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. Now in its second year, CreativeXR is run as a partnership between Digital Catapult and Arts Council England. The Programme has two phases:

Phase 1:

  • In Phase 1 (March 2019 and June 2019)*, up to twenty teams will be selected and awarded funding to build immersive prototypes. Digital Catapult will be managing CreativeXR Phase 1 as an Open Call process, which is being run as an innovation procurement (see below for more details)

Phase 2:

  • In Phase 2 (July 2019 and March 2020)*, Phase 1 participants will be eligible to compete for further funding to complete their projects.  Phase 2 will be run as a grant and programme details will be released after the completion of Phase 1

*Dates subject to change

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 Arts Council England 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.
  • Your details may be shared with our sub-contractors (such as the judging panel) and with our Programme Partner, Arts Council England.  Please see Digital Catapult’s privacy policy for further information


  • To complete the Programme, 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 contract with us (this will be the only company paid). It is the responsibility of the lead company to arrange any collaboration agreements or subcontracts as necessary and to comply with the CreativeXR 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)
  • 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)
  • Teams must be able to commit to attending three workshops hosted in London and the final Showcase and Market Event (date TBC)
  • 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

Key dates for the programme

  • Open Call: 22 January 2019 – 17 February 2019 – 11:59
  • Announce Selection: Beginning of April 2019
  • Programme Starts: 29 March 2019
  • Workshops:  16 April 2019,  17 April 2019, 21 May 2019*
  • Prototyping Phase:  1 April 2019 – 21 June 2019*
  • Deadline for completion of the prototype is 21 June 2019
  • Marketplace: TBC*

*Date subject to change

Digital Catapult reserves the right to amend this timetable at its discretion. 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 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.

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 contract to deliver these requirements.

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

Response requirements

Please see the Brief which outlines the experience guidelines, deliverables and other information.

The deadline for applications is 17th February 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 provide all information to have their application considered as part of this procurement process. Applicants should assume that no previous information has been supplied to Digital Catapult.

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.

It is a mandatory requirement of this procurement that applicants respond to this Call in accordance with these instructions. Failure by applicants 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 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 programmes.

Experience guidelines

We will support the development 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


  • 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 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
  • As your application is being transmitted over the internet, ultimately we cannot guarantee its security.
  • One year following the end of the Programme 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.

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 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

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:

  • 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 prototype, with appropriate creative and immersive experience and skills)**
  • 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)
  • 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)
  • 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.

**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.

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, 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 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 participant, with a grant to us of a royalty-free, non-transferable licence limited to use, and have used, and display the prototype openly in our Centres (but will be protected and doesn’t get distributed beyond use in our Centres).  We will also include the right for us to grant a sub-license to Arts Council England for the same purpose. Any such activities will be discussed specifically with the successful applicants at the time

CreativeXR may involve sponsorship partners to help support the Programme. Therefore, all applicants of CreativeXR must be open to the potential for sponsorship partners to showcase the prototypes produced through the Programme, 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.

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 3 workshops (held in London between April and June and the final Showcase and Market event (Date TBC)
    • 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 as well as travel to the workshops
  • 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 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.

Showcase and Market event and further funding

The Showcase and Market event will be hosted at the end of the 12 week programme at the end of June (26 June TBC). This is a chance for you to show your prototype to a panel of potential commissioners.

At this event there is an opportunity to pitch to commissioners and form further collaborations with third parties. However, there is no guarantee of success.  Any further funding will require a further agreement with relevant terms and conditions to be put in place.

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.

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 Belfast, Brighton, London and North East & Tees Valley (subject to availability and site terms), 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.