Augmented reality (AR) and virtual reality (VR) are no longer technological novelties but essential tools for creating immersive, memorable experiences at events. While AR adds a digital layer to real world in-person events using technology such as LED screens, smartphone overlays and specialized glasses, VR relies on technology to transport attendees away from and replace the real world through VR headsets, giving them all new, escapist digital surroundings. Both can be used to interactively enhance your events in different ways. Here’s how AR and VR are changing the game for exhibitors and event planners, with practical examples of how these tools are being implemented today.
1. AR: Enhancing Attendee Interaction
More event planners are exploring AR solutions, signaling a shift toward these enhanced experiences becoming standard at industry events. This growing interest in AR is fundamentally altering the way exhibitors engage with attendees, offering new levels of interactivity that boost engagement and provide valuable information on the spot, including through:
- Real-time interaction: Imagine an attendee pointing their phone at a product, immediately receiving details like specs, pricing and a video demo, directly overlayed on their screen.
- Personalized experiences: AR allows brands to create tailored experiences, such as virtual product demos, 3D product views or interactive displays.
AR tools are becoming more accessible and popular with exhibitors because of the ability to offer unique or personalized interactions. For example, an energy company’s annual sales conference used AR through LED projections over doorways, overlayed with moving animations, to enhance attendees’ surroundings and sense of wonder. Other uses of AR allow for easy access of useful event information where attendees can scan printed brochures and instantly view video content and interactive maps.
2. VR: Visualizing Events Before They Happen
VR is changing how exhibitors and planners envision and perfect their event spaces before the event takes place. Gone are the days of relying on static floor plans or design mockups.
Instead, exhibitors can:
- Virtually walk through their booth space, adjusting designs or layouts before final construction.
- Test different branding placements, lighting configurations or interactive elements, ensuring that the design resonates before any physical setup begins.
Additionally, VR has exciting applications for event attendees. For instance, branded VR headsets are now affordable, with cardboard options that attendees can take home. These VR tools allow attendees to relive experiences such as walking through a 3D version of an event space or participating in a virtual tour.
3. Gamification and Brand Immersion
One of the most creative aspects of VR is its ability to elevate gamification strategies. While gamification has always been a powerful way to engage attendees, VR takes this to the next level by creating fully immersive environments that captivate and entertain. Some exhibitors use VR for games that promote their products or services, while others are developing experiences where attendees can explore virtual showrooms, test products or engage with branded environments.
One example: A luxury fashion brand created a virtual reality showroom where attendees could “try on” accessories in a virtual dressing room. This unique experience not only entertained attendees but also deepened their connection with the brand, leaving a lasting impression.
It’s no surprise that many events are expected to adopt gamification tools in 2025, with VR leading the charge in delivering these innovative experiences. According to Research and Markets, the gamification market size reached over $18 billion in 2023, signaling a massively growing industry and desire in the marketplace.
AR and VR technologies offer event planners and exhibitors powerful new ways to engage with attendees and deliver impactful experiences. By embracing these tools, planners can:
- Create deeper engagement through real-time, personalized interactions with AR.
- Design and perfect event spaces virtually, ensuring a smooth execution with VR.
- Develop immersive, memorable brand experiences that resonate beyond the event.
As AR and VR continue to evolve, they will become more important in how events are planned and executed, providing exciting opportunities for event organizers to innovate and push the boundaries of what’s possible.
