Delivered by Digital Catapult North East Tees-Valley and backed by the UK Government, ImmexCity is a strategic initiative to boost the North East's immersive technology sector. ImmexCity received £562,000 from the UK Government through the UK Shared Prosperity Fund, with core objectives including driving immersive technology adoption, fostering skills development, and bolstering local employment to support the region’s next generation of technology leaders.

Among the new ImmexCity cohort are companies entering the advanced media production space, following the establishment of the Advanced Media Production studio at PROTO in 2023. PixelData, founded by Tom Scarborough, is an advanced media company developing proprietary tools to enhance workflows for virtual production projects. Similarly, Paul Trickett, a creative in immersive technologies, will develop a startup using his skills in 2D and 3D animation to provide immersive and virtual production services.

The new companies will be established in Gateshead, contributing to a growing immersive sector around the Advanced Media Production studio at PROTO. With the UK home to approximately 2,000 immersive companies and expectations that the global immersive technology market will reach £71 billion by 2025, the North East is leading immersive innovation. With over 32,000 people employed in the region’s digital sector and over 6,000 computer science students in local universities, ImmexCity is a valuable vehicle for nurturing talent and encouraging commercialisation and collaboration in the region.

Since its launch in 2022, ImmexCity has helped 14 startups in the immersive space by providing tailored support, workshops, and access to a network of industry experts and investors. The programme has supported award-winning companies, including the animation studio Cuties, and will continue to support new companies with their commercialisation plans and investment strategies.

Alex Cook, Head of Innovation Delivery at Digital Catapult NETV and programme lead, said: “The commercial and industrial value of immersive technology must not be underestimated, as industry revenue of immersive technology in the UK is expected to reach approximately £2.8billion by 2024. In light of sustained growth and mounting interest in this technology, ImmexCity will continue to play a critical role in sharpening the UK’s immersive expertise, and will undoubtedly yield significant benefits for the North East’s local economy. We will ensure that the next generation of immersive technology pioneers receive the support they need to turn creative ideas into commercial opportunities.”

Dominic Lusardi, ImmexCity’s Startup Champion, said: “Supporting immersive pre-startups is vital for fostering innovation and driving economic growth. These early ventures are the foundation of creativity, pushing the boundaries of what's possible in technology and offering transformative potential across industries. I’m delighted to support the ImmexCity programme and work alongside the team to support budding entrepreneurs and helping them realise their potential.”

Chrissie Pitt, originally from Peterborough but now residing in South Shields, said: “It's an intense programme in a good way, that's providing step by step help to get our ‘Xposed Podcast’ idea off the ground. I feel very supported by Sophie, Dom and everyone  involved in the ImmexCity programme. I think it's an incredible opportunity for anyone in the future with an immersive business idea to get it to launch level.”