XR Stories and SIGN

What XR Stories and SIGN does

XR Stories is a University of York research and innovation project that supports R&D in extended reality (XR) and next-generation convergent media technologies for the creative industries. Founded in May 2019, it operates a state-of-the-art immersive technology laboratory in York's historic Guildhall, providing access to virtual production, virtual characters and performance capture, virtual archiving, virtual reality, spatial audio, motion capture, 3D capture, and 360 filmmaking equipment (including Unreal Engine-based workflows). Its customer base spans creative SMEs and freelancers, artists, University of York researchers, students, heritage and cultural organisations (JORVIK Viking Centre, National Coal Mining Museum, National Science and Media Museum), and media sector clients (ITV Emmerdale, Northern Ballet, Pilot Theatre, Tyke Films).

The business model is not commercial revenue; XR Stories is funded primarily through the European Regional Development Fund (ERDF), the Arts and Humanities Research Council (AHRC), and the York and North Yorkshire Combined Authority. All programmes and facilities are offered free to eligible participants in York, North Yorkshire, and the Leeds City Region. Core service lines include the Creative R&D Residency Programme, Facilities Hire, Creative Innovation Sessions, Creative and Digital Technology Skills Training, and Creative Industries Research. The XR Network+ programme extends its mandate to a UK-wide digital economy research agenda for virtual production. SIGN (Screen Industries Growth Network) operates as a sister project, sharing the Guildhall space and collaborating on research initiatives.

Recent strategic moves include the 2022 relocation to the Guildhall, the launch of XR Network+, publication of the York and North Yorkshire Creative Industries evidence report (March 2025), and the 2025 'Extending XR' skills training programme funded by the Mayor's Skills Innovation Fund. The organisation has produced over 40 XR projects with regional SMEs, supported by a team of 11-50 staff including Director Damian Murphy, Deputy Director Emma Brown, and Associate Director John Rose-Adams.

Name

XR Stories and SIGN

Legal name

XR Stories (University of York)

Website

https://xrstories.co.uk/

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

XR Stories is a University of York R&D project providing free XR (virtual production, VR, AR, spatial audio, motion capture) facilities, residencies, and skills training to creative SMEs, artists, and researchers across York, North Yorkshire, and the Leeds City Region.

Ownership category

akta.pro rank

Product category

Immersive Technology R&D Services

NAICS

Motion Picture and Video Industries (5121), Software Publishers (51321), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Other Computer Related Services (541519)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

XR/AR/VR/MR Development Frameworks & Toolchains (MPAFAFAF)

akta.pro secondary industries

Creator Tools & Content Pipelines for Immersive Learning (VR lesson builders, 3D asset workflows) (EDAFAJAL), VR/AR/XR Game Studios (MPAFAAAE), Virtual Field Trips & Experiential Learning Environments (Museums, Geography, History) (EDAFAJAG), Digital Twins & Scenario-Based Systems Training (Equipment/Process Simulators) (EDAFAJAJ)

Keywords

• Extended reality research
• Immersive technology lab
• Virtual production services
• Creative industries R&D
• XR training programmes

Headquarters

HQ city

Elland

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Infrastructure, Operations

Revenue model

1. Grant Funding and Public Funding: XR Stories is a publicly funded R&D support initiative. The project is funded by the European Regional Development Fund (ERDF), Arts and Humanities Research Council (AHRC), and operates as part of the University of York's research and innovation ecosystem. Revenue is generated through grant funding rather than commercial revenue streams.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels8 records

Core offering

XR Stories is a publicly funded research and innovation project of the University of York that supports businesses, creative practitioners, and researchers working in extended reality (XR) and next-generation convergent media technologies. It operates an immersive technology lab providing facilities, equipment, and specialist technical staff for virtual production, motion capture, spatial audio, VR, and 3D capture projects. Services are delivered through R&D residencies, facilities hire, skills training, and policy research, with all offerings provided free of charge to eligible participants across the York and North Yorkshire region.

