The University of Warwick's iconic Faculty of Arts building provided the backdrop for a showcase event bringing together industry leaders to experience how the West Midlands CreaTech cluster is thriving. Local businesses demonstrated the strength of their innovation in the creative industries, an increasingly complex and fast paced sector in a rapidly evolving digital landscape.
Driven by its mission of fusing creativity and technology to imagine, make and deliver a better world, Warwick CreaTech brings together expertise from across science and the arts, connecting researchers with industry partners to create connections that matter. Through this dynamic, industry-led network, it is building a future-focused ecosystem that supports long-term regional growth and demonstrates the real-world impact of collaborative research and development.
The showcase highlighted how Warwick CreaTech collaborations are pushing the boundaries of innovation across sectors including gaming, immersive media and digital content.
Dave Hollis from Fusion CreaTech Lab said: "Our partnership working with the regional games cluster has demonstrated how research can be embedded into game development to improve different aspects of a game. Warwick's psychology department has analysed tens of thousands of Steam player profiles to understand what drives engagement in one specific game, particularly around wish listing, which is critical to the game's success. Their insights have led to real design changes and a significant increase in player interest.
"Warwick psychologists have also worked closely with another studio to embed authentic psychological principles into a game narrative around PTSD, ensuring players not only engage with the story, but come away feeling better. In fact, when we tested the game with students, every participant reported a positive emotional impact.
"For Fusion CreaTech lab, these CreaTech collaborations have been invaluable. We've been able to utilise our Warwick's cutting-edge facilities and world leading research eco system to support game development in the region."
The event, hosted by Warwick CreaTech's Advisory Board, showcased the strength, structure and scale of the regional creative technology ecosystem and set a clear direction for future growth through the presentation of a new report, Where Creativity Meets Code, the region's first data-driven definition of CreaTech.
Demonstrating how ideas, talent and technologies flow across sectors to generate high-value economic impact, the report provides a robust evidence base to support existing programmes while shaping future activity and investment. It also introduces a replicable framework to map and grow CreaTech clusters across the West Midlands and beyond, reinforcing the region's position as a leader in creative technology innovation.
Speaking following the event, The Rt Hon Greg Clark, Executive Chair of Warwick Innovation District, said: "Our commitment to creative technology is grounded in exploring new possibilities with our partners and building the capacity the region needs to thrive. By bringing together leading thinkers in CreaTech, we are driving innovation that strengthens the West Midlands and shapes what comes next.
"The CreaTech Advisory Board valued the opportunity to meet regional partners whose creativity and ambition reflect the future direction of the sector. They particularly enjoyed seeing how local innovators are developing technologies that strengthen the region's creative and digital ecosystem."
With a strong evidence base now in place and a growing community of collaborators, Warwick CreaTech is well positioned to continue driving innovation, strengthening the regional economy, and shaping the future of creative technology in the UK.
