Exhibition Games & Measuring ROI
Exhibiting at a trade show is a significant investment of time, budget, and internal resources. For many organisations, the key question after the event is simple: was it worth it? At Expo Play, we regularly work with exhibitors who want to understand how exhibition games contribute to measurable return on investment, not just footfall or visual impact.
Exhibition games are often seen as engagement tools, but when used correctly, they also provide clear, trackable outcomes. Measuring ROI starts with understanding what success looks like for your stand.
What Does ROI Mean at an Exhibition?
Return on investment at exhibitions does not always mean immediate sales. For many exhibitors, ROI is measured through a combination of outcomes, including:
- Qualified leads collected
- Meaningful conversations with decision-makers
- Demo bookings or follow-up meetings
- Brand recall and visibility
- Time spent on the stand
Exhibition games are particularly effective at supporting these metrics because they encourage visitors to stop, engage, and interact rather than pass by.
Using Games to Increase Dwell Time
Dwell time is one of the clearest indicators of engagement. The longer a visitor stays on your stand, the more opportunity your team has to explain products, understand needs, and build rapport.
Games such as Strike a Light 2 Players, Batak Pro, and Pixel Play consistently increase dwell time by giving visitors a clear reason to pause. Even short challenges extend interaction from seconds to minutes, which can significantly improve the quality of conversations.
Tracking dwell time can be as simple as observing average interaction length or comparing engagement before and after introducing games.
Lead Capture Through Structured Interaction
One of the most direct ways games support ROI is through lead capture. Prize-based games, in particular, provide a clear incentive for visitors to share their details.
Options like the Crack the Safe or Prize Crane Grabber are commonly linked to QR sign-ups, demo bookings, surveys, or competition entries. This approach ensures visitors actively opt in, improving lead quality and compliance.
Measuring ROI here is straightforward: compare the number and quality of leads collected through gameplay with those collected through passive methods.
Quality Over Quantity
Not all leads are equal. One of the advantages of exhibition games is that they filter engagement. Visitors who choose to participate are more likely to have genuine interest, making follow-up more effective.
Many exhibitors find that although games may result in fewer total leads than mass giveaway tactics, the conversion rate from game-driven leads is higher. This is especially valuable in sectors such as Tech Companies, Construction & Industry, and Manufacturing & Engineering, where sales cycles are longer and decision-making is more complex.
Supporting Staff Performance
Games also improve ROI by supporting stand staff. Instead of cold-starting conversations, teams can engage visitors who are already interacting. This reduces fatigue and helps staff focus on meaningful discussions rather than constant prospecting.
Clear engagement points make it easier for staff to identify when to step in, explain next steps, and guide visitors toward demos or meetings.
Brand Recall and Post-Event Impact
Brand recall is harder to measure directly, but it plays a major role in long-term ROI. Visitors are far more likely to remember a stand where they actively participated than one where they simply collected a leaflet.
With our Custom Branding service, exhibition games reinforce brand identity during the interaction itself. This repeated exposure increases the likelihood that visitors will recognise and remember your brand after the event.
Post-event surveys, follow-up email engagement, and meeting acceptance rates can all help indicate improved brand recall.
Comparing ROI: Games vs Passive Tactics
Passive tactics such as leaflets or unstructured giveaways are easy to deploy but difficult to measure. Games introduce structure, which makes measurement easier.
For example:
- Number of game participants per day
- Number of QR scans or form completions
- Number of follow-up meetings booked
- Repeat visits to the stand
These data points allow exhibitors to compare performance across different events and refine their approach over time.
Planning Games With ROI in Mind
Measuring ROI starts before the event. Choosing the right game, positioning it correctly, and aligning it with a clear call to action are all essential.
Compact games may suit small stands, while larger or multiple games help manage footfall at busy events. The key is ensuring every interaction leads somewhere—whether that is a conversation, sign-up, or demo.
We help exhibitors across sectors such as Logistics & Supply Chain Shows, Educational & Training Expos, Public Sector & Local Authority Events, and Sports & Fitness Expos select games that support measurable outcomes.
Making Exhibition Games Work Harder for You
Exhibition games are not just about entertainment. When used strategically, they support clear, measurable results that justify their place on your stand.
At Expo Play, we focus on helping exhibitors use games with purpose—driving engagement that leads to conversations, leads, and long-term value. If you want advice on choosing games that support ROI at your next exhibition, we’re happy to help.