Our mission is to support the growth of the

UK’s immersive entertainment sector by fostering a
supportive, collaborative community of creators, and
supporting them with resources and research.

The placebo effect is a real and replicated clinical phenomenon in which patients are given a sugar pill containing no medication at all, yet their bodies respond as though that pill is real.  I’ve always found this mindblowing enough, but only recently heard about the follow-up finding: a meaningful placebo

Read about our Summit25 conference and browse the programme to see the sessions available through our member’s hub.

From ABBA Voyage to the KISS experience, immersive music experiences have been sweeping the world. What’s coming next?

Take a look at the range of immersive experiences at this year’s Edinburgh Festival Fringe.