In planning, a system can look solid: the guest list is loaded, the agenda is uploaded, suppliers are confirmed. Then the guests arrive, and that is where the real test starts. Why live event technology still needs professional judgment in the room.
Weeks after his wedding, the people struggling most were relatives trying to get their photos. The solution led to an invitation to exhibit at GITEX Global, and then to a different question from organisers: could attendees share those photos? Anup Mohan on how Premagic became a post-event marketing platform.
In live events, the difference between a flawless show and a visible disaster is rarely the technology. It is the architecture around it – the decisions made before the first cue fires, the fallbacks engineered before the first rehearsal, the operators briefed to act before the first thing goes wrong. Sujoy Cherian has spent years building that architecture at scale. We asked him to open the hood.
For decades, networking at events has relied on one dominant model: chance. You walk into a room, meet whoever happens to be nearby, start a conversation, and only then discover whether there is any business relevance. It’s a system built on proximity, but without precision.
Interactivity at events is no longer a “cool feature”- today, it is the baseline standard for conferences, forums, webinars, and corporate events. The reason is simple: audience attention has become the scarcest resource.
There is a moment in the growth of any hospitality or events business when scale starts working against you. More inquiries come in – and for exactly that reason, more are lost. Gold’s Yacht reached that inflection point in 2025: a fleet of 150+ yachts, clients from over 50 countries, and a communication infrastructure that had stopped keeping pace with the business.
For years, the event industry measured success through impressions. Creativity, atmosphere, and emotional intensity defined value. Agencies competed in originality, brands invested in memorable experiences, and technology often served as an amplifier rather than a foundation.
Nikita Menshov tackles low event energy using improv-based “mechanisms.” By engaging in shared physical exercises, speakers build psychological trust and focus. He advises reconnecting via eye contact or interactive games to ensure the audience stays “live,” focused, and deeply connected.
Sujoy Cherian reveals how AI and XR are solving the modern engagement crisis. Learn how “the third sense” and gamification are blurring physical and digital lines to create immersive future events.
In the event market, we generally don’t have direct sales numbers; we pay attention to the closed deal. For service agreements with corporate clients, we spend anywhere from two to twelve months working on the deal. This requires building a long sales strategy. Furthermore, the work needed to create the commercial offer is extensive; our team spends more than 40 hours on each proposal for a corporation.
