6 Event Types That Can Profit From A Metaverse Twin (And Why)

“For brands it’s becoming increasingly important to create experiences that carry impact beyond the festival fields. Through timely planning, great ambition and integrated innovation, there is every opportunity for a brand to take center stage.” — Saatchi Sport & Entertainment’s business director Nicola Murray

Michael and Emily Eavis, organizers of Glastonbury 2022 — the UK’s largest music festival — sold 130,000 tickets in 20 minutes. Tomorrowland sold a quite preposterous 600,000 tickets in 10 minutes for the 2022 festival. In 2016, Lollapalooza sold every four-day-pass by lunchtime. This year, it took 15 minutes.

“The sounds (and fashion!) of the Coachella music and arts festival come to Fortnite. From now ’til May 16, turn to Icon Radio in your Joyride vehicle for a line-up of artists featured in Coachella 2022!” — Fortnite

In 2022, Coachella experimented with virtual additions, creating an app to offer visitors AR and VR mapping, Instagram filters and NFTs. But that was for visitors to the festival. For those who couldn’t be in the Colorado Desert, Coachella partnered with Fortnite to create a metaverse event. Players could customize avatars and listen to music from the Coachella.

From entertainment to corporate event metaverse twins

Festivals can make larger returns on their investment if they host a metaverse twin. They can also get more exposure and interest in their ‘product’, offer unique experiences for existing fans and introduce a new generation of festival-goers to the brand (yes, festivals are brands).


For conference organizers, metaverse twins solve a trilemma of challenges: budget, venue and accessibility.


Exhibitions are time consuming and expensive. Visitors often spend a week or more on the road, stay in expensive hotels and have transport costs and a week of recovery to worry about. Metaverse twin events remove this challenge for event organizers by giving busy visitors the opportunity to get together and experience the exhibition with a click of a button, from anywhere in the world.

Workshops and seminars

Metaverse twins make training larger numbers of people easier. Whether it is product training, employee training or certification, virtual spaces can be quickly adapted to the dynamic needs of learning goals. Whole processes can be replicated in a virtual environment, making experimentation accessible and cheaper and lowering risk when training is dangerous.

Product launches

Product launches increase sales, improve brand recognition and connect a brand more intimately with fans. Not easy to do in a warehouse. E3 and Apple are outliers. Don’t let the exceptions to the rule be your rule.

Film premiers

Most movie premiers are in Paris, London and New York. It’s hard to get tickets. Nobody knows they are happening. Having sister events in the metaverse gives the general public a chance to meet the stars and give your movie the audience to disrupt the red carpet.

Metaverse Twin Events Final Thoughts

The events covered here all really benefit from metaverse twin events for the same reasons. What, at RLTY, we call the four pillars of metaverse events:

  • Global — your event can reach a global audience.
  • Accessible — anyone can attend your event, from anywhere.
  • Impossible — you can create experiences not possible in the physical world.

About RLTY — The Metaverse Event Company

RLTY is a collective of Metaverse early adopters, contributing to this growing ecosystem with an infrastructure for building virtual events with a suite of easy-to-use tools. We partner with event organizers across all industries (Music, Arts, Conference, Fashion, Corporate).

For more information, visit https://rlty.live/ and follow the regular updates on Linkedin, Twitter, Medium and Instagram.



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RLTY is the Metaverse Event Company. We are building the infrastructure of Events in the Metaverse 🌐🚀