"It’s a glorious thing to watch the future come to life in real-time," says Harry Prince, SEO wizard and event technology enthusiast at Spacehuntr. Here, Prince makes his case for how the Metaverse will improve networking at hybrid events...
Photo Credit: Harry Prince. Image supplied.The Metaverse is a concept that has been around for decades, but only now does it look like it’s set to become a reality. Every industry is looking out in front and over their shoulder, trying to figure out what it means for them. Things are about to change - from the gaming to the travel industry - especially in the event industry.
Hybrid events are here to stay post-Covid
If it weren't for Covid-19, we wouldn’t have the massive boom in virtual and hybrid events that we have now. These events were always destined to grow, but the material reality of the pandemic had pushed them before they were ready to jump, as it were.
For example, before Covid-19, only 45 per cent of people had attended a virtual event. Whereas now, 87 per cent have. Now that society is - hopefully - leaving the pandemic behind, the virtual and hybrid events will remain, with over 90 per cent of event planners going ahead with hybrid events in 2022.
How hybrid events fail attendees
It might shock you to know that the no-show rate for hybrid events is 35 per cent. One of the main ones is the poor networking environment. Networking is the subtext of the event industry, after all.
That’s something we are all acutely aware of as 80 per cent of professionals attended live events for networking opportunities. However, this is just not possible when it comes to virtual events. The research shows people are attending for learning opportunities, with just 7.7 per cent are hoping to network.
Keeping this new mass of virtual attendees engaged and entertained is challenging work. In fact, it’s so tough that 71.1 per cent of event planners have stated it’s the most difficult issue they face today. So maybe the Metaverse has come just in time?
How the metaverse will improve networking at your event:
First mover advantage
New is exciting. The novelty and freshness of the Metaverse will invoke a sense of a fresh start and exciting opportunity for your attendees.
Yes, viewing the adoption of the Metaverse in your events as an example of first-mover advantage is short-sighted. Superficial, almost. However, it stands to reason that this initial buzz - or honeymoon period - will lead to more networking. So take advantage while you can!
It makes events more meaningful for remote attendees
Zoom fatigue is painfully real. Most of us spend our working hours staring through them. Then when we attend events, we’re again asked to observe events unfold through them. For many, it’s an alienating experience.
Thanks to the advent of the Metaverse, you’ll no longer experience the spectator syndrome caused by virtual events. You’ll once again be in the same space and the same world, albeit a virtual one.
It allows for more sincere and authentic communication between all attendees
The Metaverse will improve networking because it’s going to reclaim the personal touch that live events had, and that until now, hybrid events could never achieve.
Speaking to Dietrich Moens - CEO of Spacehuntr - he said, "The thing that the event industry has struggled with in terms of hybrid events is sincerity. They’ve denied us the charm and authenticity that we took for granted in live events. You can try as many tricks as you want, but networking with strangers through a computer screen will never be as good. That’s why we’re all so excited by the Metaverse. It’s going to claim some of that sincerity back."
Increased engagement through gamification
Gamification is a staple of the event industry, and for good reason. Research shows that 87 per cent of attendees feel more socially connected.
Well, the Metaverse is only going to make that more effective. It takes gamification principles and builds on them by making hands-on experiences. It encourages you by its nature to engage with it.
Increased engagement through immersion
It’s not just that the Metaverse breaks the fourth wall and makes communication more engaging, it also makes it more fantastical. It is immersive in that it demands you interact with it, instead of being a passive viewer, yes, but it also charms and excites.
When it comes to the Metaverse, there are no limits. Your creativity as an event planner is let loose. When it comes to the space and the style of your world, you can build it as you please.
Your 3D landscape can tell a story. You can build conference spaces set in outer space and make breakout rooms set in the Wild West. In this immersive environment, networking will be a lot more conducive than flailing webcam conversations.
Greater micro-events and micro experiences
One thing that hybrid events suffer from is a lack of space and tools. An office can only provide so much physical space and hold so many chairs and whiteboards. A laptop has only so much screen space to share documents and video panels.
In the Metaverse, the space and tools available are boundless. This makes for greater micro-events and experiences, and by extension, greater networking.
Whether a virtual workshop or a brainstorming session, you don’t need to mess around pulling up a new screen or shuffling through a stack of papers to find something. It’s a free-flowing and intuitive environment that makes for friendly and open communication with strangers and friends alike.
How to enable your venue for the metaverse
So, now that you’ve seen some of the benefits the Metaverse could have for networking at your events, you’ll want to know how to implement it.
You can enter the Metaverse through a mobile phone in its simplest iteration. Samsung has developed an exciting experience called Sensorium Galaxy App. However, this isn’t a fully immersive experience.
The complete experience is only achieved through VR headsets. The leading product in the field is the Meta Quest 2 by the Meta Group (formerly known as Facebook). Other competitive models to check out are Sony and Valve Index, offering stiff competition. And keep your eyes peeled because Apple is also developing their own VR hardware!
A desire to travel led Holly Patrick to the business meetings and events world and she’s never looked back. Holly takes a particular interest in event sustainability and creating a diverse and inclusive industry. When she’s not working, she can be found rolling skating along Brighton seafront listening to an eclectic playlist, featuring the likes of Patti Smith, Sean Paul, and Arooj Aftab.
