Government organisation Innovate UK has announce a new competition to find AR and VR experiences for large audiences.
The winners will receive part of a £17 million fund to invest in projects which test and generate new ideas for immersive experiences.
Businesses hoping for a share of the funds must be able to test their immersive experiences with mass audiences or develop new ideas for the creative industries.
Up to £16 million of the fund is available for four projects which include immersive experiences designed for audiences of more than 100,000 people.
A further £1 million is available for early-stage projects that seek to understand customer needs for immersive experiences and the tools needed to deliver them.
The competition is part of a wider £33 million investment that includes demonstration projects, research and development and an industry centre of excellence.
“Immersive experiences such as virtual, augmented and mixed reality have the potential to revolutionise the way we interact with the world,” said the Innovate UK in a statement on the government’s website.
“Industries that could benefit include advertising and marketing, architecture, fashion, film and television, gaming, publishing, museums, and music and performing arts.”