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(TOP LEFT) ILLUSTRATION: GETTY IMAGES ILLUSTRATION CREDIT: TERA VECTOR/GETTY IMAGES Checklist Planner's Portfolio 10 JUL-AUG 2019 MEETINGS & CONVENTIONS MCMAG-ASIA.COM G ami!cation is the process of using games to reward attendees for accomplishments and/or completing speci!c calls to action. Executed correctly, it's a strategy that can elevate the productivity of your entire event by adding a layer of interaction that will cultivate engagement, providing more value for both you and your attendees. How gami!cation works at your event will depend on the speci!c goals you and your team have in mind, but the following tips can help you approach gami!cation in a way that will enhance your agenda. MAKE A GAME OF IT Set the ground rules. Be clear about rules and corresponding rewards, and ensure guidelines remain consistent. Nothing kills excitement more than feeling like an activity is rigged, so be forthcoming from the onset of the programme. Offer late-stage participation. Intimidation often defeats conference gami!cation. Attendees who have no chance of making it to the top might disengage completely if they see no incentive for participating. Solve this by giving everyone a target to hit. O"er tiered rewards for completing parts of the game, and communicate standings individually instead of displaying leaderboards. Make it fun. Spend time deciding what will bring the element of excitement and surprise to your gathering. Display photo contests Adding Gamification — And Excitement — To Your Next Event WORDS ALEX NUTTALL Including games and prizes at a conference gives the programme a shot of adrenaline. prominently, give micro-rewards and tease a big reveal throughout the game. Focus on user experience, and analyse whether the aspects are enjoyable or a chore, and adjust when necessary. PERSONALISE THE EXPERIENCE Know the players. Use audience data to design games in a way that speaks to the interests of the group. For example, if your attendees share a common goal, consider creating a communal competition centered on philanthropy. If attendees have varied agendas, design individualised tasks as a ladder for them to climb toward ambitions. Team-base for team building. Team-focused gami!cation is especially desirable for companies with predetermined parties within certain districts, regions or o#ces. For learning or knowledge-based events, such as training and compliance meetings, gami!cation provides a great way to reinforce key topics (in a lower-pressure environment) and get more feedback from the group. INTEGRATE IT INTO THE EVENT Take advantage of sponsorship opportunities. Nearly 74% of event planners say sponsorship remains consistent throughout their events. However, gami!cation provides new opportunities to be sponsored by speci!c exhibitors or activities that could involve brands or services, bringing new relationships forefront. Tie gamification to the production. Facilitating the competition on stage, like a !nal showdown, a tiebreaker, or a shout-out to the teams or individuals currently in the lead will make the activity feel more integrated. Essentially, the process becomes another bene!t for attendees to attend major general sessions.

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