Capturing your audience’s attention through the power of gamification


Everyone loves a bit of healthy competition and event managers can play (excuse the pun) on gamification to put on an event that is guaranteed to deliver on its objectives.

The use of gamification (game-playing features) at an event has many benefits:

  • It encourages better memory of the event content
  • It can attract a younger audience
  • It produces interactive activities with high levels of shareability

Put simply, attendees can gain experience, play games, take part in live quizzes and polls, earn their place on the event leaderboard and earn recognition.

If you decide to use game-playing features at your event, they have to be built into the event plan from the start – not added half way through or at the end as a ‘bolt on’. This helps to ensure that the features are delivering your key messages and not just taking up precious event time with little result.

An example of gamification at an event

Take our recent event ‘Ford Tech Live’ as an example. The delegates were introduced to the new cars in the Ford range that they would be selling back at their respective garages. They were taking in a large amount of information, so it was crucial that this was done in an engaging, fun and memorable way. The event consisted of different zones which housed short, fast-paced sessions; these included a gameshow style pyramid challenge, a silent disco, escape room-style think tank and an interactive voting session, alongside the driving experiences.

The competitive edge was carried through the whole event; brand ambassadors escorted their groups to each session, and encouraged the teams to answer questions scoring them additional points. Each day the winning team were invited on stage to have a photo with the trophy!

However, while gamification was a way to engage the delegates, and for them to hopefully retain more information, it wasn’t the key part of the event.

The main components, as they should be at any event, were the key messages and clear objectives. The venue, Millbrook Proving Ground, provided plenty of areas to test Ford’s products, including the skid pan, off road course and the high speed bowl, while the 15m wide LED screen showed off the impressive video footage of the new Ford Ranger Raptor. In short, the game-playing features aided the delivery of the messages and objectives.

How gamification can be incorporated into an event

  • Online quizzes at the end of sessions to help delegates reflect on key messages. If they know a prize is up for grabs, they’ll concentrate more!
  • A voting system to gather end-of-event feedback. If there is a reward on offer, people will generally stay around at the end to give you the information you need.
  • Competitions for delegates to experience a sense of achievement. Using a leader board throughout your event will help people to work more closely with their team members and absorb the event content more thoroughly in their natural desire to win!
  • Interactive activities include treasure/ scavenger hunts and the heart-pumping marble run where the marble runs down the drain pipe and your delegates have to answer questions correctly to add bits of pipe to their lane as the marble falls!
  • You could also develop a game ‘app’ for people to play on their phones, therefore minimising actual build and set-up at the live event.

More benefits of gamification

While getting key messages across and objectives fulfilled is key, there are other benefits to gamification…

  • Activities will help ‘break the ice’ quicker
  • Better networking will take place as people will have already got to know each other
  • Better ROI – an event with gamification generally sees a higher level of engagement in a shorter time
  • Increased footfall – people are more likely to attend, or commit to attending, an event that looks fun!

How gamification works

Playing games is hugely immersive – think back to the ‘Pokemon Go’ trend a couple of years back. By driving the mindset and behaviours of our delegates through the power of gaming, we can increase their engagement in the event and therefore better achieve our event outcomes and goals.

Here are just some of the ways it works…

  • Creates a sense of common purpose among delegates
  • Produces a better experience
  • Increases productivity of attendees
  • Creates a creative environment
  • Facilitates better communication
  • Generates self-confidence and positivity

If you’ve been inspired to give game-playing features a go at your next event, get in touch and we can help.

By |2019-11-13T12:13:52+00:00November 13th, 2019|Event Management|0 Comments