{"id":3587,"date":"2021-03-03T21:17:17","date_gmt":"2021-03-03T21:17:17","guid":{"rendered":"https:\/\/audienceofthefuture.live\/?page_id=3587"},"modified":"2021-03-05T14:51:15","modified_gmt":"2021-03-05T14:51:15","slug":"uk-creative-immersive-landscape-2020-report","status":"publish","type":"page","link":"https:\/\/audienceofthefuture.live\/uk-creative-immersive-landscape-2020-report\/","title":{"rendered":"UK Creative Immersive Landscape 2020 Report"},"content":{"rendered":"\n<div class=\"cepBody\" style=\"margin: 0 auto;width:900px;\">\n\n\t<div class=\"underlineH1\">\n\t\t<h1 class=\"green\">UK Creative Immersive Landscape 2020 Report<\/h1>\n\t<\/div>\n\n\t<p class=\"subIntro\">\n\t\tThis report provides an overview of the opportunities and the challenges that immersive producers within the creative industries face when they pursue projects from initial conception to launch.\n\t<\/p>\n\n\t<p class=\"subIntro\">\n\t\tThe result of research conducted by Digital Catapult on behalf of UK Research and Innovation (UKRI), as part of the Audience of the Future Demonstrator programme, the report provides a detailed overview of the market of creative immersive productions in the UK.\n\t<\/p>\n\n\n\t<div class=\"cepGridParent\">\n\t\t<div class=\"cepColumns\">\n\t\t\t<div class=\"col1-2\">\n\t\t\t\t<a href=\"https:\/\/audienceofthefuture.live\/audience-of-the-future_the-immersive-journey-report_july-2020\/\">\n\t\t\t\t<img src=\"\/wp-content\/uploads\/cepUploads\/Creative-Immersive-Landscape-Report_Front-Cover.png\" style=\"width: calc(100%);\">\n\t\t\t\t<\/a>\n\t\t\t<\/div>\n\t\t\t<div class=\"col1-2\">\n\t\t\t\t<div style=\"padding: 0 0 0 3rem;\">\n\t\t\t\t\t<p style=\"margin-block-start:0;\">As part of the <strong>Audience of the Future programme<\/strong>, this research report conducted by <a href=\"https:\/\/www.digicatapult.org.uk\/\">Digital Catapult<\/a>,&nbsp;looks to understand where&nbsp;opportunities for growth lie, and what the biggest obstacles to making commercial revenue are.&nbsp;Download the <a href=\"https:\/\/audienceofthefuture.live\/wp-content\/uploads\/20201126_DC_153_UKCreativeImmersiveLandscapeReport_Digital_v1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">full report<\/a>.<\/p>\n\t\t\t\t\t<p>The UK\u2019s creative industries are global leaders and the growth of this sector over the last five years has made it even more central to the country\u2019s economy.&nbsp;However, a recent DCMS Select Committee inquiry into the impact of COVID-19 suggests that the pandemic poses \u2018the biggest threat to the UK\u2019s cultural infrastructure, institutions and workforce in a generation\u2019. In the face of this massive challenge, new companies using&nbsp;digital technologies such as augmented, virtual and mixed reality, indicate new routes to revenue, recovery and growth for the creative industries.<\/p>\n\t\t\t\t\t<p><a href=\"https:\/\/audienceofthefuture.live\/#newsletter\" data-et-has-event-already=\"true\">Subscribe<\/a> to the Audience of the Future newsletter for the latest news, research and funding opportunities.<\/p>\n\t\t\t\t\t<p style=\"text-align:center;margin-top:2rem;\"><a class=\"btn\" href=\"https:\/\/audienceofthefuture.live\/20201126_dc_153_ukcreativeimmersivelandscapereport_digital_v1\/\">Download report<\/a><\/p>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<h3 style=\"margin: 3rem 0;\">&nbsp;<\/h3>\n\n\t<div class=\"cepGridParent\">\n\t\t<div class=\"cepColumns\">\n\t\t\t<div class=\"col1-2\">\n\t\t\t\t<div style=\"padding: 0 3rem 0 0;\">\n\t\t\t\t\t<p style=\"margin-block-start:0;\">Digital Catapult\u2019s previous research on behalf of UKRI, published as <a href=\"https:\/\/audienceofthefuture.live\/reports\/immersive-audience-journey\/\">Audience of the Future, The Immersive Audience Journey<\/a>, discussed ways of thinking about immersive audiences more holistically when planning and executing a production.<\/p>\n\t\t\t\t\t<p>It concluded that a more focused understanding of the target audience is key to the success of future immersive productions, and that success might not be qualified in terms of massive mainstream breakthroughs, but rather as more comprehensive reach and engagement with niche audiences that are both intensely interested in the work and large enough to be commercially viable..<\/p>\n\t\t\t\t\t<p>This research picks up from this conclusion, exploring the <strong>challenges in reaching commercial viability<\/strong>, and ways in which a company might scale up from that point to becoming a sustainable business.<\/p>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"col1-2\">\n\t\t\t\t<img src=\"\/wp-content\/uploads\/cepUploads\/Creative-Immersive-Landscape-Report_Internal-Page.png\" style=\"width: calc(100%);\">\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<h3 style=\"margin: 3rem 0;\">Report Highlights<\/h3>\n\n\t<div class=\"cepGridParent\">\n\t\t<div class=\"cepColumns\">\n\t\t\t<div class=\"col1-2\">\n\t\t\t\t<img src=\"\/wp-content\/uploads\/cepUploads\/DC-Immersive-Landscape-Report_Internal-Page2.png\" style=\"width: calc(100%);\">\n\t\t\t<\/div>\n\t\t\t<div class=\"col1-2\">\n\t\t\t\t<div style=\"padding: 0 0 0 3rem;\">\n\t\t\t\t\t<p style=\"margin-block-start:0;\">One of the report\u2019s key findings is that many immersive creators do not yet have the <strong>tools or connections to move towards revenue-driven models<\/strong>, and many remain in acycle of perpetual experimentation and R&amp;D, with small immersive producers hoping to generate enough income through grant and client-funded projects to fund their work.