How Sony scaled event operations across an entire region

Sony Latin America is the regional division of Sony Corporation, one of the world's most recognized technology and entertainment brands. From cameras and audio equipment to professional imaging solutions, Sony serves millions of consumers and professionals across Latin America. To support its product ecosystem, Sony Latin America organizes hundreds of events each year: photography workshops, filmmaking masterclasses, and product demos.

INITIAL CHALLENGES A custom solution that couldn't keep up with regional growth

Sony had been managing its events through a custom-built platform. It delivered results at a regional level. But expanding across multiple countries demanded more than the system could offer. The team needed a platform built for that scale.

Three key challenges stood out:

• Fragmented event management across LATAM: Sony runs events in Colombia, Mexico, Argentina, Brazil, and more. The team needed a single platform that could handle multi-country setups, time zones, and languages.
• Event data disconnected from reporting tools: Registration, attendance, and check-in data wasn't flowing into Sony's reporting and analytics tools. The team needed strong API connections to track KPIs like attendance rate and registration rate in real time.
• Scaling without unpredictable costs: As Sony's event strategy grew across the region, they needed a platform that could support tens of thousands of attendees without surprise price increases. A fixed, predictable pricing model was essential to plan long-term and expand confidently into new markets.

THE SOLUTION Eventtia, the event management platform powering Sony Alpha Universe LATAM

Sony Alpha Universe event portal powered by Eventtia

Eventtia provides Sony with a single platform to manage its Alpha Universe events across Latin America.

With Eventtia, Sony has been able to:

• Launch a branded events portal for Alpha Universe: Embedded directly into Sony's website (sony.com.co/alphauniverse/events), the portal lets photographers and creators browse and register for upcoming workshops, masterclasses, and product demos across Latin America.
• Manage event registrations and communications: Each event has its own landing page with online registration, automatic welcome emails, and QR codes for on-site check-in.
• Run on-site check-in with the Eventtia app: Event staff use the mobile app to scan QR codes and check attendees in quickly at every location.
• Connect everything to Sony's data systems via API: All event and attendee data flows directly into Sony's internal systems through Eventtia's open API, keeping information centralized and up to date.

Eventtia gives Sony full control over its community engagement events and professional service operations, all from one platform.

Sony Alpha Bootcamp session powered by Eventtia

THE BENEFITS Less friction, more events, better data

• Operational simplicity: Teams across multiple countries can now create events and sessions in bulk with minimal effort. Features like event cloning carry over all configurations, so there's no need to rebuild setups month after month. This saves significant time and reduces back-and-forth with internal technical teams.
• Fast platform discovery and regional scaling: With dedicated customer support adapted to Sony's organization, processes, culture, language, and time zones, the team was able to get up and running quickly and scale across the region.
• A smooth experience for attendees: The appointment booking flow is intuitive and easy to use. Attendees can register and schedule sessions in just a few clicks. This was a key priority for Sony's consumer-facing events, like sensor cleaning and in-store consultations.
• Brand consistency across every touchpoint: The fully branded event portal, embedded directly in Sony's own website, gives the brand a strong, consistent image across all its events. This drives better customer engagement and loyalty.

THE BIG PICTURE

Sony originally planned a focused regional rollout. What happened next surprised everyone.

Sony Alpha Universe community event powered by Eventtia

Engagement grew far beyond initial expectations. Sony's own teams pushed to expand the partnership, going from a few thousand attendees to over 9,000 across LATAM. In total, the team has organized more than 300 events across multiple countries, all managed from a single platform connected to Sony's data systems via API.

Today, Eventtia is a core part of Sony's event operations. The next step: expanding the Sony Store events portal and reaching even more creators and professionals across the region.