Improve Engagement with Gamification

Thinking differently about members and customers can create new opportunities in a fun and rewarding environment.

Gamification is the concept of applying techniques to engage and motivate people to achieve their objectives. The research company Gartner predicts that by 2015, a gamified service for consumer goods, marketing and customer retention will become as important as Facebook, eBay, or Amazon, and more than 70 per cent of Global 2000 organisations will have at least one gamified application.

Gaming is the first mass media of the 21’s century. By carefully and intentionally utilising gaming techniques, organisations can increase member and audience loyalty, enthusiasm and engagement.

Gamification in strategic planning, volunteer achievement, certification preparatory programmes, or membership recruitment and retention can easily be implemented to encourage desired behaviours and motivate groups of members, volunteer leaders or meeting attendees.

The concept is easy:

Do not confuse digitisation with gamification.

There is often some confusion between the concepts of gamification and digitisation, particularly in terms of event apps. Some event organisers believe that by introducing an app, they’ve automatically incorporated gamification into their event. Many event apps, however, function simply as paperless ways of transferring knowledge. There are some great apps that ‘gamify’ meetings, but if the desired outcome is for the app to spark engagement with fun challenges, rewards and leaderboards, it needs to be designed for that specific purpose!

By 2015, 70% of Global 2000 organisations will have at least one gamified application

Games tailored to needs and every organisation

Gamification provides competitive motivation, which is recognised as a key factor for increasing active versus passive participation, whatever the audience’s age. However, this does not mean that there’s a one-size-fits-all approach to gamification.

Before incorporating gamification into event design or membership campaign, it is necessary to take the following variables into account:

  1. Audience size
  2. Audience demographic
  3. Industry
  4. Organisation culture.

The next step will be to understand what behaviours should be changed or encouraged, and link these to the overall objectives for the organisation/event.

Is the objective to increase attendance at certain sessions? Improve networking? Raise awareness? Improve member engagement? Expand the social media impact? Based on these answers, a creative and thoughtful game can be developed that stimulates interaction and fits perfectly into the overall objectives of the organisation.

Measure and improve

In order to measure if the games are creating the desired outcome, it is crucial to track results. Gamification apps are a great way to measure engagement as the data is accurate and quantifiable. Audience feedback and survey results can also provide insightful metrics to enhance engagement and make sure that games are not just fun, but also helping to meet key objectives.


Author: MCI India Live

MCI India is part of the MCI Group, the world’s leading provider of strategic engagement and activation solutions and a key driver of innovation in the international meetings, events, association and congress industries. With offices in Delhi, Mumbai, Hyderabad and Bengaluru, MCI India activates brands, enhances organizational performance, builds communities and drives business results through creative live experiences, digitization, content and communication services and strategic planning. Combining local knowledge with expertise from MCI’s 1,650 experts in 60 cities and 31 countries, MCI India helps local, regional and global companies and associations to unlock their potential and deliver real change. Find out more at

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