Product overview

XR Stories is a University of York research and development project that functions as a comprehensive support ecosystem for extended reality (XR) and digital storytelling innovation. The core offering is the Immersive Technology R&D Lab, which provides state-of-the-art facilities and specialist expertise. This is supported by the Creative R&D Residency Programme, enabling external creatives to access the lab for project development, and Creative Innovation Sessions for shorter-term innovation support. Facilities Hire offers equipment and workspace rental. XR Network+ leads national research agenda development for virtual production. Skills Training provides masterclasses and technology training. Creative Industries Research delivers evidence-based policy guidance. Together, these interconnected offerings form a complete pipeline from facility access and skills development through to research leadership and policy influence for the immersive content sector.

Differentiator

Problem solved

Functional benefit

Brands

• XR Stories Podcast: A ten-part podcast series exploring extended reality and storytelling, hosted by Creative Producer John Rose-Adams.
• Creative R&D Residency Programme
• Extending XR
• Immersive Digital Accelerator
• Mayor’s Skills Innovation Fund Programme

Products and services

• Creative R&D Residency Programme A programme enabling artists, creatives, technologists, freelancers, and small businesses to access specialist support and infrastructure at the University of York for up to five days to incubate new ideas and carry out productive R&D on XR projects.
• Immersive Technology R&D Lab A specialist facility providing infrastructure, equipment, and technical support for research and development in extended reality (XR) and next-generation convergent media technologies. Includes equipment for virtual production, virtual characters and performance capture, virtual archiving, virtual reality, and spatial audio technology.
• Facilities Hire Equipment and workspace rental service allowing businesses, creative practitioners, and researchers to use XR Stories' immersive R&D lab facilities and cutting-edge technologies on a year-round booking basis.
• Creative Innovation Sessions Sessions providing creative professionals with access to the XR Stories lab, technical expertise, and innovation support to develop immersive storytelling projects and explore new XR concepts.
• XR Network+ A UK-wide research network project establishing the digital economy research agenda for content creation and consumption in virtual production and related technologies, building a collaborative research community for the future of virtual production.
• Creative and Digital Technology Skills Training Training programmes and masterclasses in spatial audio, motion capture, 3D capture, 360 filmmaking, pitching ideas, and XR storytelling for businesses and individuals in the York, North Yorkshire, and Leeds City Region areas.
• Creative Industries Research Research services producing evidence, analysis, and recommendations to guide policy, innovation, and investment decisions for the creative and digital sectors, including the York and North Yorkshire Creative Economy Census and evidence-based policy development.

Named customers10 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

20 partnerships are on record, tiered core and minor.