<\/p>\n\t\t\t\t\t<p>This, coupled with the <strong>ever changing hardware and software landscape<\/strong>, and a lack of support systems around distribution opportunities, means that it was already difficult for creative immersive businesses to find pathways to scale, even before we hit COVID.<\/p>\n\t\t\t\t\t<h4>\u201cThe examples explored in this report are some of the best-in-kind British immersive companies. They have all demonstrated agility and perseverance in the face of the many challenges posed by the pandemic, with each finding new models and opportunities, successfully pivoting to a digital distribution model.\u201d&nbsp;<\/h4>\n\t\t\t\t\t<p><strong>Dr Jeremy Silver<\/strong>, Chief Executive Officer, Digital Catapult<\/p>\n\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<h3 style=\"margin: 3rem 0;\">&nbsp;<\/h3>\n\n\t<div class=\"cepGridParent\">\n\t\t<div class=\"cepColumns\">\n\t\t\t<div class=\"col1-2\">\n\t\t\t\t<div style=\"padding: 0 3rem 0 0;\">\n\t\t\t\t\t<p style=\"margin-block-start:0;\">The UK Creative Immersive Landscape 2020 report is aimed at understanding where the biggest obstacles lie in <strong>making creative immersive productions commercially viable<\/strong> <strong>and scalable<\/strong>, whether location-based or digitally distributed.<\/p>\n\t\t\t\t\t<p>The results paint a holistic picture of the creative immersive landscape in 2020: the opportunities and the challenges that immersive producers within the creative industries face when they pursue projects from initial conception to launch. The research answers the need for accessible tools for development by introducing business model innovation tools, aimed at helping creative producers to rethink their business logic.<\/p>\n\t\t\t\t\t<p style=\"text-align:center;margin-top:2rem;\"><a class=\"btn\" href=\"https:\/\/audienceofthefuture.live\/20201126_dc_153_ukcreativeimmersivelandscapereport_digital_v1\/\">Download report<\/a><\/p>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"col1-2\">\n\t\t\t\t<img src=\"\/wp-content\/uploads\/cepUploads\/DC-Landscape-Report_Internal-Page.png\" style=\"width: calc(100%);\">\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<h3 style=\"margin: 3rem 0;\">Related Reports<\/h3>\n\n\t<div class=\"cepGridParent\">\n\t\t<div class=\"cepColumns\">\n\t\t\t<div class=\"col1-2\">\n\t\t\t\t<img src=\"\/wp-content\/uploads\/cepUploads\/Banner_600x400_Immersive-Audience-Journey-Report.png\" style=\"width: calc(100%);\">\n\t\t\t<\/div>\n\t\t\t<div class=\"col1-2\">\n\t\t\t\t<div style=\"padding: 0 0 0 3rem;\">\n\t\t\t\t\t<h3>Immersive Audience Journey Report<\/h3>\n\t\t\t\t\t<p style=\"margin-block-start:0;\">As part of the<span>&nbsp;<\/span><strong>Audience of the Future programme<\/strong>, this research report conducted by<span>&nbsp;<\/span><a href=\"https:\/\/www.digicatapult.org.uk\/\">Digital Catapult<\/a>&nbsp;supports market growth by providing detailed insight into immersive audiences. It explores the concept of \u2018audiences\u2019 when applied to immersive productions in the fields of art, culture, heritage and entertainment.<\/p>\n\t\t\t\t\t<p style=\"text-align:center;margin-top:2rem;\"><a class=\"btn\" href=\"https:\/\/audienceofthefuture.live\/reports\/immersive-audience-journey\/\">Read more<\/a><\/p>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<!-- Register MAILCHIMP -->\n<div class=\"cepGridParent registerForUpdates\" style=\"min-height: 400px; margin: 4rem 0 0; overflow: hidden;\">\n<div class=\"cepColumns gradientGreenToYellow\">\n<div class=\"floatingRect spinning\"> <\/div>\n<div class=\"col1-2 leftSide\">\n<div class=\"centeredVertically\">\n<h2>Register For Updates<\/h2>\n<p style=\"margin-bottom: 2em;\">Register below to hear first about the events happening as part of the Audience of the Future Live Programme.<\/p>\n<form id=\"mc-embedded-subscribe-form\" class=\"validate\" style=\"position: relative;\" action=\"https:\/\/live.us16.list-manage.com\/subscribe\/post?u=ca2bc05a531bc4ef71884edc4&amp;id=b1cb8c6ee4\" method=\"post\" name=\"mc-embedded-subscribe-form\" novalidate=\"\" target=\"_blank\"><input id=\"mce-EMAIL\" class=\"email oneLiner\" name=\"EMAIL\" required=\"\" type=\"email\" value=\"\" placeholder=\"Your email address\">\n<p> <\/p>\n<div style=\"position: absolute; 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The result of research conducted by Digital Catapult on behalf of UK Research and Innovation (UKRI), as part of the Audience [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-template-full-width.php","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"1053"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v16.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>UK Creative Immersive Landscape 2020 Report - Audience of the Future Live<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/audienceofthefuture.live\/uk-creative-immersive-landscape-2020-report\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UK Creative Immersive Landscape 2020 Report - Audience of the Future Live\" \/>\n<meta property=\"og:description\" content=\"UK Creative Immersive Landscape 2020 Report This report provides an overview of the opportunities and the challenges that immersive producers within the creative industries face when they pursue projects from initial conception to launch. 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