With speakers from world-leading immersive entertainment companies, this panel will explore the merits of using original IP vs. existing IP in creating immersive experiences, and the associated commercial risks and opportunities of both.

Looking at the various routes to market and the production process, the pros and cons will be hashed out in a lively discussion, addressing creative and commercial considerations, questioning the benefits of tapping into an existing fan base vs. building new audiences, and exploring the risk and reward of each.

This panel will seek to explore how IPs can all be successfully launched through the experience economy, and the opportunities for world-building and transmedia storytelling offered by immersive entertainment.