Before a wave of consumer-friendly virtual reality devices were made available to the public, events have already started to capitalise on virtual reality (VR) before it became mainstream.
VR may be all the hype now at trade shows and events with an ultimate goal to provide memorable and customised event experiences, but first, understand the terms, uses and challenges it may possess before jumping on the VR bandwagon.
At a virtual reality masterclass held at Novotel Clarke Quay by international creative agency B.U.T. in Singapore yesterday, true immersion has been defined as a mix of high visual quality, intuitive interactions (precise motion tracking and natural user interfaces) and high-resolution audio quality.
The widespread popularity of Pokemon Go has proven the public’s interest on the adoption of augmented reality (AR), while the rise of gamification of events to drive traffic and create buzz have opened the floodgates for this technology to seep into more aspects of daily life.
As the umbrella term for all immersive digital experiences, which could include purely real-world content (360-degree videos, for e.g.), artificial content or a hybrid of both (mixed reality), VR is undoubtedly taking event planning up a notch with its immersive capabilities.
From trade shows to virtual meetings, the use of VR has help reduced cost savings either through an interactive demonstration of products (imagine no longer needing to transport large product items to trade shows) or having remote attendees be part of the meeting as if they were really present. Advanced 360-degree cameras and perspective mean it is possible for them to see others in the room as if they were alongside them.
VR content is usually a real-world video recording, but can also be a computer generated 'movie' that can be viewed in different ways; stored on youtube, vimeo, or uploaded on facebook, content can be viewed by moving a phone/tablet 'viewport' around a headset/cardboard, or explored on a desktop.
Providing a live direct or indirect view of a physical, real-world environment, AR is when computer-generated graphics are blended into real footage in real time. Digital imagery is projected into the prism projection system located between the eye and the outside world so that the viewer sees the digital image as an integrated part of the real world. As an example, speakers can now speak at conferences without having to physically be there.
Mixed reality (MR), as with AR, uses semi-transparent glasses like the Microsoft HoloLens that allows virtual “holographic” objects to be added to the environment. Its positional awareness has the whole 3D environment mapped, enabling objects to be anchored in the real world and manipulated in the virtual world.
Some of the challenges B.U.T. have highlighted include:
Although it is a little too soon to call it mainstream, it appears that virtual reality has been gaining precedence for the ultimate immersive experience. The question now is not if, but when and how you will be using VR in your events. Afterall, content is king, and you are in control of making it relevant and attractive.
Direct from IMEX America 2016 in Las Vegas –Timo Kiuru, CEO of The Unthinkable, started the knowledge session with a statement, “Welcome to the death of event experiential marketing.” Kiuru, recognised by Connect Corporate Magazine as...(read more)
Global – Carlson Rezidor Hotel Group has recently unveiled its Virtual Reality (VR) interface for the Radisson Blu brand’s new design program, BluPrint, at its Asia Pacific launch during the Hotel Investment Conference South Asia (HICSA) 2016.(read more)
Singapore – Nu Skin Japan brought 250 of its regional sales leaders for a well-deserved travel incentive to Singapore(read more)
Singapore – A new Helsinki-based “hotel without bedrooms” event venue concept has made its way into Singapore. Here’s a sneak peek inside Huone Events Hotel before its February 23 opening and why it is bound to disrupt the local meetings industry.(read more)
You might be doing it wrongly if you have been offering product details that fail to go beyond venue spaces and capabilities. (read more)
Singapore – Set to open in the second quarter of 2017, the 222-room Sofitel Singapore City Centre has announced the appointment of Freddy See as Director of Sales & Marketing. (read more)
Singapore – October is set to be the busiest business events month as Marina Bay Sands welcomes the highest number of major events in a single month since its opening in 2010.(read more)
Singapore – HotelAsia, one of Food&HotelAsia’s pioneer specialised trade shows will feature an impressive host of brands, showcase new equipment and technology and unveil a Singapore Pavilion for the first time. (read more)
What do Malaysia and Singapore have in common in the way they market themselves and stay ahead as business event destinations?
Join our mailing list