Adapting the events sector amidst the digital transformation: Insights into the shift.
Amidst the disruption caused by the global health crisis, the event industry has been compelled to innovate and adapt at an unprecedented pace. In a bid to continue engendering interactions and knowledge sharing, the industry has embraced virtual technology solutions. Specifically, virtual reality (VR) and other cutting-edge technologies have proven instrumental in breathing new life into the sector.
Industry-wide Revival propelled by Virtual Solutions
As physical events were canceled en masse, the event industry faced an existential challenge. Yet, the virtual world offered a beacon of hope, providing a means to continue hosting events while adhering to social distancing norms. The rapid progress of certain platforms brought advanced features to the fore, enhancing the preservation of interactions.
Emergence of Promising Platforms
Among the platforms that rose to prominence during 2020 was Virbela, which had initially focused on remote work and distance learning, but now serves a broader spectrum of events, including conferences, trade shows, and live performances. Kaitlyn Olsson, Senior Marketing Manager at Virbela, remarked, "In the first half of 2020, VirBELA has become the industry go-to for hosting large-scale virtual events, business conferences, and online educational programs through an immersive 3D experience."
Virbela's platform played host to numerous events, both from the United States and overseas. For example, the Bordeaux Geekfest, held traditionally in the French city of Bordeaux, managed to organize 400 hours of content and entertainment, including meetings, video game tournaments, and music shows, on the American platform. Virbela also hosted our website exhibition in April 2020, which attracted 6,600 visitors from 110 countries. Today, Virbela and our website share a strong partnership, offering their expertise to event organizers worldwide.
All Sectors Embrace the Virtual
The appeal of virtual technology extended across various sectors within the event industry, with even sports adopting the new format amid the crisis. For instance, Virtual Regatta enabled spectators to both attend and participate in renowned sailing races, such as the Spi Ouest-France, which has been taking place in the Quiberon Bay, France, since 1978.
The virtual shift was not limited to sports; it extended to the cinema industry as well. The Venice Biennale, a prestigious Italian festival, used the VRChat platform to present its selection of immersive projects in 2020, offering exclusive online access to 44 projects.
Virtual Concerts and the Future of Music
Perhaps no sector has benefited more from virtual technology than live performances. Several concerts and music festivals transitioned online, with notable examples including Jean-Michel Jarre's virtual reality concert during the "Fête de la Musique" in France, and the Travis Scott performance within the video game Fortnite. Although real-time audience interaction was limited, these digital events drew significant global attendance.
In sum, the event industry's resilience and adaptability during the pandemic have been heavily influenced by virtual reality and related technologies, transforming how knowledge and communication are delivered in the industry. While physical events are gradually resuming, virtual and hybrid formats are here to stay, ensuring ongoing engagement and a foundation for future growth and innovation.
In light of the challenges posed by the pandemic, various sectors within the event industry have embraced virtual technology to continue their operations, with the industry-leading platform Virbela playing a pivotal role. For example, Virbela hosted our website exhibition in April 2020, attracting 6,600 visitors from 110 countries. This digital shift has extended beyond the industry, influencing sectors such as sports and cinema, as well as live performances, underscoring the enduring impact of virtual technology on the future of events.
