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In a world where “work hard, play hard” has become a mantra, the idea of incorporating games into business events might raise a few eyebrows.
After all, shouldn’t professionals be focused solely on networking, knowledge exchange, and striking deals? But what if I told you that introducing an element of play could revolutionize your B2B events and unlock a whole new level of engagement?
What is Gamification?
Gamification refers to the integration of game elements and mechanics into non-game contexts, such as business environments, educational settings, or everyday activities.
It involves applying game design principles to engage and motivate individuals to participate, learn, solve problems, or achieve specific objectives.
By incorporating elements like competition, points, challenges, rewards, levels, leaderboards, and badges, gamification aims to tap into our natural inclination towards play and competition, making tasks or experiences more enjoyable, interactive, and immersive.
In the context of B2B events, gamification can be used to make networking sessions more interactive, educational sessions more engaging, and overall event experiences more enjoyable.
It can incentivize active participation, encourage collaboration, and create memorable moments that leave a lasting impact on attendees.
Today, we’ll embark on an exploration of the best gamification practices that can elevate your B2B events to new heights.
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Unleashing the Power of LeaderBoards in B2B Event Gamification
The use of leaderboards in gamification is a typical case when it comes to increasing attendee engagement at B2B events.
These leaderboards introduce playful elements and foster healthy competition among participants. Similar to golf leaderboards, they showcase the top performers based on specific criteria.
Whether it’s showcasing the most active social media influencers, the networking ninjas with the most connections, or the champions of booth interactions, leaderboards are your gateway to an unforgettable gamification experience.
One effective approach is to combine leaderboards with a quiz or scavenger hunt. Participants are encouraged to visit exhibitors, gather information, and enter their findings into an app or platform. The person with the most correct answers or the highest number of points wins a prize.
Alternatively, participants may be tasked with scanning the badges of other attendees to accumulate points for the leaderboard. Real-time tracking capabilities in certain apps allow participants to see their current rankings as the event unfolds.
By incorporating leaderboards, motivation levels soar, spurring attendees to become even more involved in the event.
The desire to climb the ranks and secure a top position on the leaderboard fuels engagement, networking, and knowledge acquisition throughout the event.
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Sweden’s Speed Camera Lottery
In Sweden, an intriguing initiative known as the Speed Camera Lottery has emerged, showcasing the application of “The Fun Theory” concept by Volkswagen.
Unlike traditional methods of enforcing speed limits, this inventive approach focuses on rewarding drivers who adhere to the designated speed limit.
The unique aspect of this system is that the prizes are funded by the fines collected from speed violators.
When a driver is detected obeying the speed limit by the camera, they automatically become eligible to participate in a lottery. This creative twist serves as an incentive to encourage responsible driving and compliance with road regulations.
The underlying principle of the Speed Camera Lottery is to leverage the innate human inclination towards excitement, competition, and unexpected rewards.
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LEGO Serious Play
In the world of corporate strategy, a fascinating trend has emerged—serious play with LEGO bricks. This innovative approach is gaining traction as organizations seek fresh perspectives on challenges and aim to foster team collaboration.
During the German Marketing Day 2018 in Hannover, each participant received a small set of LEGO bricks. Their mission was seemingly simple—build a duck. However, as participants dove into the task, they quickly realized the complexity of the challenge.
This playful exercise brought people together, sparking conversations, fostering collaboration, and creating a shared experience that transcended traditional networking.
The tactile nature of LEGO bricks allows individuals to navigate abstract concepts with ease, making them more accessible and understandable to all.
Quality vs. Quantity of Engagement
When it comes to gamification at business events, it’s crucial to consider the dynamics of participant involvement.
While gamification offers exciting opportunities to enhance engagement, it’s important to recognize that it may not always attract the “most important” visitors who prioritize achieving their specific goals during the event.
Instead, gamification activities often capture the attention of individuals who have more flexible schedules or are seeking entertainment value rather than pursuing strategic objectives.
In some cases, it’s the attendees who may not hold the highest level of importance in terms of their roles or influence within the industry who actively participate in gamification initiatives.
These individuals may have more time on their hands during the event or simply find the competitive elements of leaderboard contests appealing.
