Protracted quarantine restrictions around the world have led to an unprecedented demand for virtual event platforms, especially immersive ones that offer complete immersion in the computer worlds. In the article, we will talk about why in less than a year such virtual worlds from the future became essential, what to look for when planning a virtual event and when choosing a 3D platform. Let's compare advanced software based on the ROI4CIO analytic table .
Over the past six months, collaboration with others has increasingly come down to online interaction. Worldwide webinar traffic skyrocketed and video conferencing systems crashed in the spring of 2020, trying to cope with the influx of online visitors. Although virtual meetings are an effective replacement for face-to-face meetings and conferences, after six months of using them, the longing for "real" interaction and total fatigue from Zoom begins to make itself felt. So the growing demand for platforms that provide more immersive and engaging virtual spaces is not surprising. The tools that are used in this case are conventionally divided into two categories: 2.5D and 3D.
2.5D platformsprovide interfaces that simulate the physical environment (venue) and avatars (computer incarnation of the participant). But, although they are one step ahead of Zoom's, it still falls short of the advertising slogans about full immersion in the virtual world. It sounds more like an optimized, fun 2D content wrapper. These platform platforms include vFairs, MeetYoo, Engagez. At the same time, by the way, such platforms are often more expensive than full-fledged 3D platforms that are just beginning to develop and occupy a place in a niche. For example, vFairs starts at $ 8,000 per event and up. True, the sum also depends on the ability to negotiate with the supplier and the number of years for which a cooperation contract is signed.
On 3D platformsavatars move freely in the virtual space. Most of these platforms don't need a VR headset; a PC or smartphone is enough. 3D event platforms include Hypefair, VirBELA, Teeoh, 6Connex. Subscriptions to the services of 3D platform providers often involve a monthly payment instead of an annual contract with an approximate rate of 50 seats for $ 500 and increases depending on the number of visitors.
According to 2020 reports, 3D event platforms have shown an explosive increase in demand since the advent of COVID-19. According to Alex Howland, President and Co-Founder of VirBELA, the platform experienced a 653% growth in February and a 12x increase in monthly active users. Executives at MootUp, LearnBrite and Breakroom also confirm that there has been at least a 100% increase in demand since March.
But why exactly 3D platforms?There is even a completely predictable scientific answer to this question - it is a matter of impressions. Thus, studies related to the study of foreign languages in a VR environment have shown that users have improved learning outcomes compared to online courses. This is because “embodying” oneself in an avatar and engaging in the 3D world involves areas of the brain that are usually reserved for physical encounters. With avatar identification, users can express themselves richer by customizing and animating a digital clone.
One of the virtual locations of the Tomorrowland Music Festival - All Around The World, 2020.
Therefore, if you're trying to recreate the benefits of face-to-face communication in a virtual event, 3D platforms are a great option. These spaces are decorated with both template views and custom-made locations. Is it really necessary to meet in the office if you can meet virtually and sit by a stream or a fire, on a beach, in a forest, or even on the surface of Mars.
How to transfer an event from the physical world to the virtual one and which tools to use
A new way of interaction requires a rethinking of the communication strategy. To hold a virtual event, which will then be remembered by everyone, you first need to re-develop a strategy for communication and interaction with users.
In a physical meeting, for example, email distribution is a small part of the communication that will take place at an event, while for a virtual meeting it is necessary to grow and maintain interactions with visitors in advance of the event, and finish smoothly, collecting as much feedback as possible. This also includes the lack of the possibility of the organic appearance of trust and interpersonal ties - taking care of this during an online meeting, it will not be superfluous to create a separate space for communication. The solution could be sub-sessions targeted at small groups, providing opportunities for interaction and socialization. It is also necessary to adapt the material of speeches or presentations: it is much more difficult to hold the attention of participants when they are sitting at a computer at home than in a conference room.
To cope with possible alienation of users, it is better to make presentations with short breaks and not put program blocks for more than two hours per approach. If your event will include a video conferencing where the green screen is replaced with a background image, we advise you to be careful with your choice of clothing colors and, if possible, avoid green.
What to expect from the platform itself? It is good if it is integrated with event management systems. It helps in structuring and organizing meetings, conferences and fairs. Whole solutions include:
- registration procedure;
- polls (multiple choice questions);
- section "Questions and Answers", which allows you to ask questions of the speakers in real time;
- a shared board / wall where participants share event-related content (photos, videos, comments);
- communication tools with visitors before and after the event (as well as in real time during the event itself).
To keep the audience's attention, websites and applications are being introduced through gamification services. For example, you can embed event quizzes on the platform. And for the most active participants in the sessions - create a bonus system and additional services.
