WHY YOUR BUSINESS SHOULD BE IN IMMERSIVE.

It’s no secret: the immersive world is blowing up.

If that comes as news to you, you’ve got some catching up to do. But don’t worry. At Koncept, we’re not just experts in the immersive space; we exist to bridge the knowledge gap for clients entering this ever-evolving industry.

Let’s get the data out of the way (yes, the "boring" stuff). These figures might not be as exciting as the creative process behind world-class immersive experiences, but they’re essential for understanding why this industry deserves your attention.

The Numbers Don't Lie

The UK’s immersive entertainment market is experiencing phenomenal growth. In 2024, the sector generated an estimated £5.5 billion, and it's projected to grow by over 26% before 2030 — and that’s just the UK.

Globally, the US remains the market leader, but here in Europe, the UK leads the charge, with Spain rising fast in second place.

However, while the US dominates in size, the UK is defining the future of immersive entertainment through diverse and inventive applications. This creativity is shaping consumer expectations and setting new industry trends. Something all designers, business owners, and investors should be paying attention to.

A Cultural Shift Post-COVID

Here’s where things get exciting. Google Trends clearly shows a major spike in search interest for immersive experiences following the COVID-19 pandemic

Google trends "Immersive Experience" results 2018-2025

Before 2018, immersive entertainment was niche. Think high-end escape rooms, heritage attractions like the London Dungeons, or pop-up immersive theatre events. Fast-forward to today, and ask anyone in the UK if they've heard of an immersive experience... chances are, they not only know about it but have been to one.

This isn’t just a trend. It’s a cultural shift.

Interestingly, many experiences now marketed as “immersive” wouldn’t have traditionally worn that label. We’re seeing mini-golf venues, illusion museums, and interactive art exhibitions step into immersive territory, and some are doing it brilliantly. This expanding definition has boosted public awareness tenfold, opening the floodgates for innovation across industries.

The Experiential Economy: A New Standard

So, where did all this momentum come from? Enter: The Experiential Economy.

Let’s rewind 15 years. A visit to the barber meant exactly that. A haircut and you’re out the door. Fast-forward a decade, and suddenly you're offered a coffee, seated in a tastefully decorated space, greeted with mood lighting and curated playlists. Why? Because your experience, and how it looked on Instagram, began to matter.

Social media changed everything, not just to the brand trying to make space for themselves, but also the customer who attends.

Brands quickly learned that atmosphere sells, and that a memorable, shareable experience creates loyal customers. This shift spread from salons to restaurants, cinemas, bars, and even retail. Today, everything is expected to be an experience.

That expectation has now evolved. The bar is higher. Consumers are actively looking for the next level of experiential engagement, and that’s exactly where immersive entertainment shines.

London as a Microcosm

London offers a perfect snapshot of where immersive entertainment is today.

A google search for "Immersive Experiences in the UK"

From high-budget walkthroughs and interactive dining to sensory exhibitions and narrative-driven environments, the city is buzzing with creative output.

This is the competition. This is what your customers are already experiencing. So if you’re entering the space, you need to know where you stand, what you're up against, and how to position yourself uniquely.

A Word of Caution (and Encouragement)

Let’s be real. Launching an immersive attraction is not easy, especially for independent creators or first-time business owners. The stakes are high, and even minor oversights can sink a project in a sea of polished competitors.

But this isn’t a warning. It’s an opportunity.

There’s still room for smaller productions to thrive, often with greater cultural impact and critical acclaim than the larger players. But you need the right support, insight, and strategy from day one. That’s where companies like Koncept come in. We’ve seen the best and worst of the entire spectrum, from household names to indie pioneers, and we know how to bring immersive ideas to life at every scale.

So... Should You Enter the Immersive Market?

YES. The immersive sector is growing fast.

YES. There’s space for small-to-medium businesses.

YES. But do your research, or partner with experts who’ve already done it.

Immersive experiences aren’t just a trend. They’re becoming the standard expectation across entertainment, leisure, and even retail. Whether you’re an entrepreneur, brand strategist, or creative director, your next business move could, and should, be into the immersive space.

And if you're ready to make that move, Koncept is here to guide you every step of the way.

---

DESIGNING IMMERSIVE.

It's complicated, intricate and specialist. Koncept has it mastered. 

Koncept are specialists in writing and designing immersive attractions that stand out. With a portfolio of award-winning productions, Koncept has a proven track record of transforming ideas into fully realized, expertly written experiences that customers will pay to be immersed in.