However, it’s essential to acknowledge that their engagement may not necessarily translate into higher-quality networking or meaningful connections.
While gamification can encourage interaction and networking among participants, the ultimate goal should be to strike a balance between quantity and quality.
Embracing the “Tracking” Generation: Playful Engagement in the Digital Age
As a new generation emerges, one accustomed to tracking their daily footsteps, measuring social media validation through likes, and growing up in the era of talent shows and star searches, their expectations for a playful approach extend beyond entertainment.
This growing audience seeks engaging experiences, even in traditionally “serious” topics.
One seamless and playful way to achieve this is through smartphone surveys using platforms like Slido, eventScribe, or Glisser.
These tools allow event participants to engage in real-time polls, quizzes, or feedback sessions, creating an interactive and dynamic environment.
Attendees can share their opinions, vote on their favorite innovations, or highlight their key takeaways, all while enjoying a playful and gamified experience.
As the digital age continues to shape our interactions and expectations, it’s imperative to leverage gamification techniques that resonate with the evolving preferences of the “Tracking” Generation.
Benefits of Gamification in B2B Events
Let’s delve into the key benefits of gamification in B2B events:
Enhanced Engagement: Gamification transforms passive attendees into active participants. By introducing challenges, competitions, and rewards, participants are motivated to actively engage with the event content, exhibitors, and fellow attendees. This heightened engagement leads to better knowledge retention, increased networking opportunities, and a more memorable experience.
Networking and Collaboration: Gamification provides a platform for participants to connect and collaborate in a fun and non-intimidating manner. Whether through interactive games, team challenges, or virtual quests, gamified activities facilitate relationship-building and foster a sense of camaraderie among attendees. This, in turn, leads to increased networking, knowledge sharing, and potential business collaborations.
Learning and Skill Development: Gamification can be a highly effective tool for delivering educational content and skill-building experiences. By transforming learning sessions into interactive games or simulations, participants are more likely to stay engaged, retain information, and apply their knowledge in real-world scenarios. Gamified learning experiences make complex concepts more accessible and enjoyable, promoting continuous professional development.
Data Capture and Insights: Event organizers gather valuable data and insights about participant preferences, behaviors, and interests. You can integrate analytics and tracking mechanisms to gain a deeper understanding of attendee engagement, content effectiveness, and overall event success. These insights can inform future event planning, content curation, and personalized experiences.
Motivation and Rewards: Such gamified experiences also include rewards and recognition systems, tapping into participants’ intrinsic motivation to achieve goals and unlock achievements. You can offer virtual badges, leaderboard rankings, or exclusive prizes, so that attendees are incentivized to actively participate, compete, and strive for excellence, resulting in increased motivation and a sense of accomplishment.
To successfully implement gamification in B2B events, it’s important to align game mechanics with event objectives, understand the target audience, and choose the right technology platforms or tools.
Best Examples of Gamification in B2B Events
Here are a few best examples of Gamification in B2B events:
Leaderboards and Challenges: Implementing leaderboards and challenges during the event can spark friendly competition among participants.
Scavenger Hunts: Organizing a digital or physical scavenger hunt can encourage attendees to explore the event venue, visit different booths, or complete specific tasks.
Gamified Learning Sessions: Transforming educational sessions into interactive games or simulations adds an element of fun and engagement.
Virtual Reality (VR) or Augmented Reality (AR) Experiences: VR or AR technologies can be used to create immersive and interactive experiences at B2B events.
Social Media Contests: Leveraging social media platforms, event organizers can run gamified contests or challenges before, during, or after the event.
Digital Badges and Rewards: Issuing digital badges or rewards for achieving specific milestones, attending sessions, or completing tasks incentivizes participation and fosters a sense of achievement.
The Bottom Line
Gamification in B2B events offers a powerful approach to enhance engagement, foster connections, and drive desired outcomes. You can infuse playful elements into the event experience and create immersive and dynamic environments that captivate attendees and leave a lasting impact.
The time has come to bid farewell to outdated methods and embrace a new era of engagement. Gamification in B2B events reignites the spark of curiosity, transforming mundane tasks into thrilling challenges and transforming networking into an exhilarating adventure.
