Virtualisation of Events: Engaging, Immersive and Experiential: Vipul Solanki, NAEMD

The future of events is all set to shine bright with the immersive experiences waiting to unfold, writes Solanki.


Even as it largely promotes physical interface, the event management industry has always had an intrinsic link with digital platforms. Digitalization is the go-to-option for the obvious benefits it offers and has been catering to the ever-expanding business needs of every industry while the domain of event management is no exception. The pandemic has put the global professional sourcing in dismay. During the initial quarters of the crisis, the industry that had witnessed a string of event postponements is now strengthening its growth wheel through the mode of event virtualisation. The event industry across the globe is gradually turning to digital solutions to withstand productivity.

The future of events is all set to take wings by immersive trends. The market size of this combined sector is predictable to hit $30 Billion by the year 2030. The virtual conference platforms facilitate in analysing a lot about conference-goers, by offering data on which sessions were attended the most and for how long and which booths received maximum interaction. Such insights are instrumental to develop targeted content and to ensure the best of brand experience with apt digital engagement. However, creating an audience immersing experience is not an easy task. Event attendees of the modern culture expect more than just the typical experiences. Engaging them will require a makeover of conventional performances with out of the box thinking.

Below mentioned are engaging virtualization techniques by which the event management industry can ride the wave of immersive experience:

3D Mapping Projections: Owing to its size and scope, 3D images have an ability to be mapped to varied surfaces for projections and illumination. It can generate a dramatic impact on a large scale and at a lower valuation. Lending an immersive dimension to images and videos, these virtual tools are presently a rage across the event industry. Although still a niche phenomenon, yet the probability for decision-makers keen on pioneering this technology is enormous.

Ambient Interactivity: When you amalgamate digital and physical interactions yet another audience-engaging form of immersive technology called the ambient interactivity is crafted. This form of technology lends user-friendly, natural interactivity that is well-matched for event marketing. The core software technology facilitating in generating ambient interactivity is artificial intelligence. It is, in fact, a kind of intelligence with more cultured algorithms dubbed as ambient intelligence. This technique demonstrates how technology can be transmitted automatically and transparently without direct human interaction.

Big Data: By carrying more data with accuracy, this network enables the stakeholders to paint detailed picture of every attendee, thus enabling to procure deep customer insight with predictive analytics. Big Data’s involvement in events will help in building customer profiles having log records of the events that they have attended, the ones in which they haven’t been present and the ones they will likely favour in the future.

Drones technology: The rise of drone technology has made it easier to handle logistics in event industries. Without its scope being limited just to mobile transportation capacity, drones have an ability to create interactive experiences and cutting-edge verticals. Another next-level immersive experience is the combining of video gaming experience with drone technology where the users can dive into the augmented world. Further by merging VR applications with drones will enable the industry to get accurate snaps and a stable live visual experience.

AR, VR and AI: Artificial Realty has widened its scope by expanding into AR wearables, allowing event managers to design their activities thematically. Virtual Reality can be utilized to conjure up a new world for its users. The industries like travel and event have been leveraging this immersive model for a better audience engagement since it outdoes the limitation of AI letting users to remotely access events through their headsets. Artificial Intelligence allows immersive experiences with higher fidelity, empowering attendees to network with those experiences in real-time. The application comes with invaluable abilities beyond content creation. With AI-powered 3D tools and spatial design, you can make it effortless to bring stories around your event alive.

Technological applications of this level will bring in a landscape that has diverse values. The future of events is all set to shine bright with the immersive experiences waiting to unfold.

Tags assigned to this article:
Virtual events experiential event technology

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