What is a Virtual Event?
A Virtual Event is a massive online meeting organized within a custom-designed space , where users have the freedom to move around the stand, fair or virtual world through their own personalized avatars. New innovations that have a common goal: to humanize these new online experiences. All so that attendees can interact with other participants, from the different interactive points and total immersion in the virtual environment.
Virtual Events have great functionalities that adapt to all kinds of situations: from live video broadcasting and the development of quizzes and challenges that gamify the experience to the customization of avatars/visitors through which to interact, talk and share emotions with the rest of the users by means of gestures and animations. Everything to immerse us in a unique and virtual experience that gives the sensation of greater immersion than a simple group video call.
Examples of projects based on Virtual Events
Virtual Event Applications
1. Application in the business sector
The incorporation of Virtual Events allows revolutionizing the communication and interaction of companies with customers and employees. Facilitating that hundreds of users from any device and point of the planet enter the virtual world of the company to enjoy the activities proposed within the event: showrooms explaining all the services, 3D models of the latest products, networking areas and virtual auditoriums with live video streaming. Virtual Events also allow to record the movements of all attendees visiting the stand at their own pace and without distractions. Offering the organizing companies valuable data for further analysis. An example of this type of event can be found in the virtual stand of Telefónica for the Mobile World Congress, where attendees who could not come to Barcelona enjoyed the same content in an immersive online format.
2. Application in the health sector
The implementation of Virtual Events in the healthcare field means that geographical barriers are no longer an impediment to the dissemination of the latest discoveries among professionals. It also allows the event to be maintained over time, being able to re-enter the virtual space whenever the healthcare professional wishes to do so through his or her credentials. In this type of event, professionals not only attend the meeting virtually, but can also participate actively through voice and chat, interact with the avatars of the other attendees, study all the 3D models shared in the meeting and consult all the complementary material in the same space. Virtual events that can be developed as a 3D congress like the one organized by Royal Canin for the presentation of the latest innovations of their respective departments.
3. Applications in the educational sector
Today, thanks to online training, education is more accessible than ever. Not only thanks to online classes but also to educational events that bring together experts and stakeholders in the same 3D space where they can share and discuss a wide variety of topics. Allowing users to attend the different presentations at their own pace, interact and converse by voice and chat with the rest of the attendees, recognizable thanks to their personalized avatars, and consolidate everything they have learned with the quizzes and gamified challenges distributed throughout the space. An interactive and enjoyable way to attend educational events such as the European Researchers' Night, where in a 3D recreation of the Paraninfo Hall of the University of Zaragoza, attendees were able to learn in detail the progress of research.
4. Entertainment applications
The virtual world changes the way we socialize and, above all, the way we enjoy our free time, looking for more innovative, attractive and different experiences. Three key points that form the basis of Virtual Events in the entertainment sector, where promotions and premieres become real 3D video games. Events where to attend massive concerts from the comfort of our homes, discover all the premieres of series and movies entering their own worlds of fantasy and science fiction or, as in the launch event of Ferran Adrià's NFTs, enjoy a whole interactive virtual museum in a paradisiacal landscape.
5. Applications in the cultural and tourism sector
New immersive technologies coupled with culture and tradition can completely transform the way we live and share cultural and touristic events . It is possible to recreate monuments, cities and even traditional festivals in three dimensions where users from all over the world can get to know and immerse themselves in this playful environment. A unique way to bring local culture to virtual visitors, promote tourist attractions and bring tradition and folklore to new generations in their own digital ecosystem. If there is a project that represents the potential of virtual cultural events is the 3D recreation of the traditional Offering of Flowers, the most important event of the Fiestas del Pilar in Zaragoza. A Virtual Event and tourist action that has been a great success, reaching 32,000,000 million people and more than 350,000 unique users in its two editions.
6. Marketing and advertising applications
Nowadays there are three key points that mark all marketing and advertising strategies: the emotion that the brand transmits to the public, the attractive and differential entertainment that it offers and the interaction and initiative that it awakens in the audience. Three pillars that Virtual Events manage to transfer to all users and points of the planet. In this type of events the essence of the brand is transmitted in every detail, from the creation of the virtual universe itself to the personalization of the avatars and contents. We can organize press conferences in our own virtual auditorium, showrooms of new services, 3D models of the latest products that capture the attention of the public. Among the actions that have already been launched we find the presentation event of the Rafa Nadal Academy by Movistar in its press room in the Metaverso. Nearly 100 accredited journalists from around the world had exclusive access to the presentation through their avatars and inside a virtual tennis court.
Advantages of Virtual Events
- Longer range
Thanks to its easy access and diffusion from different devices and points of the planet, the Virtual Events achieve a greater reach and affluence of public. As there is neither a maximum number of attendees nor a time limit in this type of meetings, as in group video calls. Also allowing to leave the event open to the public as long as it is considered.
- Advanced analytics
If there is one element that only Virtual Events can offer compared to face-to-face events, it is the greater control over the actions and reactions of the audience. Being able to register all their movements and times of permanence, places of origin, age, preferences. Access to a large number of data that could not be analyzed in person.
- Great versatility
Virtual Events can be adapted to all types of companies, sectors and formats. Designing the spaces according to the theme, essence and objectives of the brand. Personalizing all the contents and activities to offer the final public a unique and different experience from what other more basic services can offer.
- Low cost
One of the great advantages of organizing Virtual Events is the possibility of gathering and interacting with hundreds of people from all over the world without having to pay for travel or booking large auditoriums. A fact that reduces costs and allows to allocate most of the resources to the most important thing: the quality of the event experience.
- Enjoyable and proactive events
In this type of event, users can choose different ways to live the experience, freely exploring the 3D space without distractions. In addition, Virtual Events go beyond the simple online meeting through a video call. The gamification of the experience with different challenges, the interaction between users through avatars and the construction from scratch of unique and attractive environments make virtual experiences much more engaging and participatory.
"The screen is the window through which we see the virtual world. The challenge is to make that world look real, act real, sound real and feel real."
- Ivan Sutherland, PhD in Computer Science from the Massachusetts Institute of Technology (MIT).