The pandemic has revolutionized the way we design, organize and experience an event. The next stage is in preparation, through which metaversethis technology that can revolutionize the events industry – but also our lives. What opportunities arise for the event industry ? Let’s take a first inventory…
The Metaverse is a 3D space.
Etymologically, “meta” means ” Furthermore and “to” indicates the word ” universe “. The Metaverse would thus be “beyond the universe” or a parallel universe.
So the metaverse represents the 3D internet. It consists of virtual spaces where users are represented by an avatar and can work, play, trade and socialize.
L’interaction and immersion are the keys to the Metaverse experience.
The purpose of the metaverse is to provide a user with sensorimotor and cognitive activity in a world that can be imaginary or simulate the real world. Indeed, these virtual universes must offer him an interaction in order for him to live an unforgettable experience.
Without interaction, users are on the “flat” Internet that we know.
In the Metaverse it is possible to provide an exceptionally immersive experience.
This allows users to touch and, above all, feel things. Access to these universes is via virtual reality glasses.
In order to promote sensations in this virtual world, innovations enable the reproduction of tactile sensations. Take Meta’s haptic glove, for example. So it will be possible to shake hands with a friend and feel pressure on their wrist!
In addition to immersion and interaction, these are the characteristics of the metaverse:
To gain access to this virtual universe, everyone creates their own avatar. Avatar that may or may not resemble the user and is a reproduction of himself, even with fantastic and artificial features that transform the user into a character of his choice.
Many brands already offer outfits and other accessories to give their avatar an attractive virtual identity.
Avatars are central to the Metaverse experience.
Each user has their own private space.
This “living space” will be the source of virtual experiences.
Like physical IRL land, virtual land can be bought with cryptocurrencies, very often for astronomical sums.
Let’s quote a piece of land that sold for more than $900,000 on the Decentraland metaverse.
Recently, retailer Carrefour bought virtual land on The Sandbox platform without revealing the amount paid or its ambitions in the metaverse.
Just as you buy your virtual house, decorate it with works of art, furniture, books…
A metaverse is a permanent space, unlike multiplayer online games with changing environments. So whatever we have in a metaverse will be there permanently: land, house, artwork, vehicles…
Any user can join the metaverse whenever they want and move to other virtual rooms very easily. Like a URL link that allows us to access a web page.
Among the Metaverse projects we find:
Mark Zuckerger tells us that we can no longer go to Facebook (finally Meta), but to his Metaverse!
The company just unveiled its Mesh mixed reality platform. This corporate metaverse will allow to find each other in collaborative and participatory experiences.
Epic Games is the creator of the very popular game Fortnite, a game that caught the eye in 2020 by broadcasting a live Travis Scott concert in the video game. Over 12 million players attended the event live. The acquisition of the Harmonixen studio is the most recent example.
The company just raised billions of dollars to design connected social experiences, referencing the concept of the metaverse.
Sandbox is a blockchain-based gaming platform, a kind of NFT metaverse.
The company currently offers gamified experiences that can be “housed” in virtual locations. These countries can be located on a virtual map.
It is sandbox that will host Warner’s musical amusement park that will offer users new musical experiences.
Like Sandbox, Decentraland is an online game that uses blockchain technology.
This platform also offers trackable and verifiable plots in its virtual universe.
Decentraland offers a variety of opportunities and immersive experiences. Players are teleported to a map with approximately 90,000 land. Users can monetize their land, play different games, participate in events… making it one of the most successful crypto metaverses.
Another publisher of online games: Roblox. This online gaming platform is used by more than 120 million players per month. It’s a kind of virtual manifestation of real reality. This metaverse consists of building a platform of immersive co-experiences.
We could also mention the OVR platform, the startup Magic Leap.
On the brand side, some are already very active on these Metaverse platforms, especially luxury brands.
What opportunities for the event industry?
The goal of an event is to bring life-size emotions to the participants and provide them with immersive experiences. This is how they feel transported.
As we’ve seen, there’s a very strong and very realistic sense of immersion in a metaverse, subject to proper gear of course.
