Whether at a sporting event or a cultural or artistic event, the spectator experience is constantly evolving, and companies like 3D Digital Venue are trying to redefine how visualization and planning technology can meet and even anticipate customer expectations globally. In my opinion, this company, which combines innovation with the definition brought by technology, has revolutionized the way sports and entertainment venues plan, market, and manage their spaces.
Thanks to its advanced 3D visualization solutions, 3D Digital Venue allows spectators to have a detailed view of their seats before attending an event. This improves customer satisfaction and optimizes the user experience that is rewarded when they physically attend the event.
To delve deeper into the impact and vision of this innovative company, GenexiGente had the privilege of interviewing Francis Casado, co-founder and director of international business development at 3D Digital Venue. With a professional career that reflects a passion for technology and business, Francis has been a key figure in the company’s growth and global expansion. We owe a large part of 3D Digital Venue’s current positioning to Francis Casado and his team, who, in our opinion, have been very skilled in establishing strategic alliances and promoting the company, especially in international markets.
During our conversation, Francis shared insights and information about the company’s challenges and achievements, as well as his vision for the future of technology in the global events and entertainment industry. His focus on innovation and customer satisfaction has positioned 3D Digital Venue as a leader in its sector, attracting the attention of stadiums, arenas, and theaters worldwide seeking to improve their audiences’ experience.
The interview allowed us to understand not only the technology behind 3D Digital Venue but also the philosophy of a company that seeks to transform the interaction between venues and their target audiences.
We also wanted to ask Francis about VIP or Premium experiences, as this is an area in which 3D Digital Venue has designed a solution that undoubtedly reflects the company’s innovative nature. At GenexiGente, we want to know what the trends are in this segment of service offerings, as these solutions evolve rapidly due to the ever-changing expectations of the most exclusive clients.
Below, we present the full interview with Francis Casado, in which we explore the company’s history, the brand’s milestones, and its plans. We hope the reader finds it as engaging and interesting as it was for us to have Francis Casado and his team at 3D Digital Venue with us. Special mention goes to Lluis Pascual, Sales Operations Manager, and Marcela Martínez, Marketing Director, without whose collaboration this interview would not have been possible. Our sincere thanks to everyone.
Question: What is 3D Digital Venue and how has it become such a relevant company for some of the world’s most important sports, arts, and entertainment institutions?
Answer.- 3D Digital Venue is a technology company specializing in virtualizing sports, entertainment, and arts environments. We create digital products and assets that ticketing companies and venue managers use to improve user experience, boost sales, and increase online conversions.
We use game engines to create interactive visuals that deliver a stunning real-life experience.
Our relevance is due to several reasons. First, we offer tailored solutions for each client, ensuring that our products perfectly adapt to their needs. We use game engines to create interactive visuals that offer a breathtaking reality experience, making us the only company in the market to offer a view from every seat in the venue.
Furthermore, we seek to establish long-term relationships with our clients, turning them into partners with whom we continually innovate. This combination of customization, quality, and long-term collaboration is what has allowed us to work with some of the most important leagues, brands, and institutions in the world.
Q.- Without a doubt, Seat Maps and Seat Views are two of the most relevant solutions in your offering. Their integration capabilities are another key element of your company’s success. What is the experience like from a user perspective? What can a customer do before and even after purchasing a seat?
A.- From a user perspective, what stands out most is the level of detail in our products. This allows users to feel completely immersed as if they were actually at the venue. Thanks to this level of precision, they can make informed decisions and fully understand what they are purchasing, which significantly reduces complaints and claims.
The user experience begins from the moment they explore the available options. Before purchasing a ticket, they can see the exact view from their seat, compare different locations, and choose the one that best suits their preferences. After purchasing, users continue to benefit from our solutions, as they can use our maps and graphics to better plan their visit, from finding the nearest entrance to locating amenities within the venue.
In short, we focus on offering a complete, easy, and mobile-first experience, both before and after purchasing a seat, which contributes to customer satisfaction and loyalty.
Q: What was your first project?
A.- The co-founders of 3D Digital Venue came from digitizing projects in the real estate sector, working on creating virtual models for new cities and buildings. In 2012, they saw a great opportunity with Athletic Bilbao, which was building the new San Mamés stadium.
They decided to found the company around this innovative concept: virtualizing a venue that was still under construction. For Athletic Bilbao, the goal was clear: allowing its season ticket holders to view and purchase their tickets years before the stadium was finished.
This first project not only demonstrated the value of our technology but also marked the beginning of our mission to improve the user experience in sports and entertainment.
Q: What project has been the most challenging for your company?
A: This is a difficult question because each project has its challenges. However, the most complex ones tend to be those in which we virtualize venues that are still under construction. Technical information is constantly changing, which forces us to work closely with architectural firms and designers.
The most complex projects tend to be those in which we virtualize facilities that are still under construction.
In these cases, we become a key part of the sales process, as the client wants to start selling their premium spaces and needs to showcase them visually, even if they don’t yet exist in real life. These types of projects require a high degree of precision and coordination, but it’s also where our technology and experience come into their own.
Q: One of the areas that make up the company’s service offering is the management of so-called “Premium Experiences.” Tell us a little about the added value that 3D Digital Venue offers in this area.
A.- “Premium Experiences” are one of our greatest differentiators. We have the ability to offer such a level of detail that a future buyer of a VIP space can see and experience the full luxury experience of a venue without being physically there.
This service accompanies the sales team throughout the entire sales cycle, whether for a first-time purchase or a renewal. The visual assets we provide are an invaluable tool that facilitates sales at any stage.
