Will meta be better ?
The shift to the metaverse is being hailed as a natural evolution . But how will it benefit the tangible world of events ?
Over the years , there has been a steady progression into immersive technology and since the global pandemic , the last couple of years in the events industry have enforced an acceleration of this with the adoption of virtual events and meetings that many of us now use on a regular basis . However , online chat boxes and breakout rooms can only take events so far and the metaverse is considered by many as a further evolution of these digital events .
Put simply the metaverse is a network of 3D virtual worlds enabling social connection and replacing real-world activities . It creates virtual spaces for users to interact and collaborate in a simulated digital environment using augmented and virtual reality ( AR and VR ). Indeed , many virtual platforms already use metaverse concepts like video games and customised avatars . By incorporating key metaverse mechanisms to replace real world activities , visitors can interact in a more realistic and immersive way than conventional websites or applications . Business meetings and networking can now take place in the virtual coffee area . Thus , building a community with shared experiences with colleagues and partners around the world in one place at the same time .
When holding a hybrid conference with a mix of physical and virtual delegates , there currently is disparity between those that are actually in the meeting room and those that are on the screen . As it evolves , the metaverse will become very benefi cial for these hybrid events as it will enable the speaker to address both the live and virtual audience as if they are all in one room together . This will also apply to smaller workshop sessions and exhibitor demonstrations where the host can take their audience on an immersive and memorable journey thus having more impact . Products can be showcased and tested digitally before being physically created in the real world .
Nevertheless , Mark Sullivan , business development director of CircData remains unconvinced the metaverse will completely replace in person events as he explains : “ Technology trends and advancements will come and go , however , the power of physical interactions and events is timeless .”
There ’ s no doubt the metaverse will have a fundamental role to play in future technological advancements . Yet fully adopting a virtual concept would require a signifi cant shift in the way we interact as human beings . So , whilst it may not be fully embraced into the real world of events , the metaverse is certainly a hot topic and should be on everyone ’ s radar .
The future of events is exciting , and we can be with you every step of the journey .
50 — May