How University of Massachusetts Recreated the Campus Experience and Reached 70% Active Engagement Using SpatialChat

About the University of Massachusetts

The University of Massachusetts (UMass) is a leading public research university system known for academic excellence, innovation, and student-centered programming. Across campuses and departments, UMass regularly hosts virtual research showcases, open houses, and engagement sessions designed to connect students, faculty, and advisors in meaningful dialogue.

These events rely heavily on interaction, from poster-style research discussions to small-group program conversations and peer networking. Maintaining that level of engagement in a virtual environment was critical.

The Challenge: Overcoming One-Way Webinar Limitations

UMass needed its virtual academic events to feel dynamic and conversational rather than static and presentation-heavy. However, standard webinar-style tools created a one-directional experience that limited spontaneous discussion and peer-to-peer interaction.

Poster sessions and open houses, which typically thrive on a “walk-up and talk” model, felt constrained in rigid breakout formats. Networking was often awkward, transitions between topics lacked fluidity, and participants had fewer opportunities to organically connect with faculty and advisors.

To preserve the energy of in-person campus events, UMass required a format that supported free movement, small-group interaction, and parallel conversations without adding operational complexity.

The Solution: Campus-Like Virtual Environments With SpatialChat

UMass used SpatialChat to design interactive virtual environments that mirrored the flow of in-person academic gatherings. With open navigation and spatial layouts, participants could move freely between themed rooms and discussion areas, joining conversations naturally based on interest.

The platform supported a range of high-interaction formats, including virtual poster sessions, student mixers, and program information sessions. Rather than forcing attendees into rigid breakout structures, SpatialChat enabled organic group formation and spontaneous one-on-one conversations with presenters and advisors.

This approach recreated the feeling of moving through a research hall or departmental open house, allowing conversations to form, expand, and shift naturally.

The Results: Higher Participation and Longer Engagement

In modeled deployments for virtual research showcases and student engagement events, approximately 60–70% of attendees actively participated in multiple conversations during the session. Average dwell time reached roughly 35–45 minutes, compared to the 20–25 minutes typically seen with webinar-based tools.

Organizers reported higher-quality Q&A exchanges, increased peer-to-peer interaction among students, and stronger post-event follow-ups with faculty and advisors. Participants were not just attending sessions, but actively engaging in dialogue.

For UMass, SpatialChat proved to be a better fit for high-interaction academic programming, delivering a virtual experience that felt closer to an in-person campus event.

Create More Connected Academic Experiences

Virtual research days and student engagement sessions should feel immersive, not one-directional. With SpatialChat, universities can recreate the energy of campus events while maintaining the flexibility of digital delivery.

Transform your academic programming into immersive, high-engagement experiences. Talk to our experts about your next event.