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

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Immersive technologies and the challenge of access

Immersive media such as virtual and augmented reality (VR/AR) are revolutionizing how content is created and experienced. From 3D films and video games to documentaries and cultural activities, these technologies are reshaping creative processes and deepening audience engagement.

However, for many smaller players in the Cultural and Creative Industries (CCIs), access remains limited. Financial barriers, skills gaps, and a lack of supporting infrastructure often prevent CCIs from fully adopting immersive technologies.

ekip’s main findings on immersive media

Immersive media is a rapidly evolving sector with very few established or universal standards. Distribution channels for cultural and creative content are still underdeveloped, and skills need to be nurtured to support often small-scale CCI players.

This concerns not only creative skills, but also business and technological capabilities required to launch and sustain immersive ventures. European policy supporting open innovation can play a significant role by strengthening the interplay between CCIs and immersive media actors.

Key areas identified include:

• Supporting networks and platforms connecting immersive media and CCI actors 
• Developing accessible technology infrastructure for immersive media 
• Creating inclusive EU-level funding programmes for CCIs 
• Strengthening skills and competence development across the ecosystem 

Supporting intermediaries and ecosystem building

ekip policy recommendation:

Support intermediary organisations and ecosystem building through cross-sectoral networks and partnerships

CCIs are shaped by diverse goals, languages, and working logics. This diversity enriches the sector but also fragments it, making collaboration difficult without intentional coordination.

“To bridge these divides, a critical role emerges: the intermediary,” explains Katarina Scott, Senior Project Development at Future by Lund.

Intermediaries act as connectors between research, creative practice, and business development. They translate ideas across disciplines and ensure that innovation does not remain isolated.

Currently, this “middle space” is underfunded and undervalued. Without structured support, intermediaries are absorbed into research or commercial extremes, leaving a gap where collaboration should happen.

Lifelong learning and knowledge transfer

ekip policy recommendation:

Support lifelong learning and knowledge transfer in the immersive media sector

Immersive media evolves as quickly as the technologies that power it. Foundational education alone is no longer sufficient.

Professionals need flexible learning pathways such as micro-credentials, upskilling programmes, and targeted workshops that evolve alongside the field.

“Micro-credential programmes and tailored training initiatives are essential for equipping the workforce with both technical and soft skills,” says Lennart Stoy, Senior Consultant at Technopolis Group Belgium.

Beyond formal education, mentorships, matchmaking platforms, and knowledge-sharing networks play a crucial role in fostering innovation and collaboration across the ecosystem.

Strengthening collaboration and networks

ekip policy recommendation:

Strengthen collaboration and networks within the immersive media ecosystem

To support immersive media development, collaborative infrastructure is essential. This includes access to R&D centres, technology hubs, and cross-sector partnerships that enable experimentation and innovation.

“Access to infrastructure to explore and demo is crucial. We must ensure creatives have the same access if Europe is to capitalise on immersive media opportunities,” says Charlotte Lorentz Hjorth, coordinator for ekip.

These resources must be tailored to the needs of SMEs and independent creators, improving access to the design and development infrastructure required to scale immersive media across Europe.