by Michael J. Shapiro | October 20, 2017
The Center for Exhibition Industry Research yesterday published a new Industry Insight Series Report, "How Exhibitors Can Use Games and Contests to Drive Greater Trade Show Success." The report was penned by event-tech innovator Samuel J. Smith, managing director of Interactive Meeting Technology LLC. 
"There has been a lot of buzz about gamification in the business world over the past several years, and the trade show world is no exception," Smith noted. "Exhibitors want to know how to use the power of games to get more booth traffic and greater engagement with attendees. The opportunity is real. Games and contests are great tools for exhibitors to drive booth traffic, capture leads and educate visitors about their products and services."
The report promises a straightforward explanation of how games can draw more attendees to a booth, produce more leads and create better engagement. It addresses the necessary components of gamification, why games motivate attendees to play them, which games work best in a booth and how to best tailor the experience. The report also offers advice for digital games specifically, as well as two case studies on game usage and exhibitor outcomes.
"CEIR's recent research on attendee engagement has uncovered that games that educate attendees about an exhibitor's products enjoy high attendee use," said CEIR CEO Cathy Breden, CMP, CAE. "Though this research also finds too few exhibitors are using this highly effective attendee-engagement tactic."
The CEIR report can be downloaded here. It is free for IAEE members and costs $24 for non-members.