Did you know that the gaming market is one of the fastest growing in the world? In 2020 alone, global growth of 21.2% was recorded. And what we also see growing is the influence of this sector in other areas, and the use of gamification in events is one such example.

This is a mechanism used in other areas such as education. But in the events sector, the strategy emerges with the goal of innovating in event formats, engaging the audience, and motivating people during the event.

Whether for scientific, corporate, or academic events, the use of gamification is being explored more and more by event organizers, and is emerging as a very beneficial trend.

If you're unfamiliar with gamification, we've prepared comprehensive content on the topic and its endless application possibilities in the events industry.

Keep reading!

What is gamification?

First, it's important to understand what gamification is. This is because it's a broad practice that can – and is – used in different areas. Therefore, when we talk about this mechanism, we're referring to the use of game strategies in different 'real-life' contexts.

In general, it involves incorporating some of the dynamics and mechanics of the virtual gaming environment into our daily lives. Work and study routines, as well as corporate structures, are some examples.

The main goal of gamification is incentive, regardless of the context used. To better understand, think of an online game: you need to earn points, overcome obstacles, and advance through levels to become a champion, right? The use of gamification in the real world has the same premise.

Finally, it's worth mentioning that the concept of gamification also has some basic pillars, such as rules, objectives or missions, and constant feedback.

Benefits of using gamification in events

Now, speaking about the benefits of applying gamification strategies to events, we can list some positive points.

In general, using gamification is an excellent way to improve the audience experience at events such as workshops, business dynamics, immersion programs, and more. Furthermore, it also functions as an assertive marketing strategy, since it increases brand visibility and authority.

However, there are some advantages to using gamification in events that are worth highlighting:

• It makes the environment more dynamic and relaxed: Often, a corporate meeting can be lengthy and cover more technical topics. Therefore, by applying gamification techniques, the event becomes more innovative and engaging.
• Attracting sponsors and supporters: Meetings with more dynamic formats that engage and attract the public also draw the attention of companies. With participants paying closer attention to the details of the meeting and the environment itself, the sponsors' brands can also be more noticeable, which is beneficial for businesses.
• Strengthening the content: Think about it: in an online game, users tend to be completely attentive and engaged with what's happening, right? Using gamification in events, this also happens with participants, who focus and pay more attention to the content being presented.

Furthermore, there are other benefits such as stimulating the audience's creativity, fostering teamwork (if the event includes such a dynamic), and generating a sense of belonging.

Gamification in indoor and hybrid events

Although some adaptations are necessary, it is possible to use gamification in internal and hybrid events.

For example, in internal initiatives for company employees, gamification is a good option for organizational alignment and disseminating corporate culture. Internal training and immersion programs can be promoted internally along with quizzes, question-and-answer sessions, and feedback reports.

These are simple actions, but they have a positive effect. To give you an idea, a study conducted by TalentLMS in 2019 analyzed the relationship between gamification and productivity in the professional environment. The result? 83% of respondents who participated in training events with gamification activities felt motivated.

Regarding a hybrid event, where employees participate online, gamification can also be used. In this scenario, we see a double benefit: improving the participant experience and combining in-person and online elements.

4 tips for applying gamification to your event

We've already talked about what gamification is and the benefits of using it in events. But, we've listed 4 practical tips that can help you when organizing an event with this mechanic, check them out!

Utilize the concept of game phases. 

Initially, let's talk about one of the most commonly used practices: dividing the event into 'stages,' as if it were a virtual game. Thus, at the beginning of the meeting, the audience needs to be aware of what the 'phases' will be, which can be presented through a presentation, brochures, text messages, and more.

Furthermore, when dealing with a long event, participants may become distracted. Therefore, it's beneficial to include engagement activities throughout the event, such as Q&A sessions, quick challenges, QR code interaction, and more.

Reward system for achieving goals.

Who doesn't like freebies, perks, and gifts, right? And they're a good bargaining chip in a reward system. This is a very effective gamification practice in events that engages and motivates participants to earn these 'prizes'.

Determine how the 'winners' will be chosen, whether there will be a leaderboard, or if rewards will be distributed according to dynamics or 'completed phases'. Furthermore, it's also necessary to define what this reward will be: gifts, discounts on products and services, recognition such as a trophy? In short, it needs to be defined.

For online events: bet on live interactive contests and sweepstakes.

As we've mentioned before, it's possible to use gamification in online or hybrid events. One tip is to promote interactive raffles and contests throughout the event.

Regarding contests, there are several themes that can be used. For example, composing a song, proposing the most fun campaign, and others.

Regarding raffles, the advice is: keep an eye on what is allowed and what is not. It's always important to check the existing rules regarding raffles, even internal ones.

Promote team sports.  

Group games are great gamification practices to apply to events, as they encourage participant involvement. In addition to stimulating audience engagement with the event itself, games are also an excellent way to get people interacting with each other and keeping them entertained.

There are already well-known games, such as Stopots and Gartic, that allow you to create rooms, divide the team, and promote action. However, if it's feasible within the budget, it's also possible to develop your own games inspired by these well-known titles, but incorporating your brand identity. Furthermore, these options can be developed both online and in person.

Host your event at our venue.

Interested in holding your event at the Center Convention? You can check out all the infrastructure available at the Convention Center and throughout the Center Shopping Complex by speaking with our team. Call us at (34) 3239-8300 or email comercial@centerconvention.com.br. You can also reserve a date by clicking [here]. HERE.