AR & VR in Events: What You Need to Know to Create Unforgettable Experiences

Facing the future of event technology through immersive experiences is taking on the event industry by storm. As event organizers, you know your audiences are seeking more immersive, personalized experiences – and these technologies are not a fleeting fad. They’re here to stay for good.

With the global spread of advanced interactive tech, attendees now expect you to deliver wow moments that make your events stand out. Research bears this out: as of 2024, around 90% of people in the US and UK are aware of VR technology according to Leftronic’s virtual reality statistics, and a majority of those who’ve tried it want even more interactive content from their experiences. The good news is that many event organizers have already started embracing AR and VR as staple event tools, moving beyond one-off gimmicks to integrated parts of their event strategy.

Now more than ever, technology is transforming the attendee journey and the way events are designed. Forward-thinking planners ask themselves at every turn how innovations like AR or VR could elevate their event and create a better experience. It’s becoming standard to brainstorm immersive elements during planning – which tech can wow our audience and set us apart? By leveraging AR and VR, you can fulfill your audience’s high expectations with user-driven experiences that truly impress. Attendees choose to come to events hoping for something remarkable that they can rave about (and inevitably post on social media). AR and VR empower you to deliver exactly that kind of interactive, envy-inducing adventure.

What’s Ahead: In this guide, we’ll cover three critical aspects of using AR and VR for unforgettable events:
– The key differences between AR and VR technology, and when to use each one.
– What you need (in terms of planning, partners, and equipment) to implement AR/VR at your event.
– Real-world examples of how AR and VR have been used to promote events and enhance live experiences.

Understanding Augmented Reality (AR) vs. Virtual Reality (VR)

You’ve heard the buzz and you’re eager to maximize event experiences with AR and VR – but first, it’s crucial to grasp what makes these two technologies distinct. The terms are often confused, yet the differences are key to successfully implementing them. In short, augmented reality and virtual reality both create immersive experiences, but they do so in very different ways.

Augmented Reality (AR) overlays digital content onto the physical world. Using a smartphone, tablet, or AR glasses, AR adds visual, auditory, or other sensory layers to the environment around you. The key point: AR does not transport users to an entirely new place – instead, it enhances the real world they’re in. Done right, AR can make your surroundings feel like an interactive story. Imagine holding up your phone at a festival and seeing virtual fireworks, stage information, or whimsical characters floating above the crowd. The physical venue remains the stage, but AR adds a unique digital adventure on top of reality.

Virtual Reality (VR), by contrast, creates an entirely new environment from scratch. Think of VR as a portal to a different world: when someone puts on a VR headset, they’re fully immersed in a digital space and the real world is left behind. In VR, attendees can look around 360° and interact with a simulated environment – whether it’s a fantasy game realm, a virtual concert venue, or a 3D model of an expo hall. VR typically requires a headset (like an Oculus/Meta Quest, HTC Vive, or similar device) and sometimes hand controllers to navigate the experience. The result is total immersion: users might “travel” to a virtual festival stage or networking lounge without ever leaving their home or the event’s media room. It’s like a parallel version of your event that exists purely in software.

For event organizers, understanding this difference helps you decide when to use each technology. A simple rule of thumb is: use AR to enhance on-site experiences without pulling people away from the physical event, and use VR when you want to transport people somewhere else or include remote attendees in an immersive way. AR is great for adding a layer of engagement at your venue (because attendees remain present in the real-world event while using it), whereas VR shines for delivering experiences that go beyond your venue’s limits or for creating standalone virtual events.

What You Need to Get Started with AR/VR at Events

Once you’ve decided to incorporate AR or VR into your event, the next step is planning how it will work. Success starts with a clear vision. Outline the experience you want to create and why it will enhance your event. Ask yourself: Will AR or VR be a fun add-on (like a game or photo op), or a core part of the event (like a virtual attendance option)? Is it for practical use (say, an AR navigation app to help people find sessions) or purely interactive entertainment? Defining the role of AR/VR early will guide your budget and technical requirements. For example, adding a simple AR scavenger hunt might just require a mobile app and creative content design, while offering a full VR experience area could mean procuring multiple VR headsets, computers, and a specialized team to run it.

