providing evidence that proves the extenuating circumstance.
  • The applicant 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 applicants to allow the extension.
  • No extension will be for greater than 24 hours.

Applicants 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.

Accepted applications will be required to attend all events on the 10 October 2019 and deliver a 5 minute pitch on the morning of 10th October – [to be emailed on or before 5 October 2019 – email address TBC] as well as taking part in 1-2-1 meetings on the afternoon 10th October. Attendance at the preparation call (Date TBC late September) is compulsory.

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 applicants outline what safeguards would be put in place to mitigate the risk of actual or perceived conflicts arising during the delivery of these services.

Applicants will be disqualified from this 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 place at the Showcase and Market.

Response requirements

Please read the Open Call which outlines the experience guidelines, deliverables and other information.

The deadline for applications is 5th September 2019 (11:59 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 application, please contact by email only. Please do not contact Digital Catapult by phone.

Applicants should assume that no previous information has been supplied to Digital Catapult, nor that Digital Catapult be undertaking in any further research around the applicant themselves, outside of the information provided outside of the application.

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

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

Catapult expressly reserves the right to require an applicant 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.

Applicants may not modify their application once it has been submitted. Applicants may withdraw their applications 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 application submission date.

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

Canvassing or collusive behaviour

The applicant 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 or to request an invite to the Clarification Question sessions.  This does not however prevent an applicant otherwise interacting with Digital Catapult on its other open call and/ or programmes.

Experience guidelines

Through the CreativeXR Showcase and Market, we will support the demonstration  of creative, consumer-facing 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

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
  • 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 or Arts Council England (solely at our discretion).


  • Your application form and other supporting information (“application”), 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 application in confidence with our partner Arts Council England and with the external judges chosen for their industry expertise. Any information outside of the ‘Material Upload’ section of the application submitted by successful applicants is subject to being used during the delivery the day (for instance, and not limited to, in the event brochure) and will be treated as public domain information.
  • If you choose to share confidential information during the Showcase and Market day (for instance, and not limited to, during the 5-minute pitch, or 1-1s) Digital Catapult holds no liability for the continued confidentiality of this data.
  • As your application is being transmitted over the internet, ultimately we cannot guarantee its security.
  • One year following the end of the Showcase and Market your application shall be deleted by us from our systems, unless your application is successful in which case it shall be retained for up to ten years to comply with our legal obligations.  Personal Data may be removed from such documents after five years, at the conclusion of any Impact Assessment.
  • Successful applicants will be required to Include the following line and the authorised logo in the credits when the project is completed “Presented at the CreativeXR Showcase & Market”. Logo will be provided electronically at a later date.

Application and judging criteria

Key Application Questions

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

  • Previous experience in immersive content creation
  • Overall immersive content prototype (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

Judging Criteria

Each application will be initially reviewed by a minimum of two 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:

    • Strength of the idea (The idea is adventurous, innovative and creatively original) 
    • Appropriate team experience (The team is well prepared and equipped to deliver the proposed pitch, with appropriate creative and immersive experience and skills)
    • Strength of the pitch deck  (The proposed presentation deck submitted with the application should be designed for a 5 minute pitch with an appropriate balance of all elements required – see FAQs)
    • Viability of business plan (The proposed business plan appears to be viable, with elements of income and expenditure appropriately considered and accounted for, both before and after completion of the project)
    • Cultural / artistic value (The full experience will inspire and positively impact the UK’s arts and culture community, pushing forward the state of the art in creative immersive content experiences)
    • Design for a chosen target audience (The proposal shows a good understanding of a clearly identified target audience, and how to reach them via an appropriate distribution method)
    • Likely to benefit from the Showcase and Market (The Showcase and Market is likely to provide opportunities and resources that the team may not otherwise have access to, and provide the opportunity to try something new)

The final selection decision will also take into account the variety of pitches and teams to ensure a balanced portfolio of showcases. Digital Catapult’s decision is taken on the information submitted, any additional information gleaned from desk-research and existing knowledge, and its (and its relevant assessing partners’) knowledge.  Digital Catapult’s decision is final.

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 showcase your content.

Your application will be reviewed privately by Digital Catapult, Arts Council England and the judging panel. We will not remove from applications any proprietary labels or copyright assertions. Unsuccessful applications will be deleted from our systems one year after the conclusion of the Showcase and Market. However, because your application will be transmitted over the internet we cannot guarantee its security.

CreativeXR may involve sponsorship partners to help support the Showcase and Market. Therefore, all applicants of Showcase and Market must be open to the potential for sponsorship partners to showcase the prototypes demonstrated during the Showcase and Market, to be used in a showcase-type event for their exclusive corporate usage for a limited amount of 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.

Impact assessment

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

You must inform us if you do receive any funding as result of the Showcase and Market. Digital Catapult and Arts Council England will use this information internally for impact evaluation – it will never be made public.


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 Showcase and Market or its suspension or withdrawal.