November 20, 2024
UNWRAP Festival 2024: How gaming is shaping the future of entertainment
Kortrijk, once primarily known as a historic border city, is now the beating heart of the international gaming world. It’s no coincidence that the UNWRAP Festival, a place where technology and creativity intersect, is being held here for the fourth time. This year, in collaboration with VRT, UNWRAP developed a special program focusing on the growing integration of games and media.
For this occasion, VRT brought together several international experts who shared their insights with the audience. This was made possible by Future Media Hubs: an international network supported by VRT and RTBF, in cooperation with the Flemish government’s Department of Culture, Youth, and Media. The network’s goal is to foster knowledge sharing among European media companies. Read on for a report on the insights that will help us work more innovatively in the future.
Connecting and uniting
What makes UNWRAP unique is its ability to connect the entertainment industry. The festival perfectly aligns with VRT’s innovation department, which focuses on blending technology and creativity. By supporting creators developing new formats to reach hard-to-reach audiences, VRT creates room for experiments aimed at the future. Examples include the presence of "De Warmste Week" and Ketnet in Roblox.
In addition to inspiring presentations, UNWRAP offers extensive opportunities to network with colleagues in the media sector. The Career Fair strategically sought new talent, no coincidence given that the Game Technology program at Howest is based in Kortrijk. Additionally, various business models were presented at UNWRAP. Questions like “How do you position your product in the global market?” and “How do you compete against international platforms?” have never been more relevant for public broadcasters.
Furthermore, Seeds & Growth for Media, a Flemish incubation program for start-ups, gave five promising game companies the chance to present their products to an audience of experienced professionals and potential investors. Pitching at events like UNWRAP provides these start-ups with extra visibility and stimulates their growth in Flanders and Europe—something invaluable for a young company.
Oasis: A platform for media innovation
VRT was not just a spectator at UNWRAP. During the event, they introduced the public to Oasis, an ambitious project by the Flemish Government in collaboration with VRT, DAE Research, Sputnik Media, Uncanny, ThePack, and Howest. Oasis explores how innovative tools, such as artificial intelligence (AI) and gaming technology, can be used to develop new media formats. This project demonstrates how AI and gaming technology can make media productions more accessible and affordable without compromising quality.
Two projects showcased this ambition at UNWRAP. VRT highlighted “Plankgas naar de Spelen”, a TV show created using live-controlled 2D avatars. Sputnik Media and ThePack presented their exploration of motion capture techniques for controlling virtual humans in a new fiction series.
A glimpse into the future
During presentations by international members of the Future Media Hubs network, one theme repeatedly emerged: transmedia—where the audience becomes part of the story—is becoming the norm in the entertainment industry. For Gen Z and Alpha, who grew up with seamless transitions between media and interaction, gaming platforms like Roblox and Fortnite have become more dominant than traditional social media like Instagram and Facebook. It’s therefore logical that the boundaries between TV and games are blurring. As the leap from linear to interactive content becomes smaller, experimenting with the integration of gaming technology into media productions is increasingly crucial. A successful example of this is the use of game engines in producing the Gala van de Gouden K’s.
Embracing innovation
If there’s one lesson to be learned from an event like UNWRAP, it’s that media companies must embrace the innovative tools available today. The entertainment world has never grown faster, and those who fail to experiment now will inevitably fall behind. UNWRAP offers a chance to stay informed and even take the lead in this evolution rather than watching from the sidelines.
