Eyes on the prize: Gamification and trade show swag make a winning combination

By Stephanie Lamie

Gamification is an engagement strategy that adds an element of competition or achievement to an activity. At a trade show, it’s a proven way to elevate booth engagement and turn casual attendees into active participants. It uses the love of play, competition and incentives to strengthen connections. Combined with cool trade show swag, a gamified booth can help you unlock your own achievements.

84% of trade show marketers opens in new window who use gamification report a significant increase in attendee engagement.

Gamification is more than a trend. It’s a psychology-based approach organizations have used to engage people for decades. The secret to success is coupling games that draw an audience with the right trade show swag. This can help you climb your next event’s hypothetical leaderboard.

Carnival games

Incorporating carnival-style games into your trade show booth might seem simple but remember: Classics are classic for a reason. Games that test hand-eye coordination and concentration, like ring toss, cornhole, balloon darts or fish-bowl toss, are hard to resist. The same goes for sports-based challenges, like golf putt, bowling and basketball, or something more specific, like fastest football or baseball throw.

85% of exhibitors opens in new window take part in trade shows to generate leads and sales.

Achieve your trade show goals with help from these simple games. Ask participants to fill out a short contact information form before their turn. When they take their best shot, offer an event-specific can cooler as a prize. If they hit the ultimate goal—whether it’s tossing three bean bags in the hole, sinking the putt or bowling a strike—they win a stuffed animal. Just like at a carnival or fair, it’s a memento to show off once they’re home.

Scavenger hunts

Attract attention and win attendees’ valuable time when you challenge them to complete a set of to-dos. Create a passport with tasks—some simple, some a little more difficult. A simple task would be to follow your company on a social media platform. A more involved one might be to take part in a product demonstration, watch a video or join a workshop. Remember that when asking attendees to put in extra effort, the incentive should be a step above what other booths are offering simply for showing up. Trendy Carhartt^® beanies or Stanley^® mugs would be sought-after prizes, for example.

If your team gives out easy-to-spot swag (like baseball caps), ask scavenger hunters to spot one among the crowd. Incorporate clues—written or via QR codes—to move participants along on their journey. When 74% of trade show attendees opens in new window say engaging with an exhibitor increases their likelihood of buying a product or service on display, a scavenger hunt can be an expo game-changer.

Ensure everyone leaves satisfied by giving sport flyers or ear bud cleaning sets as consolation prizes for those who don’t complete their mission. Or offer trade show swag that’s specific to your industry, like a plush cow for agriculture or a fun screen cleaner for tech.

Live-hosted games

Put the charisma of your team on display and host a live competition, like trivia or a version of any popular TV game show. Recruit event attendees and put their knowledge of industry topics, the host city or your products and services to the test. If resources allow, integrate technology to make the presentation more attractive to passersby.

Gamification can make face-to-face interactions easier by sparking conversations, encouraging introductions and paving the way for meaningful connections. If there’s a period where they must wait for teams to assemble or the action to begin, offer activities to keep them engaged while easing the stress of networking. Get their trivia brains warmed up with questions about your company and offer mints or gum as a prize.

Knowing that many people travel for an exhibition, travel swag bags make great grand prizes. Fill drawstring sportpacks with charging cables, a travel kit and eye masks. Those who don’t win the game shouldn’t leave empty-handed. Enter all participants in a raffle for a speaker to ensure they return to your booth at drawing time.

Video games

Capture the attention of the crowd by pairing technology and fun. Use a large video screen to display arcade games, quizzes, tic-tac-toe, a prize wheel or other interactive elements. Or provide virtual reality headsets to immerse attendees in competition. Display winners or high scores on a leaderboard to make your booth the talk of the trade show.

Don’t forget to collect those leads by requiring participants to fill out a short form.

81% of exhibitors opens in new window use email to follow up after trade shows.

Or invite guests to drop their business card into a fishbowl, then draw winners to be announced on social media after the event. An adventure lunch set could be a coveted prize.

Depending on your target audience, retro video games might be a hit. Stations where attendees can compete using the gaming systems they grew up with can connect your company with joyful nostalgia. Reward winners with cool trade show swag tied to your industry, like a tool bag or beer stein. Increase the odds they remember your brand with a post-event email that contains top scores.

Games can help your brand come out on top

Engaging the competitive spirit of attendees can draw attention in ways traditional presentations and speeches cannot. By teaming trade show swag and memorable experiences—whether its carnival games, scavenger hunts, live contests or video games—it’ll be your brand that resonates long after exhibition day.

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