12. Developing a capabilities ecosystem for creative immersive content: lessons from PROTO innovation hub

This chapter advances theory and practice in the field of business and management by exploring the impact of digital disruption on the UK creative industries in a global market. Specifically, the chapter focuses on the convergence of augmented reality, virtual reality, and virtual production, and their transformative effects on creative immersive content. By examining a case study of a UK-based innovation hub, PROTO, the chapter proposes a capabilities ecosystems framework to understand the role of dynamic capabilities in developing and managing digital innovation ecosystems for creative immersive content that could be applicable throughout the world. This research is significant as the creative industries, which have been growing at a rate 1.5 times faster than the wider economy over the past decade and contributing £108 billion in gross value added annually, are considered a remarkable success story for the UK on a global scale. This research bridges the gap between theory and practice and contributes to the advancement of knowledge in the field of digital disruption in the creative industries.