Enhancing Saudi Arabia's cultural events with the immersive web

Saudi Arabia, with its Vision 2030 initiative, is uniquely positioned to become a leader in leveraging immersive technologies like virtual reality (VR), augmented reality (AR), and the metaverse to revolutionize cultural experiences. By integrating these cutting-edge technologies, the Kingdom can create more engaging and inclusive cultural offerings that resonate with local and international audiences. Saudi Arabia's cultural landscape is marked by major events celebrating its rich heritage and vibrant future. The Riyadh Season, a city-wide festival, showcases a fusion of global and local cultures through entertainment, arts, and food. The Saudi National Day celebrations unite the nation in a grand display of unity, patriotism, and cultural pride, reflecting the Kingdom's ambitious vision for the future. 

As global interest in immersive technologies grows, Saudi Arabia can use these tools to preserve and showcase its cultural heritage, attract tourists, and foster greater understanding and appreciation worldwide. By embracing VR, AR, and the metaverse, Saudi Arabia can offer unique cultural experiences that align with its Vision 2030 goals of diversifying the economy and promoting cultural tourism, positioning itself at the forefront of the cultural tech space.

Can cultural events thrive in the metaverse?

The metaverse is a virtual space that blends augmented reality (AR), virtual reality (VR), and other immersive technologies to create interactive 3D environments. This technology enhances accessibility, enabling global participation in cultural experiences that might otherwise be out of reach. It also offers innovative, interactive features that transform how we engage with cultural traditions and events.

The upcoming Virtual Burn 2024  showcases the shift of traditional cultural events to virtual formats, with a community-driven approach that lets participants create personalized experiences and engage in various activities. The event's 'Virtual Temple' offers a contemplative space for making offerings and meditating, fostering emotional connections and community support. This adaptation preserves the spirit of the original event while expanding its reach, enabling global participation through avatars and interactive elements. Another successful virtual event was Travis Scott's concert in Fortnite, which marked a groundbreaking moment in virtual entertainment, attracting over 12 million simultaneous viewers. This event showcased the potential of 3D metaverse platforms for live performances, merging music, gaming, and social interaction. 

Benefits of hosting events in the metaverse

Accessibility and inclusivity

The metaverse breaks down physical and geographic barriers, allowing people worldwide to participate in cultural events without needing to travel. Through immersive 3D environments, users can explore Saudi Arabia's rich heritage, attend traditional festivals, and experience art exhibitions as if they were physically there. For example, a virtual version of Riyadh Season, one of the world's largest winter entertainment events, could feature a live-streamed performance, with attendees choosing camera angles, interacting with fans, and voting for songs. The virtual concert hall could reflect Saudi architecture, enhancing the immersive experience.

Engagement and interactivity

The immersive nature of the metaverse can significantly enhance audience engagement by introducing interactive elements that make cultural experiences more personal and participatory. Live chats provide a platform for instant feedback and discussions, fostering a sense of community among participants worldwide.

His Excellency, the Deputy Minister of Culture, Mr. Hamed bin Mohammed Fayez, launched the "Kawen Cultural platform," a metaverse to experience activities like history walks, music events, and art exhibitions with real-life interactions through avatars. These immersive and interactive events can be accessed through digital devices like smartphones, desktops, and VR headsets.

Challenges of hosting events in the metaverse

Technology barriers

While the immersive experiences offered by the metaverse and virtual events are stimulating, there are potential technology barriers that could limit participation. High-speed internet is essential for smooth, uninterrupted access to these digital environments. Still, not all regions have reliable internet infrastructure, which could restrict who can fully engage with the content. The cost and accessibility of VR headsets in Saudi Arabia have improved, making this technology increasingly available to consumers. Demand is rising, with the VR headset market projected to reach $70.2 million by 2024 and an annual growth rate of 7.42% (CAGR 2024-2029) based on Satista's data. However, despite growing demand and a range of price points, the affordability and accessibility of VR headsets still need improvement to reach the broader masses.

