What it is, benefits and how to implement it

In the competitive world of business events, trade fairs and congresses, capturing and keeping participants’ attention has become one of the biggest challenges for organizers. Gamification at events is emerging as a powerful strategy that is revolutionizing the way participants interact during these professional gatherings.

Implementing playful elements in traditionally formal environments not only transforms the participants’ experience, but also significantly improves commercial and training results. Through gamification strategies at events, companies are achieving increases of up to 30% in information retention and 40% more interactions between participants, according to recent studies in the sector.

This article explores how gamification with event technology is redefining face-to-face and virtual experiences, offering a complete guide to successfully implementing it at your next event.

What is gamification in events? Evolution and trends

Gamification in events consists of applying game mechanics and dynamics in non-game contexts, with the aim of increasing the motivation, participation and commitment of participants. This technique takes advantage of our natural predisposition towards competition, collaboration and overcoming challenges.

How has gamification evolved in the events sector?

The evolution of gamification in virtual and hybrid events has been remarkable over the last decade:

• 2010-2015: First basic applications with QR codes and simple questions and answers.
• 2016-2019: Development of specific applications with points systems and classifications.
• 2020-2022: Explosion of virtual solutions during the pandemic with gamification software for more sophisticated events.
• 2023-Nowadays: Integration with advanced technologies such as AI, augmented reality and smart cards for events.

Why has gamification at events become a key trend?

The increase in gamification strategies at events is due to several factors:

1. A generation of participants used to interactive and personalized experiences.
2. The need to differentiate in a market saturated with events.
3. Look for concrete metrics on the participation and real interest of the participants.
4. Natural integration with digital tools and event technology.
5. Increased demand for memorable experiences that generate a tangible return on investment.

Main benefits of gamification at events

Greater interaction and involvement of participants

The implementation of gamification strategies at events radically transforms participation levels:

• 70% increase in interactions with exhibitors and speakers.
• Significant reduction in the drop-out rate during long sessions.
• Greater willingness to share the event’s content on social networks.
• Boost engagement at events with real-time, measurable gamification.

A recent study showed that stands with gamified activities register 35% more visits than traditional ones, making this strategy essential for boosting lead capture at B2B events.

Optimize the experience and retention of information

Gamification of congresses and trade shows significantly improves training results:

• Participants retain up to 40% more information when it is presented through game mechanics.
• Linking concepts to exciting experiences makes them easier to remember in the long term.
• Immediate feedback reinforces learning and corrects misunderstandings in real time.

Networking and Participation

One of the greatest values of gamification and networking at events is its ability to break down social barriers:

• Shared challenges create natural connections between unknown participants.
• Competitive activities facilitate initial conversations without the usual awkwardness.
• Team dynamics promote collaborations that transcend the event itself.
• It facilitates the generation of contacts in an organic and non-invasive way at events.

How gamification at events works

Key elements: points, rankings, rewards, challenges

Effective gamification with event technology is based on four fundamental pillars:

1. Points system: Reward desired actions, such as attending sessions, participating in debates or visiting stands.
2. Rankings and classifications: Encourages healthy competition between participants.
3. Tangible and intangible awards: From public recognition to physical awards.
4. Progressive challenges: Maintain interest throughout the event with increasing levels of difficulty.

Integration with technology: apps, wearables and event gamification software

Technology plays a crucial role in implementing gamification strategies at events:

• Dedicated mobile applications: They centralize the gamified experience and facilitate instant contact acquisition.
• Wearables and RFID cards: Allow easy physical interactions via smart cards, smart bracelets or smart badges for events.
• Management platforms: They monitor participation in real time and generate detailed reports.
• Integration with social networks: Extends the scope of activities beyond the physical space.

Combining digital tools with gamification strategies significantly improves data collection at events.

Practical examples of gamification dynamics at events

Successful implementations include:

• Event passports: Participants receive virtual stamps for visiting different stands, encouraging full exploration.
• Thematic trivia: Questions related to the content of the presentations that reinforce the key messages.
• Collaborative missions: challenges that require the cooperation of several attendees to complete.
• Augmented reality: Combining gamification and augmented reality at events to create immersive experiences.

Success stories from different types of events

Congresses with gamification dynamics

An International Digital Marketing Congress implemented a comprehensive event gamification strategy with surprising results:

• Points system for attendance at sessions and participation in debates.
• Daily challenges related to the content presented.
• Leaderboard ranking visible on screens throughout the venue.

Result: 87% of participants completed at least three challenges and the retention of important information increased by 42% compared to previous editions.

Professional trade fairs with gamified interaction between exhibitors and participants

An international technology fair implemented an access control system with RFID cards that revolutionized the experience:

• Visitors were given smart event badges that automatically recorded their interactions.
• Each stand offered mini-games related to its products.
• A centralized system showed progress and rankings in real time.

Result: Lead capture at trade fairs increased by 65% and the average time spent at stands increased from 3 to 7 minutes.

Gamification at Events: Conclusions and recommendations

Event gamification is no longer a passing trend, but a fundamental strategic component in the planning of successful events. Its ability to increase engagement, improve information retention and increase networking makes it a high-return investment.

Checklist: How to create an effective gamification at events strategy

✅ Define clear and measurable objectives for your gamification strategy. 

✅ Get to know your audience and design mechanisms tailored to their interests. 

✅ Choose the right technology that supports your dynamics without complications. 

✅ It balances competition and collaboration to create an inclusive experience. 

✅ It ensures clear communication of the rules and mechanics of the game. 

✅ Integrate gamification with your event’s lead generation objectives. 

✅ Plan an attractive and relevant reward system. 

✅ Measure the results and adapt the strategy during the event if necessary.

Recommended tools for implementing gamification at events

To successfully implement gamification strategies at events, we recommend:

1. beamian: Comprehensive solution combining Smart Badge technology with event management and gamification software.
2. Eventmobi: Platform specialized in creating personalized gamified experiences.
3. Kahoot!: Ideal for implementing trivia and interactive quizzes during sessions.
4. Eventtia: It offers gamification modules for hybrid and virtual events.

Gamification with event technology has proven to be not only an effective strategy for increasing engagement, but also a powerful tool for engaging potential customers at events and improving the overall experience of attendees.

Want to maximize the impact of your next event with advanced gamification strategies? At beamian we offer end-to-end solutions that combine event technology with event gamification strategies tailored to your specific objectives. Contact us today to find out how we can transform your participants’ experience.