The event industry is changing: digital technologies, rising participant expectations and the desire for more interaction are changing the way events are planned and carried out. One term is cropping up more and more frequently: gamification. This refers to the use of playful elements to make events livelier, more interactive and more sustainable. But the question arises: is this a real trend with a future or just a short-lived fad?
What does gamification actually mean?
Gamification describes the use of typical game elements in a non-game context. Instead of a classic board game or computer game, mechanics such as points, badges, leaderboards or challenges are transferred to other areas – in our case to events and functions. The aim is to increase participant engagement, promote interaction and improve the overall quality of the experience.
For the event industry, this means that gamification is being used to increase awareness, facilitate interaction between guests and anchor content in a sustainable way. But is this approach really a long-term trend or just a nice gimmick?
Development of gamification in events
Gamification in action: Dronen Soccer presented its flying skills as an exhibitor at Prolight + Sound 2024.
The idea of incorporating playful elements is not new. Many years ago, there were already competitions or stamp campaigns at events. But with digitalization, gamification has developed enormously:
- 2010-2015: First digital tools, QR code scans and simple points apps
- 2016-2019: Event apps with rankings, badges and social media integration
- 2020-2022: Pandemic-related boost from virtual events where gamification helped to engage participants online
- Since 2023: Integration of AI, AR and smart tech to enable personalized gaming experiences
This development shows that gamification is no longer a niche topic, but has established itself as a tool for event planning.
Advantages for event organizers
Gamification not only enriches the event experience for participants, but also brings clear benefits for event organizers. Those who make targeted use of playful elements benefit from longer attention spans, greater reach and valuable insights into guest behavior.
- Higher participant numbers and dwell time: If an event is fun and has playful elements, guests stay longer and are more open to content.
- More visibility through social media: Gamified events invite you to share. Participants post screenshots of leaderboards or photos of challenges. This increases reach and brand awareness.
- Valuable data for analysis: Participation in gamification elements generates valuable insights. Organizers learn which content is particularly popular or which stations at a trade fair were visited most frequently.
Risks and challenges
As versatile as gamification is, it is important to use it consciously. Because if used incorrectly, playful elements can miss their mark or even have the opposite effect. Organizers should therefore be aware of potential stumbling blocks right from the start.
- Excessive demands: Too many game mechanics can be confusing and put participants off.
- Inappropriate content: If the playful elements do not match the event, they quickly appear artificial.
- Focus on reward instead of content: If gamification is only understood as a reward system without added value for the participants, it can have a superficial effect.
Why gamification is so successful at events
Gamification you can touch: VR applications inspired visitors to Prolight + Sound.
More attention and commitment
Studies show that gamified elements can significantly increase participation and interaction at events. When visitors don’t just listen, but actively participate in a quiz or collect points together, the event is remembered for longer. According to Beamian, data from events with gamification shows 47% more meaningful interactions between attendees and exhibitors, 35% higher satisfaction, 52% better information absorption, 63% more social media mentions and even 41% more qualified leads for exhibitors.
In addition, an exploratory study on ResearchGate confirms that gamification in the event industry significantly increases the engagement, motivation and satisfaction of participants. Leaderboards, badges and interactive tasks that promote social interaction and improve the retention of information are particularly effective.
Motivation through reward
Whether virtual badges, small prizes or simply being placed in a leaderboard – reward systems are motivating. They create competition, but also fun. The provider Canapii, for example, reports an increase of up to 40% in engagement and satisfaction when gamification elements are specifically integrated into events. Especially in long conferences or trade fairs, such playful breaks often have an invigorating effect and keep motivation high.
Lasting learning effect
Gamification can also promote the transfer of knowledge. Research results from the education sector show that playful elements such as points, badges and feedback signals significantly increase motivation and learning success. Applied to events, this means that content is better absorbed and retained in the long term if participants are actively involved.
How to use it successfully
For gamification to be fully effective, a clear strategy is required. First of all, it is crucial to know the target group precisely. While younger participants are usually enthusiastic about playful elements, older groups often react more cautiously. A more discreet approach may be appropriate here. It is equally important to define specific objectives: Should gamification promote knowledge transfer, stimulate networking or simply provide entertainment? The clearer these questions are answered, the more suitable the mechanics can be selected. Another success factor is voluntariness. Gamification should be offered as an option, not as an obligation – this is the only way to create genuine motivation and enjoyment in taking part. Finally, technical implementation also plays a major role. The tools and apps used must be intuitive to use and function smoothly, as technical problems or confusing interfaces can quickly lead to frustration instead of fun.
Looking to the future: gamification is here to stay
The market for gamification is growing rapidly worldwide. Forecasts predict a volume of over 30 billion US dollars by 2025. At the same time, new technologies such as artificial intelligence, augmented reality and wearables will expand the possibilities.
For the event industry, this means that gamification is not a short-lived trend, but a tool that is becoming increasingly professionalized. Over the next few years, it will become more personalized and seamlessly integrated into event concepts. It is far more than a flash in the pan. It increases engagement, promotes exchange and makes content a more sustainable experience. Those who use gamification thoughtfully will benefit from motivated participants, valuable data and greater visibility.
Of course there are risks – especially if gamification is used without a concept or objective. But when used correctly, it is a real added value for almost any type of event.
The event industry is faced with the challenge of creating experiences that go beyond simply conveying information. Gamification is a central component of this.
