Virtual reality (immersive multimedia) and augmented reality (a layering of computer-generated sensory input onto real-world views) have seen major investments and advances in the past year. With so many major technology companies making deep investments in this space, VR and AR will continue to improve in quality, will get less expensive, and much more prevalent in the next few years.

These new, creative immersive visualization tools are beginning to work their way into events in a number of ways:

• VR headsets will be used to demonstrate products at tradeshows in a more realistic, interactive, and engaging manner while minimizing the need to ship physical products to a show.
• VR will be used to engage attendees at booths with games and other immersive experiences.
• VR will be used to provide a much more engaging and realistic hotel/venue site inspection experience.
• 3D models of exhibit booths, stage sets, and other event setups will be replaced by 3D virtual walkthroughs. These walkthroughs can be saved and compared to future designs.
• VR will redefine virtual meetings! Instead of watching a webcast, VR could make it seem to the remote attendee as if he/she were actually in the meeting room. (One example: Samsung partnered with the NBA to record and distribute basketball games in VR to potentially huge audiences in China.)