Reflecting on SXSW Ireland House
The immersive technology sector in Ireland is booming, and thanks to Creative Ireland’s support, Eirmersive had the incredible opportunity to showcase the best of what our talented creators and innovators have to offer at Ireland House at South by Southwest (SXSW) in Austin Texas from 9th – 11th March 2025. This included Eirmersive member companies having the opportunity to meet with and present to Taoiseach Micheál Martin.
For those unfamiliar with SXSW, it is one of the most influential global events for creativity, technology, and innovation. Attendees from all over the world gather in Austin, Texas to discuss, discover, and celebrate the future of industries ranging from tech to music, film, and interactive media. What makes it unique is the intersection of creativity and business – it’s where new ideas get their big break, where deals are made, and where global connections are formed. It’s where the future happens.
In 2025, Eirmersive, with Creative Ireland’s crucial backing, was able to secure a spotlight at SXSW at Ireland House – a venue dedicated to showcasing Ireland's talent, hosted by Enterprise Ireland, Department of Foreign Affairs and Screen Ireland. Ireland House not only offered a platform for promoting Irish innovation but also served as a hub for networking with industry leaders, investors, and creative professionals.
The Opening Night of Ireland House featured a showcase of several immersive experience, co-hosted by Eirmersive and Screen Ireland. It offered an opportunity for seven immersive companies to present their work to an engaged and curious audience. The companies presenting at the showcase were Volograms, Imvizar, Glasseye, Adaptas, The Performance Corporation, with Eirmersive showcasing winners of Screen Ireland and Animation Ireland’s Innovation and Immersive Development Fund - AdventurVerse Studios and Algorithm. With over 200 attendees from various fields – including Irish-American business-people, investors, and creative professionals – the opening night at Ireland House was packed with energy. For me personally, it was the realisation of a long-held dream to see such a diverse and talented group of Irish creators come together to shine on the global stage at SXSW.
Conversation and conviviality at Ireland House
The impact of Creative Ireland’s support went far beyond just the event itself. The conversations and collaborations that started during our time in Austin will reverberate long into the future. We witnessed Irish companies fostering new partnerships with key players in the US and beyond, exploring joint ventures and potential projects. Many of the companies had one-on-one meetings with investors, potential clients and industry leaders. They spoke on global podcasts, opening up pathways for future funding, collaborations, market expansion and development.
Another incredible moment occurred when I had the privilege of speaking with Taoiseach Micheál Martin at a closed event at Ireland House. I had the opportunity to share with him how attending SXSW plays an important tole for Eirmersive member companies in fostering US-Irish business connections. I also spoke about how the US immersive and 3D studios are increasingly looking to Ireland as a prime location to base their operations, thanks in no small part to Ireland’s supportive ecosystem for the sector.
The final morning was equally inspiring, as it provided the Eirmersive delegation with the chance to dive deeper into specific projects and opportunities. We participated in panel discussions about the power of spatial storytelling in learning, entertainment, and tourism – areas where immersive technology can truly revolutionise experiences and engagement.
Camille Donegan making introductions at Ireland House
Throughout the entire event, one of the most inspiring aspects was the sense of camaraderie and support among the Irish delegation. Going to SXSW as a business owner or founder can often be daunting. But with Creative Ireland’s support and the backing of fellow delegates, we had each other’s backs every step of the way. We introduced each other to key contacts, promoted each other's work, and encouraged one another to explore new opportunities.
As we look ahead, the possibilities seem vast. The momentum generated by our time at SXSW is only the beginning. Ireland is now firmly positioned at the forefront of the immersive technology sector, and the future is bright for Irish companies looking to expand and thrive in international markets.
Once again, a huge thank you to Creative Ireland for making this incredible journey possible. We look forward to seeing what the next chapter holds as we continue to build on the connections and collaborations established in Austin. Here’s to the future of Irish innovation in immersive tech!
~ By Camille Donegan