While the concept of 3D platforms is not new, it has gained traction over the past year as virtual events have largely taken over and the event tech sector in general has experienced massive growth.
Virtual platforms are now ubiquitous, but 3D software offers a fundamentally different experience than other tools. “Right now, the market is very undefined. It’s a big bucket called ‘virtual events,’” notes Nick Borelli, Director of Marketing Growth at Allseated, which recently developed its 3D virtual platform exVo. “Hopefully what will come soon is more of a distinction between different types of virtual experiences.”
Borelli explains one of the main differences between the various types of platforms: “2D gets its inspiration from television, and we get our inspiration from video games. That’s not to say that one is superior; they’re just different. 3D offers more of an ability to choose your own adventure.”
True 3D platforms are also distinct from “2.5D” platforms, which essentially display 3D graphics in a 2D environment. For example, they may include an immersive lobby page that attendees can use to navigate to other pages within the event, but they do not allow for free movement around the various event spaces or the ability for users to change their orientation using avatars the way 3D platforms do.
According to Borelli, this is one of the main advantages that 3D platforms offer. “The 3D environment lends itself to exploration and serendipity,” he says, which is particularly valuable for events such as trade shows and conferences.
Danny Stefanic, CEO of MootUp, echoes this sentiment: “3D platforms put the audience at the center of the experience. They provide the ability to have those chance encounters and hallway meetings, and to drive social connection.”
When it comes to hybrid events, these platforms are also offering innovative solutions. As part of Allseated, exVo takes advantage of thousands of real-life venues that have been scanned and input into a virtual environment. This enables remote attendees at a hybrid event to virtually explore the exact venue where the in-person event is being held, leading to a more cohesive experience and facilitating the event design process for organizers.
Meanwhile, MootUp allows for 360-degree cameras to be set up at the in-person event so that virtual attendees can view the immersive live stream and look around the room as if they were in the audience.
Stefanic believes that this technology is a precursor to more immersive virtual reality experiences down the line: “I’m a big believer in virtual reality, but it still has a long way to go. Our platform is kind of a bridge — it allows people to use the devices they have today while also allowing them to dip their toes into using virtual reality.”
MootUp is web-based, so it can be used on mobile devices, tablets, and laptops, but it also supports AR and VR devices for attendees who are able to or want to try to experience the event that way.
There are several other 3D platforms out there, and at the end of the day, the best tool for any given event will depend entirely on what the event is trying to achieve. That said, 3D technology is continuously improving, and for now these platforms offer a unique, immersive option for both virtual and hybrid events.