There are a few VR companies which come and go within the industry, but few are as quite as exciting as veterans Steve Dann and Tanya Laird making their own stamps with several other top directors.

Launched on 20 October, Disruptive Reality is a new studio combining the industry expertise of five member companies Digital Jam Ltd, Revolution Software, Amplified Robot/Medical Realities, Spearhead Interactive and Augusto, are focused on immersive entertainment as its focus.

The Disruptive Reality Coalition Directors include industry veterans Tanya Laird CEO of Digital Jam, winner of a Women in Games Award 2016 and Vice Chair of BAME in Game; Charles Cecil MBE, CEO of Revolution Software, creators of the Broken Sword franchise; Steve Dann, CEO of Amplified Robot, co-founder of Medical Realities and President of the London chapter of the VRAR Association; Dan Riley, CEO of Spearhead Interactive and Leon Kirkbeck, Managing Director of Augusto.

Tanya Laird, CEO of Disruptive Reality and Founder of Digital Jam Ltd, said: “By bringing together cross-industry immersive technology expertise we have been able to create an entirely new line of revenue for existing franchises or new Intellectual Property that clearly demonstrates the commercial value of VR and immersive formats as a new line of business within existing monetisation models.

“This could mean anything from creating live action 360 movies that allow a user to feel like they are participating rather than observing, through to escaping from a horror movie in real life thanks to Immersive Theatre techniques. The virtual reality industry is still emerging and ripe for new innovative formats – ones we intend to explore at Disruptive reality.”

What is very exciting in particular are the partnerships which the company is making. James Dean , Co-Managing Director at ESL UK said “We’re very excited to be working closely with Disruptive Realities at the forefront of immersive technology collaborating to develop new experiences within eSports.The digital nature of the eSports content we produce and the demographic watching provide a perfect foundation for the adoption of immersive technologies.”

Jon Corner , CEO at The Landing, a digital enterprise hub at the heart of MediaCityUK where SMEs work alongside large media and tech firms, said “At MediacityUK we have fantastic interconnections with companies driving different aspects of the VR and AR technology jigsaw. But I see our Disruptive Reality partnership as a way of opening doors for new ideas and types of content to be explored by emerging talent. The facilities here at The Landing will enable that talent to access technology and the expertise of the Disruptive Reality coalition. It’s a unique partnership for the UK and I’m delighted to be joining the coalition”