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Case Study: Immersive 3D WebGL Conference Experience

A white-labelled 3D conference city for Avalara’s CRUSH event

Project Type: Interactive 3D WebGL Virtual Conference
Platforms: WebGL (Playable on Desktop & Mobile Browsers)
Technologies: A Unity 3D and C# WebGL client embedded in a React web application, with .NET 5 services on AWS, the ATTND.live virtual event platform, Mux for video delivery, and Mixpanel and Sentry for behaviour and error instrumentation

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Overview

Virtual Conference

    When Avalara, the global leader in tax compliance software, planned its 2021 flagship CRUSH conference, they faced a challenge:
    How do you make tax compliance — a notoriously complex and often “dry” topic — engaging, interactive, and even fun in a virtual format?

    Working with London client, we helped deliver CRUSH City Virtual: The Future of Global Tax Compliance — a fully interactive 3D “virtual city” where attendees could explore, learn, and connect just like at an in-person event.

    From May 24–26, 2021, the event attracted 6,000+ global attendees, featuring over 125 keynote sessions and activity stations, with on-demand access available for a month after the event.

      Browser Delivered

      Self-Directed Exploration

      Interactive conference for a new age

      Eighteen neighbourhoods, each one an industry or a topic, explored at the attendee’s own pace.
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      Key Achievements

      Immersive Virtual City Design – A vibrant, explorable 3D world broken into 18 unique “neighborhoods”, each representing an industry or topic.

      Massive Global Reach – Over 6,000 attendees from multiple countries, engaging with content in real time.

      High Content Volume –

      4 headline keynote presentations

      21 industry-focused keynote sessions

      100+ interactive resource/activity stations

      On-Demand Accessibility – Event content remained available for 30 days post-event, increasing engagement and reach.

      Self-Directed Exploration – Attendees could choose their own path, exploring virtual “buildings” to access topics most relevant to them.

      Powered by ATTND.live – Hosted on Shiraz Creative’s proprietary platform, optimized for interactivity and scalability.

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      Simam Digital’s Role

      AWS Asset Streaming Integration – Optimized cloud delivery pipelines to stream 3D assets efficiently for global attendees.

      Analytics Integration – Connected Unity application data to a custom backend analytics system, enabling real-time tracking of attendee engagement, session views, and user flows.

      Unity & Web Integration – Seamlessly connected the Unity WebGL environment with the platform’s frontend systems, ensuring smooth communication and content triggering.

      Performance Optimization – Conducted unit testing, load testing, and frame-rate analysis to maintain stability across desktop and mobile browsers.

      .NET 5 Backend Coordination – Collaborated with backend engineers to integrate event logic, data APIs, and user session management.

      📌 Services Provided:

      Unity 3D WebGL Development

      AWS Cloud Streaming Integration

      Analytics & Data Tracking Integration

      Backend API Collaboration (.NET 5)

      Performance Testing & Optimization

      Impact
      At Simam Digital, we specialize in turning virtual conferences and brand activations into interactive, high-engagement experiences. Whether it’s a virtual city, an immersive trade show, or a 3D product showcase, we combine technical precision with creative execution to deliver unforgettable results.

      If you’re looking to create immersive experiences, innovative apps, or AI-powered solutions that deliver real impact, Simam Digital can help.

      📩 Email: junaid.malik@simamdigital.com
      📅 Book a Meeting: calendly.com/junaid-malik-simamdigital

      Get in Touch

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