Cultural considerations

Aligning virtual experiences with cultural sensitivities and traditions is essential to ensure they are respectful, authentic, and meaningful. Virtual portrayals of events, practices, and symbols in culturally rich contexts like Saudi Arabia must accurately reflect societal values and norms. This accuracy not only preserves cultural integrity but also enhances the authenticity of the experience for both local and global audiences. Key considerations include:

• Adhering to modest dress codes.

• Providing gender-specific virtual spaces.

• Accommodating prayer times

Bringing Saudi heritage to life with digital twins

What are digital twins in cultural context?

Digital twins are detailed virtual replicas of real-world objects, locations, or events, enabling interactive exploration and preservation of cultural heritage. In the cultural context, they create immersive virtual tours of museums and historical sites, allowing infinite access to cultural experiences. They also play a crucial role in preserving at-risk artifacts and landmarks by creating accurate digital records, ensuring longevity. Additionally, digital twins enhance education and research by offering students and scholars a way to study cultural heritage in a lifelike, interactive format, making it accessible to all. 

Diriyah, a UNESCO World Heritage site near Riyadh, aims to attract 27 million visitors. One way to achieve this goal is to replicate the historic location digitally. This preservation will safeguard Diriyah's legacy and make it accessible globally, showcasing Saudi culture in the digital age.

Applications in cultural events

Virtual museums and galleries:

Digital twins are a powerful tool for creating virtual museums or art galleries, replicating physical spaces, or introducing entirely new digital-only experiences. By accurately modeling real-world environments, digital twins allow users to explore these cultural spaces in an immersive, interactive way, whether they're walking through a replica of a famous museum in Riyadh or engaging with a digital gallery that showcases contemporary Saudi art in a setting designed purely for the virtual world. These virtual environments can also host digital-only exhibits, where artists and curators can experiment with new forms of expression that are impossible in a physical space, such as interactive art pieces or immersive 3D installations.

The King Abdulaziz Center for World Culture (Ithra) is advancing its digital art initiatives with the third edition of its Creative Solutions initiative. This initiative bridges the physical and digital realms to empower talents to explore immersive technologies. Following the success of the second cycle, where ten groundbreaking projects were showcased during a virtual demo day in Ithra, Dammam, Saudi Arabia, the initiative continues to foster digital content creation in areas like tourism and art. 

Heritage preservation:

Digital twins are crucial in preserving and promoting Saudi cultural heritage by creating permanent digital records of traditional festivals, architecture, and artifacts. For instance, the Janadriyah Festival, an annual celebration near Riyadh, could be preserved through a digital twin that captures key activities like camel races, Ardah folk dances, and artisanal craft showcases. These virtual immersive experiences will allow future generations to explore and engage with Saudi traditions and landmarks from anywhere, ensuring that the rich cultural heritage of Saudi Arabia is accurately represented and accessible for years to come.

Engaging the youth and global audiences:

Educationally, digital twins can make Saudi culture more accessible and engaging for younger audiences by providing immersive, hands-on learning experiences. For example, students can take virtual field trips to digitally replicated heritage sites or participate in interactive history lessons. Imagine a virtual classroom where students explore ancient Arabian civilizations through digital twins of archaeological sites, allowing them to walk through historic landscapes, examine artifacts up close, and gain a deeper understanding of their cultural heritage in a way that traditional textbooks cannot offer.

The 3D internet and its role in transforming cultural experiences

Building 3D internet experiences

The 3D internet revolutionizes traditional websites by transforming them into immersive, interactive spaces where users can explore cultural content in three dimensions. Instead of simply scrolling through pages of text and images, visitors can now navigate through virtual environments, such as museums, historical sites, or cultural exhibitions, as if they were physically present. These 3D spaces allow users to interact with objects, navigate detailed environments, and engage with multimedia content in a more dynamic and engaging way. By providing a richer, more interactive experience, the 3D internet enhances the way cultural content is presented and consumed, making it more accessible, engaging, and memorable for users.

