Transform Your Trade Shows With Branded Games

Key takeaways

Here are a few of the most useful, concrete takeaways from the conversation:

Games work because they break the ice. An exhibition stand game gives your team an easy opener and makes the next conversation feel more natural.
Standing out matters most when every stand looks the same. Carol called out the biggest impact at smaller/tabletop-style events (table + banner), where a game helped them cut through and pull extra footfall.
Keep it easy for the stand team. Hornetsecurity needed something sales could set up without marketing on-site.
Designed for short play sessions at events. For trade shows, games are configured for quick play (around 60–90 seconds) so people can take turns and you can move the conversation on.
Leaderboards + prizes creates repeat engagement. People come back to check their score and see if they’ve been beaten.
Use prizes to create a natural follow-up. Hornetsecurity used leaderboard prizes (e.g., mini drone / VR set at some events) and captured details so sales could follow up after the show to deliver prizes and restart the conversation.
Data capture is only valuable if you act fast. Download leads easily (CSV) and follow up soon after the event. You can also connect entries to your CRM/webhooks for an immediate “thanks for playing” email.
“Serious brand” doesn’t mean “no fun.” Start with a lighter format (like a quiz), pilot at the right event, and use branding/messaging choices to control tone while keeping it engaging.
Scale across an event calendar. A browser-based game can be reused across multiple shows and geographies.

Hornetsecurity Branded Game Case Study Feature

The Hornetsecurity example

Carol chose Data Booster because it aligned with their brand language (data protection, characters, visual fit), and used a 12-month multi-event licence so it could travel across the event calendar.

They also experimented with:

Event/product banners inside the game (swapping creative depending on the show)
Leaderboard prizes (e.g., mini drone, VR set at a partner event)
Using captured details to follow up afterwards and deliver prizes—creating a natural post-event touchpoint for sales

👉 Read the full Hornetsecurity case study.

FAQs (from the live Q&A)

What are exhibition stand games?

Exhibition stand games are interactive digital games used on event stands to attract attention, increase footfall, and start conversations with delegates. They’re designed to be quick to play, easy to understand, and simple to run on shared devices at trade shows and exhibitions.

How do trade show games help increase footfall?

Trade show games give delegates a reason to stop. Instead of relying on giveaways or passive displays, a visible, interactive game creates curiosity and draws people in, especially on busy exhibition floors or at smaller tabletop events where many stands look similar.

Are exhibition stand games suitable for B2B events?

Yes. B2B exhibition stand games are particularly effective because they act as an icebreaker. They help teams start conversations naturally, without jumping straight into a sales pitch, and make brands more memorable after the event.

How long should a trade show game take to play?

For events, trade show games are configured to take 60–90 seconds per play. This keeps queues moving, allows multiple people to take part, and leaves time for meaningful conversations on the stand.

What do I need to run an exhibition stand game?

Most exhibition stand games only require:

A screen or device (touchscreen, tablet, laptop, or arcade machine)
A stable internet connection
A browser (e.g. Google Chrome)

No complex hardware or technical setup is needed.

Can trade show games capture leads and data?

Yes. Trade show games can include a simple data capture form (e.g. name, email, company, opt-in) before submitting a score. Data can be downloaded as a CSV or connected to your CRM via webhooks for follow-up after the event.

Do exhibition stand games work for serious or highly professional brands?

They do. The key is choosing the right format and tone. Many exhibition stand games use quizzes or lightly branded casual games that feel professional while still being engaging. Games can also include brand messaging or educational elements.

How do you stop people just playing for the prize?

With trade show games, this is managed through prize structure. Smaller instant rewards can be given for playing, while higher-value prizes are reserved for leaderboard winners or post-event draws, helping qualify genuine prospects.

Can the same trade show game be used at multiple events?

Yes. Trade show games are browser-based and can be reused across multiple exhibitions, locations, and countries. Visuals, banners, or messaging can be updated to suit different events or campaigns.

Are exhibition stand games physical or digital?

In this context, exhibition stand games are digital, but they can be played in physical ways, for example on touchscreens, arcade cabinets with joysticks, or laptops connected to large screens with controllers.

Next steps

Want to explore using a branded game at your next trade show or exhibition?

👉 Browse branded games for trade shows
👉 Get inspiration from recent trade show campaigns
👉 Talk to the team about your event calendar

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