Teenage girl wearing a VR headset and holding a skateboard outside
Case studies

Mapping the immersive economy

We helped Nesta and Immerse UK to map the UK’s emerging economy in immersive media (AR & VR).


The first attempt to map the scale, nature and economic value of the UK’s immersive specialist businesses (AR & VR), commissioned by Nesta and Immerse UK.


Immerse UK provided access to their network of trade bodies, providing us with a database of known AR & VR businesses.  Our partner Glass read data from those companies’ websites, which was merged with Companies House data, and results from an MTM survey.  From this dataset, we developed predictors, and searched the open web for similar companies – using machine learning – until we had a full picture.


The report quantifies and describes a fast-growing, confident and export-intensive industry.  MTM’s findings provide crucial intelligence that help to support the complex needs of this emerging business community, including attracting investment to the UK.