Five tips for planning a virtual event
Consider the Value You Provide
The transition between physical and virtual events is not easy, as their roles for attendees are different, as are the needs for these two types of meetings. Physical events are treated as special events. They are marked in calendars, the daily routine is adjusted for them, they go somewhere to visit them. And the main value here is personal communication.
In turn, digital events are not perceived as something unique, but they mean cost savings - both for the organizer and for the participants. They are also available to a much larger number of participants: the only requirement for presence is a device with Internet access.
So instead of trying to “copy” what you did in physical reality, focus on creating a special experience that reflects your brand values. Think about what are the most important ingredients not to be missed and how to display them in the media space. Try to reinvent what makes an exhibition or conference in a virtual space special.
Focus on helping
A powerful advertising element is embedded in offline events. And the audience itself is more invested in events than in the online environment. But on the Internet, people are more accustomed to going for help and free content, so an excessive level of promotion can wear them out and force them to leave your site. Therefore, in digital conferences, it is more important to think about how your company can help the audience than to focus on quick sales or promotion.
Take care of accessibility
The strength of online events is the ability to connect from anywhere in the world at any time. Even if you haven't thought about reaching an English-speaking audience in Europe or the United States until today, it's easier than ever before. However, for this to work, think about a time that is convenient for everyone that balances between your time zone and your target audience zones.
Also note that not all users will be able to connect live, but will be interested in accessing content later: remember to download streaming videos and other content after the event.
Organize pre and post events
An event is an experience. To make your virtual event feel “live”, schedule a special chat for both registered users and the general public before and after the event.
Before the event, focus on creating excitement, encouraging users to sign up, and overcoming potential technology barriers by explaining step by step what to do and how.
When finished, offer additional content and ask for feedback to improve future digital projects. In some cases, this will be an opportunity to introduce a special offer or discount for converting members.
Measure results
A great advantage of a virtual event is the real-time display of engagement metrics. Number of attendees, time spent, levels of engagement - with a good platform and analytics included, you will have access to a lot of data, allowing marketers to know about the impact of an event on the audience and the ability to make adjustments to even optimize it on the fly.
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Having familiarized ourselves with the theoretical component, let's move on to considering specific solutions. The platforms are presented below with a short overview and comparison by such parameters based on the ROI4CIO analytical table: virtual lobby, booths and session rooms, live broadcast and live broadcast of an event, text, audio / video chats with booth representatives, Webex / Zoom integration, ready-made templates, event planner, social media integration, file sharing, downloadable content, analytics data, CRM integration.
Software solutions
Hyperfair
Hyperfair is a SaaS virtual reality platform that enables corporate social interaction by immersing itself in 3D computer reality. The platform allows enterprises to create virtual events - exhibitions, conferences, trainings, demonstrations - through self-adapting virtual reality spaces. Connect with customers, partners, suppliers and deliver effective marketing and sales through VR.
For a meeting, you can choose from a variety of template locations with the possibility of branding; visitors communicate with each other through customizable avatars. The platform consists of “VR Site” (corporate virtual reality site, showroom and office), “VR Branch” (corporate social virtual reality) and “VR Hub” (virtual exhibition spaces). All this is available without downloading additional installer files; there is a web and mobile version.
Example of design
Virtual lobby: yes
Virtual stands: yes
Session rooms: yes
Live broadcast: yes
Live broadcast of the event: N / A
Text, audio / video chats with representatives of the stand: yes
Webex, Zoom: Webex, Zoom Integration Out-of-the- Box
Templates: Yes
Event Scheduler: N / A
Social Media Integration: Yes
File Sharing: Yes
Downloadable Content: Yes
Data Analytics: Yes
CRM Integration: Yes
vFairs
vFairs is a full featured webinar software targeted at small and medium sized companies. It is an event management platform that specializes in hosting virtual job fairs, online tradeshows and brand presentations. The solution supports mobile version, webinars, audio chats, video chats, and marketing services (for example, social media promotion).
There are user feedback tools - polls, group chats, chat forums. The creation of landing pages and unique registration forms is available. There is a 3D lobby with a schedule of events for the visitors of the event; the “Information board” panel is always lit on the interface, which helps to orientate.
Design example
Virtual lobby: yes
Virtual booths: yes
Session rooms: yes
Live broadcast: N / A
Live broadcast of the event: N / A
Text, audio / video chats with booth representatives: yes
Webex integration, Zoom: Webex, Zoom
Ready templates: yes
Event planner: yes
Integration with social networks: yes
File sharing: yes
Downloadable content: yes
Data analytics: yes
CRM integration: N / A
Engagez
A unified platform for hosting events in real time, individual presentations, multi-day conferences, exhibitions, webinars. Engagez is delivered as a self-service service, but some users hire the company's support team to help with the web event strategy - content development and event coordination.
