New tech means new games

The word ‘gamification’ has been around for less than a decade but the concept, using game-like elements to encourage participation in tasks, has been with us for generations. There’s no doubt that gamification is a well-used tool in the M&E industry and as technology changes, so too does the number of opportunities to make the games more intuitive, better tailored to the event’s objectives and a whole lot easier for attendees to get involved.

Getting attendees involved

That participation is key and the use of modern mobile devices means even those that would have shied away from a traditional style game can actively get onboard. Want a high percentage of attendees to try out principal stands? OK, use a game that allows them to check each one off as they go, even better if there’s a specific challenge to be completed before ticking the box such as leaving a taste-oriented comment at the cheese stand. If an objective of your main speaker at a presentation is to meet as many of the attendees as possible, why not gamify it? This changes the onus from the speaker getting in front of everyone to them having the simple challenge: ‘catch a few words with Maria’.

Another great engagement technique is announcing to everyone that some rapid-fire teasers are going to be posed with the fastest respondent getting their name up in lights. You can also throw in a few prizes, or at least some healthy recognition for skills or effort, to add to the occasion. Just think, something as simple as filling in a feedback form could see an attendee on stage by the end of the day. Name check for them, more insight for you.

Gamifying before and after an event

It’s not only during the event that gamification can be a valuable tool. During the days or weeks building up to it you can create interest and awareness by throwing out some challenges, maybe to the registration process. And after the physical doors are closed, the online world continues, with follow-up games the ideal way to encourage feedback and further participation. You’ll find this is even more fruitful with the extra engagement you’ve created on the day, not only with a likely increase in contact details captured but also the increased desire to stay connected after the time already invested by attendees.

There is real skill in making games work for your meeting or event but knowing the success that results from them makes the time and effort put into the organization so worthwhile. How are you going to use gamification to your advantage?