Branded games are quickly becoming the go-to strategy for trade shows, expos, and experiential marketing. But what exactly are they—and why are they so effective?
Whether you’re hearing the term for the first time or considering adding a custom game to your next booth, this article will break it all down.
Key Takeaways
- Branded games are custom-designed games that integrate your company’s branding, messaging, or product into the gameplay.
- They offer higher engagement than generic games and leave a lasting impression.
- Perfect for lead generation, booth engagement, and product education.
- These games can be deployed on touchscreens, tablets, mobile devices, and VR headsets.
- Ideal for use at trade shows, expos, recruitment fairs, or even internal events.
What Are Branded Games?
Branded games are interactive digital games customized with a company’s logo, colors, characters, and brand messaging.
Unlike off-the-shelf games, they are strategically crafted to promote your brand, collect leads, educate users, or entertain them in a way that aligns with your business objectives.
Think of them as a fusion of fun + function.
How Do They Differ from Generic Games?
| Generic Games | Branded Games |
|---|---|
| Available to anyone | Designed just for your brand |
| No branding or product relevance | Incorporates your product or values |
| One-size-fits-all | Customized for your audience |
| No data collection | Integrated lead capture & analytics |
Branded games offer exclusivity, personalization, and measurable ROI—something generic games simply can’t match.
Real Examples of Branded Games
- Colgate Memory Match Game: A touchscreen game where users match pairs of healthy smile tips and dental hygiene facts. Integrated with a lead form after completion.
- Virtual Claw Machine for L’Oréal: Players try to grab branded beauty products. Each win ties into real-world coupons or product samples.
- Trivia for Tech Events: Brand-themed questions about products, company milestones, or industry fun facts—great for engagement and education.
Branded games offer exclusivity, personalization, and measurable ROI—something generic games simply can’t match.
🧩 Game Types You Can Brand
Not all games are created equal—and not all games are right for your brand. Here’s a list of customizable game formatsthat are proven to work well at events, trade shows, and experiential campaigns.
Each of these can be fully branded with your logo, colors, messaging, and product visuals.
| Game Type | Best For |
|---|---|
| Memory Match | Product education, health tips |
| Trivia | Awareness, lead capture |
| Spin the Wheel | Instant gratification, booth traffic |
| Claw Machine | Fun, giveaways |
| Drag-and-Drop Puzzle | Explaining features visually |
| Tap-to-Catch | Fast-paced fun, branding recall |
Performance Metrics to Track
Branded games don’t just create fun moments—they generate data you can actually use. Measuring performance is key to understanding whether your trade show investment paid off.
Here are the most important metrics to track:
1. Number of Game Plays
This is your core engagement metric.
- What it tells you: How many people interacted with your booth and game.
- Benchmark: A good branded game should see 200–1,000+ plays per day at a mid-sized trade show.
🔁 Pro Tip: Add a “Play Again” button. Multiple plays = higher brand retention.
2. Leads Captured
If you’ve embedded a lead form (email, phone number, scan-to-play), this is your ROI goldmine.
- What to track: Total leads, lead quality, conversion to follow-up.
- Why it matters: Branded games are often more effective than traditional forms because they offer value before asking.
📥 Example: “We captured 750 emails using a simple trivia game on a tablet.”
3. Average Play Time
A longer play time usually means more interest and immersion—but it shouldn’t drag.
- Sweet spot: 30–90 seconds.
- Use it to optimize: If users are dropping off after 10 seconds, your game might need simplification.
🛠 Adjust difficulty, pacing, or instructions to hit the sweet spot.
4. Booth Dwell Time
How long did someone stay at your booth because of the game?
- What it tells you: Game stickiness = more exposure to your sales pitch or reps.
- How to track: Use foot traffic monitoring apps or ask staff to log average engagement per visitor.
👀 Tip: Games often extend booth time from 30 seconds to 3+ minutes—plenty of time to make a pitch.
5. Social Shares & Photos
If your game includes a photo booth, shareable results, or leaderboard, people will take pictures or post scores.
- What to track: Branded hashtag usage, social media mentions, shared photos.
- Tools: Create a custom hashtag (e.g., #PlayWith[Brand]) or use QR codes that link to sharing options.
📸 Example: “150 tagged photos on Instagram in 2 days during CES.”
6. Top Scores / Leaderboard Participation
Competitive players are repeat players.
- What to track: Number of users who made the leaderboard, how often it changes.
- Why it matters: Encourages others to stay and “beat the score,” increasing booth revisits.
🔥 Add a prize for daily high scores to boost engagement even more.
7. Post-Event Conversion Rate
Don’t stop tracking after the show!
- What to track: How many leads converted into sales, downloads, sign-ups, or demo bookings.
- Pro tip: Tag all leads from the game source in your CRM so you can follow their journey.
💼 Example: “32% of game leads scheduled follow-up demos vs. 12% from brochure scans.”
Top Benefits at Trade Shows
Instant Attention Grabber
Visually dynamic games pull people toward your booth.Stronger Brand Recall
Players remember experiences, not brochures.Lead Generation
Built-in forms or QR codes capture details effortlessly.Repeat Engagement
Attendees often return to beat scores or win again.Social Sharing
People love sharing scores or photos, expanding your reach.
What Platforms Can You Use?
Branded games can be created for:
🖥️ Touchscreen kiosks
📱 iPads or tablets
📲 Mobile phones (web-based or app)
🕶️ VR or AR headsets
💻 Laptops at corporate expos
Whether your setup is compact or high-tech, there’s a format that fits your booth and audience.
Tips Before You Invest
- Know your goal: Lead gen, awareness, education, or all three?
- Keep it short: Ideal game time = 30 to 90 seconds.
- Make it replayable: Scoreboards or random prizes increase booth revisits.
- Add rewards: Coupons, swag, or digital badges go a long way.
- Think mobile-first: Many attendees prefer playing on their phones.
Use Cases Beyond Trade Shows
- Recruitment fairs: Use games to test soft skills or educate about company culture.
- Retail activations: Turn walk-ins into participants.
- Training days: Teach internal processes in an engaging way.
- Virtual events: Branded games work great in webinars or hybrid expos.
Wrap-Up & Next Steps
Branded games aren’t just flashy—they’re functional. They transform passive audiences into active participants, creating memorable moments that generate leads, increase retention, and promote your brand like never before.
If you’re planning an event, don’t settle for generic fun. Let your brand be the game.
Want One for Your Brand?
At Twin Reality, we specialize in custom-branded games for trade shows, events, and marketing campaigns.
