Not Just Fun and Games: The Strategic Power of Gamification

Industry Insights & Trends

Gamification in trade show exhibits has evolved far beyond the simple prize wheel. Today’s most effective interactive experiences don’t just attract attention — they engage attendees, educate them subtly, and seamlessly transition them into conversations with your sales team.

According to Danielle LaVigne, Director of Operations at Stamm Media, the key to successful gamification isn’t just technology — it’s strategy. “The goal isn’t to make attendees experts on your product through a game,” LaVigne explains. “It’s to get them excited, engaged, and open to a conversation with your sales team.”

The Evolution of Gamification

Gamification has been a staple of trade show engagement for years, but the expectations are evolving. Attendees are no longer satisfied with passive experiences like digital trivia or generic prize wheels. Instead, they seek interactive challenges that feel fresh, immersive, and rewarding.

As LaVigne points out, exhibitors must think beyond just drawing a crowd. “You want to create a game that subtly educates attendees while keeping the experience short, engaging, and tied to a measurable goal,” she says. “That goal could be capturing lead information, getting attendees to specific parts of the booth, or making a complex product easier to understand.”

Keep It Short and Impactful

One of the most important considerations when designing a gamified experience is length. According to LaVigne, games should ideally last 60-90 seconds. This ensures attendees stay engaged without losing interest, while also maximizing throughput and moving them efficiently through the exhibit journey. Longer games risk causing frustration or abandonment, which reduces their effectiveness as an engagement tool.

What Makes Gamification Work?

Gamification is most effective when it aligns with an exhibitor’s overall goals and sales strategy. Here are some key principles to keep in mind:

  • Tie the Game to a Sales Conversation – The best games guide attendees toward your key messaging and direct them to the right person for a deeper discussion. For example, a quiz that assesses an attendee’s business pain points and directs them to the right solution in your booth is more effective than a game played purely for entertainment.
  • Encourage Repeat Visits – Features like daily leaderboard updates, changing game elements, or exclusive incentives (e.g., unlocking a secret networking lounge) keep attendees coming back. Multi-day challenges entice attendees to return to play each day for a chance at prizes, reinforcing brand engagement over time.
  • Go Beyond Touchscreens – Physical activations like RFID-enabled interactions, LED floors, or movement-based challenges create deeper engagement than a basic touchscreen game. “People want to move, they want to interact in ways that feel real,” LaVigne says. “Adding a physical component increases dwell time and memorability.”
  • Invest in Hype and Support – A well-trained staff (or professional crowd gatherers) ensures attendees actually engage. No matter how cool your game is, attendees need a reason to step in and play. “The best activations include high-energy hosts who pull people in,” LaVigne notes. “Salespeople aren’t always the best at this — sometimes you need dedicated hype staff.”

Case Studies: Gamification in Action

MHS: Wordle

EDE and Stamm Media worked together to develop a Wordle-inspired game for a logistics client. Simple yet effective, attendees had to solve a daily Wordle using industry-specific terms, which changed every day to encourage repeat visits. The decision to use Wordle was also strategic — MHS launched the game at the height of Wordle’s mainstream popularity, ensuring strong attendee recognition and engagement. This game was tied to a VIP lounge entry, reinforcing brand engagement and fostering multiple touchpoints throughout the show. As an entry-level gamification tool, it was easy to execute and cost-friendly, making it an accessible starting point for exhibitors new to interactive engagement.

ITG: Quality Trail

Another collaboration between EDE and Stamm Media, Quality Trail, took inspiration from the classic Oregon Trail game. Designed for a company in a highly regulated industry, the game featured three key questions, ensuring it remained short and engaging. To enhance immersion, the experience incorporated a glass-covered LED floor and an LED wall, creating a visually striking and interactive environment. Attendees who successfully completed the game earned a token redeemable at the hospitality bar for a free customized glass to take home. With its additional digital and physical elements, Quality Trail represented a step up from the Wordle example, offering a deeper level of engagement and a more dynamic attendee experience.

Abbott Laboratories: Memory

At CES, Abbott Laboratories showcased a unique analog memory game to educate attendees about i-STAT, a cutting-edge blood test device that helps doctors assess mild traumatic brain injuries such as concussions. Next to the device was a 4×4 memory grid featuring pairs of pictures related to i-STAT. Attendees had a few seconds to memorize the board before a staffer flipped the blocks. They then played a memory-matching game, reinforcing key product information in a fun and interactive way. A leaderboard ranked the top 10 players, adding a layer of friendly competition that encouraged multiple attempts and extended booth engagement. This example demonstrates how analog games can be an effective and low-cost way to implement gamification, making them a great option for exhibitors with limited budgets.

The ROI of Gamification

Gamification isn’t just about entertainment — it’s a strategic tool for increasing booth traffic, generating leads, and fostering more meaningful conversations. LaVigne emphasizes that exhibitors must measure success with tangible data. “Badge scanning, game participation rates, and lead conversions tell the full story,” she says. “If you’re not tracking engagement, you’re just guessing at ROI.”

For exhibitors new to gamification, starting with a simple but effective game — like trivia, digital puzzles, or interactive quizzes — can be an affordable way to test engagement before investing in high-tech solutions. “Prove the value first,” LaVigne advises. “Then scale up based on what works.”

Whether it’s a simple branded game leading to a VIP lounge or a high-tech interactive trail experience, gamification should be more than fun — it should be a business driver. What’s your strategy to turn play into profit?

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