Articles, news, & research

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.

“You don’t find the swimming pool, the swimming pool finds you,” says Nick Chambers, co-founder of Beat-Herder Festival. “It’s like a trapdoor spider – an arm will grab you at some point on the street and be like ‘you’re coming swimming, bring your friends’.” So, rumours of a swimming pool

The summer of 2025 heralds the birth of a new kind of immersive event, and it’s one that offers us unprecedented opportunities to step inside our favourite films. Last month, The Matrix premiered at COSM in Los Angeles in an entirely new format. COSM is a kind of big screen

Eric Spring in ‘t Veld, the CEO and creative director of Mama Bazooka, is interviewed by Sarah Dodd (Co-Founder, Escape Room Industry Conference), one of the world’s most renowned escape enthusiasts. In this interview, Eric will share his insights on escape room design, the journey of creating The Dome, and

Immersive Arts is a three-year national programme of funding and support for creative practitioners which launched in 2024. The organisation held its first conference earlier this month, and chose Bradford – the 2025 UK City of Culture – for the occasion. Over three days and seven venues, delegates listened to talks,

Gijs Geers, founder of DarkPark, is a pioneering force in the escape room industry. In an inspiring presentation, he unveils the secret ingredient behind DarkPark’s unforgettable experiences, revealing for the first time how an invisible layer leaves a lasting impact on players. This talk was recorded at the Immersive Experience

What is it like to be a tree? To see the world through the eyes of another animal? To breath yourself into your own body? These are some of the ideas Barnaby Steel, (co-founder and creative director at Marshmallow Laser Feast) will be exploring in this talk. Their work uses

Take a deep dive with Jeroen van Hasselt (Co-Founder, Entered), into the trials and triumphs of producing a unique, 200-minute-long game experience such as Demise of the Gricers, that pushes the boundaries of conventional escape game design. Explore the intricacies of world-building, next-level player equipment, narrative & system design, player

Join Lukas Rauscher (Crime Runners), Dan Wiseman (The Detective Society), Bob & Nikki Kimber (Hysteria Escape Rooms), and Andrew Preble (Escape My Room) as they explore the advantages of episodic storytelling and how each approaches it differently. The panel will discuss why they choose this format, how it fosters player

Join Creative Director Ivan Carić and performer Emily Carding as they share the challenges and lessons from running a 24-hour interactive experience set in the eerie world of horror and weird fiction. Discover how they blended immersive theatre, deconstructed storytelling, puzzles, and hospitality within the atmospheric setting of a 17th-century

Adrian Hon (Game Designer and Author) is a prolific maker, writer and fan within the Immersive Entertainment space who has spent the past two years attending, assessing and discussing dozens of experiences around the world. He will be sharing key trends that are resonating well with audiences within the sector,