On the platform, ready-made locations with “traditional” images of the 2.5D type are configured and the possibilities for individual design of the view are open. When you're done customizing the view for the desktop version, Engagez will optimize the event for mobile and tablet. There are built-in translation tools, setting up the broadcast of previously recorded video.
Design example
Virtual lobby: yes
Virtual stands:yes
Session rooms: yes
Live broadcast: yes
Live broadcast of the event: yes
Text, audio / video chats with booth representatives: yes
Webex integration, Zoom: Webex, Zoom
Ready templates: yes
Event planner: N / A
Social media integration: yes
File sharing: yes
Downloadable content: yes
Data analytics: yes
CRM integration: yes
VirBELA
VirBELA is an immersive technology platform for business meetings, entertainment and education. Its modern, cloud-based environment provides a virtual experience for colleagues, visitors, students, encouraging communication and collaboration
VirBELA offers a highly customizable virtual world for online events that will revolutionize the way you host and attend. The platform helps organizations bring their personal experiences to life online - from showrooms that host thousands of visitors, audiences for performances and presentations, to the music scene. Event attendees can create and customize their own 3D avatar, explore different venues and interact with other attendees just like in the real world. Simulations, coaching, break groups and games are available here to maximize the involvement of the meeting participants.
Design example
Virtual lobby: yes
Virtual stands: yes
Session rooms: yes
Live broadcast: yes
Live broadcast of the event: N / A
Text, audio / video chats with booth representatives: N / A
Webex integration, Zoom: N / A
Ready templates: yes
Event planner: N / A
Social media integration: N / A
File sharing: N / A
Downloadable Content: N / A
Data Analytics: N / A
CRM Integration: N / A
Hexafair
Hexafair is a complete solution for any type of virtual event, targeting agencies, trade fair organizers and event consultants. Provides 3D exhibitor booths, speaker and sponsor management, live streaming, pre-recording of streaming video and audio.
It can host virtual trade shows where exhibitors and industry visitors meet to exchange information; built-in e-commerce system.
Thanks to the cloud-based solution, events can be created for thousands of concurrent attendees, and an unlimited number of attendees are available on request. A large number of integrations with mail platforms, cloud drives, lead managers are built in.
Design example
Virtual lobby: yes
Virtual booths: yes
Session rooms: yes
Live broadcast: yes
Live broadcast of the event: yes
Text, audio / video chats with stand representatives: yes
Webex integration, Zoom: N / A
Ready templates: N / A
Event planner: yes
Social integration networks: yes
File sharing: N / A
Downloadable content: yes
Data analytics: yes
CRM integration: yes
6Connex Platform
6Connex is an international provider of software and services for corporate online events. The cloud-based product portfolio consists of virtual environments, training tools and webinars. The solutions are ideal for marketing, sales, recruiting and training, and HR communications.
At 6Connex, exhibitors can promote products and services by integrating live chat and messaging, video streaming and downloadable content into a single platform. Analytics and reports are provided instantly - for example, you can find out which pieces of content generate the most leads, view the number of transactions completed.
Design example
Virtual lobby: yes
Virtual stands: yes
Session rooms: yes
Live broadcast: yes
Live broadcast of the event: N / A
Text, audio / video chats with booth representatives: yes
Webex integration, Zoom: N / A
Ready templates: N / A
Event planner: no
Social media integration: yes
File sharing: N / A
Downloadable content: yes
Data analytics: yes
CRM integration: yes
Ubivent
Ubivent is a product of the leading European provider of virtual event platforms, meetyoo. The solution brings traditional events to a digital environment with multiple simultaneous live streams, virtual exhibitor booths, and online interactions between attendees, speakers and exhibitors. Company managers help plan and organize events. If necessary, these services are supplemented by the services of a moderator and simultaneous translation.
Although the platform is colorful, its founders are still B2B-oriented, and in their opinion, in this sector, the desire to change the emotions on the faces of avatars and the ability to walk in the virtual world is less pronounced. So the solution focuses more on the ability to quickly access information and other participants.
Design example
Virtual lobby: yes
Virtual booths: yes
Session rooms: yes
Live broadcast: yes
Live broadcast of the event: yes
Text, audio / video chats with booth representatives: yes
Webex integration, Zoom: N / A
Ready templates: N / A
Event planner: yes
Social media integration: N / A
File sharing: N / A
Downloadable content: N / A
Data analytics: yes
CRM integration: N / A
Walcon Virtual events
Virtual events are virtual environments that reproduce physical exhibition spaces where visitors and exhibitors can interact on the days of the event. Conferences are conducted through direct communication with the speaker's webcam, screen sharing, presentation or recorded and edited video.
