Gamification has become increasingly popular in the event industry
due to its effectiveness in engaging attendees. By tapping into basic
human tendencies like competitiveness and the desire to achieve,
gamification offers a fun and interactive way for event professionals to
motivate and energise their audience.
In a recent Cvent webinar, industry experts shared insights and
strategies on how to effectively use gamification to make events more
exciting and memorable.
Gamification relieves cognitive overload
With the abundance of content that attendees are exposed to during
events, including keynotes, workshops, and breakout sessions, cognitive
overload can quickly become an issue. However, gamification offers a
welcome distraction from the information overload.
As Chelsea Robinson, principal solutions consultant for event
solutions at Cvent explains, "Gamification might be the cognitive break
that attendees need to digest all the information they're learning and
experiencing. It can even recharge their energy for the rest of the
By providing attendees with a fun and engaging activity, gamification
can help them to better retain information and fully enjoy the event.
Gamification is centred around connection
Gamification offers a unique opportunity to create connections among
event attendees. People naturally seek a sense of belonging, and
gamification can provide an ideal platform for participants to interact
with their peers and become part of a community or team.
As Jeremy Soler, senior solutions consultant for event solutions at
Cvent explains, "[Along with connection], achievement is also important
as we seek a sense of completion and accomplishment. We want to take
pride in our efforts."
By incorporating gamification into events, organisers can not only
foster connections among attendees but also provide a sense of
accomplishment and pride, making the experience even more rewarding.
Games come in all shapes and sizes
The possibilities for incorporating games into events are endless.
While trivia, augmented reality, photo contests, and scavenger hunts are
popular choices, Soler advises event professionals to think outside the
box and consider a wider range of games.
"The type of game you choose should match the experience you want to provide for attendees," he explains.
For instance, if you want to offer a fun and enjoyable experience, a
golf simulator might be a great way to distract attendees from the
event's content during unscheduled breaks. On the other hand, trivia and
scavenger hunts are more geared towards driving certain behaviors. By
carefully selecting the right game for your event, you can create an
engaging and memorable experience for your attendees.
Make it simple and fun
Effortless creativity is key. Attendees are more likely to adopt a
game that is both easy and enjoyable, rather than overly challenging or
"We want to take away all those barriers and we want as much adoption as possible," says Soler.
Promoting the game before the event through emails, push
notifications, or instructions in the event app or attendee hub can also
help. Involving exhibitors and sponsors can also add to the fun, such
as by awarding points for getting badges scanned at booths or through
lead capture, or for setting up appointments.