CES Unveiled: 45 start-ups prepare for tech fair Las Vegas
On 28 October, 45 selected Dutch start-up companies gathered in Amsterdam to mark the official start of the trade mission to the Consumer Electronics Show (CES) in Las Vegas. During this pre-event, the participants were introduced to the media.
Stage for emerging companies
From 6 to 9 January 2026, the next Consumer Electronic Show (CES) will take place. CES is the global stage for innovative emerging companies that want to expand their business internationally. The selected 45 companies will join a trade mission to Las Vegas and visit CES, where they will present their innovative products to potential customers, investors and trading partners.
Last year's CES drew over 142,000 visitors, 6,000 journalists, and 4,500 exhibitors, from more than 161 countries and regions.
Kick-off event
The Netherlands Enterprise Agency (RVO)'s Rik Roeske is leading the mission to Las Vegas. "Obviously we want to prepare the participants for the mission as well as possible. They therefore take part in a training programme organised by the Dutch Ministry of Economic Affairs and Netherlands Enterprise Agency."
Roeske continues: "CES Unveiled is a kick-off event where participants present their innovations to the media, tech experts, and investors. There are also panel discussions and a pitch battle. The winner of the pitch battle receives extra exhibition space in our NL Pavilion and other extra perks."
Participating companies
Innovative companies from all over the Netherlands travel to CES, such as Cyberette. The start-up has developed a method to detect deepfakes, preventing digital fraud. Another innovative startup, Leyden Jar, works on battery technology that expands the service life of electrical devices and reduces CO2 emissions. Last but not least, Ambyon has built a logistics robot to support care in hospitals.
Roeske: "CES is more and more about innovations that shape our future, such as Artificial Intelligence, healthcare and cyber security."
International breakthroughs
The Netherlands has taken part in CES 9 times. Over the past few years, hundreds of Dutch companies have presented their products or services there.
Roeske: "Participating in CES was a breakthrough for many companies. In previous years, many agreements were made between Dutch participants and international companies. For example, last year, SmartQare signed a contract with Philips for global distribution. In addition, Advanced Audio Labs struck a deal with Japanese chip manufacturer Renesas."
- Ministry of Economic Affairs