Next, identify the right technology partner or vendor to help execute your vision. Unless you have an in-house development team, you’ll likely collaborate with an experienced AR/VR provider. Look for partners with a proven track record in live events – they should be able to consult on both the software (the AR/VR app or platform) and the hardware (like headsets, projectors, servers) needed for your venue. A good partner will guide you through setup and even on-site operation. They’ll let you know, for instance, if attendees need to download an app in advance, or if you’ll need to beef up the venue’s Wi-Fi/5G coverage to support hundreds of people using an AR feature simultaneously. Essentially, your AR/VR vendor should act like part of your production team, ensuring the tech runs smoothly and safely.

Don’t forget the logistics and staff training. Plan how you’ll integrate the technology into the physical event space. Will there be a dedicated “VR zone” with staff helping attendees put on headsets and navigate the virtual world? Will you need charging stations for smartphones because an AR app might drain batteries? These are the nitty-gritty details to nail down well in advance. It’s wise to do a test run or two – perhaps at a smaller event or a private demo – to iron out any technical kinks. Train your event staff (or hire specialists) to assist attendees with the AR/VR experience. A little guidance goes a long way for guests who might be unfamiliar with the tech. You want their first AR/VR try to be seamless and awe-inspiring, not confusing.

Pro Tip: Involve your AR/VR tech partner early during venue planning. Have them assess the site map and infrastructure before the event. They might catch critical details – like poor internet coverage in an area, or lighting conditions that could interfere with AR cameras – and help you address them ahead of time. Early technical walkthroughs can save you from nasty surprises on event day.

How AR and VR Elevate Event Marketing and On-Site Experiences

AR and VR aren’t just transforming the during of your event – they can supercharge your event promotion and overall attendee engagement from start to finish. These tools bring a level of fascination and personalization that gets audiences more deeply involved. Used wisely, immersive tech can captivate people at every stage: sparking interest during your marketing campaign, delighting attendees on-site, and even extending the buzz after the event. Let’s explore some of the top ways AR and VR are already being used by event organizers to level up their marketing, engagement, and attendee experience.

Creating Interactive Marketing Campaigns

In event marketing, nothing beats engagement – you want your promotions to not just inform but actively involve your target audience. AR and VR provide innovative ways to achieve this. Forward-thinking promoters have started using these technologies to give potential attendees a taste of the event experience before it happens. For example, instead of a static poster or Facebook ad, imagine an augmented reality flyer that, when scanned with a phone, shows a 3D preview of the stage design or a message from the headlining artist. Some festivals have even built 360° VR teaser videos or virtual venue tours that let fans “step inside” the event from home. It’s one thing to read about a great DJ lineup; it’s another to virtually stand in a crowd with the music thumping around you.

These immersive marketing tactics work. Interactive content tends to be far more memorable than a flat email or banner ad. In fact, about 80% of businesses that implemented AR filters and lenses have reported a boost in brand awareness as a result, according to augmented reality marketing statistics. The same principle applies to events: when your audience can actively experience a preview of your event, they’re more likely to get excited and share it with friends. An AR promo or VR snippet basically turns into a storytelling tool – people who try it can’t help but talk about “this cool thing” they saw. That buzz translates into higher intent to attend. (And by the way, that shareability is free marketing for you.) Many artists and organizers are jumping on this trend; even leveraging Twitch live streams to promote DJ careers to build an online audience has become common practice in the lead-up to live shows. The bottom line: AR and VR can make your marketing campaigns more experiential, which is exactly what today’s event-goers crave.

Gamifying Event Experiences

Once people are at your event, AR can turn the entire venue into a playground. We’re seeing concerts, festivals, and even trade shows use augmented reality to create fun challenges and games that get attendees actively involved. You might set up dedicated AR game zones, but often the best approach is to make the whole event space interactive. For instance, you could design a scavenger hunt in an event app: attendees use their phone cameras to find and collect virtual objects hidden around the venue. (Think Pokémon Go, but customized for your event’s theme.) We’ve seen a pop-culture convention do exactly this – deploying an AR character hunt where fans chased virtual monsters and collectibles on the expo floor, a prime example of augmented reality experiences at festivals. The result? Attendees were thrilled to explore every corner of the venue, and it sparked plenty of friendly competition and conversation along the way.

