Introduction – What is Event Gamification?
Gala Malta – Multi-World Immersion Through Event Gamification
The Gala Malta event aimed to create a multi-faceted experiential journey for nearly 1,200 guests and staff, showcasing GALA’s brand universe through distinct themed “worlds” many of which had next-level event gamification elements such as a speakeasy, apocalypse laser tag, arcade, castle, interactive graffiti wall and movie theater. The challenge was to keep attendees engaged across these diverse immersive environments.
Event Gamification Strategy
VOLO used gamification as the connective thread across multiple worlds:
Speakeasy World:
Attendees embarked on a scavenger hunt, tracking down clues hidden across the event to reveal the password for the secret door. This interactive challenge deepened the experience, connecting the Speakeasy to the wider event. Upon entry, participants claimed a special NFT—a one-of-a-kind digital prize unlocking exclusive GALA content, merging physical discovery with digital rewards. Inside, game designers and industry influencers participated in AMA sessions micro games.
Walking Dead Laser Tag World:
Attendees dove into a team vs. team laser tag setup, crafted to mirror the Walking Dead game’s eerie apocalyptic environment. This interactive experience boosted competition, collaboration, and engagement, aligning with GALA’s immersive brand focus. Winning teams snagged exclusive prizes like limited-edition gear, ramping up the thrill. It was a perfect blend of fun and gamification in action. A prominent leaderboard kept attendees up to date on their rankings, fueling excitement and encouraging repeat play to climb the ranks.
Arcade World:
VOLO recreated a vibrant 1982 arcade, complete with neon lights, retro cabinet designs, and authentic games of the era like Pac-Man, Zaxxon, Donkey Kong, and Galaga. The atmosphere was brought to life by a gum-chewing, 1980s-era arcade attendant sporting big hair, bold makeup, and a sassy attitude, who handed out tokens and quipped with attendees. Players competed for high scores, with top performers earning leaderboard recognition and exclusive GALA-themed prizes, such as branded tokens or digital collectibles.
Dungeons & Dragons World:
Attendees stepped into a real castle, transformed into a fantasy realm for Dungeons & Dragons. Guided by famous dungeon masters, players embarked on epic quests, testing their wits and teamwork in a thrilling blend of competition and collaboration. Victorious parties snagged exclusive NFTs, merging physical adventure with digital rewards to heighten the stakes. This immersive experience perfectly aligned with GALA’s focus on interactive, engaging gaming, turning a classic tabletop game into a real-world gamified adventure with a modern twist. Areas included: The Library, Kings Pub and the Mirandus Dock.
Movie Theater World:
VOLO crafted a period-perfect 1930s movie theater, featuring velvet curtains, art deco details, glowing vintage signage, and the irresistible aroma of fresh popcorn. Attendees engaged in a trivia contest tied to GALA’s projects, earning early access to trailers for correct answers, all while immersed in a nostalgic cinematic experience that amplified brand storytelling.
Interactive Graffiti Wall:
Set within a gritty inner-city scene, a state-of-the-art LED wall allowed participants to grab electronic spray cans and create vibrant graffiti art, guided by renowned artist Fewocious. Each masterpiece was minted into a unique NFT, offering attendees a digital keepsake of their creativity. This fusion of street art and blockchain technology amplified engagement, aligning with GALA’s innovative Web3 gaming technology.
This layered event gamification encouraged exploration and sustained engagement throughout the event.
The Gala Malta event achieved:
• Seamless management of a large audience, with attendees fully immersed in the themed worlds.
• High engagement levels, as participants eagerly explored each area and participated in the event’s gamified activities.
• Enhanced brand interaction, with attendees gaining a deeper understanding of GALA’s offerings through playful yet purposeful experiences.
AMGEN – Turning Corporate Gatherings into Playful Brand Experiences
For AMGEN’s event, VOLO needed to transform a corporate gathering into a fun, unforgettable experience that fostered interaction and reinforced brand messaging.
Event Gamification Strategy
VOLO embraced the inherently gamified nature of carnival settings, incorporating:
Carnival-Style Games:
Activities like ring toss, balloon darts, and skill-based challenges were themed around AMGEN’s values and messages.
Points and Rewards System:
Attendees earned tickets or points through participation, which could be exchanged for branded prizes or raffle entries. This approach created a relaxed, playful atmosphere that encouraged networking and engagement while subtly promoting AMGEN’s brand.
The AMGEN event delivered:
• Widespread participation in the carnival games, breaking the ice among attendees.
• Positive feedback highlighting the enjoyable and informal setting.
• A strengthened brand presence, as the event gamification elements tied fun to AMGEN’s corporate identity.
The Delta “Global Street Party” sought to engage both employees and customers, emphasizing the airline’s commitment to innovation and exceptional service in an enterprise marketing context.
Event Gamification Strategy
VOLO introduced gamified activities to entertain and educate participants:
• Interactive Quizzes: Attendees answered questions about Delta’s history and achievements, earning points toward a leaderboard.
• Simulated Flight Experiences: Participants “piloted” a plane through challenges, earning rewards for successful outcomes like safe landings.
• Delta Top Talent Stage Show: Comedian Chris Tucker hosted an energetic stage show, inviting audience members onstage to deliver spontaneous performances. Performances were judged by audience reactions, with scores displayed on a leaderboard. Winners received Delta-branded swag, adding to the excitement and sense of community.
These gamified elements made the event interactive and reinforced Delta’s brand as an industry leader.
Outcomes
The Delta event resulted in:
• High engagement, with attendees actively participating in quizzes and simulations.
• A sense of community and shared experience, fostering brand loyalty.
• Positive buzz internally and externally, amplifying Delta’s reputation through word-of-mouth and social media sharing.
The Measurable Impact of Event Gamification
VOLO Events Agency’s strategic use of gamification across these three events showcases its ability to turn challenges into opportunities for engagement and brand enhancement. By tailoring gamified elements—such as scavenger hunts, trivia, arcade games, and simulations—to each client’s goals, VOLO has consistently delivered:
- Strengthened Brand Loyalty
The success of these events—evident in participation rates, attendee satisfaction, social media and brand impact—highlights event gamification’s transformative potential in experiential marketing. VOLO makes your event truly game changing.
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