The Gamification Of Exhibition Stand Design

Category: Exhibition Stands

Exhibition Stand Designer

Trade shows offer unique value to a business, because they provide an opportunity for face-to-face contact with potential customers who are often keen to spend money or find new products. In fact, according to the Association of Exhibition Organisers, 91 percent of visitors attend trade shows with the intention of buying goods.

Nevertheless, this unique value creates a fierce contest between exhibitors who are all hoping to attract the attention of trade show visitors. One of the recent trends, which has proved especially successful, is the inclusion of 'play' elements within displays to attract more visitors. Here, we take a more detailed look at the gamification of exhibition stand design phenomena.

The Case for Gamification

Although the ultimate goal for your trade show exhibition may be to showcase a new product, or attract new clients, getting people over to your stand is a key part of the process. The introduction of games and other 'play' elements is one way to do this. Additionally, games can help to ensure visitors stay at your stand for longer as well as add an element of fun to their visit.

This does not mean you should simply tack a Nintendo Wii or an XBox onto your exhibition design and let people play any games they want. What you need to do is find a way to create a gaming experience that immerses visitors in your brand, while also allowing them to enjoy themselves and hopefully spread the word.

Examples of Exhibition Gaming

When it comes to gamification of your stand, some of the simplest ideas can be the most effective. In the past few years, we have seen examples of touch screen gaming, which has worked well to build overall brand awareness. For example, it could be a puzzle, which reveals the company's latest product, or a touch screen quiz which imparts important information.

Interactive robots can communicate with visitors in a fun way, telling them about a new product or encouraging them to delve deeper into your exhibition. Alternatively, giant buzz wire games are an effective way to subliminally introduce the company logo to visitors and can serve as a good ice breaker before more serious conversations.

At the more expensive end of the scale, companies like SP Events offer customisable racing simulators, which include ample branding opportunities within them. This is a great way to make a big impression at an exhibition and the competitive element will generate return visits from potential customers. However, it is essential that you manage to connect the simulator to your brand in a clear way, which generates a return on the investment.

Posted 6th June, 2016

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