Gamification: don’t forget about it in your next event

When people go to events, they want to learn, connect but also have fun. One of the easiest and most effective ways to achieve that is with gamification. How people have fun is different for everyone. Maybe it’s grabbing a tasty treat from a certain stand, finally catching up with a friend made at last year’s conference, or playing a silly but surprisingly entertaining game at an exhibitor booth.

Introducing the element of fun makes sure to engage attendees, create moments of joy, and connect an experience with a brand. That’s how an interaction becomes meaningful and how it can turn into something that lasts beyond the event day.

But gamification isn’t only about fun. It’s also one of the most effective ways to encourage engagement, especially on a digital platform. With a well thought out gamification strategy, you give attendees a reason to explore more of the event app, interact with features they might otherwise overlook, and stay active throughout the event. Instead of passively browsing, they’re unlocking achievements, checking their ranking, and participating in moments that tie directly into your event goals.

It turns attention into action and gives attendees a satisfying reason to keep coming back.

Designing gamification to match your event goals

Imagine walking onto the exhibition floor. You see attendees scanning QR codes at stands, chatting with exhibitors, and comparing their leaderboard rankings. They’re having fun, but they’re also learning about products and building connections.

Gamification guides attendees towards experiences you want them to have. If your goal is more booth visits, create achievements that reward every exhibitor interaction or business card dropped. If you want more engagement in sessions, set achievements for asking questions, voting in polls, or bookmarking content.

Gamification isn’t forcing participation. It invites people to engage and gives them a reason to say, “Why not? Let’s give it a try.”

That simple nudge often turns a passive attendee into an active participant.

Gamification turns exhibitor stands into event highlights

Exhibitors want real interactions. Gamification turns their booths into destinations.

An exhibitor stand can include a gamified element where attendees collect points for their leaderboard score. Attendees gather to join the game, watch others, and chat with staff while there. Thus, the stand becomes a place for an experience and not just a transaction. This leads to stronger conversations, better leads, and greater brand recognition.

When exhibitors sponsor game prizes, their brand becomes part of the fun. Attendees remember who made their experience memorable and engaging.

Gamification is about the game, but also about the reward!

It is important to be very thoughtful about the rewards offered as part of gamification. You don’t want the reward to be something that holds no value, or that can be simply tossed aside.

It is great to find a way to stimulate further engagement from the participant, encourage them to share their accomplishment, or make the reward a point of conversation for in the future. An award such as free registration for next year’s event can be incredibly motivating to win and will bring your participant back next year as well. They, in turn, will likely encourage the rest of their colleagues to also join them.

Here are some ideas to spark excitement:

➡️️ Access rewards
VIP session passes, exclusive networking meet-ups, or discounted or free registration for future events.
➡️️ Useful branded gifts
Branded power banks, good quality laptop case, customised card wallet that they will keep using.
➡️️ Experience prizes
Vouchers for local restaurants or attractions, or online experiences like masterclasses and coaching.
➡️️ Sponsor gifts
Product samples or generous gift cards that highlight sponsor brands while giving attendees real value.

 

Gamification creates lasting connections

Gamification brings fun to your event in a way that feels natural. It guides attendees to where you want them to be, adds energy to the exhibition floor, and creates measurable value for exhibitors and sponsors.

Each achievement unlocked, each smile at a booth, each conversation sparked add up to an event that isn’t just attended, but truly experienced.

Ready to see how gamification can transform your next event?