Exhibition World is currently Live From The USA, where Lippman Connects' Sam Lippman says VR's possibilities are vast.
The extravagant promises of virtual reality (VR) date back to the early 90s. So it's no wonder that organizers look at the Pokémon GO fad and see only sponsorship potential. Big yawn, right?
Not so fast. Back in 1995, I was managing an industrial exhibition in which one exhibitor replaced a 2,000 net square foot (NSF) booth filled with a working large printing press with a 400 net square foot booth featuring VR headsets that "showed" the same press. Anyone who predicted that pioneering experiment heralded a collapse of exhibit space demand would have lost the bet. On the other hand, betting that technology will only get better is always a sure bet. VR and augmented reality (AR) have made great strides since 1995.
A recent Wall Street Journal reported that an amusement park ride manufacturer recently introduced VR enhancements for roller coasters and other attractions. Despite the fact that VR might replace the large, complex rides the centuries-old firm produces and installs, the company decided "It's better to be a part of it and a first mover."
Competitors have already emerged.
I'm not predicting VR gear will finally replace machinery on the exhibit floor and decimate industrial shows. The destructive impact may well be limited for many reasons, not the least of which is the elasticity and resiliency of face-to-face events.
The positive impact of VR is limited only by the state of the art and how organizers put it to work.
Lippman's Take-Away: The key challenge is not finding a sponsor for a VR game. It's whether or not your organization and your event will be a "first mover."
Visit the Lippman Connects blog at www.lippmanconnects.com/blog.
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