• University of YorkcoreStrategic or Co-development PartnerXR Stories is a University of York project. The university provides academic backing, research expertise, and institutional infrastructure. The project advances research activities and accelerates student outputs as part of the university's innovation mission.
• XR Network+coreStrategic or Co-development PartnerXR Stories leads and delivers XR Network+, a project to establish the UK's digital economy research agenda for content creation and consumption in virtual production and related technologies.
• SIGN (Screen Industries Growth Network)coreStrategic or Co-development PartnerXR Stories operates alongside SIGN as sister projects supporting the screen industries and digital storytelling in Yorkshire and Humber. Both projects share office space at York's Guildhall and collaborate on research initiatives.
• York and North Yorkshire Combined AuthoritycoreStrategic or Co-development PartnerStrong partnership between XR Stories/University of York and the Combined Authority for policy research and local government investment planning. The Creative Industries evidence report supports the Combined Authority's 10-year delivery plan.
• Bright WhiteminorImplementation/ SI/ Consulting PartnerYork-based creative design consultancy selected to create the immersive installation for JORVIK Viking Centre. Used XR Stories lab for testing.
• York ArchaeologyminorStrategic or Co-development PartnerLong-standing relationship including creation of immersive storytelling experiences at JORVIK Viking Centre and DIG attraction.
• BRiGHTBLACKminorStrategic or Co-development PartnerPartnership delivering the Immersive Digital Accelerator scheme exclusively for women, marginalised genders and LGBTQ+ community in Leeds City Region.
• StoryFutures AcademyminorStrategic or Co-development PartnerCollaboration on the £100k Broadcast Futures immersive experience commission with the National Science and Media Museum.
• National Science and Media MuseumminorStrategic or Co-development PartnerPartner for the £100k immersive experience commission aligned with Broadcast Pioneers exhibition celebrating BBC's centenary.
• MedialeminorStrategic or Co-development PartnerCollaboration on Immersive Assembly artist residency with Viborg, Denmark (UNESCO Creative City of Media Arts). Supported by Arts Council England and Danish Embassy.
• UNESCO Creative Cities of Media ArtsminorStrategic or Co-development PartnerYork is a UNESCO Creative City of Media Arts. XR Stories participates in annual gatherings representing the University of York.
• Sheffield DocFestminorGTM or Marketing PartnerXR Stories co-produced events for the Alternate Realities Summit and showcased funded immersive storytelling projects at the festival.
• Screen YorkshireminorGTM or Marketing PartnerXR Stories research fellow mentors participants in Screen Yorkshire's Beyond Brontës diversity programme supporting underrepresented filmmakers.
• BOP ConsultingminorStrategic or Co-development PartnerCommissioned to analyse the performance of York, North Yorkshire and wider Yorkshire and Humber regions' creative industries.
• York MedialeminorStrategic or Co-development PartnerCollaboration on Absent Sitters project exploring new virtual event concepts for electronic musicians.
• Game RepublicminorGTM or Marketing PartnerJudging panel participation at York and North Yorkshire Game Jam event.
• Revolution SoftwareminorGTM or Marketing PartnerJudging panel participation at York and North Yorkshire Game Jam event.
• XR GamesminorGTM or Marketing PartnerJudging panel participation at York and North Yorkshire Game Jam event.
• York Game Maker's GuildminorStrategic or Co-development PartnerPartnership to host the York and North Yorkshire Game Jam bringing together local digital games professionals, enthusiasts and university students.
• Digital CatapultminorStrategic or Co-development PartnerXR Stories promoted the Augmentor programme for early stage immersive companies developed by Digital Catapult's Augmentor.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• StoryFutures Academy: Royal Holloway-led UK academic R&D centre for immersive and interactive storytelling, explicitly co-delivered with XR Stories on the £100k Broadcast Futures commission. Closest functional analogue as an XR talent and content accelerator funded by UK research councils.
• SIGN (Screen Industries Growth Network): Sister project co-located with XR Stories at York's Guildhall under the Creative Industries Clusters Programme. Both are University of York-affiliated, share office space, and collaborate on screen industries R&D, making this the closest internal peer.
• REWIND: UK-based commercial XR and immersive content studio producing VR, AR, and mixed-reality experiences for global brands. Operates in the same product category as XR Stories' lab output but as a commercial entity rather than a grant-funded research project.
• Inition: Long-established UK immersive technology company delivering VR, AR, and 3D visualisation solutions. Comparable as an XR production and technology service provider serving enterprise and entertainment clients in the same geography.
• UNIT9: Global creative and immersive storytelling studio producing XR, interactive, and branded content. Comparable product surface area to XR Stories' resident studios and overlaps in heritage, cultural, and brand-led immersive commissions.

Broad incumbents

• Digital Catapult: UK-wide innovation accelerator that runs the Augmentor programme for early-stage immersive companies, a programme XR Stories itself promotes. Operates at greater scale and broader scope but plays a comparable role connecting XR startups to infrastructure, mentors, and funding.
• Creative England: National creative industries support and investment organisation. Comparable as a publicly-backed creative economy development body funding talent, IP, and SMEs across the UK, though broader in scope than XR Stories' immersive-tech focus.
• Framestore: UK-headquartered global VFX and immersive content studio with a long heritage in film, episodic, and immersive work. Overlaps with XR Stories on the production side (virtual production, immersive experiences) but at vastly greater scale.

Regional players

• Immerse UK: UK cross-sector network for the immersive technologies community, listed as a partner of XR Stories. Provides industry body, networking, and events functions that overlap with XR Stories' ecosystem-building role across the UK immersive sector.
• Screen Yorkshire: Regional screen agency that runs the Beyond Brontës diversity programme mentored by XR Stories staff. Functions as a complementary funding and development body for the same Yorkshire/Humber creative ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC70y7oE2NjZw0sZA0qo_PLA
• LinkedInlinkedin.com/company/xr-stories-and-sign

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about XR Stories and SIGN