Game On: The ways brand events are being gamified

Why are brands using gamification at events?

Gamification is changing the way brands engage audiences at live events. As attendees increasingly expect experiences that are more interactive and personalised, event planners across industries are turning to gamification to create more engaging events, drive participation, and unlock audience data.

It’s quickly becoming the baseline for audience engagement and it’s about more than simply adding a gimmick into an event. When combined with the right event technology, planners are changing the way their audiences experience events and seeing real return on investment into gamification.

So, how are brands using gamification in their events, and what can event planners learn from the trend?

Broadsword is a full service corporate events agency specialising in innovative production and cutting-edge event technology, working closely with leading brands to amplify their events and create immersive experiences that bring their brands to life. We create purpose built solutions from event apps to VR experiences.

See some of our work below as we explore the different ways gamified experiences are being used to transform brand events.

Colourful stickers being placed onto a wall chart

Examples of gamification at brand events

Interactive heat map walls

Interactive heat map sticker walls are a simple yet powerful way to canvas audience opinions and create live, visual data walls.

Attendees place coloured stickers or markers to vote so that patterns begin to emerge in real time, creating a heat map of collective audience opinions and preferences that guide conversations.

For M&G Investments’ Annual Investment Forum, Broadsword installed an interactive wall to canvas opinions on what investors are prioritising or see as a risk in the year ahead: allowing M&G to collect data on the topics that matter most to their clients. Explore this event here.

Smart badges

Digital “click” badges are the next evolution of the traditional event badge, transforming a simple name tag into an interactive, connected experience.

Typically worn like a standard badge, Tap-to-Connect Badges allow attendees to access the agenda seamlessly and connect with others in real time in one personal event hub. Users can simply tap to exchange details or interact with key touch points like posters and exhibitor stands

For brands and organisers, the data layer is a major advantage.

Every interaction, session, and connection is logged, giving delegates a personal record of who they met, and giving organisers valuable insights into networking patterns, popular areas, and engagement with content across the event.

For Comply Advantage’s Catalyst event in London, digital badges were introduced, enabling seamless connections between attendees while providing valuable ROl data for ComplyAdvantage after the event.

Large led screen with points leaderboard surrounded by games including basketball hoop and pin ball machine

Points based leaderboards

A live leaderboard powered by QR code wristbands is one of the most effective ways to bring real-time energy and competition into an event space.

Guests are seamlessly connected through QR code wristbands, which powers the entire game journey from game participation and live scoring to prize redemption as they scan into different games and activities to earn points.

Attendees are incentivised to visit more areas, try more experiences, and stay longer to climb the rankings as the rankings go live on screen.

Broadsword produced Moody’s Sales Kick Off event in APAC and enhanced the environment with interactive technology to energise the team. The result was a cohesive and immersive event that blended business with interactive moments.

Interactive photo booths

Event photo booths can both lean into nostalgia with retro-style booths that provide a tactile momento for guests, as well as integrate the latest event technology.

AI photo booths can enhance or transform photos in real time, applying themed and branded effects such as background changes, filters, facial enhancements, or personalised styles allowing guests to turn themselves into characters.

A 360° photo booth records video as a camera rotates around guests on a platform; its software adds effects, slow motion, music, or branding and sends the finished clip to their phones.

Broadsword worked with The Loan Market Association to launch a technology and innovation agenda with the inaugural LMA Edge. LMA wanted to break away from traditional conference formats and create a high-energy, festival-style experience.

Broadsword created a series of interactive activations to bring LMA Edge to life including an AI photo booth. See the results in our event case study.

claw grabber prize machine in rooftop venue

Merch grabs

Merch grabs like claw machines and interactive vending machines are a simple but powerful way to turn bespoke merchandise into an experience rather than just a giveaway.

To promote their podcast, Dream Machine, M&G Investments gave away branded chocolate bars from a vending machine.

Broadsword worked with Alaska Airlines to produce two custom launch events, creating The Cloud Catcher: custom claw machines with a range of keepsakes and prizes up for grabs including Atmos rewards points and flights to promote their industry-leading loyalty benefits. Guests could also pick up a custom luggage tag from a live embossing station.

Interactive quizzes and challenges

Use quizzes tied to brand messaging or product knowledge to reinforce key takeaways while keeping the experience fun.

This “Who Wants to Be a Millionaire”style plenary segment added a memorable, entertaining feel to the event, where key stakeholders competed live with bespoke buzzers.

Event apps also support engagement features including live Q&A, polls, surveys, gamification challenges, chat, and discussion threads so attendees can interact with speakers and each other during sessions. We have also encouraged participation by incorporating a scavenger hunt into an event app – connecting experiences across the space to drive exploration and engagement.

WORK WITH US

Make your next event more interactive

Gamification is trending because it solves one of the biggest challenges in events: engagement. But more importantly, it aligns entertainment with outcomes, helping brands drive behaviour, capture data, and create memorable experiences.

Broadsword has designed bespoke high energy games experiences, from branded sticker walls that collect data in real time to connecting guests via QR-enabled wristbands that powered live leaderboards and allowing us to track engagement rates.

From gamification and immersive experiences to bespoke digital platforms and interactive content, discover how Broadsword uses event technology to create experiences that get audiences involved as part of their full service event delivery.

Explore our event technology services and get in touch for support planning your gamified brand experience.