IBC x Google Cloud Hackfest in Hall 14 aims to push participants to tackle real-world challenges using Google Cloud, Gemini AI and partner technologies.
Taking place on Saturday 13th and Sunday 14th September, the event will include talks from Ateme, Bitmovin, Formula E, Monks, Norsk, Shure, TechX, Vizrt and Zixi, along with mentoring from Google Cloud coaches.
The Hackfest speaker sessions range from practical tech deep-dives—such as AI curation for media from Vionlabs, and Google Ad Manager integration—to forward-looking development from industry experts working on IBC Accelerator Media Innovation Programme projects.
On the last day of Hackfest, Buzz Hayes, global market lead entertainment industry at Google Cloud, along with Gunpowder Tech, will discuss the project to turn The Wizard of Oz into an immersive 4D experience with AI-enhanced visuals and physical effects.
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Onsite interactive, AI-driven attractions running alongside the Hackfest include:
- Google AI Penalty Shoot Out – a fan-winning activation where visitors test their football skills against AI-powered analysis.
- Formula E racing simulators – Gemini AI compares your lap to pro drivers, offering real-time coaching.
Hackfest will also integrate a live production pipeline drawing on feeds from Formula E and the Penalty Shoot Out, allowing teams to experiment with AI-assisted editing, ad insertion, and creative content generation.
IBC CEO Mike Crimp told TVBEurope Hackfest is “dead central to the themes happening in the industry at the moment.
“I think it could be really, really interesting, and something which we might be able to build on for the future. It is one of the things I’m most excited about, because I think it’s going to bring in a bit of a new audience. It’s going to show different ways of solving problems.”
