Voices from the field: Tom Hameeuw
As part of the Belgian XR Report 2025, we’re giving the floor to voices from the field. Professionals from across XR Valley’s key sectors share their views on the current state and future potential of XR in Belgium. From education to industry, culture to healthcare — where do we stand today, and where could we be headed next?
This edition: Tom Hameeuw (The Pack) from the perspective of Entertainment & Media
“When I look at where we stand today in media and entertainment, it’s clear we’ve crossed a point of no return. Audiences no longer experience culture, TV, or live events in one fixed location. Instead, they move fluidly between physical and digital worlds, where hybrid formats and immersive experiences are fast becoming the norm. That shift has deeply shaped how I approach innovation at The Pack, the creative production company I co-founded in 2006.”
“Over the years, The Pack has grown from a visual effects studio for advertising and film into a full-spectrum content creator, investing early in new technologies: from 3D scanning and virtual production to LED walls, game engines, and generative AI. Since 2015, our innovation pipeline has increasingly revolved around real-time technologies, which led to the launch of our spin-off SYNK. With SYNK, we develop tools that bridge different creative software and streamline complex workflows. Our goal is to make it easier for teams to work together, reuse 3D assets, and shift effortlessly between platforms—whether they’re building for cinema, games, or immersive XR experiences.”
“At the core, we’re using gaming technology not just to serve the gaming industry, but as a backbone for storytelling across cinema, TV, and extended reality. This cross-pollination of formats isn't just creatively exciting—it’s also smart business. Clients get more value from their assets, and we can deliver faster, more flexible, and more immersive experiences across the board.”
“But innovation doesn’t happen in isolation. As technology accelerates and the industry faces rising costs, shifting user behaviors, and global competition, the need for collaboration has never been greater. That’s why I strongly support initiatives like XR Valley and the new Entertainment & Technology cluster (ENT.A), which bring together Belgian companies from gaming, media, events, and culture. We need shared spaces—physical and virtual—where creators, developers, and entrepreneurs can experiment, learn, and build the future together.”
“I'm genuinely looking forward to the upcoming XR ecosystem report. It will be a crucial tool to help fine-tune our strategy and better understand how we can collectively push Belgium forward as a leading European hub for immersive entertainment.”
Curious to learn about all insights, data, and real-world cases from Belgium’s XR ecosystem?
Check out the Belgian XR Report 2025