From bold displays to interactive presentations, the competition for attendees' attention is higher than ever. However, one strategy that has been gaining momentum in recent years is the inclusion of brandable games on event stands. According to the Advertising Research Foundation, games can boost brand recall by up to 300% by creating an emotional connection between customers and brands.

These games not only enhance engagement and conversion but also serve as powerful tools for lead capture. But how exactly can event exhibitors measure the return on investment (ROI) of integrating brandable games into their event strategy? In this blogpost we’ll explore the metrics that can help quantify the impact of these games on your event strategy.

Understanding Brandable Games

Brandable games are interactive experiences designed to engage participants while subtly promoting a brand or message. These games can take various forms, from digital quizzes to memory challenges, all tailored to align with the event's objectives and the brand's identity.

These games serve as conversation starters, fostering meaningful interactions between attendees and stand staff. They enhance brand recall through memorable experiences, driving brand recognition long after the event.

Measuring the Metrics

The first step in measuring the ROI of brandable games is to track engagement metrics. These metrics provide insights into how attendees are interacting with the games and can help gauge their level of interest and participation. Some key engagement metrics to consider include:

  • Game Plays: The total number of times the game is played during the event.
  • Average Session Duration: The average amount of time attendees spend playing the game.
  • High Scores: Tracking the top performers can indicate the level of competitiveness and engagement among attendees.
  • Social Shares: If the game allows for social sharing, monitoring the number of shares can provide visibility into its viral reach.

Assessing Conversion Rates

Beyond engagement, event exhibitors are ultimately interested in converting attendees into leads or customers. Brandable games can play a pivotal role in this conversion process by capturing attendee data or driving them towards specific calls-to-action. To measure conversion rates, consider the following metrics:

  • Lead Capture Rate: The percentage of event attendees who provide their contact information or opt-in to receive further communications.
  • CTA Click-Through Rate: If the game includes calls-to-action, track the percentage of attendees who click on these prompts to learn more or complete a desired action.
  • Post-Event Follow-Up Engagement: Measure the effectiveness of follow-up communications with leads captured during the event and assess any resulting conversions or sales.

Calculating ROI

To calculate the ROI of brandable games for events, compare the total cost of implementing the game (including development, promotion, and staffing) to the quantifiable benefits generated (e.g., leads generated, social media reach, increased brand perception). Use the following formula:

ROI = (NetBenefit-Cost)/ cost x 100

Example: 

Your brandable game cost £999 (based on already having the equipment to play the game on e.g. touchscreen TV or tablet). The sales and lead generation generated equals £3500, the ROI of the brandable game would be 250.25%!

ROI= ( 3500- 999)/ 999 x100

ROI= 2501/ 999 X100

ROI= 250.25%

Final Thoughts

Brandable games emerge as dynamic and effective tools for exhibitors seeking to enhance their presence at events. Not only do these games boost engagement, streamline lead capture, and drive conversion rates, but they also offer scalability and versatility to adapt to various event formats, industry types and audience demographics.

By leveraging engagement and conversion metrics, event exhibitors can accurately measure the ROI of integrating brandable games into their strategy, ensuring a tangible return on investment.

As the digital landscape continues to evolve within the events industry, embracing innovative approaches like brandable games provides a competitive edge and deliver substantial returns for exhibitors. Exhibitors are encouraged to explore creative ways to integrate brandable games into their overall event strategy, leveraging their unique features to create memorable and immersive experiences that resonate with attendees long after any event.

 

Featuring tiers of customisation and fully integrated lead capture forms,  discover how ExpoBeacon’s games can help to level-up your event stand. Check out our range of interactive stand games here.