How Membership Organisations Use Event Gamification to Improve Retention and Year-Round Engagement

Membership organisations can use event gamification software to improve retention by giving members more reasons to participate, meet people and stay involved throughout the year. Instead of relying on an annual conference to maintain interest, associations can use interactive challenges, networking activities and community events to help members build relationships that continue beyond the event.

The goal isn't to make every event a competition. It's to help members feel that their membership is worth maintaining.

Why Gamification Matters for Member Retention

Most associations put considerable effort into organising conferences, networking sessions and professional development events.

Members attend, listen to speakers and meet a few people. But once the event finishes, those conversations often stop.

For example, imagine a professional association with 500 members. Its annual conference attracts a good crowd, but many first-time attendees leave without making meaningful connections. They enjoyed the sessions, yet they haven't found a reason to participate again.

This is where event gamification can help.

A simple networking challenge might encourage attendees to introduce themselves to three people outside their usual professional circle. Another activity could encourage members to visit different discussion areas or speak with representatives from other regional chapters.

These small interactions can make events more welcoming, particularly for members who aren't naturally comfortable with networking.

As explored in How to Create a Sense of Belonging at Events and Drive Return Attendance, attendance alone doesn't tell organisers whether members feel connected to their community.

How Can Associations Use Event Gamification to Improve Retention?

1. Make Networking Easier for New Members

Walking into a conference where everyone seems to know each other can be uncomfortable.

Gamification gives members a reason to start conversations without feeling awkward.

For example, an association could organise a networking challenge where participants earn points for meeting someone from another industry, introducing themselves to a first-time attendee or speaking with a chapter representative.

Rather than waiting for conversations to happen naturally, organisers create opportunities for them.

A new member who meets several helpful people during their first event may have more reasons to attend the next one.

2. Encourage Participation Beyond the Main Conference

Gamification doesn't need to be limited to large annual events.

Associations can incorporate simple challenges into regional meetups, chapter gatherings and smaller networking activities.

Consider an industry association that organises quarterly events across several cities.

At each gathering, members could participate in activities that encourage introductions, discussions or collaboration with people they haven't met before.

The challenges can change depending on the event, but the purpose remains the same: give members a reason to take part.

For more ways to maintain that connection, read Member Engagement Ideas Between Annual Events.

3. Recognise Participation, Not Just Attendance

Attending an event and actively participating are two different things.

A member might register for every webinar but never speak to another member. Someone else might attend one local gathering, share useful advice and help a new member feel welcome.

Associations should recognise the value of those contributions.

Gamification activities can encourage members to participate in discussions, make introductions or support community activities.

Recognition doesn't always need to involve prizes. A personal thank-you, acknowledgement at a chapter meeting or invitation to contribute to future events can also make participation feel worthwhile.

The important thing is to reward behaviours that strengthen the community, rather than simply encouraging people to collect points.

How Can Gamification Support Year-Round Member Engagement?

Gamification works best when it forms part of a wider member engagement strategy.

A conference networking challenge might help two members meet for the first time. The next step is making sure they have opportunities to reconnect.

For example, an association could plan its engagement activities around a simple annual schedule:

• Before the annual conference: Encourage members to introduce themselves and identify people they would like to meet.
• **During the conference: **Run networking challenges that bring together members from different chapters or professional backgrounds.
• **After the conference: **Encourage members to reconnect and participate in upcoming community activities.

Between major events: Organise smaller gatherings and networking opportunities that keep those relationships active.

This approach gives each event a purpose within the wider membership experience.

It also means members don't have to wait another year to reconnect.

For a broader approach, see The Complete Guide to Association Engagement Between Events.

Which Event Gamification Software Helps Associations Increase Year-Round Engagement?

The right event gamification software depends on what an association wants to achieve.

Some platforms concentrate on quizzes, leaderboards and event-day competitions. Others focus on networking, community participation and keeping members connected beyond a single event.

For membership organisations, it's worth looking beyond the number of games or interactive features available.

Consider whether the software can help members discover relevant people, make introductions, participate in activities and maintain connections after an event.

Where SixSides Fits

SixSides is community and event software designed to help associations and organisers create more connected event experiences.

Its approach combines event gamification with networking and community engagement, rather than treating games as standalone entertainment.

One example is Tag You're IT, a networking activity where attendees earn points by taking photos with people they meet. Organisers can adapt the activity to encourage interactions with sponsors, speakers or people from different professional backgrounds.

The activity gives attendees a practical reason to introduce themselves, while the photographs can also help capture the experience of the event.

SixSides also supports branded event experiences, attendee connections and ongoing community interaction. Its focus is on helping people start conversations before an event, meet in person and continue connecting afterwards.

You can learn more about the networking activity in Why Human Connection Will Always Be the True Measure of an Event.

For associations looking at different platforms, the most useful question is whether the software supports the kind of member relationships they want to build.

How Should Membership Organisations Measure Success?

Gamification can generate plenty of activity without necessarily improving retention.

A leaderboard might attract attention during a conference, but that doesn't automatically mean members will renew their membership.

Associations should look at what happens after people participate.

Useful measures include:

• How many first-time attendees make new connections?
• Are members returning to subsequent events?
• Are participants getting involved in chapter or community activities?
• Do members report feeling more connected to the association?
• Is there a relationship between participation and membership renewal?

Reviewing these measures over time can help organisers understand which activities are genuinely valuable.

It's also important to remember that engagement and retention aren't the same thing. Gamification can support stronger member relationships, but renewal decisions also depend on professional value, relevant benefits and the overall membership experience.

Make Every Event a Reason to Stay Connected

Membership retention isn't something associations can solve with a single conference or networking game.

It develops when members consistently find value in being part of the organisation.

Event gamification can play a useful role by making introductions easier, encouraging participation and helping members build relationships they want to maintain.

For associations, the opportunity is to use events as part of an ongoing community experience rather than isolated dates on the calendar.

When people leave an event with new contacts, useful conversations and something to look forward to, membership becomes more than access to an annual programme.

It becomes a community they want to remain part of.

If your association wants to connect members before, during and after events, explore how SixSides supports event and community engagement.