An Introduction to VR

To increase stand interactivity and dwell time, event industry professionals are turning to augmented and virtual reality to capture visitor attention.

The last few years have seen lots of changes in terms of technology used at events, as things become more focused towards interactivity and creating memorable experiences that leave people talking for months after the event is over.
The ability to be able to create specially developed content or another 'world' using VR is something that we have had lots of experience in at ITR.

What is Virtual Reality (VR) and Augmented Reality (AR)?

Jaron Lanier, founder of the Visual Programming Lab came up with the well known term. His company developed a range of VR headsets and other products such as the Dataglove. They were the first company to sell VR goggles.

What is the Difference Between AR and VR?
Both AR and VR have the same goal - to immerse and interact with the user. However AR is a technology that superimposes a computer generated image on a user’s view of the real world, providing a composite view.

VR is completely computer generated when creating its own world. However AR is partly real life and partly virtual components and mainly delivered through a lead mounted display giving the user a virtual recreation of reality.

As you can imagine, the ability to overlay graphics is a huge advantage for event organisers, giving visitors an immersive way of exploring products and services in a crowded exhibition hall, and, once again, increasing average dwell time.

The prospect of easily affordable augmented reality eyewear by 2020 means that event organisers are looking for new ways to incorporate compatible software into exhibitions.



HTC Vive

The Vive was developed by HTC and Valve. There are over 1000 games to play through SteamVR, with stunning graphics and a 110 degree feld view, the Vive headset immerses you into another dimension. The Vive also includes two wireless controllers which allow you to interact with and manipulate objects in virtual reality!

Oculus Rift

Combined with the Oculus store (PC and Oculus account required) you can download a combination of games or experiences without having to take the Oculus Rift off. The headset also offers a range of different experiences such as EVE: Valkyrie, Lucky’s Tale and Oculus Video. You won’t want to leave the VR world.


Microsoft's entry into the marketplace took people by surprise. However, their unit has proven to be so much more than simply a way point fnder! Using it’s 2.3 megapixel screen and forward facing cameras it simply superimposes content in front of you in glorious stereoscopic 3D.

What's new?

Although the costs for VR ready PC's and headsets are falling rapidly the market is still contained to those who can, however all is not lost. Apple has filed AR and VR patents ahead of its latest iPhone release and the simply brilliant Samsung Gear VR has evolved to a really mature piece of kit. The app store has been trimmed down to relevant and higher quality apps, and the built in MilkVR has been overhauled to allow synchronous video playback to unlimited devices without rooting the devices. Google has also acquired Owlchemy, the acclaimed VR lab, and are set to start creating a full VR solution which runs alongside Daydream.

With so many companies looking to build on mobile processing and removing the need to have a very high spec PC or mac to run the device, the VR and AR market will soon be a lot more affordable and open to the masses.

Virtual Racing

If you're looking for an exciting way to attract visitors to your stand then look no further.

We have access to over 20 virtual reality racing simulators that can be deployed at short notice with maximum efficiency. Racing simulators can be used for any event such as conferences, exhibitions and weddings.

Motorsport simulators are a great way to encourage interactivity and connectivity with your audience and they are sure to get people talking about your stand. We have two types of simulator available:

Formula Tub

This virtual reality racing simulator is designed for maximum immersion. Drivers sit in a professionally constructed Formula Tub, the pedals are adjusted to suit drivers using the electric motors, the drivers put on a virtual reality (VR) headset and away they go.

  • High-end, direct drive steering system to produce realistic levels of force-feedback
  • Carbon fibre steering wheel with quick release
  • Electronically adjustable pedals to fit drivers from 5ft to 6ft 7in
  • Virtual reality headset powered by HTC Vive
  • Staff member(s) to run the event
  • Video and data analysis if required

GT Multiplayer Simulator

We have multiple GT Simulators available at any one time meaning you can race against your friends or colleagues. Using our event management software we can create multiplayer racing simulator sessions with high-octane results.

  • Force feedback steering wheel
  • Adjustable seat and pedals to fit drivers from 4ft 4in to 6ft 8in
  • 3x 40inch screens
  • Bass Shakers providing vibration to the chassis
  • Staff member(s) to run the event
  • Voice chat between the drivers if required

Our simulators can be branded with your logos or graphics, giving you the ability to showcase your brand or your sponsors through the use of virtual graphics on the track or vinyl graphics on the seats.

The Future of VR

The last 18-24 months has seen a shift in the application of VR & AR. Industry and business have realised the potential of using VR and AR. The events industry has started to adopt VR and AR as part of the design, concept and delivery process.

Giants such as General Electric are on board including AR on their Italian Factory floor, and US hospitals are trialling the use of VR in surgery, indicating we are about to enter the best years for VR.

Virtual reality headsets allow event attendees to be in a crowded exhibition hall, whilst experiencing standing on a white sandy beach in the Caribbean, or on safari in Kenya. They can even show VR tours of popular tourist locations, or walk visitors around their hotel before they check in.

This kind of interactivity is what currently encourages event organisers to incorporate virtual reality at their stand. However, VR as we know it, is already evolving at great pace and it’s future is positively volatile, with many exciting changes ahead.

Want more information? Contact us today.

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