Walcon also provides event planning and consulting services, digital marketing, and even speaker selection and hiring.
On the platform, you can create a product presentation using 360-degree photos or videos. In addition, each lot is followed by a description, additional information, and a landing page so that the customer has direct access to purchase the product from the website.
Design example
Virtual lobby: yes
Virtual booths: yes
Session rooms: yes
Live broadcast: yes
Live broadcast of the event: yes
Text, audio / video chats with stand representatives: yes
Webex integration, Zoom: N / A
Ready templates: N / A
Event planner: yes
Social integration networks: yes
File sharing: yes
Downloadable content: yes
Data analytics: yes
CRM integration: N / A
Navvis Virtual Exhibits
NavVis helps enterprises optimize business processes with an open digital platform. It creates a “digital twin” of the event - a 3D visualization with the effect of presence.
The principle of operation is as follows: first, a mobile 3D scan of a real location is carried out through NavVis M6. The data captured by the M6 then creates a digital copy of the image, including 360-degree panoramic images. After that, it becomes possible to integrate additional spaces into the location, add video content, and link to exhibitor sites.
Example of design
Virtual lobby: yes
Virtual stands: yes
Session rooms: no
Live broadcast: no
Live broadcast of the event:N / A
Text, audio / video chats with booth representatives: yes
Webex integration, Zoom: N / A
Ready templates: no
Event planner: no
Social media integration: yes
File sharing: no
Downloadable content: yes
Data analytics: yes
CRM integration : N / A
V-Tour
Vtour is a virtual platform for events, exhibitions, product presentations, webinars, large exhibitions. The platform is fully interactive thanks to the built-in chat or video call functionality. Provides a 3D lobby and guest area for interaction between visitors and exhibitors. Contains fun games and selfie booth. More focused on static exhibitions and shows, for example - product presentations, home tours.
The platform is based on a unique infrastructure for increased performance and protection of user data. The software supports a variety of pre-built templates, and with powerful servers, there is virtually no latency in data transfer, facilitating virtual interaction.
Design example
Virtual lobby: yes
Virtual booths: yes
Session rooms: yes
Live broadcast: yes
Live broadcast of the event: yes
Text, audio / video chats with stand representatives: yes
Webex integration, Zoom: N / A
Ready templates: yes
Event planner: N / A
Social integration networks: N / A
File sharing: N / A
Downloadable content: N / A
Data analytics: yes
CRM integration: N / A
Teooh
TEOOH is a virtual event platform where communities can come together in a convenient, virtual location from anywhere in the world. Teooh Virtual Events differs from other remote conferencing applications in that it uses the principles of virtual reality for real group interaction. According to the platform's creators, this is exactly what is lacking in the modern “view only” webcast experience.
Most webcasts attempting to digitize real-life events use a “view-only” approach - but in reality, in a real event, you can whisper with the person next to you or sit and watch the crowd trying to recognize someone. These are the moments Teooh is trying to recreate in his solution.
With Teooh technology, you can look at a speaker, raise your avatar's hand to ask a question, chat with the person sitting next to you, or introduce yourself and socialize with a colleague at a virtual cocktail party.
It is worth noting that, although this platform is already being used by world-famous companies, now it is at the stage of beta testing of new functionality.
Design example
Virtual lobby: N / A
Virtual stands: N / A
Session rooms: yes
Live broadcast: yes
Live broadcast of the event: N / A
Text, audio / video chats with stand representatives: yes
Webex, Zoom integration:N / A
Ready-made templates: N / A
Event planner: N / A
Social media integration: yes
File sharing: N / A
Downloadable content: N / A
Data analytics: N / A
CRM integration: N / A
iVent Platform
IVent's virtual environment brings together customers, experts and stakeholders from different regions of the world, increasing your brand awareness. The platform is focused on three sectors - marketing and sales, corporate communications, hiring and training employees.
iVent provides fully customizable and branded online events, multimedia webcasting and content delivery via PC, tablet and mobile phone. The platform integrates social media tools, monetization and advanced analytics.
Unlike previous products, there are no templates here, which allows you to fully customize the event for a specific request. The cloud solution is GDPR compliant.
Design example
Virtual lobby: yes
Virtual booths: yes
Session rooms: yes
Live broadcast: N / A
Live broadcast of the event: N / A
Text, audio / video chats with booth representatives: yes
Webex integration, Zoom: N / A
Ready templates: N / A
Event planner: yes
Integration with social networks: yes
File sharing: N / A
Downloadable content: N / A
Data analytics: yes
CRM integration: N / A
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Natalia Chekh for ROI4CIO