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A term you may have heard bandied around of late, gamification is fast becoming a new buzzword in the world of events. It has been said that gamification has revolutionised events of late and while this is perhaps a bold statement to make, if you want to encourage interaction and engagement at your event, gamification is definitely something you should be looking into.
What exactly is gamification?
Increasingly being used all over the world as part of business strategies and during events to encourage audience interaction and engagement, gamification is the use of gaming logic in a non-gaming environment. It draws on the essence and logic used within gaming such as the aspects of challenge and reward. By personalising and customising these to suit the audience or target market, it allows companies to represent their content in a unique way. This can be especially useful when marketing products or during events.
Gamification allows you to draw on concepts of gaming and utilise them in order to evoke desired behaviours within your participants. For example, games always provide rewards such as trophies, so you can use this and provide incentives at your event. A common aspect of gaming is winning. People often have a competitive streak and this desire to win can be put to good use during your events. If you offer people a challenge, they will participate because they want to win. Using this can encourage others to participate; so it is an effective way of capturing attention.
As the event organiser, you are in charge of the gamification and the way that it is used during the event. With gamification, you can turn an attendee of your event into a participant in your event. Gamification allows your delegates to become part of the experience.
How to use gamification
Using game dynamics and mechanics, the current trend for larger events is the use of a mobile application. By adding a game-like element to your event app, you will be able to emphasise the overall objective of the event while providing your delegates with a foundation in which to engage with the content.
Gamification doesn’t have to be used within a mobile app though, if your budget doesn’t allow for this, or it’s simply something you don’t want to pursue, you can instead adapt traditional games as a way of engaging your delegates.
There are three things to do which can ensure that gamification is the most effective that it can be:
1. Ensure that you are seeing things through the eyes of the attendees. Think about whether the content is interesting enough and consider the methods and techniques that you will be using. If they do not capture your attention, then they will not be enough to capture anyone else’s. By viewing things from their perspective, you can determine whether or not the methods that you are using will work.
2. Think about why your attendees would want to participate in the actual gamification programme. You need to make it as unique as possible, use your creativity and make it interesting enough for them to want to engage. Perhaps consult a venue finding service to find you a venue that will match the needs of a game that will make your event unique.
3. You should also provide some sort of incentive. By having something to offer, more people will feel inclined to participate. If you apply this logic to your event, your delegates will be more likely to do what you ask of them if there is the possibility of them gaining from it.
Image cover source: Rude Baguette
Guest post written by Dean Ronnie