SXSWi has been growing and getting more crowded. This year with construction, rain and President Obama speaking in a few hours from now being in traffic will be like sitting in a house by the side of the road, as Ernie Harwell used to say about batters looking at a pitch.
There’s the usual companies that go overboard with their lounges and parties, and expect to see a much larger international component this year: http://www.sxsw.com/interactive
Here’s the best overall guide to VR and Unicorns this year: http://mashable.com/2016/03/08/sxsw-interactive-2016-what-to-expect/#OLTQZrhma5q3
And, if you stay for the music – make sure to check out The Guardians insiders guide: http://www.theguardian.com/music/2016/mar/08/sxsw-south-by-southwest-insiders-guide-2016