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December 11th, 2014

file3021254774496By now, Event Planners (and everyone else) have realized that social media affects everything we do. In events, we have two choices: either ignore social media and hope for the best, or use social media platforms to enhance our event culture. The same principle applies to events and gaming! In our series on event gamification, this post will address the connection between social media and games. We’ll discuss some ideas to use when incorporating the two, as well as discussing some of the particular ways that social media gaming can make events more fun, while also helping to achieve business goals.

What defines a “Social Media Game”?

Social media gaming can seem similar to online gaming, and there are certainly overlapping qualities; however, a social media game is defined by three main characteristics:

  1. A Social Network – it makes sense, social games are distributed through social networks, and many elements of the game depend upon making connections rather than simply playing alone. Furthermore, social media games offer the chance to incorporate a participant’s profile of revealed preferences—such as friends, demographics, outside interests and lifestyle information.
  2. Shorter Playing Times – rather than more advanced interactive entertainment—such as role-playing games—social media games have a shorter playing time, but they have a focus that encourages repeated visits.
  3. No Cost – social media gaming is usually free to play.

It’s easy to see how these three elements work well for business events. Obviously, event gaming would be free for participants—event planners would provide it through the social networking in an event app as a way to encourage a livelier event culture. Also, a shorter playing time injects energy and fun into an event, while not taking away too much valuable time—still allowing attendees to focus on the conference, trade show, or meeting at hand. Best of all, with social media gaming naturally pulling gamers together through a social channel or platform, it is a great way to broaden networking connections—encouraging people to work together for common goals.

Social media games fall into four basic categories:

  1. Resource Management and Simulation
  2. Gambling
  3. Care-Taking
  4. Arcade Games

Of these four, the resource management and simulation games category is the most fertile ground for business events. While care-taking, gambling, and arcade games can still offer networking and team building potential by offering light-hearted fun and even (in some cases) relevant content for some industries, resource management and simulation games provide the most advanced opportunities for teamwork, goal-setting, and work-related challenges.

Social media gaming enhances business events by maximizing social networking and tapping existing relationships with other users, through invite systems, news feed postings, and user-to-user notifications—creating unique content and characters by tapping into a player’s existing social network.

Resources:

  1. http://www.socialmediaexaminer.com/why-social-media-gaming-is-big-business-for-your-business/
  2. http://www.onlinesocialmedia.net/20141107/how-social-media-gaming-can-benefit-your-business/

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