August 20, 2019
By Cvent Guest

Your mission, should you choose to accept it, is to create an event that educates attendees and provides an environment that helps them network with industry leaders and peers. You must inspire them to do great things. Oh, and you must keep them entertained, but not in a distracting way. No, you must do it in a way that attendees engaged with your event.

A few years ago, event organizers learned about mobile gamification and started using it as a way to keep their attendees focused on the event. The idea was to turn the attendees’ mobile devices into an engagement tool instead of a source of distraction. However, as we look back over many events, we saw that something was missing in many of these in-app games. While the games were fun and entertaining for the attendees, the engagement was missing.

We have culled through mountains of data on how attendees are using their event app, (or in some cases, not using it) across thousands of events and industries to determine where improvements could be made. That’s why we’re excited to release our new gamification feature. It is a quest-style game (think Candy Crush and Pokemon Go) that uses the latest in gamification theory and technology. It’s also guaranteed to get your attendees logged into your mobile app and engaging with the app’s features.

To help you get started on your app’s new game, we’ve identified five key ingredients that are needed to create a successful game -- one that encourages your attendees to discover your app from the inside out.

5 Key Benefits of Gamification

1. Get attendees playing immediately.

The new CrowdCompass game draws attendees into the app as soon as they download. After opening the event, a notification informs them that they have already earned points, along with a hint of the next action they need to complete to earn more points. This gives them the motivation to keep interacting with the app and keep earning points!

2. Enjoy an intuitive (and addictive!) game.

One of the most effective ways to challenge your attendees and keep them engaged is by encouraging them to embark upon a quest. Quest-style games rely on a brain trigger that tells the player to complete the next task.The benefit of a quest-style game is that it keeps your attendees engaged for longer by guiding and rewarding the player to take the next logical step. For example, if one quest has them completing their attendee profile, they will immediately be prompted with their next quest, which might be to connect with another attendee with similar interests.

3. Keep your attendees focused on event benefits.

There is nothing wrong with games that encourage pure fun – like posting photos in the activity feed or scavenger hunts. But the new CrowdCompass game will take your gamification strategy to another level by encouraging attendees to accomplish big event goals, such as looking at exhibitor and sponsor listings, exchanging contact info with another attendee, and adding sessions to their personal schedule. Deeper engagement is the key to a memorable and valuable event experience. Your game can help your attendees achieve that while having fun along the way.

4. Implement a flexible point system.

Every event is different, and your game should reflect that. If the primary purpose of your event is to educate, set up your point system to reward those behaviors at a higher value. If you are having trouble getting attendees to fill out surveys, attach the highest point value to the completion of that activity. In order to engage each attendee in every aspect of your event, we’ve created four categories: networking, discover content, explorer, and social butterfly.

5. Cater to every player’s motivation.

Some attendees are motivated by friendly competition, while other attendees are driven by personal achievement. A quest-style game with a leaderboard ensures that both types of players will remain engaged in the game.

You want to lead your attendee step-by-step, quest-by-quest to form professional bonds with his or her peers, connect in a meaningful way with sponsors, exhibitors, and presenters, and actively participate in educational sessions. Use gamification to help you do all that and your mission is accomplished.

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