Unexpectedly, quickly accepted, and then subject to repulsion, the story of the hybrid event was on a roller coaster ride.
But smart technological advancements are bringing the medium back to the masses, says Rob King, CEO of Distortion Creative Group.
In this exclusive conference news blog, King will explain the rise and fall of hybrid events and whether hybrid events have returned to the menu.
Hybrid fall
Last year’s Times article made a terrible criticism of the financial organisation’s annual online public meeting, describing it as “controlled and not transparent.”
The organizers faced criticism about the use of pre-submitted questions and limited direct general involvement. The technical issues further damaged the event, and the livestream crashed at some point. This article called for a return to the “traditional in-person meeting” or “guaranteed true accountability” event model.
In a post-Covid world where companies were already beating themselves to physically unite their staff, this kind of technical and logistical disaster represented wider market concerns about the pitfalls of hybrid events.
Return to the menu and hybrid
Still, since joining Distortion Creative Group last year, I have noticed that I have been talking about hybrid media more than any other topic. The “back-to-back” phenomenon was genuine and caused celebrations, but “hybrid events” are making their 2025 comeback while companies solidify their work patterns to “hybrid first.”
All the companies we’ve spoken to since FTSE 100 and later have been accepting work remotely. They are in the office one or two days a week, so bringing together 4,000 people is a challenge.
Of course, many of the issues cited in the Times article could have occurred in any format of events. However, streaming issues are a valid concern and must ensure that any event agency must address them using reliable technology that can ensure the desired level of performance and impact.
The “Team Town Hall” event has become popular as workers are familiar with common hybrid working practices. Even businesses with 200 people can run these online, and the massive adoption of Microsoft’s technology has not played a small role in making it easier to accessibility.
A new paradigm
But as technology moves at the speed of culture, there is a real interest in strengthening forms that were unprecedented several years ago. Some hybrid events were already too standard. I was talking to a large auto company that wanted to enhance its service. We have introduced an immersive XR world to enhance the staff’s experience.
Fortunately, the industry is more positioned than ever to raise the game. Unreal, AI Technologies, and virtual production have proven to be powerful allies in hybrid spaces, forming the bedrock important for its re-emergence. In fact, virtual production is expected to grow from a $2 billion market to £8 billion by 2029. The Metaverse was then abolished, but with a careful reappearance thanks to better graphics, connectivity and the burgeoning Web 3.0 boom.
The labor habits of the public are at a point where the true revolution of meetings and events is on the horizon. More frequent, honest, visually epic events – requested both in person and online. However, the 21st century-equipped creative suites are necessary to make the most of new opportunities.
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