The Saudi National Museum now offers a 3D virtual tour, enhances accessibility, and provides an immersive cultural experience. By enabling audiences worldwide to walk through detailed 3D models of the museum's galleries, users can interact with exhibits like figurines and artifacts, access detailed information content, and gain deeper insights into Saudi Arabia's history.

Virtual cultural tours

3D internet technology offers Saudi Arabia a powerful tool to showcase its rich cultural heritage through immersive virtual tours. By creating detailed, interactive guided experiences of landmarks like AlUla, historical sites, and vibrant cultural festivals, the Kingdom can make its history accessible to a global audience. These virtual tours enhance tourism and educational opportunities and foster cultural diplomacy, aligning with Vision 2030's goals to promote Saudi Arabia's culture and attract international visitors. Mada'in Saleh, a UNESCO World Heritage site in Saudi Arabia, offers virtual tourists an immersive experience through a 3D model of the location and interactive tours that allow them to step inside the Tomb of Lihyan, something impossible in real life. 

Expanding audience reach

The 3D internet revolutionizes how cultural institutions reach a global audience by offering immersive, interactive experiences that transcend physical boundaries. For instance, Several innovative platforms now offer virtual Hajj experiences, enabling Muslims worldwide to participate in pilgrimage rituals through immersive 3D environments. Platforms like Bigitec Studio and Labbaik VR provide detailed simulations and virtual reality tours of the Kaabah, allowing users to navigate the pilgrimage's spiritual journey from anywhere. These experiences are especially valuable for those unable to attend in person due to distance, physical limitations, or financial constraints, offering a meaningful connection to the sacred rituals of Hajj.

Monetizing 3D cultural experiences

Virtual experiences can generate revenue through various channels, such as selling virtual tickets for online exhibitions and events, offering digital collectibles and non-fungible tokens (NFTs) of Saudi art and cultural artifacts, and providing exclusive access to unique virtual spaces or content. For example, Saudi artists could sell NFTs of their work, while cultural institutions might offer premium virtual tours with added interactive elements or private sessions if an individual buys an NFT pass or membership. 

Case studies of immersive cultural events in Saudi Arabia

Riyadh Season's virtual integration

Immersive web technologies can bring Riyadh Season, one of the world's largest winter entertainment events, to a global audience by virtualizing key events. Virtual concerts can allow real-time participation, while digital twins of venues like Wonder Garden let users explore attractions online. Interactive 3D tours of art exhibitions and AI-powered recommendations can personalize the experience, making Riyadh Season accessible and engaging for everyone, anywhere.

AlUla's digital twin for global tourism

The Royal Commission for AlUla (RCU) has taken a groundbreaking step into the metaverse by creating a digital twin of Hegra's Tomb of Lihyan, son of Kuza, a UNESCO World Heritage site. Accessible in Decentraland, this 3D model allows virtual tourists to explore the monument's unique features and take a 360-degree tour of the tomb from anywhere in the world. Visitors can also enter the tomb, interact with information points, and learn in vivid detail about Hegra's rich history. This initiative marks AlUla's first venture into the digital realm and the first UNESCO World Heritage site to enter the metaverse. As RCU expands its metaverse presence, the digital Hegra will host virtual events and serve as a gateway to AlUla's 200,000 years of history, aligning with Saudi Arabia's Vision 2030 to drive technological innovation.

Kingdom's National Day virtual celebrations

To celebrate Saudi Arabia's National Day, hosting a virtual fireworks display through a digital twin of Riyadh, enhanced with synchronized music and interactive features, will allow global audiences to experience the spectacle from home, choosing camera angles and joining live chats. Cultural performances, parades, and presentations in the metaverse can engage participants who can attend as avatars, creating an immersive experience. Additionally, virtual workshops on Saudi culture, cuisine, and crafts could provide hands-on learning opportunities in a virtual space, connecting participants worldwide during National Day celebrations.