--- title: "Gamification for B2B & Events: More Leads at Your Stand" description: "Games for trade shows, events and B2B emails. Draw visitors to your stand, capture leads in seconds and send them straight to your CRM for fast follow-up." url: https://scratcher.io/industries/b2b language: en --- Scratcher for B2B & events # Stand out at events and get more meetings A game on your trade show stand or in your email draws people in. Everyone who plays leaves their details, so your sales team knows exactly who to call when the event is over. [Start free trial](https://platform.scratcher.io/en/register) [Book a meeting](https://scratcher.io/book-a-meeting) ![Stand out at events and get more meetings](https://scratcher.io/img/containers/assets/campaigns/pka-scratch-card.webp/70ed9a3108ba5b1d551cca491616c998/pka-scratch-card.webp) B2B teams use Scratcher to turn event visitors into sales meetings. ![Burger King](https://scratcher.io/img/containers/assets/customers/burger-king.webp/2ca5da614e753e24c0a4daa1bc7cdc36/burger-king.webp) ![Starbucks](https://scratcher.io/assets/customers/starbucks.svg) ![Toyota](https://scratcher.io/img/containers/assets/customers/toyota.webp/1271455b4bf9afdf498873d87d3ec72b/toyota.webp) ![Siemens](https://scratcher.io/img/containers/assets/customers/siemens.webp/3f31d7262dc11bfb8056d860df0c78c9/siemens.webp) ![Scania](https://scratcher.io/img/containers/assets/customers/scania.webp/376bb4c8edc8637e633433395d8e9a8f/scania.webp) ![Swatch](https://scratcher.io/img/containers/assets/customers/swatch.webp/c15e804a29875a7e0975ba79dd997273/swatch.webp) ![Wolt](https://scratcher.io/img/containers/assets/customers/wolt.webp/73e2df78990c49580b6097abaff414ba/wolt.webp) ![Swisscom](https://scratcher.io/img/containers/assets/customers/swisscom.webp/00c131c10738c46b7cebc565188507b8/swisscom.webp) ![OBI](https://scratcher.io/img/containers/assets/customers/obi.webp/428d0e53f7079252152574ecf47d111b/obi.webp) ![Migros](https://scratcher.io/img/containers/assets/customers/migros.webp/610d9f3a9482d8e91e2b1e0eaf545c98/migros.webp) ![Change Lingerie](https://scratcher.io/img/containers/assets/customers/change-lingerie.webp/77ad06bc6bb09c8bbb0a59cdd1b2b9bf/change-lingerie.webp) ![Anthon Berg](https://scratcher.io/img/containers/assets/customers/anthon-berg.webp/64b8867453ceb4625873b1fd0f0de730/anthon-berg.webp) ![WWF](https://scratcher.io/img/containers/assets/customers/wwf.webp/c7d4651524fee0894b24baa0201a33b1/wwf.webp) The challenge ## Why events don't always pay off You pay for the stand, the travel and the time. Then three things get in the way. Too few visitorsEvery stand looks the same, and people walk past. You need a reason for them to stop. Leads get lostBusiness cards and notes on paper end up in a drawer, without consent or context. Slow follow-upBy the time leads are typed into the CRM, the visitor has forgotten your stand. --- How it works ## Before, during and after the event 1 Invite before the eventSend a game or a pre-registration form by email and promise a prize at your stand. [Read more: Invite before the event](https://scratcher.io/platform/newsletter-sms) 2 Play at the standShow the game on a screen and print a QR code on your stand, so visitors can play on their phone. [Read more: Play at the stand](https://scratcher.io/platform/qr-codes) 3 Follow up right awayLeads go straight to your CRM when they play, so sales can call while the meeting is fresh. [Read more: Follow up right away](https://scratcher.io/platform/integrations) --- Campaigns that work for B2B ## Games that draw a crowd Quick to play, easy to understand from across the hall, and easy to make on-brand. Spin the wheelThe classic stand magnet. A prize for every spin keeps the queue moving. [Read more: Spin the wheel](https://scratcher.io/platform/formats/spin-the-wheel) QuizAsk about your field and start a real conversation about what you do. [Read more: Quiz](https://scratcher.io/platform/formats/quiz) LeaderboardVisitors compete for the top score and come back to try again. [Read more: Leaderboard](https://scratcher.io/platform/formats/leaderboard) Mystery boxA fun way to hand out merchandise — and collect a lead with every box. [Read more: Mystery box](https://scratcher.io/platform/formats/mystery-box) --- Customer