It's known as the Microsoft Dragons' Den, features pitches from 50 diverse companies from different territories and industries, and packs a prize punch: Microsoft will officially unveil the scale of the loot at a reception later, but it's bound to be bountiful.
Waving the flag for the UK are enterprise software firm Doccom, a networking platform for healthcare professionals, and ParcelGenie, tagline: "Ping a pal a prezzie". That's right, it's instant gift messaging gone pro.
We'll be interviewing Doccom founder Jonathan Bloor later this afternoon, and catching up with ParcelGenie CEO John Taylor, to find out what they made of the competition, why they are among the tech elite, and their plans for business growth.
So far today, we've heard from Belgian outfit (well, we are in Brussels) Fishing Cactus. This is a 'serious gaming' firm, and by serious, we're talking artificial intelligence, 3D, educational components and business gaming applications. The business has just topped $1m in revenues and is looking to secure investment from the panel of 'Dragons': Simon Clark, Fidelity Growth Partners, Sherry Coutu, angel investor and serial entrepreneur, and Bernard Dalle, Index Ventures.
Now, back to the auditorium to meet Microsoft Europe's chairman Jan Muehlfeit. Our big question? What do you predict will be the high growth sectors in technology over the next three to five years?
We'll bring you the answer, plus more news from the Bizspark as it happens - and unveil the mighty victor later today.
Keep it Smarta.