For many executives, attending a business convention is no longer an optional perk as it has become a vital strategy to stay relevant and competitive in their respective industries. This is why brands invest in business events as it allows them to display their latest products and services, and it helps them to meet founders and decision makers face-to-face to build high value connections. A recent survey has found that building relationships in person is irreplaceable for 70 percent of attendees, but with packed schedules and back-to-back presentations, even the most enthusiastic individual can struggle to maintain focus and stay engaged throughout the day.
This is where gamification can make a difference. By introducing game-like elements, event organizers can turn passive attendees into active participants. What’s more, gamification can take the awkwardness out of networking since it makes interactions feel more natural. This helps transform networking from just another item on the agenda into a fun experience that attendees want to actively take part in. If you’re planning to have a trade show, a sales kickoff, or a business convention, here’s how to use gamification to keep audiences engaged.
Common Warning Signs of Disengagement
Is your business event designed for interaction and exploration, or is it just a corporate checklist disguised as a schedule? To find out, observe your participants for common signs of disengagement. They may be in their seats, nodding and listening to the speaker, but if they’re pulling out their phones to scroll or check emails instead of participating, then that’s a sign that they’re just waiting for the session to be over. Be on the lookout for early departures too. Are the hallways filling up with people leaving long before the afternoon sessions begin?
Next, check the designated networking areas. Are people staying in hallways or hotel rooms instead of socializing in the coffee lounges? Go around and visit your sponsors’ booths too. If they’re seeing low foot traffic and questioning their return on investment, you’re definitely facing an engagement problem. To fix this, gamify the event to make the convention more interactive, and give participants more reasons to stay active and engaged.
Live Trivia Sessions
To wake up rooms during post-lunch slumps or long agendas, think about having a live trivia session. It’s a great way to break the ice, and it tests comprehension of product launches or keynote takeaways in a fun, low pressure way. To optimize execution, hire a professional host who specializes in entertainment for corporate events. A professional emcee can command a large room, manage dead air, and improvise well during technical glitches.
For the trivia content, be sure to mix the questions by blending general pop culture, brand-specific themes, and light company milestones. To encourage participation, use tools like TriviaMaker or SocialPoint so attendees can play on their smartphones. Since conventions run on strict schedules, keep trivia sessions to no more than 20 minutes, and award top scorers with exclusive merchandise, sponsored products, or discounts.
Digital Event Passport
For trade shows and business events with sponsored booths, consider creating a digital event passport. This involves giving attendees a digital checklist to complete, and this helps to maximize participation and engagement. Use an event app like Waveplay Digital Passport or Event Passport PRO, then list tasks such as visiting specific booths, testing products, and attending keynotes. Instruct participants to scan a QR code at each stop to earn points which can be exchanged later for merch, or use the accumulated points to be included in a grand raffle draw.
Networking Bingo
Some business event attendees need a little help breaking out of their existing social bubbles, so plan on having networking bingo sessions to start casual conversations. This is a great game for conferences and association meetings since it helps newcomers to break into established groups. It’s also ideal for sales kickoffs and corporate meetings as it encourages employees from different departments, regional offices, or seniority levels to interact.
To create an engaging networking bingo game, design custom cards with industry-specific prompts. State that each participant can only sign one square per attendee card to force mingling with multiple people. As for the prompts, include professional challenges like “find someone who creates or designs content” or “find someone who attended the 2024 sales kickoff.” You can also add light icebreakers, such as “someone who speaks 3 languages” or “flew in from another city.” Instruct participants to ask follow up questions instead of just checking the boxes, then award prizes during the closing ceremony or happy hour.
Start creating experiences that invite participants to build the future of your brand with you. By gamifying trade shows and conferences, you can transform a routine convention into an event that your audience will always remember.
