A niche computer game from the early 2000s evolved to become the powerhouse behind the majority of Distortion Creative Group’s events. Rob King, CEO, Distortion Creative Group, examines why
Geeking out
Epic Games’ Unreal Tournament was an acclaimed arena style PC game, released in 1998. The title never achieved the cult status of classic titles like Doom, yet it was the forerunner to something far greater (and yes, we think Doom is pretty awesome!).
The real success of Unreal Tournament was not the game itself, but the ‘engine’ that drove it. And it’s that software, now known simply as ‘Unreal’, that’s gone on to achieve a landmark tipping point for my company.
Yes. What was a niche event tool is now playing a role in the majority of our events in 2025.
Unreal Engine has helped Epic Games reach a market cap of $22.5bn, but, as the events industry was talking up ‘immersive’ experiences, we realised its potential for the live medium early on. Unreal’s cutting-edge real-time 3D creation platform seemed an ambitious play, but the upside was exponential.
The truth is that conferences were often uninspiring affairs that never fully explored the potential of the 3d space they occupied. Unreal provided the opportunity to make them visually stunning and truly impactful.
What is real?
The phrase ‘game changer’ is overused, but we cite it unapologetically when it comes to Unreal Engine. The software has transformed B2B events, offering tools to create hyper-realistic visuals, dynamic virtual environments, and seamless interactivity. Its real-time rendering has brought Apple keynote style slickness to the masses, allowing techies to design everything from photorealistic product showcases to futuristic digital worlds, all while staying true to a brand’s unique story.
We’ve integrated Unreal Engine into our workflow to deliver what we call “perfect repetition”: the ability to recreate consistent, cinematic event aesthetics on demand, whether for quarterly financial presentations or weekly video newsletters. (Virtual production, AI and the ‘perfect repetition’ conference revolution – Conference News)
This isn’t just about flashy visuals; it’s about forging deeper connections with audiences through immersive storytelling. Imagine hosting a virtual trade show where attendees explore a meticulously designed 3D replica of your latest product, or a hybrid conference where participants navigate a futuristic cityscape that embodies your brand’s vision.
Unreal Engine makes this possible with its ability to blend live action with computer-generated (CG) environments, creating moments that keep audiences’ jaws on the floor, rather than stifling a yawn.
Our sister company Studio Giggle regularly uses Unreal to enhance audience engagement, by creating large LED content, but also dynamic AR overlays or a pre-recorded corporate film with photorealistic animations. For us, it’s key to turning passive viewers into active participants. In fact, post-event analysis proved that the event was lingering in attendee minds far longer than traditional formats. Unreal’s flexibility is a key advantage: an experienced Unreal user can help tailor the experience to suit any event’s goals.
As a result, our team now includes several digital artists who specialise in Unreal, from real-time compositing to LED wall integration for virtual production stages.
And speaking of virtual production…
Virtual production and Unreal Engine go together like Bert and Ernie, redefining how conferences can be approached. By shooting live action within Unreal’s pre-visualised virtual worlds we eliminate the need for extensive post-production CGI, saving time and money while offering unlimited creative possibilities.
We recently designed a conference backdrop using Unreal’s nDisplay system, which synchronised real-time content across multiple LED screens, creating a cohesive, immersive environment. The technology, used by diverse companies from FOX Sports to Coachella, ensures flawless execution, even for high-stakes live events.
So, that’s the story of how a nerdy computer game is taking over the world of events. Few might’ve predicted that Bristol would be the city at the forefront of the revolution, but the truth is often… Unreal.