Encouraging Attendee Interaction to Build a Stronger Community at Events

In an age of hyper-connectivity, it’s ironic how difficult it still is to actually connect with others at an event. Whether you're an event organiser, a speaker, or a sponsor, you’ve probably seen it: people standing awkwardly near coffee tables, scrolling their phones, wanting to network… but not quite knowing how.

At SixSides, we’ve seen this firsthand. More importantly, we’ve made it our mission to fix it.

The problem: Most events aren’t designed for real interaction

Events should be a catalyst for connection - yet most are designed around consumption rather than participation. Attendees passively sit through talks, maybe ask a question if they’re brave enough, then leave with a tote bag and a few LinkedIn connections (if they’re lucky).

But here’s the thing: most event value happens after the event ends. Real ROI - for attendees, speakers, and sponsors alike - often comes from the relationships that develop post-event. Yet most platforms don’t support this. And most events don’t encourage it in a deliberate, structured way.

Understand the six sides of any event

The name SixSides isn’t just branding - it reflects our framework for thinking about event communities. We break it down into six key roles:

• Event organisers
• Associations
• Speakers
• Sponsors
• Attendees
• Volunteers

Each of these groups has a different reason for being at the event. They all want different forms of interaction and value. And when events are designed with those needs in mind, magic happens.

Why attendees hesitate to connect

People want to meet others - but they often don’t.

Why?

• They’re shy or introverted
• They don’t have a natural reason to approach someone
• COVID has made casual socialising harder
• There’s no structure encouraging meaningful interaction

The result? Attendees often leave an event with regrets.

• “I should’ve talked to that person.”
• “I wish I’d taken more photos.”
• “I didn’t meet anyone.”

We think that’s a huge missed opportunity.

Gamification breaks the pattern

One of the best ways to lower the social barrier is to make connecting a game.

At events like Laracon AU and Volunteering WA, we’ve run a game called Tag You’re It, built right into the SixSides app. Here’s how it works:

• Attendees earn points by taking photos, asking questions, and interacting with others
• They get rewards for engaging with sponsors, speakers, and organisers
• The competitive element gives them a reason to approach strangers without it feeling forced

But the most powerful outcome?

People forget they’re playing a game. The habits change. They start conversations. They take more photos. They build momentum.

And even after the game ends, those habits stick around.

Real results from real events

At Volunteering WA, 43% of attendees uploaded photos to the gallery, generating over 690 photos and 64 recap videos. This became a goldmine of user-generated content the organisers could repurpose across marketing channels - with zero admin overhead.

At Laracon AU, a more developer-focused crowd, over 83% of attendees used the game. The result?

• 1,626 photos uploaded
• 302 questions asked (avg. 13 per talk)
• 1,246 question upvotes
• 91% of session ratings were 5 stars
• 5,260 unique connections between attendees

And organisers didn’t lift a finger. They simply introduced the app at the start of the day and watched the community come alive.

Lessons learned: What works (and what doesn’t)

• Start early: Get people using your tools and interacting from the very first moment. Don’t wait until halfway through.
• Design intentional moments: Don’t leave connection to chance. Structure it.
• Gamify for the right behaviour: Want people to talk to sponsors? Reward that. Want more Q&A engagement? Make it part of the game.
• Use tech as a bridge, not a distraction: Encourage people to connect, then put the phone down and talk.
• Turn every interaction into marketing: Let attendees create your next event’s marketing content - photos, stories, testimonials, and FOMO.

Community is a long game

Every event should feed into a bigger engine: your long-term community.

When attendees know they’ll see the same faces again - and that their participation matters - they come back. They bring others. They build momentum.

And if you're running a series of events, don’t treat them as one-offs. Connect them. Use data and content from one to feed the next. Over time, the result is a stronger, more engaged, more connected community.

Final thoughts

People crave connection - especially now. As event organisers, we have the tools and the responsibility to create spaces where that connection can flourish.

Whether you're running a simple two-sided meetup or a complex six-sided conference, the principles are the same:

• Understand each group’s needs
• Design for interaction
• Make connection fun and easy
• Capture and amplify the magic

If you're looking to make your next event more meaningful, engaging and community-driven - we're here to help.