Much speculation has been brought about the potential use cases for NeRF technology. The most commonly discussed vertical being film. However, another industry that is sure to be disrupted is live ticketing and events.
The live ticketing industry has seen significant innovations in recent years, with major players such as Ticketmaster, Stubhub, and Seat Geek continuously seeking new ways to enhance their customers' experience. Among these breakthroughs, one cutting-edge technology opportunity stands out: Neural Radiance Fields (NeRFs). NeRFs have the potential to revolutionize the way venues utilize space, offer unique experiences to venue goers, and create entirely new business opportunities.
Neural Radiance Fields are a novel machine learning technique used for synthesizing three-dimensional scenes from two-dimensional images. NeRFs have gained substantial attention in various industries, including virtual reality, augmented reality, and now, the live ticketing market. The integration of NeRFs into the live ticketing industry offers venue goers unprecedented views of seating arrangements and realistic visualizations of the event experience.
From Alberto Yanez Montesdeoca's post on Linkedin, we get a glimpse as to how this can translate. Luma AI also sees the benefit of the vertical, altering their software to accommodate it. Given that Luma has already announced in browser NeRFs that are coming, it is logical to see the current ticketing screens of the ticketing behemoths getting replaced with more interactive options, such as NeRF.
How NeRFs Address Live Event Pain Points
Ticketing platforms will be able to immediately provide a more accurate expectation when selling their tickets. One of my biggest pain points when buying tickets for an event is not having an accurate view of the event. When tickets are as expensive as they are, I want to know that I'm not going to have an obstructed view.
This also represents an upsell ability for the platforms. If the seats aren't exactly what you're looking for or if there's an view obstruction, you can fly around the venue. When customers access the NeRF seating map, they can see the venue's layout, seating sections, and seat numbers, allowing them to assess the view from various seats within the venue. This helps users make informed decisions when purchasing tickets, as they can virtually "experience" their chosen seat before committing to a purchase. This feature is especially beneficial for those attending events at unfamiliar venues, as it reduces the guesswork involved in selecting the perfect seat.
NeRFs can also be served to aid sales departments of the sports teams, by allowing potential season ticket purchasers the ability to view in VR or AR the seats, box suite, or venue prior to purchasing.
Eventually, the NeRF seating maps could also display real-time seat availability and pricing, enabling customers to choose the best available option based on their budget and preferences.
Another massive headache for me has been knowing which gate to enter a stadium at. I have on multiple occasions walked around the length of a stadium, looking where for where I'm supposed to go. The ticketing platforms will be able to further leverage NeRFs to direct people to where they need to be, raising customer satisfaction; in addition, NeRFs will free up the on-site staff's bandwidth by lessening the amount of direction based questions they receive.
Additionally, NeRFs will allow for people to feel as though they are at an event, even if they are unable to geographically or monetarily be able to attend. Picture the day of the Super Bowl and SoFi Stadium is suddenly available to walk around in full VR; imagine getting to feel as if you are there or reliving the atmosphere of the day retroactively.
NeRFs for Venue Operators
In addition to enhancing the ticket purchasing experience, NeRF seating maps can also benefit venue operators and event organizers. By analyzing customer interactions with the maps, operators can gain valuable insights into popular seating areas, customer preferences, and potential areas for improvement. This data can be used to make strategic decisions about seating arrangements, ticket pricing, and venue operations.
Beyond Venue Layouts: Additional Applications of NeRFs
While providing customers with realistic venue layouts and seating options are the most immediate applications of NeRFs in the live ticketing industry, the potential for other creative applications is vast. Some notable examples include:
Customizable Event Experiences
NeRF technology can be used to create customizable event experiences, allowing venue goers to tailor their event to their preferences. For example, users could choose to experience a concert from various angles, such as from the stage, behind the scenes, or among the audience. This would offer a unique and immersive experience for each attendee, creating lasting memories and encouraging repeat business.
Virtual Reality Concerts
By leveraging NeRFs, companies can offer virtual reality (VR) concerts that rival the experience of attending a live event. With realistic visuals, immersive audio, and the ability to interact with other attendees, VR concerts could become a popular alternative for those unable to attend events in person. This would also open up new revenue streams for the live ticketing industry, as VR concerts can be sold at a lower price point than traditional tickets, attracting a broader audience and potentially generating additional sales.
Enhanced Accessibility
NeRFs can be utilized to improve accessibility at live events for individuals with disabilities. By offering virtual venue tours and AR seating maps, customers can better evaluate their accessibility needs before purchasing tickets. Venues can also use NeRF technology to optimize seating arrangements and identify areas that require improvements or modifications to accommodate all attendees.
4. Venue Design and Optimization
NeRFs can be employed by architects and venue designers to create virtual simulations of new event spaces, allowing for a thorough evaluation of potential layouts and designs before construction begins. This can help identify any issues or areas for improvement, ultimately leading to more efficient and optimized venues.
As NeRF technology continues to develop and evolve, the live ticketing industry is poised to see even more innovative applications and features, helping to reshape the way we experience live events. From virtual venue tours and immersive seating maps to customizable event experiences, and VR concerts, I believe it is inevitable that live ticketing companies will leverage neural radiance fields to redefine the live event experience for venue goers around the world.
