Opinion 31
How the metaverse will future-proof the events industry
Drp Group ’ s head of insight and innovation , Callum Gill shares his thoughts on where the metaverse will take us next
Without a shadow of a doubt , the metaverse is probably the most important emerging group of technologies to ever begin pushing its way into the already platform-packed sphere of events delivery . The impact of the pandemic has been , in this particular sphere , to advance audience tolerance , understanding and desire for more digital experiences to be incorporated , as standard , into our event propositions .
Will a return to live events bury virtual technology ? My primary interest in any campaign , event-led or otherwise , is in audience . The virtual and broadcast tactics we adopted as an industry to manage the complete shutdown of live events have changed audience perceptions and , most importantly , what types of technology they expect us to deploy in any new dynamic when live events return . At drp , we asked 872 virtual delegates from across our virtual and broadcast solutions in 2021 : “ when traditional live events begin to be available again , do you expect virtual technology to run alongside them ?” A total 74 % of respondents said that they definitely expect these solutions to continue , while 84 % agreed that to not do this would be detrimental or very detrimental to the brand in question .
There is an unquestionable desire for people at large to return to live environments but thinking that the pandemicdriven digital experiences we ’ ve introduced are simply going to fizzle out is foolhardy . This is where the continued development , introduction and adoption of the metaverse sits . Rather than the reactionary view I ’ ve heard muted that virtual platforms and the metaverse sound the death-knell for faceto-face interactions , I see it as the biggest opportunity the industry has had in decades to break new ground , and ultimately , futureproof the entire industry .
Slow burn or overnight sensation ? As an avid sci-fi reader , I was aware of the etymology of the metaverse in Neal Stephenson ’ s 1992 novel Snow Crash , much as William Gibson originated the concept of the Matrix in his seminal cyberpunk novel , Neuromancer . But these things don ’ t jump to mainstream without tangible developmental elements influencing society and business simultaneously .
My own first extensive look into the metaverse and what it would undoubtedly mean for events came off the back of an early 2019 article written by Wired called AR Will Spark the Next Big Tech Platform – Call It Mirrorworld . While exclusively focusing on AR , it opened my eyes to the sheer volume of development occurring in this space , seemingly disparate but waiting for something , someone or a business to pull it together into something easily deployed across events .
Picture attendees , either through wearables or their phone , viewing directional signage personalised to them appearing around event spaces . Virtual or cinematic guides live translating and directing seminars and
“ A LONG-TERM METAVERSE STRATEGY IS GOING TO BE A MUST FOR EVENT PROFESSIONALS ”
breakouts , viewable virtual event assistants answering the myriad of mundane questions event organisers have to deal with right in the heart of the high-intensity live event environment .
Providing the blocks to build brand loyalty For whatever reason , AR has always flattered to deceive and now the metaverse is providing some concrete answers as to why : audience behaviour , expectation and platform familiarity .