Interview with Advisory Board Member Matthijs Leendertse: 'IX is not a gimmick; it's a new platform for creativity and social impact'

The Advisory Board of CIIIC consists of 21 carefully selected members who provide solicited and unsolicited advice on substantive main lines to our program team. As representatives of the IX community and ambassadors of IX in the Netherlands, they are crucial for the connection with the industry. But who are these members, what do they do, and—most importantly—how do they view IX?

In part 9, Matthijs Leendertse, media economist and innovation strategist.

Who are you, what do you do?

‘I am Matthijs Leendertse, media economist and innovation strategist. For over 25 years, I have worked at the intersection of media, technology, and society. At Erasmus University Rotterdam, I teach about media, innovation, and policy, and I conduct research on public value: which media create impact and what choices precede them. At the same time, I am deeply involved in practice, including as head of education at SpaceBuzz, a foundation that aims to inspire children through XR and the ‘Overview Effect’ to become changemakers for the Earth. I also work with Dutch public broadcasters and the EBU (European Broadcasting Union) on their digital strategies.’

Why immersive technology? What's in it for you?

‘Immersive technology touches on something essential: the ability to truly draw people in – to foster insight and empathy through experiences. That's exactly what has driven me for years.

During my time at TNO (where he worked from 2006-2012, ed.), we developed interactive learning tools with War Child for children in refugee camps. Through these digital experiences, they could still gain access to a form of education, despite the circumstances. That project truly showed me the power of technology: how it can offer perspective where almost nothing else can.

Nowadays, I develop educational experiences at SpaceBuzz, where we take children on a lifelike space experience via XR, with André Kuipers as the captain of the virtual space vehicle. They experience the famous ‘Overview Effect’, the profound realization of the beauty and fragility of our planet from the perspective of space. Astronauts who view the earth in its fragility feel deeply connected and responsible.

Research in collaboration with Tilburg University shows that our XR experience evokes the same connection with the earth in children and increases their willingness to take action for the planet. This experience is part of a broader educational program in which we deepen that motivation with teaching materials that not only provide insight but also knowledge, skills, and the confidence to make a difference themselves. For me, that's where the power of immersive technology lies: not just wonder, but real impact, provided it's embedded in a meaningful context.

And to be honest: I'm also just a huge nerd. New technology? I want to understand how it works and how to use it smartly.’

Why are you on the advisory board of CIIIC?

‘The Netherlands has enormous potential in the immersive domain, but the step to structural scale and application sometimes remains elusive, especially in the public sector. On the advisory board of CIIIC, I want to contribute to strengthening IX innovation with an eye on strategy and societal impact. Not just thinking from a technology perspective, but also from the bigger picture: how do we move forward, how do we make social, cultural, and economic impact.’

What is your IX dream?

‘My dream is for immersive experiences to be used consciously and thoughtfully in social sectors, and not just as a technological gimmick. I believe in a European and Dutch approach where IX becomes part of public infrastructures, from culture and education to healthcare. As a creative platform, IX can contribute to public value and new forms of (digital) engagement. This requires vision, but also courage.’

Which developments in IX do you think deserve reinforcement?

‘Firstly: the social component. We should not only use IX for individual experiences, but also for collaboration, dialogue, and collective experience. This is essential for a society that wants to live together.

Additionally, I see that platformization is increasing. Large tech companies are also trying to make their infrastructure and software dominant in the immersive space. If we want to build an independent ecosystem in Europe, we need to enable companies to truly scale. This means developing economic strength. Not just creating beautiful prototypes, but building and supporting sustainable, internationally competitive companies. Otherwise, we remain users of technology from Chinese and American companies.’

How do you view public values within IX?

‘I like to distinguish between working from public values and realizing public value. Working from public values means, for example, transparency, inclusivity, interoperability, and protecting vulnerable groups. In short, it's the way you innovate.

But public value as impact is ultimately the compass you work towards. What do you want to achieve? For whom? And why? You need to make this explicit in design and creation, and then dare to analyze it. Not only quantitatively, but also qualitatively. What people experience, feel, and take away is just as important as numbers.

By working from public values and focusing on creating public value, you can make a difference with the use of IX.’

What would you like to share with the community? And how can people find you or involve you in their projects?

‘Use immersive technology to make a change, not just to amaze. Use it where it matters. And collaborate, because that's where innovation accelerates.

I am happy to think along or work on ideas or projects where IX not only says ‘wow’ but also ‘why’. You can find me via LinkedIn or through CIIIC: adviesraad@ciiic.nl.’

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Photography: Ben Houdijk