MAADIGITAL Innovation SuperNetwork Case Study

Location: Northern Design Centre, Gateshead
Sector: Digital

MAADIGITAL is a creative agency whose focus is on developing content for Augmented Reality (AR), Virtual Reality (VR) and video. They combine the latest immersive technologies including Artificial Intelligence (A.I) and AR to develop novel solutions for clients keen to adopt cutting-edge technologies.

Innovation Intervention by the Innovation SuperNetwork

MAADIGITAL received 20 hours of intensive support throughout 2019/2020.

What was the issue or problem MAADIGITAL needed support with?

MAADIGITAL are experts in truly innovative immersive technology and can see the potential use for this work in a host of sectors, however they needed help in growing their pipeline of commercial opportunities and came to the Innovation SuperNetwork for support in accessing new markets for innovation.

What did the Innovation SuperNetwork do to support MAADIGITAL?

Innovation Manager Graeme Miller provided intensive support to help the innovative tech company to develop their services for commercial markets through the VRTGO Cluster. Providing expert intervention in open innovation, developing an innovation plan, helping MAADIGITAL understand what potential clients might want from them, and packaging and articulating their offer to make the often very technical world of immersive technology accessible to a wider potential client-base.

Graeme supported MAADIGITAL in accessing markets by supporting their approach to major corporate Siemens in two separate waves. In the first wave (2019) the team invited MAADIGITAL to attend a challenge with Siemens Energy team. Siemens wanted to use AR/VR to visualize data as part of a Smart Energy Network Demonstrator (SEND) project they had been developing with Keele University. The Innovation SuperNetwork framed the challenge and worked with MAADIGITAL to develop a response. Graeme also facilitated introductions.

In the second wave (2020), again the SuperNetwork framed the problem from Siemens, this time a challenge to use AR / VR to understand and visualise the national electric charge point infrastructure and introduced MAADIGITAL to the project. Known as the MEDA Energy Demonstrator challenge, MAADIGITAL have been offered funding to develop a use case for the data which may lead to future work in this area.

Simultaneously, Graeme supported another SME, Hexis Labs, in securing a grant to deliver an immersive technology project. He then facilitated the relationship between Hexis and MAADIGITAL resulting in a contract to work together.

MAADIGITAL also showcased their offer through the VRTGO Cluster to an architectural audience (January 2019), and via the XR Showcase (June 2019).

Productive impact

• Secured the SEND Challenge contract with Siemens, worth £50,000 in revenue to date, with a new phase starting in January 2021.
• Offered £4,000 to develop a use case for the Siemens MEDA energy demonstrator challenge, with potential further work in this area.
• Secured a new contract and new partnership with Hexis Labs, worth £15,000 in revenue.

Support from the Innovation SuperNetwork has helped us to commercialise our immersive tech offer. Without this help we wouldn’t have secured three major contracts, which in turn have increased our profile both regionally and in the AR/VR sector.