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.




At MCI, we are passionately committed to growing our business responsibly. We embrace sustainability, recognizing the many ways it generates value for both our organisation and our clients.


Our sustainability approach is based on the concept of a balanced triple bottom line: People, Planet, Profit. Our mission is to use sustainability as a catalyst to drive economic, social and environmental performance for MCI and our clients. In essence, we are proactively involved in creating a sustainable planet, fair society and growing economy.

Our sustainability strategy, policies and activities have been developed in line with the ten universal principles of the UN Global Compact and our progress is disclosed using the GRI G4 Reporting Framework in an independently verified Annual Sustainability Report

Creating Value

Looking internally, our commitment to sustainability has made our organization more purpose driven, allowing us to attract and retain both talents and clients with a strong commitment to responsible business.

Now when it comes to our work, MCI’s pioneering and award winning Sustainability Consultancy helps our clients drive efficiency, accelerate innovation and enhance brand reputation. With over 600 high-profile environmental, social and governance (ESG) events managed to date and industry-wide recognition for our pioneering sustainable event management, ISO certification and sustainability reporting, we have become the world’s leading organiser of sustainable events and events about sustainability.

Read more in our dedicated sustainability website and our


Hagen Invent Takes Home Two Galaxy Awards!


The team took Gold in the category Special Events Automotive and Silver in the category PR Product Launch for their work on this inspiring press event which purposefully broke with familiar routines, involved the general public, imaginatively integrated the destination while perfectly positioning and staging the core features of the BMW 2 Series Gran Tourer.


The Challenge
For BMW, the launch of the new BMW 2 Series Gran Tourer, the first vehicle in the premium compact class with up to seven seats, was a significant step into a yet uncovered vehicle segment.

Hagen Invent’s Creative Solution
Hagen Invent came up with a surprising concept for the International Media Launch, which fulfilled all requirements for a successful press event while choosing inspiring new approaches.

The core idea of the event concept was a decentralized press conference – the staging of the vehicle and its main product features in three temporarily built-up living environments, which were harmoniously integrated into the historic old town of Zadar.BMW_2

Instead of sitting through a classic press conference, the 460 invited international media representatives experienced the highlights of the vehicle during a guided walk through the old town with stops at the living environments “Connected Drive“, “Design“ and “Functionality“ – emotionally staged, right in the middle of the urban setting, allowing them to touch, feel and understand the product features.

For the press dinner, at the border between the new town and the old town, the international guests were greeted by a spectacular temporarily purpose-built construction – a floating transparent glass cube, which was reached only via a long floating footbridge. During the press speeches and dinner, this premium location offered an impressive view overlooking the harbour and the old town of Zadar.


Great Results!
International media spoke highly of the interactive approach, the exceptional charm of the destination, the special press conference as well as the smooth flow of logistics, which allowed them to process a maximum of information within 24 hours, have intensive exchanges with BMW experts as well as receive phenomenal cultural and scenic impressions of Zadar and its surroundings.

With an experiential marketing approach in public spaces and its living environments, perfectly integrated into the old town of Zadar, the BMW brand presented itself up and close to the target group of BMW 2 Series Gran Tourer, the very first BMW model which fulfils the requirements of young families. The exhibitions in the old town of Zadar were left open to the general public for a duration of three weeks – informative, barrier-free and close to people.

Both BMW management and the targeted international press were full of praise for the exceptional event concept and perfect execution of the International Media Launch – which resulted in a 98% positive press coverage!

Check out the video of the project here:

How Successful Medical Meeting Leaders Reach their Goals

Lessons from 13 experts from the healthcare and life science industries

In today’s ever-changing and challenging regulatory environment, there are two kinds of medical meetings: those likely to survive and prosper, and those not keeping abreast of regulatory changes and legislation.

This paper reveals the three re-framing must-haves that medical associations and commercial companies alike must embrace to ensure that their future meetings are part of the former group.

Download the report to learn about:

  • Medical associations – and the need for renewal
  • Industry – and the need for a prolocutor
  • Stakeholder collaboration

Driving Innovation in Learning & Development

Combining experience management, content & communication services and asset development

MCI helped a major global FMCG company to design, deliver and patent an innovative leadership programme for nutrition advocates in India. By strategically engaging the stakeholder community in advance, MCI was able to develop a unique, value-added programme tailored to a variety of complex needs.

Rated ‘not to be missed’ by 95% of attendees, the company was delighted with the results and has turned the summit into a patented asset, institutionalising the programme across its markets in Southern Asia.

Download Client Story

EU Pavilion receives Honourable Mention in EXHIBITOR Magazine’s Expo 2015 Awards

Designed and produced by MCI and partners, the EU Pavilion at Expo Milano 2015 last week received an Honourable Mention in EXHIBITOR Magazine’s Expo 2015 Awards competition in the Best Presentation category for “The Golden Ear.” The Best Presentation award category judges the impact of key messages and the memorability of the Pavilion experience.

“The Golden Ear” is a multi-sensory film which tells a heart-warming story of love, innovation and tradition through the characters – Sylvia, a scientist, Alex, a farmer, and their dogs Alfred and Coco. You can watch the trailer here.

The international jury adored it, calling it “extremely enjoyable,” “whimsical,” and “a wonderful example of storytelling infused with social media.”

Pictured are EU Pavilion volunteers with Matteo Pederzoli, EU Pavilion Visitor Experience Executive Producer/Curator – MCI Special Projects Director, Matteo Fornara, EU Pavilion Director, and Tremeur Denigot, EU Pavilion Communication Manager.

Check out the winners and honorable mentions in each category here and find out more about MCI’s work on the EU Pavilion here.

The Times and Raconteur Business Events Report

For an in-depth analysis of the latest trends in business events

In our digital world, business events have become key opportunities for high-value, face-to-face interactions and a cornerstone in corporate communications strategy. But to ensure maximum ROI, business events must better connect with people in genuine dialogue, while embracing new technologies.

Download the report to learn about:

  • Key event strategies
  • How to increase engagement and drive efficiencies
  • The impact of mobile technology
  • Pop-up events
  • Staying in vogue with carefully targeted events

Report originally published by Raconteur Media on 28 May 2015 in The Times.

Download Report