Event Experience

The Gamification Playbook for the Event Industry

Eventually Learning Team

That’s what games are, in the end. Teachers. Fun is just another word for learning.” - Raph Koster

What is Gamification?

Gamification is one of the leading transformational trends in the events industry. A phenomenon that has completely changed how events are planned and perceived from start to end. More than anything else, Gamification has essentially been a solution to a variety of roadblocks faced by the event organizers. It’s not one of the more popular event engagement channels for nothing! Amongst many other things which Gamification does, it helps amplify audience participation like never before, alters audience behavior by using game mechanics, eventually achieving brand and organizational goals.

Gamification leads the participants into an all immersive event experience by using fun avenues ranging from competitions and challenges to even missions. Games bring back a sense of recreation and enjoyment in what would have been an otherwise predictable and mundane experience for the attendees.

How does Gamification work?

The functioning of Gamification is very simple and profound to understand which makes the experience even more enjoyable. Attendees at your event are incentivized for participating in games and activities that serve a purpose and have clearly defined goals. This can be by getting rewards or points after completing a set of challenges that improves your rank in the leaderboard. Different tasks will have predefined points/rewards. One of the biggest advantages of Gamification is that it can be integrated into virtual, hybrid, and in-person environments.

The Role of Clear Instructions in Gamification

It’s extremely important not to divert too far away into the use of game mechanics because ultimately, the sole objective or goal of Gamification is to initiate behavioral change resulting in increased attendee engagement.  Choosing fun and entertaining game creatives can further add to the excitement and anticipation at your event. Incentivizing attendees for basic functions that they perform during an event is a good start, like checking in on time. This will make sure their experience starts on a positive note. In addition, competitiveness should be advocated through virtual tables or leaderboards.

Once that is achieved, start channelizing the attendees towards ROI-positive behaviors like participating in games that steer surveys, sponsor engagement, attendance, etc. Game creatives like polls, virtual escape rooms, and scavenger hunt foster teamwork and networking, leading to a riveting event experience.

Benefits of Event Gamification

Brand Recognition

Gamification at your event would automatically make your event stand out. This creates a buzz around your event, highlighting the various brands associated with it.

Boost attendee motivation

By participating in these strategically crafted games and activities, attendees will feel encouraged to give their best during the event.

Create a fun environment

One stark difference in events that use gamification techniques is that the event's environment is very captivating. This ensures there’s little room for negativity and predictability. Instead, attendees are curious and motivated which result in a very positive and fun environment.

Form cohesiveness amongst attendees

Since Gamification focuses on using various techniques to complete different kinds of activities, attendees tend to be more trustworthy and collaborative. Gradually, they shape into a cohesive group.

Increase revenue

By implementing Gamification, the chances of a significant rise in revenue are high. One of the instrumental reasons behind that is the presence of several indicators that help identify the key elements' performance. These indicators ensure keeping a balance and assist in pinning down what needs to be changed to increase revenue.

Gamification and Social Media

Social media and the promotional edge that it offers is one of the essential elements that constitute the process of event gamification. Social networks can promote your event to give you an edge over competitors and build a media presence through Gamification. Games are not just interactive and collaborative by nature but also a great platform for networking.  Gamifying your event would offer a valuable networking space for your attendees.

Wrapping Up

Gamification is soon becoming a practice that helps establish an event digitally, in the virtual space as well as in person, while boosting attendee engagement. In addition, implementing Gamification ensures all stakeholders associated with the event benefit the most out of it.

Frequently Asked Questions

Which companies have used Gamification?

Companies that have been using Gamification are:
  1. McDonald's
  2. Bompas and Parr
  3. Nike
  4. David Beahm Design
  5. Target

What are some examples of Gamification?

Some of the best examples of Gamification in the business world are as follows:
  1. Samsung has conducted fun engaging games at the Samsung Nations event.
  2. Starbucks often use interactive activities like polls and surveys at their stores.
  3. The Nike Run Club has been very active in terms of fitness games and challenges at their club events.

What are the elements of Gamification?

Gamification has various elements that are applied in a vast set of contexts. Some common gamification elements are timers, badges and leaderboards. Gamification elements can even be a software or tools used for applying game mechanics to boost engagement. Some Gamification software’s and tools are follows:
  • Engagedly
  • Spinify
  • EngageBay
  • SalesScreen.

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