Gamification through AR/VR not only entertains your crowd, it also encourages them to engage more deeply with the event and with each other. Instead of passively watching a show, attendees become active participants. A conference might use AR trivia games during session breaks, or a music festival might have an AR “easter egg” challenge that rewards the first fans who find a secret virtual item. These activities naturally lead to higher dwell times (people stick around longer because they’re having fun) and more social interaction. Attendees might team up with new friends to solve a puzzle or excitedly share their AR selfies with each other. Ultimately, adding game elements adds to the positive memories people take away. They’ll remember not just the main attraction (like the band or keynote speaker) but also the unique fun they had throughout the event.

Pro Tip: If you introduce an AR game or challenge, give participants a little reward. It could be something simple like a digital badge or a discount code, or something tangible like event merch or an upgraded experience for the winners. Incentives boost participation by giving attendees an extra reason to play along. Plus, a sponsored prize can be a great way to involve your event partners – sponsors love being part of these high-engagement activations, and they might even cover some costs in exchange for branding the AR experience.

Smoother Navigation with AR Guides

Large venues and crowded events can be disorienting, but AR technology offers a cutting-edge solution: augmented navigation. Instead of referring to a paper map or a generic phone map, attendees can use their smartphone camera as a live guide. Imagine holding up your phone and seeing arrows on the screen pointing toward “Stage A” or labels hovering over the image of the actual buildings telling you what’s inside. This is now possible with AR wayfinding apps. In fact, major festival organizers have begun deploying exactly this kind of AR navigation to improve the guest experience. In one recent example, a partnership between a social app and a global event promoter introduced an AR “Compass” feature at several big music festivals, giving attendees a 3D map of the grounds through their phone camera and guiding them to stages in real time, effectively enhancing the on-site experience. With floating stage markers and virtual arrows overlaid on the festival landscape, fans no longer needed to flip through pamphlets or ask staff for directions – they could simply follow the glowing path on their screen.

The benefits of AR navigation are twofold. First, attendees feel more in control and less anxious about finding things, which contributes to a relaxed, enjoyable atmosphere. Second, it eases the burden on your event staff. Fewer people get lost or confused, and that means fewer overwhelmed info booths. AR wayfinding can be as simple as a feature added to your event’s mobile app. Attendees just open the map, lift up their phone, and arrows or icons pop up on the live camera view to show them where to go. It’s like having a personal guide for each guest. And because it’s fun and futuristic, people tend to appreciate the convenience – it’s one more memorable touch. Augmented reality experiences at festivals are becoming increasingly common in this way, blending utility and excitement. If your event venue is complex, this is one tech upgrade that attendees will thank you for.

Interactions with the Event Space

Another powerful application of AR and VR is turning every corner of your event into an interactive story or spectacle. In the past, if there was downtime between performances or if someone was waiting for a friend, those minutes might be boring. Now, with cleverly placed AR content or VR stations, there’s always something to do or explore. One popular idea is the AR photo booth: rather than a traditional photo backdrop, you set up an AR experience where attendees point their phones at a spot and fantastical things appear for the camera. At a recent Electric Daisy Carnival (EDC), for example, attendees using a special Snapchat AR lens could see iconic festival imagery – like EDC’s signature neon owl mascot – springing to life through their phone screens, with colorful virtual creatures dancing around the real festival grounds, creating magical photos and videos. Naturally, people were recording these AR moments and sharing them widely, effectively turning attendees into event ambassadors on social media.

Event producers are also using AR to create immersive storytelling. You might hide AR “portals” around a venue; when scanned, each portal could show a piece of a narrative or a clue that unfolds throughout the event. This keeps curious attendees engaged at all times, eagerly looking for the next installment. On the artistic side, augmented reality can elevate performances themselves. A landmark example was at a major California music festival, where one stage in 2019 had an AR overlay for those with the festival app: through their screens, fans saw astronauts and planets floating above the stage in sync with the music, showing how organizers can elevate the spectacle. It turned an already thrilling live show into a multi-sensory cosmic experience. And remember, virtual reality can play a role on-site too; some events set up VR booths as attractions, where attendees can try a short VR experience (say, a 5-minute VR music video or a sponsored VR game) as part of the overall entertainment.

The goal of all these AR/VR additions is to ensure there’s never a dull moment and to let attendees actively interact with your event environment. When people have agency – choosing where to explore next, creating their own AR-enhanced photos, or diving into a VR demo – they feel more connected to the event. It’s the difference between just attending and truly participating. And as a bonus, these interactive elements tend to generate tons of shareable content. Every AR photo or interesting VR clip might end up online, spreading the word about your event far beyond the attendees on site.

