Successful applicants will benefit from an intensive 9-12 month, three phase programme with bespoke support from an innovation and growth specialist throughout.

Get ready: A two-day preparation workshop to build knowledge of the funding ecosystem, develop investment readiness, hone skills to articulate your value proposition and refine your pitch.

Visit the market:  Explore investment and innovation opportunities first-hand by connecting with investors, potential collaborators and partners through pre-arranged meetings and focused networking events.

Exploit the opportunity: An exploitation workshop and one-to-one bespoke support from an innovation and growth specialist to help you follow-up and maximise the opportunities identified through the programme.

To apply for this GBIP, you must:

• be a UK-based technology-led high growth potential company
• operate within the focus themes: i) video games ii) advertising and marketing technologies
• be a company with fewer than 250 employees
• be the CEO, founder, or senior decision maker in the business
• be able to attend all workshops and complete all activities

IMPORTANT: This GBIP is one of three opportunities:

• Finland, Helsinki, Slush: Gaming, Adtech and Martech (Nov 26)
• Japan: Music (early 2027)
• USA, Austin SXSW: Screen and Adtech (March 27)

A company is only able to participate in one of these three GBIPs. Please apply for the most appropriate opportunity that will support your business.

Innovate UK is committed to improving the diversity of who we support. We welcome applications from under-represented groups.

Hosted in Finland, known for being one of the fastest growing startup areas in Europe, Slush is the most globally recognised founder-focused event.  With a focus this year on “Bet on Europe”, Slush 2026 will bring together a curated crowd of visionary founders, investors and global influencers to share knowledge and expertise, make valuable connections and fuel bold new ventures.

Slush 2026 will run a 3-day back-to-back programme of events kicking off with Founders Day, 17th November with workshops, inspiring talks and a chance to share experiences with other ambitious founders.

The main conference takes place on 18th & 19th November providing a packed line up of inspirational speakers, deep dive chats and the opportunity to meet and connect with over 3300 investors and 5800 startup founders in B2B, round table and networking events. 100 startups, selected by Slush, will be given the chance to pitch for investment from top tier investor funds.

Slush 2026 is a great opportunity to immerse yourself in the startup ecosystem, learn from experienced entrepreneurs and investors, and get inspired by other founders, and is guaranteed to accelerate your growth ambitions.

• Sunday: Travel to Helsinki
• Monday: Orientation, Company Visit & Cultural Experience
• Tuesday: Founders Day and Side Events
• Wednesday: Slush 2026 Main and Side Events
• Thursday: Slush 2026, Side Events
• Friday: Return UK

1. Video games

Innovative products, platforms and services that support the development, publishing, distribution, monetisation, operation and commercial growth of video games including but not limited to:

• Games technology
• Development tools
• Publishing infrastructure
• Player engagement platforms
• Related creative technology entertainment, audience growth, player experience where the primary use case is clearly linked to interactive studio productivity, commercialisation, community development, retention or monetisation

Not in scope:

• Individual games, prototypes or content-only projects
• Art assets, characters, levels, stories, worlds or IP development without a scalable technology, platform or service
• Immersive, XR, VR or AR applications where the primary use case is outside video games
• Use of game engines in other sectors, including training, education, healthcare, defence, manufacturing, architecture, property, simulation or digital twins
• Gamification tools for non-games sectors
• Software development tools without a clear video games application
• Generic AI productivity tools without a clear games development, publishing or player engagement use case

2. Advertising and Marketing

Innovative products, platforms and services that support the creation, delivery, optimisation, measurement and commercial effectiveness of advertising, marketing, public relations and communications activity.

Includes AdTech, MarTech and related creative technology where the primary use case is clearly linked to:

• Audience engagement
• Campaign performance
• Brand growth
• Customer acquisition, retention or monetisation

Not in scope:

• CRM or sales pipeline tools
• Customer service, helpdesk or call-centre platforms
• Payment, POS, booking or hospitality operations systems
• E-commerce operations, fulfilment or inventory tools
• Business intelligence dashboards
• AI productivity tools without a clear advertising, marketing or communications application
• Loyalty/rewards platforms where the innovation is mainly transactional rather than campaign, brand or engagement-led

• Build knowledge and intelligence
• Hone your value proposition, investor deck and pitch skills
• Connect with investors, ambitious founders and global influencers
• Raise your profile and stimulate new business opportunities and ideas
• Seed new business partnerships, develop RD&I collaborations and identify partners
• Expand your network and learn from like-minded ambitious businesses

• Applicant briefing – 15 July 2026, 1pm. Click here to register for a place.
• Application deadline – 30 July 2026
• Application outcome – 18 September 2026
• Get ready workshop –8&9 Oct 2026
• Market Visit – 15 – 20 November 2026
• Exploit the opportunity workshop – 21 January 2027

Innovate UK will fund and organise flights, accommodation, in-market travel, and conference fees for successful applicants.

Innovate UK will pay for any reasonable adjustments throughout the initiative.  Only one representative from each company will be funded and the same person is required to participate in all parts of the programme.

On acceptance to the programme a commitment fee of £1000 will be obtained from each delegate, which will be refunded on completion of the full activities and agreed work plan.

Non-completion after formal acceptance may result in forfeiting some or all of the commitment fee.