Digital Catapult has invested £400,000 in DeepTech startup Immersely to expand across the UK’s creative industries.

Immersely says its tool – which uses deep machine learning and anonymised biometric data such as heart rate, stress levels, and engagement patterns, to determine how video game players emotionally respond to the content they experience – could redefine the creative economy and fuel a steady pipeline of compelling new content, particularly in the design and development of video games.

By applying emotional intelligence, the system identifies which elements enhance player enjoyment and which diminish engagement, providing valuable insights for future game design and development. This helps game developers and studios to predict how a game will perform before release and deliver real-time, adaptive content as players interact with the game.