Gamification remains a popular strategy to capture audience attention and to keep customers engaged with brand marketers for well over a decade. Even in 2023, both online and brick businesses are utilizing game theory & gamification to empower their brands.
By definition, gamification is the process of adding entertaining game mechanics to non-game settings. This can be to a website, online communities, learning management systems, social network profiles, and live events. The goal of gamification remains the same for every business however engage with customers on a personalized level.
In a 2021 research, FinancesOnline discovered that 80% of surveyed US workers responded that game-based learning is more engaging. The same research also added that companies that integrate gamification in their activities experience a 700% growth in conversion rates.
What is Event Gamification?
Gamification is such a popular industry that its estimated worth is valued at $9.1 billion USD.
Event gamification is the process of simply creating a fun environment at your events, by including competitions, tasks, and interactive surveys that make the event more engaging for the audience.
By gamifying events, organizers have the opportunity to present themselves directly to their audiences. Using digital media, smartphones, and social networks, brand managers can always keep their leads in touch, while delivering them all the necessary information about the event itself.
Gamification allows businesses to accomplish multiple goals including brand recognition, networking, customer engagement, customer research data, and lead generation.
What are the Benefits of Event Gamification?
Event gamification ideas can considerably change the way a business interacts with its customers, employees, and stakeholders. Here are five amazing benefits of using gamification in events.
1. Attract Wider Audiences
Event gamification ideas attract a larger audience, allowing organizers to interact with a huge sample of target leads. Gamification strategies can also attract prospect sponsors and business partners, allowing the organization to develop a larger, more effective supply chain.
Virtual event gamification can allow online audiences to join in on the event through smart devices. This further amplifies the audience, while building brand recognition beyond the geographical location of the company.
Organizers can plan interesting activities for online visitors, providing them a uniquely enjoyable experience while attaining business objectives.
2. Generate More Leads
A larger audience means more qualified leads and hence an increase in conversions. Games and activities are bound to increase engagement, but they also enable marketers to grow click-through rates.
Especially in the case of virtual event gamification, presenting the branding of the business can become easier. By offering vouchers, prizes, and discounts brands can considerably quicken the customer journey and complete conversions during the event.
3. Animate the Event
Gamification has the ability to bring radiance in the event atmosphere by including joy and excitement through prizes and rewards. Not only does it keep the audience relaxed and busy, but also enhances the experience for everyone to enjoy.
Having a positive spark during the event is necessary to keep audiences busy competing in games as marketers expose them consistently with branded content.
4. Feedback & Insights
Apart from providing organizers critical feedback, events are an important source of audience analytics. Businesses can discover highly relevant insights including audience behaviors, interests, ideas, suggestions, and much more.
Marketers can use this feedback and insights to create more realistic funnels, and relevant collateral to convert leads quicker. Constructive feedback can provide new gamification event ideas while improving communications with customers.
5. Brand Image & Recognition
Event gamification allows brands to explore new audience segments, and enhance recognition to different demographics. Engaging these new segments through games and rewarding them for their participation can leave a lasting brand image in their minds.
Marketing teams can readily deliver their content to audiences both physically and virtually. Promoting events beforehand is an excellent example of gamification attracting more new audiences to register for the actual event.
Games for Event Gamification
There can be several creative ways organizations can gamify events to be more engaging for audiences. Here are five ways marketers can use gamification to improve their engagement with leads while collecting important information about their audiences.
1. Event Gamification With Quiz Competitions
Quiz competitions and short trivia are great ways to energize the audience for a few minutes during an event. Quizzes and trivia can be easily delivered to both in-house attendees and virtual audiences at the same time through interactive applications like Zoom.
Organizers can develop rankings for the quiz competition with a price announcement at the end. Audiences can also be organized into groups to increase interactions & engagement while getting the maximum benefit of a larger audience, both online and in-house.
2. Virtual Reality Games & Demonstrations
A very popular way technology giants are revolutionizing event gamification is through VR and AR technologies. Instead of it being a game, many businesses create an immersive experience that simply delights the audiences.
