Jack Morton Worldwide Tests SpatialChat for Virtual Events, Seeing 2× Higher Attendee Activity vs Webinars

Context: Expanding the Toolkit for Virtual Experiences

As the global events industry rapidly expanded into virtual and hybrid formats, agencies responsible for producing large brand experiences needed tools capable of translating in-person event dynamics into digital environments.

Jack Morton Worldwide, known for producing large-scale conferences, brand activations, and corporate events for enterprise clients, began evaluating SpatialChat as part of its platform research process. The goal was to determine whether spatial virtual environments could support the agency’s design-driven approach to event production.

Rather than committing to a full deployment immediately, the agency conducted a testing phase to assess how the platform could integrate into its event design workflows. This approach allowed producers to examine how different virtual formats might support networking, breakout discussions, and interactive programming within client-facing events.

The Challenge: Recreating Event Dynamics Online

Event producers face a different set of constraints from those of organizations hosting internal meetings. Large virtual events often rely on webinar-style platforms that prioritize broadcasting over audience involvement. While these tools are effective for presentations, they rarely reproduce the fluid movement, spontaneous conversations, and networking moments that define successful in-person events. For agencies tasked with creating memorable brand experiences, this limitation can make virtual programs feel rigid and transactional.

Another challenge lies in platform selection itself. Agencies must evaluate new tools carefully before recommending them to clients, ensuring they can support both creative event formats and large audiences.

The core question guiding the evaluation was therefore straightforward: How can virtual events deliver the same sense of exploration and connection that attendees expect from live experiences?

Platform Evaluation: Designing Event Environments

During the evaluation phase, Jack Morton tested SpatialChat as a potential environment for interactive virtual events. The focus was on understanding how spatial layouts could support the agency’s event design concepts.

Participants enter a shared virtual space where conversations occur naturally based on proximity. Instead of a single broadcast stream, attendees can move between areas of the environment, joining different discussions or exploring programming zones throughout the event. This format enables event designers to structure digital environments more like physical venues, with separate areas for presentations, networking, brand activations, or informal conversations.

SpatialChat’s team also worked closely with the agency during testing, offering guidance on how the platform could be configured for different event scenarios. This included recommendations on layouts, room structures, and participant flow to support larger audiences.

For experiential agencies, such environments can support a range of event formats, from networking lounges and breakout areas to interactive conference spaces and sponsor activations.

Results: Higher Attendee Activity in Event Testing

The agency observed that sessions hosted in SpatialChat supported more fluid attendee movement and conversation patterns. Instead of remaining in a single broadcast channel, participants were able to move between different discussions within the virtual environment, creating a structure closer to how networking unfolds at in-person events.

Based on the agency’s evaluation, event formats designed in spatial environments can generate roughly 2× higher attendee activity compared with traditional webinar-style formats. For an experiential agency responsible for designing engaging client events, this difference is significant.

For event producers, the spatial format also opens up new creative possibilities. Instead of designing a linear program where every attendee experiences the same content at the same time, organizers can create environments where different interactions occur simultaneously.

Overall, the evaluation confirmed for Jack Morton that spatial virtual environments could support more dynamic event formats than standard broadcast tools, making the platform a viable option for experience-driven virtual programs.

What the Evaluation Demonstrated

The pilot allowed Jack Morton to assess whether SpatialChat could serve as a viable platform for designing interactive virtual events for enterprise clients. The testing phase confirmed that spatial environments offer a structure better suited to networking and exploration than traditional broadcast tools.

For SpatialChat, the evaluation highlighted the platform’s relevance for experiential marketing agencies responsible for designing large-scale brand experiences. Agencies increasingly require tools that allow them to translate creative event concepts into digital environments rather than simply delivering presentations online.