Gamification of Lead Generation

24 Feb, 2020 1

What is Gamification

These days, the commonly used definition of Gamification is: The application of general elements of game playing (such as point scoring and competition) to other areas of activity. Typically gamification is used as an online marketing technique to encourage engagement with a brand, product or service. Gamification helps to ensure consumers actually participate in promotional and marketing activities, allowing for the dynamic real-time collection of leads. By harnessing people’s natural competitiveness, gamification can encourage consumers to undertake certain desired actions.

Evolution of Gamification for Lead Generation

Using gamification to generate leads essentially means taking a boring process and making it super fun. Lead generation is typically what we perceive as a “boring” process. It’s a place where businesses often feel pushy and consumers feel pressured to give up information. The entire process can be uncomfortable and not an amazing way to initiate a relationship with a new customer.

Gamifying the lead generation process can take those perceptions and turn them around, creating a fun experience out of lead generation. For the purpose of clarity, we will be looking at quizzes, which are a specific form of lead generation gamification.

Traditional lead capture forms require information before any kind of interaction happens. This is similar to requiring customers to buy a product from your store before they can come inside – super rude right. Quizzes allow you to connect with the customer before asking for any kind of contact information. This initiates a conversation that takes place prior to any kind of ask, and during that conversation, the prospect becomes more comfortable with you, your brand, and the idea of giving you their contact information.

Games and marketing may sound strange, but they’re actually a match made in heaven. Visitors have fun interacting with their favorite brands. Companies increase customer engagement. Everybody wins.

Trade Shows in 2020

The Center for Exhibition Industry Research (CEIR), which serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events, recently reported that growth of the trade show industry had continued to increase during the third quarter of 2019. If we continue to see this sort of growth then the industry would be on track to achieve its ninth consecutive year of growth for the last quarter of 2019.

Let’s have a look at some key metrics of the global trade show ecosystem, no matter which industry you are in this is a real eye-opener for brands and should encourage you to commit greater marketing spend at Trade Shows in 2020 and beyond.


  • 8% Industry growth is predicted worldwide in 2020
  • Up to 30 percent of marketing budgets expected to be spent on live events in 2020
  • On average, meetings generated $1,594 of spending per participant.
  • Seven million international participants generated $42 billion of meetings direct spending.
  • 82% of event professionals agree that ‘engaging with attendees’ is the most crucial element of a live event.
  • Trade shows are one of the top-3 sources buyers turn to when researching a new vendor’s products and services.


Changing the Game

More and more companies are upping the wow-factor that is “getting everyone talking”. A more creative booth can lead to word of mouth, generate epic buzz, drive social media engagement, create massive visibility, brand awareness and influence Instagram-able moments that brands need to provide.


With 42 GameChanger the tech-savvy trade-show exhibitors can harness the power of the dynamic features, by creating a more unique experience for attendees. An experience that is fun and interactive in order to convert visitors into actionable tiers of leads with ease. Our synchronic automated marketing solution enables you to manage all aspects of your activities from the initial live welcome notifications to multi-stage lead data capturing. Our solution even analyses your attendee’s data to distinguish between normal leads and “hot leads” and instantly sends you a notification so you can act on the information in real-time. While at the same time dramatically increasing your total event ROI and exponentially decreasing your lead acquisition costs. This is truly a dynamic Game Changer.

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