Europe Immersive Entertainment Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 29.21 Billion |
| Market Size (2029) | USD 86.93 Billion |
| CAGR (2024 - 2029) | 24.38 % |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Europe Immersive Entertainment Market Analysis
The Europe Immersive Entertainment Market size is estimated at USD 29.21 billion in 2024, and is expected to reach USD 86.93 billion by 2029, growing at a CAGR of 24.38% during the forecast period (2024-2029).
- The European immersive entertainment market is witnessing significant growth as consumers increasingly seek interactive and engaging experiences. Immersive entertainment, which includes virtual reality (VR), augmented reality (AR), and mixed reality (MR) experiences, is being adopted across various sectors, such as gaming, live events, theme parks, and cinema. The market's expansion is fueled by technological advancements, increasing investment from both public and private sectors, and the growing demand for personalized and immersive experiences.
- In Europe, the rapid evolution of AR/VR technologies is the primary catalyst for the immersive entertainment market. With advancements in hardware—like VR headsets, AR glasses, and software, these technologies are crafting more realistic experiences, drawing in both consumers and businesses.
- Immersive gaming is emerging as a dominant trend in the entertainment landscape. Gaming platforms integrating VR and AR offer players a more interactive and lifelike environment, boosting engagement and propelling market growth.
- Location-based entertainment (LBE) is rising, utilizing immersive technologies to craft unique experiences in venues like theme parks. By providing innovative experiences outside the traditional home setting, LBE is set to drive market growth further.
- Enhanced internet connectivity plays a pivotal role in applications like VR gaming and AR navigation. The integration of 5G technology promises new avenues in sectors like healthcare and education. As 5G networks proliferate, they are poised to elevate immersive experiences, heralding a new era of interconnected virtual realms.
- However, the steep price tag of immersive entertainment technologies poses a hurdle. With VR headsets and AR glasses still on the pricier side, many potential users find them out of reach. Moreover, the necessity for high-performance computing devices to fully leverage these experiences amplifies the cost barrier for both consumers and businesses.
Europe Immersive Entertainment Market Trends
Themed Entertainment to drive the Market
- Themed entertainment, encompassing immersive experiences centered around specific themes—be it fantasy realms, historical epochs, or renowned franchises—is poised to hold a substantial share of the immersive entertainment market. This market segment is rapidly gaining momentum, owing to its ability to enthrall audiences through fully immersive settings that seamlessly weave together storytelling and state-of-the-art technology.
- For instance, in August 2024 - Futuroscope, a French theme park, unveiled its latest attraction: a sprawling 6,000 sq m waterpark. This addition is part of a broader EUR 304 million (USD 329 million) investment from the French government, underscoring the park's role as a key regional economic driver. Dubbed the Aquascope, the new waterpark boasts a price tag of EUR 57 million (USD 61 million) and is divided into three distinct zones. The Thrill Zone boasts eight exhilarating slides, including a spiraling slide that encircles the building, a heart-pounding vertical drop launch slide, and a competitive two-lane racer slide. Complementing these attractions, the zone features a wave pool and a vibrant bar area, complete with a DJ setup for evening events.
- Entertainment firms are tapping into popular franchises and intellectual properties (IPs) to craft themed immersive experiences. These firms are drawing in a diverse audience by harnessing the established fanbases of iconic movies, television series, and video games. This phenomenon is especially significant in Europe, where venues dedicated to cherished franchises are emerging as major tourist draws.
- Ongoing advancements in immersive technologies pave the way for more intricate and lifelike-themed entertainment experiences. Breakthroughs in virtual reality (VR) and augmented reality (AR), coupled with enhancements in audio-visual effects and interactive features, elevate the visitor experience, solidifying themed entertainment's status as a cornerstone in the expansive, immersive entertainment market.