Online audiences can engage with different VR content from videos to games available to them during the event. In-house audiences can be treated to much more, including a VR gaming tournament with business branding delivered throughout the experience.
3. Smartphone Gamification
A highly immersive experience requires organizers to reach audiences where they spend most of their time. Smartphone gamification services and apps are very popular and offer several crucial features to make event gamification simpler.
Smartphone event gamification can attract massive audiences with convenience, providing business marketers with a large pool of leads. The app interface integrates chat, video, sponsor ads, games, and feedback options in one interface.
Audiences can participate in quizzes, digital game competitions, trivia, and debates easily through their device, check their scores, and receive prizes & rewards instantly.
Tips to Generate Leads from Event Gamification
Event gamification is a strategic process that requires careful thought and insight from multiple stakeholders. There are several tips & ideas to ensure your event gamification campaign accomplished lead generation and conversion goals. Here are our 7 essential tips to generate maximum leads from event gamification strategies.
1. Develop Your Event Gamification Strategy
The first tip has to be, BE PREPARED!
Your gamification strategy should answer all the important questions including how we want to gamify our event, where will we approach audiences, what are our business goals for this event, who is our target audience, what will be our marketing plan and so on.
You can also hire an event marketing agency and brief them about your requirement for event gamification and they will make it happen!
2. Pick a Feature Rich Event Management Tool
In addition to the platform(s) that the event will be available on, organizers must have a tool that facilitates feedback and collects available attendee data. Generating leads will only be possible if essential information about audiences is retained for following up.
To ensure audiences are compliant and in agreement to connect with the brand, employees should be briefed and trained to offer positive experiences, while being more engaging with audiences.
3. Offer Value, Engage with Content
In addition to providing a great experience through games, offer audiences points and badges for accomplishing tasks. Offer value through the points or badge system with the ability to redeem them for gifts and prizes.
Engage customers through exciting content, offering value yet again and encouraging them to interact with business teams. Video, VR, and AR is already very popular way for businesses to share their marketing messages and sponsor branding with event audiences.
4. Invite Influencers & Celebrities
It is a highly engaging idea to invite popular social influencers and celebrities to join the fun. While this is something done during the strategy stage, organizers should identify popular names that appeal to their target audiences.
Engaging audiences through their favorite celebs and influencers can provide them with social proof and even lead to conversions during the event. It’s always great to have social influencers popular among audiences to endorse events and join to participate with their followers.
5. Forms & Surveys
Conducting short surveys and offering forms for feedback are two great ways of collecting essential audience data. This data can provide relevant insights into the target audience and how they feel about company products & services.
A data-driven lead generation campaign powered by event gamification can offer highly qualified leads that still have the event experience fresh in their mind. Following up with attendees and breaking the ice with them is easier, and the leads are bound to engage with intent.
6. Promote Social Network Sharing
An excellent way to enhance the magnitude of the event gamification success is by promoting your audiences to share their lives and post-event status. Not only will this increase the reach of the event in real-time, but provide a larger reach once the event is over.
New interested audiences will feel inclined to learn more allowing the marketing team to collect even more audience data to follow up on their interest.
7. Follow Up
Following up is a crucial stage of the event gamification strategy and is recommended as early as possible when the experience is fresh. If the experience was immersive and engaging, marketers can expect phenomenal growth in lead conversions from follow-ups.
The follow-up is also a great time to deliver marketing offers and promotions to audiences who engaged with the brand during the event. Providing benefits like discounts for their game points can be a great incentive to onboard them for conversions too.
Examples of Event Gamification
Samsung Sales Training Seminar
Samsung turned its yearly sales training seminar into a gamified event in its pursuit of better audience retention and engagement. The brand managed to strengthen its sales team product knowledge in a highly engaging environment.
Being a technology giant, Samsung utilized its smart band and smartphones to register and manage team performance during the event. The gamified event proved to offer higher levels of engagement with the trainers, in addition to better retention of knowledge.
Event gamification is becoming a popular way for brands to attract multiple personas of audiences to their digital and live events. While there can be several ways to attract and engage audiences, the primary goal should be to accumulate essential information and nurture leads to a conversion decision.
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