story ## From 30 players an hour to 11,000 Norwegian agency Nova Vista used to bring a physical prize wheel to brand activations. It could reach 25 to 30 people an hour, and there were long queues. With Scratcher's digital wheel, people could play at the same time — on a screen or by scanning a QR code. Around 11,000 people took part. Nova Vista aimed for a 50% conversion rate and got 89%. [Read the full story: From 30 players an hour to 11,000](https://scratcher.io/customers/how-gamified-campaigns-are-reshaping-retail-activation-marketing) ![7Up lemon-slice wheel of fortune with summer prizes like a grill and hat](https://scratcher.io/img/containers/assets/cases/how-gamified-campaigns-are-reshaping-retail-activation-marketing.webp/3eabbe9c5f6fc34c9971bb23975dd6ae/how-gamified-campaigns-are-reshaping-retail-activation-marketing.webp) > “Scratcher helped us bridge the gap between physical and digital engagement effortlessly. We achieved a staggering 89% conversion rate compared to the 50% we aimed for.” **Adrian Holten Sletvold**Advisor, Nova Vista - 89%conversion rate - 11,000participants - 25–30people an hour with the physical wheel Customer story ## Scandinavian Print Group uses games across 18 brands Scandinavia's largest graphic company uses games at fairs in Denmark, Sweden and Germany — and in its direct mail. The 'Lemming effect' at fairsA game draws a crowd, and a crowd draws more people. It makes it easier to start a chat and hand out branded gifts. A quiz for book publishersQuestions about paper production and sustainability, with a €400 voucher for the next book production as the prize. QR codes in direct mailPrinted mailings lead to a game online, so the team can measure who responds. ![Quiz question asking how many kWh a solar system has produced since 2013](https://scratcher.io/img/containers/assets/cases/game-on-for-b2b-growth-scandinavian-print-groups-gamification-strategy.webp/0060c2ce05f24b3c0ee7aee1ba8117da/game-on-for-b2b-growth-scandinavian-print-groups-gamification-strategy.webp) 18 brands using games 4 countries in one quiz campaign --- ## B2B and event stories [Game On for B2B Growth: Scandinavian Print Group’s Gamification Strategy](https://scratcher.io/customers/game-on-for-b2b-growth-scandinavian-print-groups-gamification-strategy) 18 brands engaged with gamification - Scandinavian Print Group - Lead Generation [Game On for B2B Growth: Scandinavian Print Group’s Gamification Strategy](https://scratcher.io/customers/game-on-for-b2b-growth-scandinavian-print-groups-gamification-strategy)[Read the case: Game On for B2B Growth: Scandinavian Print Group’s Gamification Strategy](https://scratcher.io/customers/game-on-for-b2b-growth-scandinavian-print-groups-gamification-strategy) [How Gamified Campaigns Are Reshaping Retail Activation Marketing](https://scratcher.io/customers/how-gamified-campaigns-are-reshaping-retail-activation-marketing) 89% conversion rate - NovaVista - Brand Engagement [How Gamified Campaigns Are Reshaping Retail Activation Marketing](https://scratcher.io/customers/how-gamified-campaigns-are-reshaping-retail-activation-marketing)[Read the case: How Gamified Campaigns Are Reshaping Retail Activation Marketing](https://scratcher.io/customers/how-gamified-campaigns-are-reshaping-retail-activation-marketing) [All customer stories](https://scratcher.io/customers/all) FAQ ## Questions about games at events [Book a meeting](https://scratcher.io/book-a-meeting) - Campaigns run in the browser, so the screen or tablet at your stand needs an internet connection. Visitors who scan [your QR code](https://scratcher.io/platform/qr-codes) play on their own phone with their own mobile data. - No. They scan a QR code or open a link and play straight away in their phone's browser. - Yes. Use [our native integrations](https://scratcher.io/platform/integrations), Zapier (8,000+ apps), webhooks, the API or a CSV file. Leads arrive the moment someone plays, ready for your sales team. - Not if it's on-brand. Use your own colors, fonts and logo, ask questions about your own field, and pick prizes that fit your buyers. - Yes. Copy a campaign, change the dates, prizes or texts, and run it again. Our customers build campaigns in 65+ languages, and [AI