- As the entertainment industry increasingly embraces immersive experiences, theme parks are exploring the integration of immersive media. Given their popularity as outdoor destinations, European theme parks are poised to merge immersive technologies with entertainment offerings. According to The Park Database, as of May 2024, Disneyland Paris topped the list as Europe's most valued theme park, boasting an estimated worth of USD 2 billion. Following closely, Legoland Windsor secured the second spot with a valuation of USD 671 million.
United Kingdom to Hold a Major Share
- The UK has a well-established media and entertainment industry, with significant investments in immersive technologies like virtual reality (VR) and augmented reality (AR). London, in particular, is a hub for creative and digital industries, fostering innovation in immersive experiences.
- For instance, developers behind the GBP 1.3 billion (USD 1.6 billion) overhaul of London’s Olympia venue partnered with Oxford Innovation Space and Media City Immersive Technologies Hub for an innovative initiative. The "Outside->In / Inside->Out" challenge, part of the 'Unlock the Future' accelerator program, seeks to meld physical and virtual realms using immersive technologies. Construction is slated to commence in 2025 on the GBP 1.3 billion (USD 1.6 billion) redevelopment, set to establish a sprawling 2.25 million sq ft district dedicated to arts, entertainment, and exhibitions. Deutsche Finance International (DFI) and Yoo Capital are at the helm, financing and managing the project, with fresh conference facilities debuting in 2026.
- With initiatives and funding to foster growth, the UK government and private sector have actively championed innovation in the immersive entertainment arena.
- For instance, in July 2024 - Luminous XR, a UK-based pioneer in extended reality (XR) software, secured an additional GBP 1 million (approximately USD 1.25 million) in funding from the North East Venture Fund. This fund is backed by the European Regional Development Fund and is managed by Mercia Ventures.
- The United Kingdom, known for its tech-savvy populace, showcases a pronounced trend of early technology adoption, positioning it as a pivotal market for immersive entertainment offerings. For instance, a 2023 survey by Ofcom (the Office of Communications) revealed that 6% of UK respondents owned a VR headset. Notably, ownership was more prevalent among those aged 16-24 and 35-54, with 9% and 8% respectively claiming to own a headset.
Europe Immersive Entertainment Industry Overview
Europe's immersive entertainment market is fragmented, with major players like Meta Platforms, Inc., Microsoft Corporation, etc. Players in the market are adopting strategies such as partnerships and acquisitions to enhance their product offerings and gain sustainable competitive advantage.
• August 2024: ExCeL London, a member of the ADNEC Group, was set to unveil Immerse LDN, the United Kingdom's largest immersive entertainment district, located in London's Royal Docks. This initiative promises fresh after-hours and hospitality avenues for the events sector. Covering an expansive 160,000 square feet, the development will host top-tier immersive experiences and unique productions in its newly built venues. The goal is to unite leading figures from TV, film, music, art, and gaming. This endeavor builds on the triumph of previous attractions, such as Jurassic World: The Exhibition and Disney100: The Exhibition, which drew over 600,000 ticket sales together.
• May 2024: Max, the upgraded streaming service from Warner Bros. Discovery, has rolled out its European marketing campaign, gearing up for its debut in select European nations. The campaign aims to introduce the Max brand and its extensive content lineup to audiences in 20 countries spanning the Nordics, Iberia, and Central and Eastern Europe. Kicking off with an anthem TV spot, viewers embark on an immersive journey, exploring diverse worlds.
Europe Immersive Entertainment Market Leaders
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Meta Platforms, Inc. (Meta)
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Microsoft Corporation
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HTC Corporation
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Barco NV
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Magic Leap, Inc.
*Disclaimer: Major Players sorted in no particular order
Europe Immersive Entertainment Market News
- July 2024: In a crucial move for the entertainment and gaming sector, London is gearing up to unveil the first-ever Social Immersive Entertainment Expo (SIEX) in January 2025. Centered on the rapidly expanding realm of immersive social entertainment, this event is scheduled from January 14th to 16th at ExCeL London. Notably, it is being held alongside the renowned EAG Expo Europe. The debuting expo promises a special zone spotlighting video gaming and esports betting alongside a host of other attractions.
