If we define events as the gathering of people with a common interest at the same place and time, it makes sense that those people will be interested in different content than those who are elsewhere. That\u2019s why there are event programs and event apps - because it\u2019s most only those at the event that care what\u2019s happening there. But the typical event app or website will have an event schedule, some background on the speakers and maybe a way to message other attendees. That\u2019s fine, but there typically isn\u2019t any real-time content to tell people what\u2019s happening right now, or a video of the next speaker\/artist\/player getting ready backstage to build the excitement.\u00a0 Would attendees value a push notification to let them know the merch shop is open, would they like a post containing a video of the artist doing sound check to let them know that the main act will be delayed? I think they would. Don\u2019t make me search Event-holders do sometimes publish real-time content about what\u2019s happening right now, but they usually sent it to Twitter, with a hashtag to try to surface it from the content firehouse. Attendees at a busy conference or event should be too engaged in what they\u2019re doing to carefully tap in a hashtag and search for operational messages. No, Twitter is where outbound marketing content goes. No-one is publishing real-time, relevant content directly to those at specific events. If Steve Krug was to write a 2019 sequel to his seminal UX bible Don\u2019t Make Me Think it would be called Don\u2019t Make Me Search. Users now expect relevant content and information served to them; none more so than those that have paid to be at an event. Essentially they have opted in with their attendance and time \u2013 the most valuable of commodities \u2013 and they expect that that should be enough.\u00a0 The story behind the story Did you know that 70%-90% of every sports broadcast is not live play. It\u2019s all the other stuff - the behind the scenes, the story behind the story. Netflix knows this and has spent millions on a large slate of sporting content, but hosts no actual live sport. The story behind the story is just as valuable. If our lives are now a multi-screen experience, why aren\u2019t events? I thought the opportunity was so huge, I built a platform to solve the problem. The more real-time content that events rights-holders can capture and publish to the fans at the event, the better the event will be.\u00a0 Life is messy and that\u2019s fine Events are unpredictable, messy, human,\u00a0fun. That\u2019s why we like them, and there\u2019s so much more going on than is listed in the schedule. Imagine you\u2019re at a sports event and your team\u2019s star player goes off injured. It\u2019s the business end of the season. Is the player out until next year, or will she be back in 10 minutes? Your phone buzzes and you open the team\u2019s app to the \u201cAt the game\u201d section that your friends at home don\u2019t see. You find a video of the team doctor assessing the injury in the locker room and the player giving the thumbs up. You breathe easier. You\u2019re at a music festival and it\u2019s been wet. Your favourite band is on next but things are running a little behind, as they usually are. Your phone buzzes and the festival app tells you the band is 10 minutes away, then shows you clips of what\u2019s on stage two and three right now to check out while you\u2019re waiting. Then you see a video of your band playing mud cricket behind the stage, and you smile, clicking an offer to buy a \u201cMud Warriors\u201d T-shirt they designed just in case. That is the kind of engagement that every event needs.