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EventLAB 2020 Online

Case Study: How To Step Up Your Virtual Events With Gamification

On Wednesday 11th November, the Hire Space Virtual Team kicked off Part 2 of EventLAB 2020 Online, which was all about The Event Experience, Project Safety & Success.

This talk by Matt Margetson, Founder & Innovation Director of creative agency Smyle, explored how to take your virtual experiences up a level with gamification. Matt talked us through a case study of a virtual experience Smyle created for Samsung for a new product launch. Watch the full session below, and you can find additional Q&As towards the end of this piece.




How many 'edits' did you have before you got to the final version?

We did not have edits as such. In development, we ran about 5 sprints, but in essence, it was in continual development as we worked through the game. This included in-game revising and honing down the UX and UI together with continual QA testing.

Which are the experience sectors that you think hold the best ideas/methods for inspiration?

For inspiration, for me, it’s about drawing out the best of various sectors, mixing it up in unusual ways, being brave with the content and using everything at your disposal - digital, analogue, it doesn't really matter. The challenge I feel we have is how to make the digital world more human and resonate with the audience.

How do you measure the success of this platform?

We were given set KPIs from Samsung to achieve, and I'm happy to say we beat all of them. With digital, measurement is a lot easier and we could get into real detail to understand the audience far more than we could previously. But for me, the amount of feedback across social and press on the platform was very flattering.

About The Speaker

Matt Margetson, Founder & Innovation Director, Smyle

Matt has always been fascinated by the intersection between humanity and technology. It’s an area which allows him to draw inspiration from every walk of life and turn that inspiration into a real-life experience that affects people and communicates powerful ideas. This fascination is part of the DNA of Smyle, the creative agency he founded in 1996, which specialises in thought-provoking live and digital experiences.

Together with an incredibly talented team of strategists, designers and digital and technical specialists, he has overseen memorable physical and digital activations for clients including Rolls Royce, Red Bull, Salesforce, Facebook and Samsung.

Smyle has been recognised with over 50 awards in the last 12 years, including UK Event Agency of the Year a record seven times – 2008, 2011, 2013, 2016, 2018, 2019 and 2020. It has also been placed on the Sunday Times HSBC International Track 200 in 2019 and 2020.

matt margetson

Need help with your virtual events? Our Virtual Event Experts work with you to source the best packages for your event, meaning we’re your one-stop-shop for virtual events, whether it’s a conference, party or anything in between. Book your free consultation below.





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Izzie Lachecki

Izzie brings a deep understanding of the events world to Hire Space, and keeps busy by writing lots of Hire Space and EventLAB content and managing the Hire Space social media presence.

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