The Center for Exhibition Industry Research (CEIR) has released a new report 'Industry Insight Series Report, How Exhibitors Can Use Games and Contests to Drive Greater Trade Show Success', written by a leading event technology innovator, Samuel J. Smith, managing director, Interactive Meeting Technology.
“There has been a lot of buzz about gamification in the business world over the past several years, and the trade show world is no exception,” said Smith. “Exhibitors want to know how to use the power of games to get more booth traffic and greater engagement with attendees. The opportunity is real. Games and contests are great tools for exhibitors to drive booth traffic, capture leads, and educate visitors about their products and services.”
This report's stated goal is not to give a doctoral thesis on gamification for trade show exhibitors but to: "Quickly explain how games pull people into your booth and how you can best get more leads and engagement with games.”
“CEIR’s recent research on attendee engagement has uncovered that games that educate attendees about an exhibitor’s products enjoy high attendee use,” said CEIR CEO Cathy Breden, CMP, CAE. “Though this research also finds too few exhibitors are using this highly effective attendee engagement tactic. We thank Sam for sharing his expertise to help exhibitors understand how to do this well.”
The 10-page report covers content relating to:
- What components are included in a game
- Why games motivate trade show attendees to play them
- Games that work best in a booth
- How to tailor the game experience for exhibitor success
- Advice specific for digital games
- Two case studies on games used and exhibitor outcomes