- June 2024: RWS Global, a leader in live immersive entertainment, forged a long-term exclusive partnership with CAMP, a company specializing in family experiences. Leveraging its decades of expertise, RWS Global is set to enhance CAMP's intellectual property-driven show model.
Europe Immersive Entertainment Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definitions
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
4.1 Market Overview
4.2 Industry Ecosystem Analysis
4.3 Use Case of Enabling Technologies
4.3.1 Flat User Interfaces for 2D Experience
4.3.2 Extended Reality (3D)
4.3.3 Natural and spatial interfaces
4.4 Key Case Studies of Entertainment leveraging Immersive Experiences
4.4.1 Merlin Entertainments and Immersive Gamebox
4.4.2 FlixBus
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Creative Success in the Entertainment Industry is driving the Revenue Growth in the Sector
5.2 Market Challenges
5.2.1 Sustainablility and growth expansion in the immersive enteratinment sector remain challenging
6. MARKET SEGMENTATION
6.1 Application
6.1.1 Themed Entertainment
6.1.2 Haunted Attractions and Escape Rooms
6.1.3 Immersive Theaters
6.1.4 Experiential Art Museums
6.1.5 Other (includes Exhibitions, etc.)
6.2 Geography
6.2.1 United Kingdom
6.2.2 Germany
6.2.3 France
6.2.4 Rest of Europe
7. COMPETITIVE LANDSCAPE
7.1 Company Profiles
7.1.1 Meta Platforms, Inc. (Meta)
7.1.2 Microsoft Corporation
7.1.3 HTC Corporation
7.1.4 Barco NV
7.1.5 Magic Leap, Inc.
7.1.6 Samsung Electronics Co., Ltd. (Samsung Group)
7.1.7 Apple, Inc.
7.1.8 Sony Corporation
7.1.9 Qualcomm Incorporated (Qualcomm Technologies, Inc.)
7.1.10 Unity Software, Inc.
- *List Not Exhaustive
8. INVESTMENT ANALYSIS
9. MARKET OPPORTUNITIES AND FUTURE TRENDS
Europe Immersive Entertainment Industry Segmentation
Immersive Experience describes how deeply an audience connects with a narrative and its crafted reality or fictional universe. This term applies to various media, including film, video games, virtual and augmented reality, and interactive theater.
The European immersive entertainment market is segmented by application (themed entertainment, haunted attractions, and escape rooms, immersive theaters, experiential art museums, and others), by geography (United Kingdom, Germany, France, Rest of Europe). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| Application | |
| Themed Entertainment | |
| Haunted Attractions and Escape Rooms | |
| Immersive Theaters | |
| Experiential Art Museums | |
| Other (includes Exhibitions, etc.) |
| Geography | |
| United Kingdom | |
| Germany | |
| France | |
| Rest of Europe |
Europe Immersive Entertainment Market Research FAQs
How big is the Europe Immersive Entertainment Market?
The Europe Immersive Entertainment Market size is expected to reach USD 29.21 billion in 2024 and grow at a CAGR of 24.38% to reach USD 86.93 billion by 2029.
What is the current Europe Immersive Entertainment Market size?
In 2024, the Europe Immersive Entertainment Market size is expected to reach USD 29.21 billion.
Who are the key players in Europe Immersive Entertainment Market?
Meta Platforms, Inc. (Meta), Microsoft Corporation, HTC Corporation, Barco NV and Magic Leap, Inc. are the major companies operating in the Europe Immersive Entertainment Market.
What years does this Europe Immersive Entertainment Market cover, and what was the market size in 2023?
In 2023, the Europe Immersive Entertainment Market size was estimated at USD 22.09 billion. The report covers the Europe Immersive Entertainment Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Europe Immersive Entertainment Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Europe Immersive Entertainment Industry Report
Statistics for the 2024 Europe Immersive Entertainment market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Europe Immersive Entertainment analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
Europe Immersive Entertainment Market Report Snapshots
