Digital Event Awards 2021 19
The innovation surge
James Morgan , chairman of the judging for the inaugural Digital Event Awards shares his thoughts on the pace of change shown by this year ’ s entrants
When asked to chair the Digital Event Awards judging , I wasn ’ t sure what to expect .
Digital events have usually been an add-on to other awards competitions . I thought a standalone awards programme for digital only events , would be risky . Seeing nearly 200 entries from 19 countries not only surprised me but made me think that the pivot to virtual events during a very trying time has been a phenomenal exercise in so many ways .
The first way in which the industry has shown its resilience is the pace at which technology platforms have adapted to new ways of working .
Back in March 2020 , technology companies like Brella , Crowd Comms , Glisser , Grip , Hubilo , VenuIQ and Swapcard demonstrated how agile the event technology sector was by adapting their platforms to offer virtual and hybrid event solutions within weeks .
This pivot allowed large and small organisers both peace-of-mind that events could go-ahead and a variety of solutions that they could pair with varying event types . However , this innovation surge was not limited to those established companies .
Platforms like Airmeet and Hopin are good examples of new companies that shot to fame overnight .
UK-based Hopin started its life at the London-based incubator Launch 22 in July 2019 . Its initial investment of £ 10,000 has certainly taken it places . This month , it achieved unicorn status by attracting a Series C funding round of $ 400 million at a $ 5.65 billion market valuation .
Another way in which the pandemic has shown the resilience of the industry is how event professionals have developed – at a very fast pace – new skill-sets to make sure they create engaging experiences for their clients and organisations .
These new skills have been developed because of enquiring minds and also with industry professionals stepping up to offer new education opportunities on virtual event design and delivery . For example , William Thomson ’ s Virtual Event Campus kicked off a series of training camps in mid-2020 .
Venues have also up-skilled and reconfigured themselves . This has been partly driven by the need for new revenue streams , as well as keeping clients happy during the ‘ virtual-gold-rush ’.
For example , the Royal Lancaster Hotel in London and the Marina Bay Sands in Singapore were straight out of the starting blocks with offers of digital recording studios ; with many venues , as well as AV and production companies quickly following suit .
New revenue streams have also been created by event organisers . Looking at the entries , I have seen profitability like never before .
Whilst many production costs have gone down , revenue streams and profitability – due to an increased attendee reach that can be global – have soared .
Not only have we seen new revenue streams , but also new audiences that were hard-to-reach physically .
For example , Reed Pop ’ s METAVERSE – a global event for the Comic Con generation- achieved a global audience at one event . Usually the MGM Comic brand runs three events - in Australia , UK and USA . Technology has driven this global reach to attract greater numbers and new audiences .
Lastly , the ‘ F ’ word . The ‘ Festivalisation ’ of the virtual event offering is now an established norm .
For example , Exquisite Cocktails – offering virtual cocktail making sessions and creating the ‘ touch , make and taste ’ cocktail kits posted to attendees , have been a major hit with virtual audiences .
Whilst Song Division – the corporate entertainment company who engage attendees in creating corporate anthems and providing other musical entertainment , have gone from strength to strength .
In conclusion , the Digital Event Awards have not only demonstrated innovation in event design and delivery , and the resilience of the industry but also illustrated new benchmarks for the future of virtual and hybrid events .
Congratulations to all the winners , detailed over the following pages .