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The aim of this text is to analyze the future of immersive journalism from the perspective of experts now, in a moment when the initial experimental stage seems to have passed given the smaller number of pieces being today produced by leading media. To do this, we conducted two focus groups with 15 international leaders in the field, including both professional and academic points of view. We asked them about the main strengths, weaknesses, challenges and how to overcome them so that immersive journalism has continuity in the future. The results reveal few differences between the views of academics and practitioners, especially regarding the strengths and weaknesses of this new narrative, which is as versatile as it is complex. Most of them agree that immersive journalism is still in its experimentation stage regarding its production, although there is a positive perspective regarding the sustainability of this format in the near future. Both groups agree on the need to continue testing to understand this new narrative language and insist on the need to introduce this knowledge into journalism schools, both theoretically and practically.