360 Live
Video: Leading tot he integration of virtual reality in events
by Hermilo Bravo, Lei Chen, Xochitl Ledesma
The significant role that technology has played in the events industry is
undeniable, specially during the last few years, in which meeting professionals
have experienced the slow-paced insertion of 360° live video and virtual reality
in their events.
These technologies coexist with
the physical event creating mixed reality; both, VR and 360 live video provide
interactive whilst innovative experiences (in offline and online environments)
to event participants. According to Julius Solaris from the Event Manager Blog,
although virtual reality is ever more often seen and familiar to event
organizers and participants, it has not yet fully reached the entire spectrum
of the events industry.
On the other hand, although 360° live video does not provide much
“interaction”, it offers a more immersive event experience. Through specialized cameras, 360° live
video provides a “behind the scenes” view while swiping in all
directions. At the present time, live
stream services are available in the main stream platforms like Instagram, Twitter-periscope
or Facebook, and the streaming can be viewed on any device or computer.
So where does the main difference between both technologies lie? The
answer is in the interaction. 360° live video involves limited interaction,
whilst VR stimulates participant’s interaction in a virtual environment
(explore, touch, move, etc.)
Another relevant distinction is
that while VR requires major and often costly tech devices to fully deliver a high
resolution experience, like Oculus Rift. And having such devices does not
guarantee a satisfactory VR experience as for example Oculus Rift does not
support MacBooks and offers low resolution if used in a smartphone alone.
Whilst 360° live video can be simply experienced with standard smartphones,
laptops, or PC’s, and it is supported by all the main social media platforms
making it considerably more accessible for online attendees.
Clearly
these technologies are not in the same stage in the market in the present time,
but they are both definitely transforming the event experience. 360° live video
has become a standard feature of today’s meetings leading to an opening of
complete VR consumption. Julius Solaris stresses that VR is still not mature as
it requires numerous requirements, starting with specialised equipment, and
larger production budgets for the development of virtual environments,
whilst 360-degree has utterly overtaken the industry.
The emergence of companies providing this
technology, such as NextVR, has been accompanied by the high demand from some
meeting industry’s segments like sporting events. Whereas high profile
conferences are beginning to experiment with mixed reality (hybrid events). An
example is the Forbes 30 under 30 Conference.
All in all, virtual environments in events are
mainly enhanced by 360° live streaming as it generates mixed reality
experiences while remaining affordable and reaching deep levels of immersion.
Nonetheless 360° live video can be improved as it has not managed to integrate
the “interaction” element. And this a distinctive factor for most events, whose
main purpose is the educational exchange or networking. Therefore, event
technology developers have to advance virtual environments that foster
interaction and low-priced devices that do not require an entire event budget.
In the meantime, event mangers shall continue mastering the use of 360°live
streaming as we know to this day, while keeping a close eye in the evolution of
VR for events.
Consulted sources & images:
Event Manager Blog, 2017.
How 360° Live Video is Paving the Way for Virtual Reality at Events, retrieved
from: http://www.eventmanagerblog.com/360-live-video-events#8CF6CAjqSqR7z5Vk.99
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