Immersive Tech: Revolutionizing Creativity, Yet Out of Reach for Many CCIs

Immersive media like virtual and augmented reality (VR/AR) are revolutionizing how we create and experience content. From 3D movies and video games to documentaries and cultural activities, these innovations are reshaping creative processes and deepening audience engagement. However, smaller players in the cultural and creative industries (CCIs) often face financial and skill-related challenges in adopting immersive technologies.

HERE ARE EKIP´S MAIN FINDINGS:

Immersive media is a quickly developing sector with very little established or universal standards for the different types of immersive experiences. Distribution channels for cultural and creative content need to be set up, and skills be nurtured to support the often small-scale CCI players in this area to keep up pace. This concerns both creative skills in embracing the often-mentioned potential of immersive media, but also the business and technology skills it needs to launch a successful venture. European policy supporting open innovation can play a big role in this by developing the interplay between CCIs and other immersive media players, as our analysis finds. This includes several aspects such as:

• Supporting networks and platforms to bring together immersive media and CCI actors
• Fostering development of technology infrastructure for immersive media accessible to CCI players
• Developing funding programs and channels inclusive for CCI actors at EU level
• Supporting skills and competence development across the key players

FIND OUT MORE ABOUT EKIP´S POLICY RECOMMENDATIONS

To fully harness the potential of the CCI and immersive media, ekip has formulated a set of recommendations for policy makers to strengthen open innovation with the CCI in the context of immersive media. The recommendations are based on the discussions during the ekip Policy Lab and further substantiated with analysis and good practices. Here are three of ekip´s policy recommendation for Immersive media

ekip policy recommendation is: Support intermediary organisations and ecosystem building through cross-sectoral networks/partnerships

The Creative and Cultural Industries (CCI) are not merely defined by their cross-sectoral nature but by the complex tapestry of driving forces, goals, and languages that shape them. Each sector within the CCI operates with its own motivations, methodologies, and terminologies, often creating a fragmented landscape rather than a naturally cohesive one. This diversity, while enriching, also underscores the need for intentional alignment and collaboration.

“To bridge these divides, a critical role emerges: the intermediary, someone who acts as the binding agent across disciplines. the role of this connector is indispensable. This figure is not confined to a single sector or title; they could emerge from academia, innovation hubs, or even city-led dialogues. What defines them is their ability to bridge the gaps between seemingly disparate worlds—bringing research closer to business development, fostering collaboration, and driving innovation where natural cooperation may not exist.”, says Katarina Scott, Senior Project Development at Future by Lund in Sweden and a member of ekip.

The intermediary thrives at the intersection of ideas, acting as the crucial “middle person” who ensures that knowledge and creativity do not remain isolated. Without this function, the resources poured into research and business development risk failing to materialize into new products or transformative solutions.

The current landscape of the Creative and Cultural Industries reveals a critical void: the absence of well-supported intermediaries. Yet, this middle space is often underfunded, undervalued, and poorly structured.

“The problem is twofold in the CCI and also when it comes to immersive media.  On one hand, skilled intermediaries are frequently absorbed into the extremes they aim to connect—either in deep research or business scaling—leaving a vacuum in the “middle room.” On the other, there is no formal education or mandate to cultivate intermediaries. This role, marked by its generalist approach and complexity, is learned through experience rather than structured training, resulting in a lack of continuity and sustained impact”, explains Katarina Scott.

What’s needed is not just an acknowledgment of the intermediary role but a systemic effort to fund, educate, and mandate these positions and organizations. Without a structured approach, the “middle room” risks becoming a wishy-washy space of conversations without concrete outcomes.

Within the CCI there exists an extraordinary depth of expertise—a relentless drive to create, innovate, and engage with purpose. Often, this work leads to the discovery of radical new ideas or innovations with potential for scaling. However, the challenge lies in the disconnect between these creative efforts and the structures that enable development or broader application and distribution.

“Scaling, whether commercial or not, is rarely part of the cultural creator’s role or reward system. This disconnection is further compounded by a lack of effective intermediary functions—entities that can translate deep creative and research insights into actionable development and scaling opportunities. As a result, while ecosystems of talent, investment, and expertise exist, they remain fragmented, unable to fully align and amplify their collective potential”, says Katarina Scott.

If intermediaries were empowered to bridge this gap, everyone could focus on their strengths: creators on creation, researchers on innovation, and developers on scaling. This alignment would allow the ecosystem to flow more effectively, ensuring discoveries don’t stall in isolation.

ekip policy recommendation is: Support life-long learning and knowledge transfer in the immersive media sector.

The immersive media´s landscapes shift as quickly as the technology that powers them, staying ahead of the curve demands more than just foundational education. The days when a front-loaded degree could carry a professional through their career are over. Instead, this fast-evolving field calls for a mindset rooted in lifelong learning and dynamic knowledge exchange.

Picture a designer crafting AR environments, or a developer building VR applications for industries. Currently, their tools, techniques, and audience expectations are in constant flux. To keep pace, immersive media professionals need flexible, on-demand learning paths—ones that adapt as rapidly as the innovations they aim to harness.

“Micro-credential programs, tailored training initiatives, and upskilling workshops become essential for equipping the workforce with both the technical expertise and the soft skills—like collaboration and creative problem-solving—needed to thrive in this ecosystem. These learning models would not only accommodate individual career growth but also ensure the industry remains competitive on a global scale”, explains Lennart Stoy, Senior Consultant at Technopolis Group Belgium and a ekip partner.

However, formal training is just one piece of the puzzle. Informal avenues like mentorships, knowledge-sharing platforms, and matchmaking opportunities play a critical role in fostering connection and collaboration across the immersive media landscape. These spaces allow seasoned experts to guide emerging talent, startups to learn from established players, and cross-disciplinary teams to exchange ideas that spark innovation.

“Strategic, EU-level actions designed to nurture a culture of lifelong learning would not only create a more agile and inclusive workforce, reinforcing the region’s position as a global leader in immersive technologies, it would also support the development of an EU wide immersive media ecosystem that spans creators, technologists and distribution actors, such as cultural venues.”, says Lennart Stoy.

As the boundaries of reality continue to blur, so too must the boundaries of education and skill development. By embracing lifelong learning and creating pathways for knowledge-sharing, the immersive media sector can ensure it not only keeps pace with technological advancements but also defines the future of innovation. 

ekip policy recommendation is: Strengthening of collaboration and networks within the immersive media ecosystem.

 To support immersive media development, it’s crucial to establish collaborative infrastructure that brings together R&D centers, technology hubs, and cross-sector partnerships. This should prioritize creating spaces for collaboration, knowledge-sharing, and innovation.

“Access to infrastructures to explore and demo is crucial for any company engaging in development and innovation. Now we need to make sure that also the Creatives have this access in order for Europe to capitalise on the opportunities with Immersive tech and media. We have so many talented people, let us give them good conditions to innovate in this field”, says Charlotte Lorentz Hjorth coordinator for ekip.

These resources should be tailored to meet the needs of small-scale immersive media players, including SMEs and independent creators. Efforts should focus on improving access to the R&D and design infrastructure essential for advancing this field.