The immersive and interactive content that cuts across media and entertainment is also being transformed by London startups using AR, AI and live audience engagement.

The world of media and entertainment in London is fast changing as a flood of innovative startups have become trendsetters in the world by introducing a new era of combining the art of storytelling and the use of advanced technology. In Shoreditch and Soho, digitally armed inventors of hybrid experiences define themselves as filmmakers, influencers and developers who have the tools to immersify their live streams, interactive fiction and short story videos.

Such media startups are reshaping the process of content production and monetization. Creators can currently interact with viewers live via viewer polls, gamification, and branching narratives, all using new capabilities of online platforms. Such online gaming sites as interactive bingo are, for example, no longer the actual games as much as they have evolved to resemble chat shows and community-based games.

Tech City of East London leads the drive through this evolution as it created applications that enhance the entertainment experience to be more of a participatory and personalized experience. These startups are creating platform-agnostic brand experiences that have a global appeal that can travel way beyond the UK, transforming local innovation into exportable entertainment products.

The cultural diversity and the availability of talent in the city further drive the city into being a media and entertainment hub. AR, AI-created voices, and motion capture are tools that are putting creators in a position to transform narratives into new forms and redefine the act of performing in the digital space.

As the architecture of London takes technology and media in the hands of its creators and combines it with interactivity, the capital is bound to participate in the new story of digital entertainment.