In Sweden, exhibitions hold a special place in business and cultural landscapes. From bustling trade shows in Stockholm to regional fairs in Gothenburg and Malmö, exhibitions offer a platform for networking and showcasing innovations. But standing out in these events can be as challenging as braving a Swedish winter! So, how can exhibitors draw visitors in from the cold? One proven strategy is to use games.
Games resonate deeply with Swedish culture. With long, dark winters, Swedes have developed a love for engaging indoor activities, including games. In fact, nearly 60% of Swedes identify as gamers, enjoying everything from mobile games to immersive PC and console titles. This affinity makes games an excellent tool for boosting footfall at exhibitions in Sweden.
Why Games Work for Exhibitions
Psychological Engagement
Games align with the Swedish love for logical problem-solving and strategy. Whether it’s a simple trivia game or an elaborate virtual reality experience, the concept of “Lagom” (finding balance) often applies. Games that aren’t too easy or too complex tend to captivate Swedish audiences.
Creating Memorable Experiences
Swedes value quality and innovation, and a well-designed game at your booth can create a memorable experience. By engaging their minds and rewarding their participation, you can leave a lasting impression that feels “Fika-worthy”—something worth discussing over coffee.
Enhancing Visitor Participation
Games turn passive visitors into active participants, a concept that we talked earlier in the death instinct article. People love to feel included, and games provide an interactive and inclusive way to connect with a diverse audience.
Types of Games Suitable for Swedish Exhibitions
Digital Games
- VR/AR Experiences: Swedes are tech-savvy, making VR and AR a great way to showcase innovation. Imagine a virtual Swedish forest adventure where participants collect points by spotting wildlife.
- Mobile App-Based Scavenger Hunts: These encourage exploration and competition—values deeply appreciated in Swedish culture.
Physical Games
- Spin-the-Wheel Challenges: A straightforward option that appeals to people of all ages, especially families. Adding Swedish-themed prizes like Dala horses or lingonberry treats could make it even more appealing.
- Life-Sized Board Games: Swedes enjoy social and family-oriented activities, so large-scale games like a giant Jenga or chess set can be a hit.
Hybrid Games
Combining digital and physical elements can cater to Sweden’s love for sustainability. For example, a game could involve scanning QR codes at different eco-friendly exhibits to earn points. we talked about a different category in the post about which games to use in exhibitions.
Benefits of Using Games at Exhibitions
- Increasing Booth Traffic
Games are like a warm fire on a cold Swedish day—they naturally draw people in. The curiosity they spark can translate into higher booth traffic. - Encouraging Meaningful Interactions
Swedes value meaningful conversations, and games can act as an icebreaker. Whether it’s discussing game results or sharing insights, the interactions are more engaging. - Capturing Valuable Visitor Data
Swedes are generally open to sharing data if there’s a clear value exchange. Games that require minimal data input, like an email for leaderboard participation, work well. - Strengthening Brand Recall
A fun and interactive game can stay top-of-mind long after the event, much like a catchy Swedish pop song that keeps replaying in your head.
Designing Effective Exhibition Games
- Aligning Games with Business Goals
If you’re promoting a product, integrate its features into the game. For example, a company showcasing outdoor gear could design a VR game simulating a Swedish wilderness hike. - Making Games Simple Yet Engaging
Swedes appreciate simplicity and functionality. Games that are intuitive but rewarding will appeal to this audience. - Offering Attractive Rewards
Culturally relevant rewards like reusable tote bags, Swedish design items, or discounts can motivate participation. - Using Branded Elements in Game Design
Incorporate elements of your brand into the game without overwhelming the player. For example, a trivia game could use your logo as the backdrop.
Best Practices for Gamification at Exhibitions
Pre-Event Promotion
- Use social media teasers to tap into Sweden’s high social media engagement. Announce your game with Swedish hashtags like #Mässa (exhibition) or #Spel (game).
- Send personalized email invitations to registered attendees, highlighting the game and its rewards.
On-Site Execution
- Train your staff to be welcoming and efficient. Friendly and professional interactions align with Swedish customer service standards.
- Provide clear instructions for the game, ideally in Swedish and English.
Post-Event Engagement
- Use the data collected during the game to send follow-up emails. Swedes value transparency, so let them know how their information will be used.
- Share photos and videos of participants enjoying the game on platforms like Instagram, emphasizing the fun and inclusive atmosphere.
Common Mistakes to Avoid
- Overcomplicating the game mechanics—keep it “lagom.”
- Offering rewards that don’t resonate with Swedish values, like single-use plastic items.
- Failing to accommodate bilingual signage—ensure instructions are in both Swedish and English.
Future Trends in Exhibition Games
- AI-Powered Personalized Gaming: Tailored games that adapt to individual preferences are gaining traction.
- Gamified Networking: Turning traditional mingling into fun and productive challenges.
- Enhanced Analytics: Tracking participation and using data to refine strategies.
Conclusion
Games are more than just entertainment; they’re a gateway to meaningful engagement. In Sweden, where cold winters often mean a love for indoor fun and interactive experiences, gamification is an excellent way to boost exhibition footfall. By blending creativity with cultural relevance, exhibitors can create unforgettable experiences that drive results. So, ready to take your exhibition booth from bland to brilliant? Let the games begin!