translation](https://scratcher.io/platform/ai-assistant) helps you make new versions quickly. Make your first campaign today Make your own campaign in minutes. Free for 14 days, no credit card required. [Start free trial](https://platform.scratcher.io/en/register) ## Gamification marketing for B2B and events B2B buying is slow, and it involves people. Before anyone books a meeting, they need to notice you, remember you and trust you. Gamification marketing helps with the first two. A game on your stand draws a crowd, and a quiz in your email gives busy buyers a reason to stop and spend a minute with your brand. Everyone who plays leaves their details, so your sales team knows who to follow up with. ### Why games work in B2B - **People buy from people.** A game starts a conversation at the stand without a hard sales pitch. - **Crowds attract crowds.** Scandinavian Print Group calls it the "Lemming effect": when people gather around a game, more people come over to see what's going on. - **Better data than a business card.** Every player fills in the same form, and the answers go straight to your CRM. ## How to plan a game for your next event ### Before the event Tell people you'll be there and give them a reason to visit. Send an invitation by email with a game or a [pre-registration](https://scratcher.io/platform/formats/pre-registration) form, and promise a prize they can collect at your stand. Our blog has more [pre-event marketing tips](https://scratcher.io/blog/3-pre-event-marketing-tips). ### At the stand Pick a format that is quick to play and easy to understand from a few metres away: - A [spin the wheel](https://scratcher.io/platform/formats/spin-the-wheel) on a big screen draws people in. - A [quiz](https://scratcher.io/platform/formats/quiz) about your industry starts a real conversation. - A [leaderboard](https://scratcher.io/platform/formats/leaderboard) keeps people coming back to beat the top score during the event. - A [mystery box](https://scratcher.io/platform/formats/mystery-box) is a fun way to hand out merchandise. Put a [QR code](https://scratcher.io/platform/qr-codes) on the stand, on flyers and on your roll-ups, so visitors can also play on their own phone while they wait. ### After the event The real work starts when the event ends. Send every lead to your CRM the moment they play, so your sales team can call while the meeting is still fresh. Add a short question to the form, like "When are you planning your next project?", so sales knows who to call first. Read more about [generating quality leads](https://scratcher.io/platform/lead-generation). ## Beyond the trade show Games aren't only for events. B2B teams also use them in: - **Direct mail.** Scandinavian Print Group prints QR codes on its mailings that lead to a game, so it can measure who responds. - **Email.** A quiz about your industry is more fun to open than another product update. - **Your website.** A [product finder](https://scratcher.io/platform/formats/product-finder) helps buyers find the right solution and tells you what they're looking for. ## Keep it on-brand Many B2B marketers worry that a game will look too playful. It doesn't have to. Use your own colors, fonts and logo, write questions about your own field, and choose prizes that fit your audience, like a voucher for your own services. Scandinavian Print Group did just that with a quiz about paper production and sustainability for book publishers. Want to go deeper? Read our post on [B2B gamification and omnichannel lead generation](https://scratcher.io/blog/b2b-gamification-and-omnichannel-strategies-for-lead-generation), or see how [interactive floor maps drive trade show traffic](https://scratcher.io/blog/how-interactive-floor-maps-drive-trade-show-traffic-and-sponsor-roi). ![A Starbucks spin-the-wheel campaign made with Scratcher](https://scratcher.io/img/containers/assets/campaigns/starbucks-spin-the-wheel.webp/5cdde820d05e2e4548ae01ec0e7ab2b4/starbucks-spin-the-wheel.webp) ## Make your next stand the busy one Build a game for your next event in an afternoon and send every lead straight to your CRM. Try Scratcher free for 14 days — no credit card required. [Start free trial](https://platform.scratcher.io/en/register) [Book a meeting](https://scratcher.io/book-a-meeting)