Therefore, metaverse seems to be the next frontier of human interactions for events.
In fact, the metaverse offers the opportunity to be together, which the online world doesn’t allow. Certain types of events can undergo major changes.
They will convey a sense of presence. We will be in an environment and more ahead.
An event brings people together and transports messages.
These messages can be addressed to:
- Inform: conferences, meetings;
- Exchange of knowledge and expertise: conferences, seminars, conferences;
- Mobilize employees and strengthen team spirit: evenings, seminars, team building, meetings, JPO;
- Promote customer loyalty: evening, open day, company anniversary;
- Launch of a new product or collection: trade fair, fashion show, gala evening, conference, PR, press trip, influencer event;
- Creating connections: evening, seminar, team building, birthday, summer party;
- Recruit employees: job dating, conference, forum, trade fair;
- entertainment: festive evening; Summer festival, open house…
The Metaverse will affect these gatherings:
These events will undergo intense changes. Participants have become accustomed to communicating with brands via social media, with varying degrees of success. On a metaverse, individuals can hit brands directly. You can interact with the markers and the presenters in 3D.
The location is always an essential point when organizing an event.
Metaverse offers unlimited design possibilities! We can :
- Create an environment with the same theme as the event and design stunning decorations;
- Multiply the number of spaces needed;
- Offer VIP guests lounges to prepare for interventions;
- Reserve seats for VIP guests.
Digital fashion is already a reality in the Metaverse.
Today, the sale of digital clothing, accessories and decorative items is a reality for many brands.
In fact, individuals want to wear the trendiest and most outstanding outfits for their avatars to move around these virtual worlds. Note that using NFT tokens for these purchases will add value to these exclusive digital collections.
Brands can thus reproduce virtual versions of their physical stores as just realized by Ralph Lauren on the Korean metaverse Zepeto, the brand’s new Eldorado, as confirmed by the company. In fact, the Metaverse is a mass audience place that offers opportunities for expansion and exposure.
Organizing a fashion show can promote a brand faster and reach an international audience in a space where users are highly engaged.
As with the conferences, the fashion shows in the metaverse offer new interactions with the brand, with its creator.
Working meetings, congresses
The pandemic has already revolutionized the way people come together, especially work meetings, appointments and other conferences.
Today we all suffer from “Zoom Fatigue” or “Team Fatigue”.
The Metaverse transforms these events. We will finally feel like we are at the event and not just watching it from our computer or cell phone. Here, too, the participants can interact with the other avatars present. Most importantly, they no longer suffer from low-impact PowerPoint broadcasts. You will be part of the presentation that will open doors for us to design powerful and interactive content!
The music industry is also going through profound upheavals.
We have already talked about it, Travis Scott’s concert in the heart of Fortnite was a real success. Millions of spectators watched the artist’s performance.
Several experiments have recently been attempted, with not always exceptional results.
It is important at a concert in the Metaversum that the participants feel emotions. You need to feel like you’re in the digital world – not in front of the screen. The spectator must “live the concert” and project himself into the artist’s universe.
Immersing users in a virtual space will be our challenge to organize a next concert in the metaverse.
The possibilities of the metaverse for the events industry are endless.
It will be possible:
- Try out new products as they come to market in 3D. And to suggest use cases in virtual reality. Even troubleshooting sessions;
- Install participants in a conference about the universe in the midst of galaxies;
- Let them discover an artist’s exhibition in a historic location;
- Create a musical amusement park;
- Organize an open house in the future premises not yet built;
- Do you offer team building activities in a park built for the company…
A new era for our events
The Metaverse opens unprecedented doors and new horizons for all events, from the most professional to the most festive.
All gatherings are affected.
This new dimension in 3D will allow us an extraordinary and unique creativity. Simply put, it will allow us to break through the usual limitations.
This is an opportunity to offer never-before-seen immersive experiences, bring unparalleled emotions to life and deliver powerful interactive brand experiences! Subject to efficient and comfortable equipment and a coherent and authentic storytelling.