RX use event gamification to drive attendee engagement at Europe’s biggest IT security conference
Success Stories
RX is the world’s largest exhibitions company, running over 400 events in 22 countries, and serving 43 different industries.
InfoSecurity Europe is part of RX’s portfolio of annual events, and is the continent’s largest information security industry conference.
The challenges
🎯 RX were looking for ways to significantly improve engagement with the technically minded security professionals in attendance at InfoSecurity Europe.
Their challenge broke down into the following components:
- Create competition among attendees to spark interactions
- Make the event fun and memorable
- Generate subscribers to their education products
📱 Games and gamification experiences “by Drimify”
RX opted to use Drimify’s agency services, and the result was a custom gamification experience called “CryptoBlocker.”
“CryptoBlocker” was a game where players act as antivirus software, detecting and destroying malware before it can damage their system.
As players progressed through the experience, acquiring points and trying not to lose lives, they unlocked new items, increasing the level of challenge and excitement.
A leaderboard was added to give the game that all important competitive element, encouraging attendees to really focus, and to motivate them to keep coming back to try to beat their best score.
Optimising event gamification for maximum attendee engagement
Between seminars and booths at the event, visitors were enticed to a dedicated “CryptoBlocker” area where there were iPads to play the game on, as well as big screens displaying gameplay and the leaderboard – essentially a huge temptation to play and compete.
Winners for each day of the conference were announced through social media on the dedicated hashtag, magnifying the competitive element, and creating ever increasing interest in the game.
Results
Objectives achieved 😎
- Huge increase in onsite engagement compared to previous event
- Significant increase in subscriptions to Infosecurity Europe’s education products
- Conversations with new partners for future projects kick-started as a direct result of event gamification
- More participants returning to the booth to improve their score, multiplying engagement
But don’t take our word for it…
We couldn’t have been more pleased with the results of our gamification project with Drimify. Our brief: to create a short, competitive, industry-themed game that would increase engagement on-site and start conversations with attendees – and the end result – “CryptoBlocker” – delivered on all counts.
Rebecca Harper, Digital Marketing Manager for RX
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