Join a global panel of industry experts as they discuss the evolution of immersive experiences. The session will explore how customer demands and technology are influencing the sector, the trade-off between licensing or developing content, and what it takes to craft both compelling and profitable experiences. Topics will include the role of storytelling in crafting successful experiences and whether narratives or world-building are more impactful, how much agency to provide audiences, and the opportunities and challenges of integrating AI and emerging technologies into interactive environments