Gamification is steadily becoming a relied-upon source of entertainment. In a post-pandemic world, people are used to virtual gatherings. They might tolerate an in-person, sit-down event, but that doesn’t mean they’re necessarily ecstatic about it. Event attendees are looking for excitement to fill in the gap between diminished attention spans and an itch to pull out their phones. This is where gamification experiences comes into play, pun intended. The act of applying game play to an event has the potential to spark curiosity about a brand. Keep reading to discover Likey Co's top five picks for gamification in 2024 events.

What are the benefits of gamifying an event?

The beauty of competition is that it motivates attendees with rewards (a brand’s products, of course). It’s a source of positive reinforcement that encourages attendees to give the brand their full attention. Gamification increases engagement between attendees and a brand. It also fosters a sense of community where people can bond over the highs and lows of competition. This experience provides the perfect opportunity for social media content. Ultimately, gamification ensures that attendees make lasting memories at an event, which Likey Co prioritizes when considering the craft of experience.

Without further ado, let’s unveil Likey Co’s favorite gamified events from the past year.

1. Nissan’s KICKS Street Booth Experience at the 2024 New York International Auto Show

Nissan launched their 2025 Nissan KICKS at the beginning of the NCAA Men’s March Madness Basketball Tournament. They then proceeded to showcase this exciting launch at the 2024 New York International Auto Show with their “Thrill Street” booth experience. They hoped for engagement between attendees and the brand, and they succeeded.

Nissan’s “Thrill Street” booth encouraged event attendees to participate in several gamified activities that, when compiled together, posed a fun challenge to people looking to experience their digital Thrill Machine prize station. Conquering a scavenger hunt, trivia quiz, and a collection of stamps would lead to this Thrill Machine. What’s especially stirring about this event is that Nissan chose to incorporate several gamification activities into one entertaining experience.

2. Netflix’s Fourth Annual Geeked Week

Interestingly enough, Netflix transitioned their Geeked Week from fully virtual to live for the very first time this year. Geeked Week is an event where Netflix divulges all the latest updates about their platform’s content to eager fans. This year, Joe Manganiello hosted Geeked Week in Atlanta to celebrate special exclusives and spread news to fandoms.

To spice things up for guests, Netflix incorporated different, exciting games into their event. “Geeked Trivia Battle” took place, questioning attendees about popular shows on Netflix’s platform like Squid Games and Black Mirror.

On top of that, a live-streamed event took place. Fans welcomed the opportunity to play a version of the infamous “red light, green light” from Squid Games. Winners earned props and Netflix merchandise.

What makes this gamification experience so memorable is its authenticity. Netflix utilized gamification tactics while tying competition into shows that the brand is heavily associated with. Event attendees got the chance to immerse themselves in an experience that stays true to Netflix’s content and values.

3. Rakuten’s “R-Cade” at the 2024 Governor’s Ball

While the Gov Ball’s primary purpose is to celebrate music, it’s also an excellent opportunity for brands to showcase creativity with themed installations.

The Gov Ball urged attendees to “step right up to the Rakuten R-cade for a chance to win prizes from top brands.” Again, the authenticity of this gamified experience aided Rakuten in standing out from its competition. As a tech conglomerate, Rakuten’s theme of an arcade was simultaneously unique and fitting. They even incorporated a claw machine into their retro, white and purple striped tent. If the act of gaming wasn’t incentive enough for attendees, one of the prizes at the arcade was the chance to win free tickets to 2025’s Gov Ball. Talk about incentive.

4. Tito’s Vodka Claw Machine at the Austin City Limits Music Festival

Apparently, claw machines were a big hit with the brands this year. Making its iconic return to the Austin City Limits Music Festival, Tito’s claw machine had festival attendees lined up and wrapped around corners in hopes of winning the prize: a wristband that enabled access to Tito’s exclusive side stage lounge. The side stage lounge provided cocktails, massages and shade, a much-needed reprieve from the beating Texas sun.

Cleverly, this gamification experience not only encouraged people to engage and interact with Titos, but the reward itself was also another opportunity for attendees to further experience the brand.

5. Reddit's Mini-Golf at the Cannes Lions International Festival of Creativity

There’s no better place to flaunt your innovation and imagination than at the Cannes Lions International Festival of Creativity.

Reddit wisely based their activation at the Cannes festival on the notion that the best product recommendations come from their platform. Their installations took event attendees on a journey through the process of attaining a recommendation on the app with the phrase “all roads lead through Reddit.”

The gamification experience emerged when attendees were given the opportunity to play mini-golf. If they achieved a hole-in-one, then they got to keep their recommended product, which ranged from nail polish to Tide Pods. Attendees were undoubtedly entertained. Reddit’s use of the game of mini golf created a memorable experience for people who will now associate the platform with the excitement of bated breath before a golf-swing.

What does this uptick in gamification mean for the future of experiential events?

All five of these brands cleverly executed an experience that had both the potential for virality and the compelling nature of the challenge. As this form of experience prevails in events, brands will be expected to step up their own game and get creative. Gamification induces competition between attendees, but competition on who can pull off the most engaging events also grows between brands. Likey Co, for one, advocates for unmatched execution in the art of experiential events.