Capturing where our industry is heading at Immersive Tech Week

By Camille Donegan, CEO at Eirmersive

Eirmersive CEO Camille Donegan speaking at Immersive Tech Week

At Immersive Tech Week in Rotterdam I had the pleasure of moderating two conversations that really captured where our industry is heading.

🎤 Location-Based XR: Where Culture Meets Entertainment with Brent Bushnell (DreamPark Immersive, Inc.) and Nienke Huitenga Broeren (Director of Amsterdam 1652, currently showing at Entr VR Museum), exploring how immersive experiences can be culturally meaningful while building sustainable commercial models.

🎤 Designing for Impact: What Makes Immersive Experiences Work with Charlotte Mikkelborg (Picture This Productions), Alina Goldwoman, PhD (Odyssey Studio) and Richard Broaddridge (4DViews), discussing the research, design principles and creative practice behind experiences that genuinely engage audiences.

A huge thank you to all of the panellists for sharing your expertise so openly, fantastic insights for the producers in the room.

Beyond the stage at ImmersiveTech Week, it was a privilege to mentor startups through the XR4Europe Impulse Programme and spend time with my fellow XR4Europe Board Directors. The willingness to collaborate, share knowledge and support one another across Europe's immersive ecosystem is something I always leave inspired by.

Great to see the super talented Melissa Culhane pitch as part of Impulse. Together we flew the flag proudly for Ireland 🇮🇪!

One thing became increasingly clear throughout the week: the conversation around immersive technology has evolved. It's no longer just about what's technically possible. It's about creating experiences that have real purpose, measurable impact and sustainable business models - and doing so through collaboration across disciplines, sectors and borders.

Great to make new XR industry connections and reconnect with many others. Looking forward to seeing how many of these conversations turn into future collaborations.