The term “gamification” is regularly mentioned and reiterated in many strategic discussions across diverse industries. In fact, this buzzword could even be more pervasive or on par with another commonly used and exploited phrase; disruption.
Gamification is not a new concept in the marketing or business world, but it is still in its infancy within the events industry, and even more so in the association world. Gamification is the process or methodology of incorporating “game-like” elements to something (an event, product, task, etc), with the aim of increasing engagement, recall ability and to motivate participants to perform a series of intended actions.
It is not necessarily driven by technology or digitisation; the advent of augmented reality, bluetooth beacons, mobile applications, near field communications (NFC) and QR Codes are conduits on how gamification can be amplified within the framework of an event. Albeit, advancement in mobile technology has played a major role in facilitating and advancing the ease of gamification over the last decade, specifically within the MICE industry.
Here are some considerations to gamify your events, enhance the experience and increase your engagement, by upping your GAME:
Goal – Define the end-goal you want to achieve which would determine how you would measure the success of your gamification campaign, i.e. target and metrics.
E.g. to increase the event’s social media traffic, to drive traffic to your sponsor booths or to optimise the engagement of the event mobile app.
Action & Activities – Identify the actions or challenges required that forms the framework and requirements for your “game”.
E.g. Quiz format with QR Codes, leader-boards to enhance competitiveness or selfie competition with specific “landmarks” to distribute human traffic over the congress landscape.
Motivation – ‘Incentivise’ your participants by dangling an attractive “enough” carrot that motivates them to complete the task or to unlock the next achievement, so they do not “give-up” halfway or experience a “missed opportunity” should they fail to complete. A multi-tiered incentive could also be considered to allow users to “level-up” as they complete each task.
The ability to form mini-challenges within the participant’s personal network (Think Fitbit) through activating and forming “micro-communities” would also be a key motivational factor.
Evaluation – Evaluate the results by providing quantitative and/or qualitative results to evaluate the success of the campaign.
Ultimately, you would want to keep the concept of KISS (Keep It Super Simple) in mind; challenges should be easy to achieve with multiple achievements to unlock. The key idea is for the participants to have fun, be motivated to complete the task while being engaged over the entire course of the event.
At MCI, we are using the right tools in alignment with your key needs and goals in order to deliver impactful events. Contact us here to find out how we can help.
This article is authored by Vincent Yap, Regional Director, South-East Asia – Marketing Communications, MCI Group Asia Pacific