EntertainmentLab: Transforming Entertainment Through Corporate-Startup Partnerships

Laying the Groundwork

Bundl kicked off the project with an intake phase, working together with key stakeholders, including Flanders Investment & Trade (FIT), ​​imec.istart, and Tomorrowland, to establish the project’s ambitions, e.g.:

• Defining the challenges
• Crafting the overall program design, including funnel and processes
• Defining KPIs 
• Outlining what's in it for the startups
• Clarifying expectations for corporate partners

Based on the insights gathered, we were able to establish a roadmap of what the track would look like:

Corporate scouting and selection

Over the next five weeks, Bundl focused on identifying, negotiating with, and recruiting the corporate partners that would work with EntertainmentLab’s first cohort of startups. Key deliverables included:

• A shortlist of potential corporate partners
• Selection and sign-in of corporate partners
• A framework agreement for collaboration

By the end of the track, we were joined by three corporate partners, each tackling a specific challenge:

• Telenet for Crowd Monitoring & Communication
• Brussels Airport for Circularity & Recycling
• d&b group for Immersive Experiences

Our corporate partners played a vital role, providing the industry expertise, reach, and assets that selected startups need to develop their POCs. Based on their input, we were able to define our challenges and startup selection criteria:

As explained by Karen Dams, Strategy and M&A Manager at Brussels Airport:

“For Brussels Airport, innovation is very important in order to always provide the best possible service and a pleasant passenger experience and working environment. Through EntertainmentLAB, we were able to work with startups to support them in developing an innovative solution to encourage circularity & recycling and create more environmental awareness.”

Building the platform

Working closely with imec.istart, Bundl took charge of building the EntertainmentLab platform. This three-week phase involved:

• Designing the application procedure
• Building and launching the website
• Creating the marketing materials (e.g. brochures, presentations, ads)

Our efforts helped ensure the platform was ready to facilitate the startup scouting process, providing all the information startup applicants needed to enter the program. This included program dates, details and deadlines, corporate partners and information about the funding and resources available to selected startups.

 
Over 100 startups from around the world applied to be part of EntertainmentLAB’s first cohort, but only four made it into the program:

• Outsight for Crowd Monitoring & Communication
• Beyond Ordering and Neurogreen for Circularity & Recycling
• Scenery for Immersive Experiences

Raul Bravo, President and Co-founder of Outsight shared his thoughts about being part of EntertainmentLab’s first cohort: 

“Outsight is thrilled to be selected for the EntertainmentLAB's innovation program. This opportunity enables us demonstrate the potential of our Lidar-based Spatial Intelligence Software in the context of such an important event as Tomorrowland. We look forward to working alongside Telenet and our other partners to bring innovative solutions to the entertainment industry."
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Bringing the POCs to life

With our startups and corporate partners on board, it was time to shift the focus to developing the Proofs of Concept (POCs). Bundl facilitated workshops between corporate partners and startups to help:

• Define the POC blueprints
• Align on project goals and timelines
• Define the roles and responsibilities of all parties involved
• Provide expertise, guidance and support

The program culminated in a POC showcase at Tomorrowland 2024, followed by a comprehensive evaluation phase that included:

• Preparing and delivering the POC showcase
• Analysing project outcomes against defined KPIs
• Recommending the next steps for each POC

Mattias Vanderoost, Vice President of New Business Development at Telenet, shared some of his thoughts about the program:

“Innovation is deeply embedded in Telenet's DNA, and we have always championed the advancement of innovation through genuine partnerships. The EntertainmentLab initiative exemplifies this commitment by bringing together a group of startups and Telenet to tackle real consumer challenges. This collaborative environment facilitated a successful Proof of Concept (POC), enabling Telenet to leverage its technological expertise and consumer experience insights. By supporting startups, we transformed a real-world issue into a tangible solution for one of the largest festival venues globally. The insights gained from this initiative will be invaluable as we continue to innovate within the entertainment sector.”

What’s next

EntertainmentLab has set some exciting goals for 2025 to continue shaping the future of entertainment, turning groundbreaking ideas into reality and setting new standards for what's possible in the world of live events and beyond.

For more details and updates, be sure to check out our case page or visit the EntertainmentLab website. 

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