The Evolution of Event Technology: Are You Ready for the Next Wave?
By Author Name, Aloompa | December 1st, 2024
From Drew:
As we look ahead to 2025, the live event industry finds itself at a pivotal moment. Fan expectations are evolving at an unprecedented pace. Sponsors are demanding more precise ROI metrics. Event producers are tasked with delivering experiences that feel both immersive and highly engaging—all while managing operational complexity. At the heart of this shift lies the need for a deeper understanding of attendees and a closer connection between mobile, web, and real-world experiences.
Traditionally, live events have thrived in anonymity. Fans could come and go, enjoy the magic of the moment, and leave without much thought of digital connectivity beyond the purchase of a ticket. But the tides are turning. Today’s fans expect more. They want events to know them—anticipate their preferences, recommend the perfect artist or session, and make every interaction frictionless. At the same time, sponsors expect actionable insights into how their activations perform, while event producers are increasingly measured on their ability to deliver value to all stakeholders.
This collision of expectations is forcing a new approach to technology and the event experience. Simply put, traditional, bolt-on solutions are no longer enough.
The Rise of Identified Experiences
The industry is moving towards what we call "identified experiences." These are experiences powered by login-based systems where fans actively engage through participation, profiles, and preferences. These identified experiences unlock opportunities to create more personalized interactions:
For Fans: Tailored recommendations, exclusive perks, and seamless access across mobile, web, and on-site activities.
For Sponsors: Richer data sets that translate into meaningful insights about fan behavior, leading to more targeted activations and measurable ROI.
For Event Producers: A holistic view of fan engagement across touchpoints, helping them design better events and nurture ongoing relationships.
When done right, this shift creates “the flywheel of mutual benefits.” Fans feel seen and appreciated, sponsors achieve higher impact, and producers gain a competitive edge—all while building an ecosystem fueled by first-party data.
The Challenge for Event Professionals
But here’s the catch: achieving this isn’t easy. Creating the interconnected, immersive fan experience requires more than a patchwork of disparate technologies and providers. It demands a rethinking of the entire fan engagement stack—"front doors" like apps and websites, data pipelines, and the intelligence to turn raw information into actionable insights.
Ask yourself: Is your current technology provider aligned with these demands? Do they own the tools that generate the data they analyze? Can they offer you end-to-end solutions that integrate seamlessly into your existing ecosystem? Or are they simply a layer sitting on top of systems they don’t control?
These are the questions that every event professional should be asking themselves as they prepare for the next chapter in live events.
A Convergence of Expertise
At Aloompa, we’ve spent the last 15 years pioneering mobile solutions for live events. In partnership with WMT Digital, we’ve expanded that vision into a vertically integrated ecosystem—one that combines fan engagement tools, data collection, and advanced analytics under one roof. This integration is critical for delivering on the promise of identified experiences.
Our approach isn’t just about technology; it’s about creating a framework where every interaction—whether it’s a ticket purchase, a lineup selection, or a sponsor activation—feeds back into a system designed to deliver value across the board. This isn’t a vision for the distant future. It’s happening now.
The Road Ahead
As the industry moves forward, the question isn’t whether personalization and data-driven insights are important—they’re essential. The real question is whether you're equipped to deliver them in a way that’s seamless, scalable, and future-proof.
The convergence of fan expectations, sponsor demands, and producer needs presents a unique opportunity to reshape the live event experience. But it requires bold thinking and a willingness to embrace new ways of working.
At FestForums 2025, I look forward to discussing how we can collectively rise to meet this moment. Because the future of live events isn’t just about bigger stages or better lineups—it’s about smarter, more connected experiences that leave no one behind.