February 29th, 2024 | Alex

Event Gamification: How to Encourage Audience Participation

Getting attendees to your event and encouraging them to be more engaged with event activities can be challenging at times.

Thanks to gamification, there is a way to encourage attendees to not only be more engaged but to have a little fun whilst doing so.

We’re a live events PR agency so we can see the positives that event gamification has to offer. 

Attendees are getting a more enhanced experience and event organisers get to add a unique twist to their events to help them stand out.   

As more live events incorporate technology into their set-up, the more opportunities there are for gamification to take place.

In this post, we will discuss what event gamification is and how it can benefit your live event. 

What is Event Gamification?

event gamification at kendal calling.

Event gamification is when you introduce some sort of gaming element into your live event. 

Doing so helps the event be more engaging as it encourages everyone to take part in the event in some way.

Gamification isn’t just about having fun and playing games for the sake of it.

By adding a gamification element to your live events you can get results for you and your attendees.

For example, if you want your attendees to network better you can set up some games to make them socialise with one another.

Doing so will allow them to get the most out of the event by making new and interesting connections.

This then reflects well on your event so you’ll have happy attendees who will shout all about how good your event was.

It’s a win win situation.     

Why is Gamification in Events Becoming So Popular?  

Event gamification is becoming popular for a number of reasons. The main one is that gamification allows you to leave a bigger impact on attendees.

Therefore, making your event more memorable.

In today’s world, being memorable is a huge benefit as it allows you to stick out in the memory of your audience.

There are many events that happen around the world and it can be hard to stand out. With event gamification, you can enhance the experience for your attendees.

They can enjoy events in a different way than they could previously.

Studies have shown the influence gamification has when it comes to enjoyment

increasing engagement at events

How Do You Gamify Events?

There are many different strategies that you can use to gamify your event and make it a unique experience for your attendees.

These include:

Points System

Assign points to various activities such as attending sessions, networking, visiting exhibitor booths, or completing challenges.

Participants accumulate points throughout the event, creating a sense of achievement and competition.

Whoever collects the most points at the end of the event could win a big prize. This will further encourage participation.

Challenges and Missions

Develop challenges or missions related to event objectives. 

Challenges can include tasks like collecting stamps from different booths, meeting specific people, or completing a set number of sessions.

Most people love to complete a challenge. The more exciting the challenge is the more people are likely to engage. 

Team-based Activities

Team-based activities are excellent for getting individuals to engage as some may feel more comfortable as a group collective. 

Team-based activities are especially great when it comes to icebreakers. They also foster networking opportunities which is highly beneficial for your event reputation. 

These activities can range from simple conversation exercises to more elaborate and complex challenges. 

Augmented Reality (AR) or Virtual Reality (VR)

AR and VR have the potential to become huge parts of the events industry as a whole.

Using them for event gamification at your event could help you differentiate your event from other competitors who delay implementing the technology.

VR and AR offer immersive experiences which are designed to mimic reality, especially VR. AR may not be as immersive but it can promote an overall enhanced experience.

Attendees can become more a part of the gamification experience due to the way they interact with this type of technology.

Studies have highlighted the impact of virtual reality on our lives as well as its potential for the future. 

Interactive Technologies

Utilise event apps with interactive features, such as polls, quizzes, or live Q&A sessions. 

Implement interactive touchpoints like digital kiosks or interactive displays.

You can also use smart badges which are used to interact with various setups around the event itself.

Just by setting up as an interactive event, you can boost engagement massively.

You can also use these interactions as data points so they can be evaluated and used for future gamification in your events.

Social Media Integration

Social media is going to be present throughout the whole event process including the marketing and PR process.

So there is no reason it cannot be used for the gamification of your event also. Some social media gamification strategies include:

  • Establish event-specific hashtags for social media.
  • Encourage participants to share their experiences, achievements, and photos on social platforms.
  • Offer points or rewards for social media engagement related to the event.

Benefits of Using Event Gamification

engaged crowds

Event gamification offers various benefits that help your attendees enjoy the overall experience of your event, these include:

  • Increased Engagement – Gamification captures participants’ attention and encourages active involvement in event activities. The competitive and rewarding nature of games motivates attendees to participate more fully. Leaderboards and point systems create a sense of competition among participants. This friendly competition can drive increased engagement as attendees strive to earn more points or achieve top positions on leaderboards. For more engagement options please read our post which discusses 14 ways to boost event engagement
  • Improved Networking – Gamification can encourage participants to interact with one another, fostering networking opportunities. Team-based challenges or activities create a sense of community and collaboration among attendees.
  • Positive User Experience – Gamification adds an element of fun and excitement to the event, contributing to a positive overall experience for your attendees. This can lead to increased satisfaction and a higher likelihood of them returning for future events.
  • Data Collection and Analytics – Gamification provides organisers with valuable data on participant behaviour, preferences, and engagement levels. Analysing this data offers insights into the success of various event elements and helps in refining strategies for future events. This allows you to measure the return on investment (ROI) of your event by tracking participant engagement, satisfaction, and interactions. This data can be valuable for demonstrating the success of the event to stakeholders.
  • Increased Brand Exposure – Incorporating gamification elements allows sponsors and exhibitors to increase their brand exposure. Participants engaging with gamified content or challenges may interact more with sponsor booths, leading to increased brand awareness. This all adds to the overall event branding experience.
  • Social Media Amplification – Gamification elements, such as badges and achievements, can be easily shared on social media. Participants sharing their achievements contribute to the event’s online visibility and generate excitement among a broader audience.
  • Improved Attendee Retention – Gamification helps maintain attendee interest throughout the event. Participants are more likely to stay engaged and actively participate in various activities, reducing the risk of drop-offs or early departures.
  • Customisation and Adaptability – Gamification strategies can be customised to suit the specific goals and theme of the event. Whether it’s a corporate conference, trade show, or educational seminar, gamification can be adapted to different contexts and audiences.

PR that can promote event gamification 

Event gamification is only going to grow in popularity due to the variety of benefits it offers event organisers.

Live events are supposed to be engaging spectacles that offer a unique experience for all involved.

Thanks to gamification, events are more likely to achieve this.

We’re a PR company that has developed and launched innovative PR strategies for a variety of live events.

As we specialise in live events PR we understand the role event gamification has to play when it comes to marketing and attending live events.

Therefore, we can embed your event gamification into our PR strategies for promotional purposes to ensure the right people know what’s on offer.

If you would like to know more about our services then please contact us today.