Virtual Attendance from Anywhere

One of the most revolutionary impacts of AR/VR tech is the ability to include people who aren’t physically at your event. Virtual attendance became a household concept during the pandemic, but it’s here to stay as an option to broaden your reach. By offering a VR or online immersive experience, you can invite unlimited guests from around the world to join in – without worrying about venue capacity. And far from cannibalizing your in-person ticket sales, a well-crafted virtual offering can actually boost your event’s profile. (For example, Coachella streams its performances worldwide to millions of viewers each year, yet still sells out the live festival immediately, proving that integrating festivals with virtual worlds does not decrease demand, as streaming often inspires remote fans to attend in person next time.)

Audiences have shown significant interest in these virtual event experiences. Surveys in recent years found that around 45% of adults would be interested in attending a music event in the metaverse or VR, highlighting how metaverse events bring mesmerizing experiences to audiences – basically, a sign that nearly half your potential audience is open to a virtual concert or festival. To tap into this, some festivals and conferences now run hybrid events: a live in-person event complemented by a parallel virtual experience. For the virtual component, you might create a 3D version of your venue or a “metaverse” space where remote attendees can navigate with avatars. They can watch a live stream of the main stage, visit virtual sponsor booths, and even network with each other in virtual lounges. As an organizer, you’re not limited by geography or venue walls. A fan in Japan or Brazil could attend your London event through VR and feel almost as if they’re there.

From a planning perspective, integrating VR attendees does require effort – camera setups for 360° video, a platform to host the virtual world, and moderators to manage the online crowd – but it can pay off by expanding your community. Importantly, the industry has embraced hybrid models: by 2025, an overwhelming 92% of event marketers said they plan to include virtual elements in their events, according to virtual events statistics. The key is to ensure your virtual experience is high-quality and engaging, not an afterthought. You might schedule exclusive online-only sets, or offer VR angles and backstage streams that on-site attendees don’t get, so the remote fans feel they have a special window into the event.

Warning: Not everyone can handle a VR headset for long periods. Over half of users have experienced some degree of motion sickness when using VR, as noted in virtual reality usage data. If you’re providing a VR option, make it comfortable – recommend that users take breaks (you can program reminders), and ensure there’s a simpler live-stream alternative available for those who can’t use VR. Also, test your VR experience thoroughly; technical hiccups or a confusing interface will frustrate remote attendees who don’t have staff on hand to help. Maintain a support channel for virtual guests so they feel taken care of, just like your in-person audience.

Bringing Events into the Future

The live events space is entering an exciting new era of innovation. AR and VR are just the beginning – the “tip of the iceberg” – of how technology can create richer, more immersive experiences. As an event organizer, staying ahead means continually exploring these advancements and thoughtfully integrating them into your events. Embracing AR/VR now is a strong signal to your audience (and sponsors) that your event brand is forward-thinking and dynamic.

That said, it’s important to implement new tech with purpose and care. Successful events in the 2020s blend cutting-edge innovation with the timeless elements of a great event (music, art, community, hospitality). Use AR and VR where they add real value for attendees, not just for show. For example, an AR game that entertains festival-goers or provides useful info enhances the fan experience, whereas a high-tech feature that’s confusing or buggy can detract from it. Many veteran producers stress this balance: focus on tech that truly improves the event rather than gimmicks, looking toward festival tech trends that actually deliver value. By doing so, you build trust with your audience – they know that when you introduce a new feature, it’s going to be worth their while.

Looking ahead, the line between physical and digital experiences will continue to blur. We’ll see more hybrid events, more use of mixed reality (like the upcoming AR/VR wearable devices from major tech giants), and higher audience expectations for interactivity. By gaining experience with AR and VR now, you’re not only creating unforgettable moments today but also future-proofing your events for the next wave of innovation. Attendees will remember that your event amazed them and made them feel like a part of the story – and that feeling is what drives loyalty and word-of-mouth.

Ticket Fairy is a ticketing platform built to support these kinds of cutting-edge events, including those using AR and VR. We handle everything from seamless online ticketing to on-site technology integrations that can complement your immersive experiences. If you’re planning to take your event to the next level with AR/VR, feel free to book a demo call with us to discuss how we can help make it a reality.

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