Furthermore, from the perspective of sponsors and marketing, the virtualization of these spaces becomes a real ace up their sleeve. It allows us to showcase the added value of VIP areas in a way that is as impactful as it is compelling.
In short, we offer an immersive and detailed experience that not only attracts buyers but also enhances our clients’ sales and marketing strategies.
Q: Basically, does the VIP experience begin in the space itself or long before arriving at the venue? What are the key aspects that define a VIP space in a show-oriented entity? What services are typically offered in these premium environments today? How should a company like 3D Digital Venue respond to these types of needs?
A.- The VIP experience truly begins long before arriving at the venue. We help clients enhance this experience from the first contact. For example, there has been a recent trend in the creation of “Retail Experience Centers,” where clubs create spaces for future premium guests to experience the full experience before committing.
At 3D Digital Venue, we collaborate with companies such as Legends, Channel1, and Forward Associates to provide high-quality visuals of these spaces. These visuals are integrated into platforms and websites that contain all the project information, allowing clients to explore every detail from wherever they are.
Key aspects that define a VIP space at shows include exclusivity, comfort, and personalized services.
Also, many of our direct clients ask us to build premium sales portals where, in addition to visuals, we generate transactional tools that allow users to view spaces, add them to a cart, and make payments for the premium space with associated services (catering, merchandising, parking, etc.), all within a single tool.
The key aspects that define a VIP space at shows include exclusivity, comfort, and personalized services. Today, these premium environments often offer everything from priority access and reserved areas to high-end catering services and personalized attention.
Our goal is to improve the customer experience by displaying visuals with a level of detail that resembles reality. This not only attracts potential customers but also facilitates the sales process by providing a clear and compelling view of what they can expect.
Q. The company has very diverse clients operating in very different fields. What we’d like to know is to what extent VIP experiences vary in such disparate entertainment venues. Are fans’ expectations generally similar, or is there some differentiating factor that needs to be addressed depending on the sport in question? Obviously, with its nuances, but ultimately, is attending the Moulin Rouge as a VIP the same as attending Camp Nou? Tell us more about the differences or nuances that may exist and that you address through your “Premium Experiences” service.
A.- No, it’s not the same. As I mentioned before, the premium experience depends on each client and the context in which it takes place. In the sports sector, especially in the American market, the concept of premium often includes services such as exclusive parking, high-end catering, and reserved areas for comfortable decision-making.
Nosotros en 3D Digital Venue nos adaptamos al concepto de cada cliente. Esa es nuestra gran diferencia.
On the other hand, in performing arts venues, such as the Moulin Rouge, the VIP experience can focus more on exclusive seating, access to private areas, and personalized services that enhance the experience of the show.
At 3D Digital Venue, we adapt to each client’s needs. That’s our biggest difference. Our experience allows us to be versatile and have a portfolio of assets that bring realism to any space, be it a stadium, a theater, or any other venue.
In short, we understand that expectations vary, and we ensure that our solutions reflect exactly what each client wants to offer. This way, we guarantee that each VIP experience is unique and memorable, tailored to the specific needs of the event and the audience.
Q. Technology, especially when it comes to 3D Digital Venue, undoubtedly plays a fundamental role. Augmented reality, statistics, data, and more data… Tell us, how is technology used to provide good service to VIP clients today? Technological advances must take giant leaps and bounds, right?
A.- That’s correct. At 3D Digital Venue, we are constantly innovating. We have an internal research and development team dedicated to creating, testing, and implementing new technologies. We make sure we stay up-to-date with the latest industry developments to efficiently apply them to our current services or develop new solutions.
Technology plays a crucial role in the VIP experience. We use augmented reality and virtual reality to offer immersive views and a wealth of data to personalize every detail of the user experience.
In short, technology allows us to offer first-class service to our VIP clients, ensuring that every interaction is unique and memorable. And yes, technological advances are rapid, and we move right alongside them, always looking for the next great innovation to improve our services.
Q: 3D Digital Venue is above all a technology company, but it certainly goes much further. You are also, in some ways, a marketing company because you must focus on meeting the needs of increasingly demanding customers. Anticipating trends and knowing how to respond to new needs is also part of your daily work. How do you carry out this task? How do you combine all this knowledge and translate it into high-value-added technological solutions like the ones you offer?
A.- Our research and development team is dedicated to monitoring and anticipating trends, as you rightly say. The important thing is to stay two steps ahead of the industry.
To achieve this, we combine our technological knowledge with a deep understanding of our customers’ needs. We conduct constant market analysis, participate in key events, and maintain close communication with our customers. This way, we can quickly identify changes in their demands and adapt our solutions to always offer high-added value.
Q: What are the trends in hospitality services? We imagine that VIP customers are presenting new expectations that need to be addressed. In your opinion, where is the VIP hospitality sector headed in the future?
A.- At 3D Digital Venue, we believe in a concept we call “the infinite stadium,” meaning that the customer experience doesn’t have to begin inside the stadium, but from the moment the purchase decision is made. From that moment on, there are many steps before arriving at the stadium, and we want to be present in each of them. We create technological solutions to accompany the consumer throughout the entire process.
At 3D Digital Venue, we believe in a concept we call “the infinite stadium,” meaning the customer experience doesn’t have to begin inside the stadium, but from the moment the purchase decision is made.
We believe the VIP hospitality sector will move in that direction: toward a path where the premium experience begins long before arriving at the stadium and culminates long after the event is over. Without being intrusive, the idea is for the user to be able to enjoy the entire experience continuously and connect with other fans who are sometimes thousands of miles away from the stadium, but who are also part of the community.
