Have you heard of gamification as a way to boost engagement at events?
The strategy has shown very positive results in work environments too.
I know the name might sound strange, but you’ve probably already come across gamification somewhere.
It’s a methodology that applies game elements to teach, inform, and entertain. Almost like a scavenger hunt!
Today, almost every digital app uses this method. And it makes a difference!
At CBIS’24, organized through Even3, 90% of attendees said they want gamification at future editions.
Want to know how to get results like that? In today’s article, we’ll teach you how to use gamification to boost your event. Learn more:
- What is gamification;
- The benefits of gamification;
- Tips to help with gamification;
- 5 gamification examples for events.
What Is Gamification?
As mentioned, gamification is the application of game methodology in order to teach, inform, and entertain.
In practice, various characteristic game elements are used to attract and engage people, promote learning, and motivate action.
This means gamification usually applies a system with scoring, rankings, clear goals to reach, and rewards for completing missions.
In the context of events, this dynamic encourages participation and interaction among attendees.
It’s also commonly used to reinforce content, build attendee loyalty, and much more. The possibilities are varied, and so are the benefits.
The Benefits of Gamification at Events
You’re probably already thinking about how interesting this could be and how it could bring better results to your event, right?
Well, gamification can:
- Boost engagement during the event;
- Create bonds among attendees;
- Win over sponsors and supporters;
- Drive organic promotion of the event;
- Increase engagement in activities and productivity during the event.
Beyond that, keep in mind that the idea isn’t to make things overly complicated, but to create a playful moment that fits your attendees’ profile.
This will help them interact and feel more comfortable during activities.
Tips for Anyone Who Wants to Gamify Events
Pay Attention to the Full Experience
An important point is that gamification is commonly associated with the use of technology.
However, using phones and computers isn’t always the best solution.
During online or hybrid events, this is a good choice for bringing people together across different locations.
But in-person events can offer other options that are simpler and easier than digital ones.
That’s why it’s important to think about activities that go beyond technological devices.
In that sense, it’s worth investing in creativity and engaging mechanics. This will even make your event stand out from the usual.
You can plan a dynamic using paper, cards, boards, or even no materials at all, focusing instead on the people themselves.
This way, gamification will be a great complement to make your event even more engaging.
Also, remember to create an environment that encourages games. Prepare:
- Good speakers;
- An attractive and constructive program;
- Spaces for exchanges and networking;
- A moment for awards in the event schedule;
- A proactive, attentive, and aligned team.
All of this will count — a lot! — toward satisfying your audience.
Do Lead Capture Well
Some organizers or sponsors take advantage of gamification to capture leads.
This is a good strategy, since people share their information before taking part in the activity in exchange for a prize at the end.
The big problem is that, after that, leads need to be approached the right way to generate interest in the product.
So remember to create a consistent marketing campaign for your event and let attendees know how their data will be used.
This means you should create strategic emails, targeted ads, and long-term work to turn attendees into buyers of your brand — or loyal attendees of future events.
Choose the Prizes Wisely
In some event dynamics, attendees can collect points and exchange them for gifts, such as souvenirs, discounts on future editions, access to exclusive areas, and much more.
So it’s worth understanding your audience’s profile and offering something that makes sense to them. Keep in mind the prize isn’t the sole focus of the event, but can be a complement that boosts a positive experience and participation.
After all, attendees don’t go to a conference just for the prize, right? But it can encourage exchanges among attendees, learning, and networking.
Don’t Be Intrusive, Extend Invitations
And no forcing your attendees to take part in the gamification, okay?
These activities should be optional and collaborative, like a break or a relaxed moment in the middle of more serious activities.
Do everything you can to make attendees feel comfortable!
Have Clear Rules
As mentioned, gamification should feel like a game. That’s why it needs well-defined rules, with guidance on the path to follow and how the prize will be earned.
That means you should establish:
- A points system;
- Materials so the game happens with equal opportunity for everyone;
- Simple and objective rules;
- Gifts and prizes.
5 Gamification Strategies for Events
It’s time to choose the games for your event!
Here are some examples you can add to your planning:
1. Gamified Badges
Badges don’t have to be just IDs, did you know that? In some cases, they can become a central element of gamification.
For example, CBIS’24 (the Brazilian Congress of Health Informatics) used collectible stickers on badges to engage attendees.
In practice, event attendees earned stickers by completing specific actions, such as watching presentations, interacting on social media, or visiting sponsor booths.
The stickers were then stuck onto the badge and, at the end, could be traded for collectible metal pins.
This way, the pins became true symbols of involvement in the event. They even encouraged “friendly competition” among attendees and the pursuit of special pins.
This approach turns the event into an immersive experience, promotes networking, and ensures greater engagement across various activities.
And the best part: the anticipation for badges and gifts at future editions makes attendees come back year after year.
2. Knowledge Quizzes
Another very common gamification option is quizzes.
Imagine a competition where attendees are challenged to answer questions related to the event’s theme or the organizing brand.
This dynamic not only encourages healthy competition, but also increases engagement with the content presented.
For example, if your company is launching a new product, the quiz could include trivia and information about it, sparking interest and knowledge among the audience.
Scores can also be displayed on a live leaderboard, increasing interaction.
Finally, the winner can receive exclusive gifts, such as samples, vouchers, or even discounts.
Besides engaging people, this strategy helps capture qualified leads, since the most engaged attendees tend to be more aligned with the topic or the company.
3. Online Games
If your event is online or hybrid, consider implementing digital versions of popular virtual games.
For example, use interactive quizzes, cards, or even collaborative challenges. In some cases, it’s worth investing in creating your own event games, such as board or card games.
Look for gamification platforms that let you create games that appeal to your audience’s profile.
This way, you’ll promote interaction among attendees using a language that’s already familiar in the digital world.
Beyond that, this approach can bring attendees closer together and build communities. That’s essential for a positive experience at an online event.
4. Team Challenges
Speaking of communities, running challenges in groups is a great way to generate more engagement at your event.
Remember that interaction with peers and the networking created are key elements to making sure attendees come back for future editions.
Sometimes your event will even be the annual meeting point for connections made in past editions.
So learn how to explore this benefit through group challenges.
In practice, you can encourage collaboration with tasks aimed at the group and awards during the event.
For example, hackathons are among the biggest references for this approach.
That’s because the event format promotes workshops and classes, then encourages attendees to form groups and create innovative solutions to problems presented during the event.
Besides promoting engagement, these challenges can add a dose of competition, with prizes ranging from symbolic trophies to tangible rewards. The result? A dynamic, interactive, and memorable event.
5. Giveaways
Finally, whoever has never gone to an event chasing gifts and giveaways, throw the first stone!
Many events become known as an opportunity to win prizes from major sponsors. Have you noticed that?
But you can boost engagement at your event even further! For example, you can tie the giveaway to interaction at the event, such as raffles available to those who visit sponsor booths or attend presentations.
In the end, besides giving away prizes, you also secure greater participation in scheduled activities.
Even online events aren’t left out! Even3, for example, offers a giveaway feature for free on any event hosted on the platform.
This way, you can run giveaways whenever you want during your event.
Bring Your Dream Event to Life
Now, how about starting to create incredible moments at your event? It’s time to put gamification into practice! On top of that, you can also simplify your entire event’s management.
See how Even3 can help you.
