Why Event Pros Should Focus On Gamification

Gamification

All popular games have one thing in common: they are engaging and immersive, allowing users to lose track of all measurements of reality. It is the very same philosophy we apply to experiential event design, yet perhaps more pervasive, and unforgettable – a good reason for why we may add layers of gamification to events.

How do I play?
Forrester, market advisors in technology and business, define gamification as “the insertion of game dynamics into non-game activities to drive a desired behavior.” Gaming elements actually increase natural desire to socialize, learn, compete, succeed and interact. Although an event should not become a game, leveraging the psychology on game mechanics is an important element to keep audiences fully immersed.

Many aspects must be considered in designing a true gamified system. However, event specialists should be eager to spot those that really matter. For example, if the goal is to encourage personal journeys within a particular event experience, pushing on the progression mechanics would be beneficial. Attendees would be challenged to unlock content in a particular order, allowing them to advance from one level to another.

Do I need a joystick?
In this context it could seem obvious that attendees should download an app on their mobile device would seem obvious. Contrary to what many think, we do not want to encourage attendees or give them a reason to stare at their smart phones during live events as the experience should not be considered as alienating, but instead one that involves all.

To fully unlock the possibilities of human interaction, a conceptual shift away from traditional graphic interfaces using tiny screens to natural interfaces, proximity sensors and motion tracking, is essential. The future of UX has become ubiquitous though. Experiential events can become just as smart: integrating micro-location systems, such as RFID or beacons, single-board controllers and computers, and Arduino or Rasperry PI, to deliver a new wave of Internet of Things.

Do I really have to play?
Not everyone wants to be interacting despite attending a live event. Planning for different levels of interaction allows consideration for a pleasant and meaningful experience to all attendees. Depending on varying attitude and mood, people should be able to enjoy both a passive or interactive experience. Further levels of experience occur within each category of interaction. Intimate interaction discloses the potential of entertainment. Public interaction may allow the possibility to break beyond experiential boundaries of the event, and even go online to reach yet another level called social interaction.

What do I win?
As an increasingly important platform which enhances user engagement and networking, gamification helps event attendees to interact and feel part of something. Used efficiently, gamification is a fluid form of infotainment which can allow users to understand difficult content in a more simple but compelling way. There are other benefits too. It encourages crowd sourcing and viral marketing, both valuable tools which significantly contribute to driving social media conversation as part of, and long after the event.

Game Over
One of the most common pitfalls of gaming in events is that event specialists tend to design games as a one-off gimmick, which doesn’t solve a purpose or achieve the main objectives of events. Gamification has to be an integrated component of an event. It can have boundless potential when used effectively to create an engaging and immersive experience for all participants.

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