Gamification can be a powerful tool in event and digital activations, leading to increased guest engagement by adding an element of fun and competition. By using game mechanics such as leaderboards, rewards, and challenges, guests are more likely to participate and feel more invested in the activation.

Gamification can also provide valuable data and insights. By using digital tools such as gamified surveys, quizzes, and feedback forms, event organizers can collect data such as attendee preferences, opinions, and feedback. This data can be used to optimize future events, refine marketing strategies, and identify areas for improvement. 

By incorporating the brand into the game mechanics, guests are more likely to associate the brand with positive emotions and experiences. This can lead to increased brand loyalty and advocacy, as guests are more likely to recommend the brand to others. Additionally, by providing rewards such as discounts, merchandise, or exclusive access, event organizers can incentivize guests to continue engaging with the brand beyond the event

Isle of Integration
Race to the Shelf
The Amazing Chase

This multiplayer game at Dreamforce challenged teams to work together and connect the islands. Each player had a different tool, which represented product tools that they used to collaborate and create a connected ecosystem of APIs.

A competitive arcade racing game that told the story of sustainable product deliveries from warehouse to retail shelves. Players had to achieve a high score by utilising green energy and efficient processes. Their scores were displayed on a public leaderboard.

For their annual internal conference, Workday challenged employees to play a digital board game that served up questions and challenges based on daily keynotes and activities. Employees could log in at the end of each day and progress their status by using the knowledge they gained from each conference day.