Increasing engagement at an event is constantly on the minds of event planners; after all, without engaged attendees, an event is sure to fall flat. No one wants to work hard to put on a lackluster event; unfortunately, even with the best efforts, without the right technology, such as event application (app) gamification, your event might well be a flop.
Attendee engagement at events is vital for its ability to enhance learning and information sharing, create a positive experience in support of valuable networking opportunities, inspire repeat attendance, deliver a better return on investment (ROI) for event stakeholders like exhibitors and sponsors, provide actionable feedback for event managers, and nurture professional growth for registrants.
This is why event app gamification has proven to be a game changer for event managers, and therefore should receive top billing when building an event engagement strategy. With so many shiny objects available in the world of event apps, event managers strive to find that one thing that will engage their attendees, and event gamification has proven to do just that.
We’ll address all your questions about gamification apps so you can boost engagement at your next event.
Understanding Event App Gamification
Understanding the purpose and potential of event app gamification begins with its precise definition: event app gamification involves implementing gaming elements into a mobile event app in the hope of increasing interaction and, consequently, engagement among attendees.
Games are not just about fun; they can be powerful tools for improving attendee engagement. When implemented correctly, gamification can motivate and incentivize attendees to actively participate in the event. The key to this lies in fostering a healthy and exciting spirit of competition, which can significantly enhance the event experience.
Interactive Elements and Challenges
Event app gamification provides a fun way for attendees to connect with one another and the event content, tapping into everyone’s competitive spirit by incorporating concepts such as points and rewards. This system rewards attendees for attending specific sessions, completing polls, visiting exhibitor booths, and engaging with speakers.
An attendee may unlock a reward by attaining a sufficient number of points or completing a specific challenge, such as attending a certain number of sessions or exchanging contact information with a target number of fellow attendees.
Rewards are varied in nature, but can include event swag, exclusive opportunities such as meet-and-greets with keynote speakers, free content downloads, and access to otherwise restricted or VIP event opportunities.
Other popular gamification principles include leaderboards, on which attendee rankings are broadcast based on achievements or points earned. Interactive polls and quizzes are also popular, helping to foster participation and communication during sessions. Virtual scavenger hunts motivate attendees to navigate the event space more thoughtfully and thoroughly than they might otherwise.
Quizzes are also a fan favorite, along with live contests and scheduled trivia sessions, which can drive excitement and create a sense of urgency to participate to benefit from exclusive rewards or simply receive recognition for winning a round or outsmarting a competitor.
While these elements are geared towards individual competitors, they can be tailored to include team-based gaming that nurtures networking and collaboration.
Better yet, reinvent the event app sponsorship playbook by offering your event sponsors the chance to run a game. Not only will your attendees be excited to interact with your event sponsor directly, but your sponsor will also reap the benefits of those interactions and the additional, arguably more spotlighted event exposure.
Don’t hesitate to approach your event sponsors with this opportunity for them to engage with your attendees in a fun way that increases engagement, fosters good-natured, friendly competition and connects everyone in a single experience among the many others that will make up your entire event.
It doesn’t get more win-win than this.
Driving Desired Behaviors with Rewards
Perhaps an obvious point, but most of us could do with a reward or prize from time to time. While event app gamification is cutting-edge, the idea of driving desired behaviors with rewards is as old as time. All it takes is a quick trip down memory lane to our school years, a time rich with sticker charts and pizza parties for the number of books read. Rewards work because we recognize them. This is what makes it easy for event managers to present incentives for completing specific tasks, such as attending designated sessions or visiting particular exhibitors.
And while offering rewards seems like a simple solution for event planners, the fact is that gamification increases attendee satisfaction with an event, which in turn increases attendee retention. Sometimes the simplest strategies are the most impactful.
Measuring Gamification Impact
Event app gamification, in theory, isn’t a hard sell. Of course, the most successful event managers prioritize data and proof that a solution, tool or initiative works. In this case, data analytics make tracking attendee engagement and gamification performance not only easy but meaningful.
Analyzing data post-event offers event managers invaluable insights relative to refining gamification strategies in the future. By accessing data-driven insights, event organizers can train their focus on event improvements in pursuit of a more substantial ROI.
