“That’s what games are, in the end. Teachers. Fun is just another word for learning.” - Raph Koster
What is Gamification?
Gamification is one of the leading transformational trends in the events industry. A phenomenon that has completely changed how events are planned and perceived from start to end. More than anything else, Gamification has essentially been a solution to a variety of roadblocks faced by the event organizers. It’s not one of the more popular event engagement channels for nothing! Amongst many other things which Gamification does, it helps amplify audience participation like never before, alters audience behavior by using game mechanics, eventually achieving brand and organizational goals.
Gamification leads the participants into an all immersive event experience by using fun avenues ranging from competitions and challenges to even missions. Games bring back a sense of recreation and enjoyment in what would have been an otherwise predictable and mundane experience for the attendees.
How does Gamification work?
The functioning of Gamification is very simple and profound to understand which makes the experience even more enjoyable. Attendees at your event are incentivized for participating in games and activities that serve a purpose and have clearly defined goals. This can be by getting rewards or points after completing a set of challenges that improves your rank in the leaderboard. Different tasks will have predefined points/rewards. One of the biggest advantages of Gamification is that it can be integrated into
virtual, hybrid, and in-person environments.
The Role of Clear Instructions in Gamification
It’s extremely important not to divert too far away into the use of game mechanics because ultimately, the sole objective or goal of Gamification is to initiate behavioral change resulting in increased attendee engagement. Choosing fun and entertaining game creatives can further add to the excitement and anticipation at your event. Incentivizing attendees for basic functions that they perform during an event is a good start, like checking in on time. This will make sure their experience starts on a positive note. In addition, competitiveness should be advocated through virtual tables or leaderboards.
Once that is achieved, start channelizing the attendees towards ROI-positive behaviors like participating in games that steer surveys, sponsor engagement, attendance, etc. Game creatives like polls, virtual escape rooms, and scavenger hunt foster teamwork and networking, leading to a riveting event experience.