2 More Strategies to Fund Event Games via Sponsorship

(Part 2 of 2. Click here for Part I)


With all the buzz about integrating games into events, you may thinking YES! Let’s get a meeting app with a game to engage our attendees. And in the same breath: um, how do we pay for it?

1.     From cost- to profit-center

Allowing current event sponsors—and/or new ones—to get in the game by sponsoring your digital or non-digital game is a smart way to help fund the experience. Moreover, with the right strategy, a game can go from a cost- to a profit-center. How?

By approaching the right sponsors with the right opportunity at the right time, you ensure attendees play an engaging, business-objective-based game that also achieves brand awareness for sponsors.

Most clients of CrowdCompass make many times more in sponsorship revenue than they invest in the cost of the app, and these apps consistently cost less than printing event programs, according to their director of marketing, Matthew Donegan-Ryan.

Mountain Travel Symposium, with support from QuickMobile, integrated sponsorship into their game, which included a gallery tool. To share personal experiences at the conference, participants took photos and earned points to exchange for gamer-only discounts at sponsored stores and restaurants near the event.

Restaurant sponsors, for example, got loads of buzz and business as large groups of gamers lined up for their exclusive happy hour. BAM! These sponsored venues were the cool places to be.

2.     Gamifying + sponsorship—without technology

Sponsorship dollars need not fund a digital game or a game app. There are many other types of games that cost less, require less development time and are just as effective. Theory and practice of gaming goes well beyond digital. You can gamify events just by the way you present content, and how the schedule is built: announce a surprise speaker; give out random prizes; reward great ideas.

(For a sampling of low-tech games, click here)

Your participants want playful, memorable and relevant reasons to interact with each other and with vendors.  Sponsors crave more exposure for their messages and engagement with attendees. An effectively sponsored game means both teams win.