itled Tomorrow ’ s

Perspective on Event Tech , the report from The Collective has been released to coincide with the two-year anniversary of the agency . The report features insights from experts within The Collective , NORAM , and across the UK ’ s events industry .

The report additionally rounds up common industry-wide tech trends and suggestions for event organisers based on The Collective ’ s experience .

A brief look The report outlines several recommendations that are goalorientated , such as :

Providing an immersive experience

• Augmented Reality ( AR ) – As opposed to a ‘ traditional ’ stand , use AR podiums that delegates can scan on their mobile devices to bring a product or brand story to life .

• 3D surround sound - For maximum effect , the audio needs to be designed to fit the event ’ s specific layout . But clever use of it can transform the environment .

• Scent your event – The Collective explains that , when filming content , they pair familiar sights with a scented spray of air from the stage that immerses the audience .

Increasing audience engagement

• Interactive Avatars – Making content dynamic and interactable has a direct effect on an event ’ s visualisation for delegates . The report ’ s examples include a logo design that moves and shimmers on-screen based on data pulled from audience reactions , and an interactive art piece turned into an NFT gift for delegates post-show .

• Focus – A trend found at shows such as IMEX , which has implemented its Be Well Lounge , The Collective suggests organisers include a quiet ( perhaps soundproofed ) room away from the show floor .

• Gamification – Delegates generally have their mobiles to hand , and so can potentially be encouraged to engage with events through app-based icebreakers or networking games – especially if prizes are involved !

• Personalisation – The Collective ’ s report suggests the use of QR tech to provide personalised experiences for delegates such as welcome messages , drink orders , and photo backdrops .

l The full report with all of its recommendations can be found at info . bcdme . com / tomorrowsperspective-onevent-technology

Tomorrow ’ s world Finally , the report predicts the future of event tech . A particular spotlight is shone on the continuation of the latest hot topic , AI , as organisers , marketers , and suppliers alike utilise new tech to create copy , improve personalisation , and automate processes . But , two other advancing trends are noted :

Sustainable start-ups

• There ’ s an incoming tidal wave of tech startups with a hyperfocus on sustainable event solutions for planners .

• More companies will rise that have a mission centred around improving sustainable practices .

• The format of sustainability data as we currently know it will become outdated , and fluidity between initiatives will become more accessible .

Techy venues

• Tech-orientated venues will come out on top , with traditional conference spaces falling by the wayside .

• Venues will begin to focus on the experiential .

• Large events will look for venues that have adapted to include creative , tech-driven immersive experiences .