Branded Games Take Centre Stage in Boosting Exhibition Engagement
August 2025 | Trade & Events News
In an increasingly crowded exhibition landscape, standing out from the competition is more critical than ever. While traditional exhibition stands focus on banners, brochures, and giveaways, a new player has emerged to shake things up: branded games.
Across trade shows, expos, and corporate events, companies are now turning to interactive, gamified experiences to attract attention, increase dwell time, and generate high-quality leads. This trend, often referred to as experiential marketing, is proving to be one of the most effective strategies for brands looking to make a lasting impression.
Engagement That Converts
According to a recent survey by the Event Marketing Institute, 74% of attendees say engaging interaction makes them more likely to remember a brand. Branded games tap directly into this by encouraging hands-on participation and creating fun, memorable moments that connect emotionally with visitors.
"It’s all about stopping power," explains Henry Egan, founder of GiantGamesHire.com, a UK-based supplier of oversized branded games for events. "When people see a giant Scalextric or a claw machine full of prizes, they stop. They watch. Then they join in. And that gives exhibitors the perfect opportunity to start a conversation."
From Spectator to Participant
The transformation from passive attendee to active participant is a powerful one. Games invite people to interact with your brand on a sensory level, increasing the time they spend at your stand and deepening their connection with your business.
GiantGamesHire.com, which specialises in fully branded interactive games like 8-lane Scalextric tracks, prize claw machines, and Race simulators, has seen a sharp rise in demand from exhibition organisers and corporate marketing teams.
"We customise everything to suit the brand—from the game panels and signage to the prize contents and even the staff uniforms if needed," adds Egan. "It becomes a seamless brand experience."
Lead Generation Made Easy
One of the most tangible benefits of branded games is their ability to generate leads. With prize entry forms, digital sign-ins, or QR code-based interactions, games can act as a gateway for gathering contact information in a way that feels natural and non-intrusive.
"People are much more willing to share their details when they’re having a good time," says Egan. "Games break the ice. They give sales teams the context and comfort to approach leads without the awkwardness."
Building Buzz Beyond the Booth
The benefits don’t stop at the exhibition centre. Games create perfect social media moments. Attendees often snap photos or videos of their experience, tagging the brand and boosting its reach organically.
Brands are also leveraging this content post-event, repurposing photos and clips for email campaigns, website highlights, and follow-up messaging.
The Future of Exhibition Engagement
As the events industry continues to evolve, the demand for fresh, interactive, and results-driven experiences is only growing. Branded games, once considered a novelty, are now being recognised as strategic tools that combine fun with function.
For companies attending exhibitions, the message is clear: engagement wins attention, and branded games deliver it.
Whether it's a custom-themed claw machine drawing a crowd or a leaderboard-driven Scalextric challenge sparking competition, interactive entertainment is no longer optional—it's essential.
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