The Future of Personalized Digital Activations and Gamification at Events

Insights from Event Tech Live London with Jeff Sinclair (Eventbase) & Ken Madden (George P. Johnson)

At Event Tech Live London, Eventbase CEO Jeff Sinclair took the stage alongside Ken Madden of George P. Johnson Experience Marketing to explore a topic shaping the next era of live events: the future of personalized digital activations and gamification. Their session highlighted a powerful shift happening across the industry, where innovative technologies are transforming how attendees connect, engage, and experience events.

A New Era of Personalized Digital Experiences

Jeff Sinclair opened the session by sharing how Eventbase continues to push the boundaries of event technology. Known for powering the apps behind major global events such as the Consumer Electronics Show (CES), Salesforce Dreamforce, and Cisco Live, Eventbase has introduced its newest breakthrough: MagicBadge™, the world’s first secure digital credential for conferences and events.

MagicBadge™ uses secure QR codes and NFC to deliver real-time, personalized interactions. With a tap or scan, attendees can unlock content, participate in activations, and trigger dynamic experiences both on their phones and on large on-site screens throughout venues. The technology also integrates seamlessly with Eventbase Activate, a new product that allows organizers to configure and manage engaging digital activations with ease.

Why Personalization Matters More Than Ever

Ken Madden emphasized how much event organizers’ mindsets have evolved since the pandemic. With audiences increasingly expecting digital-first experiences, organizers are now embracing technology as a core part of event design, not just an optional add-on. Research backs up this shift: 67% of event marketers say digital transformation directly improves their ability to personalize attendee experiences, highlighting just how essential customized, data-driven touch points have become.

From immersive journeys at Salesforce Dreamforce to interactive touchpoints throughout large-scale conferences, Madden showcased how strategic digital enhancements help create the kind of memorable moments attendees crave. The priority today? Experiences that feel intuitive, personalized, and meaningful and are stepping away from the one-size-fits-all stereotype of the past.

Eventbase’s MagicBadge™: Removing Friction and Boosting Engagement

A major theme of the session was frictionless engagement. Eventbase’s new MagicBadge™ secure digital credential technology eliminates many traditional pain points like disjointed activations, and replaces them with a seamless, unified experience.

Digital tools are no longer just informational, they’re central to how attendees connect and engage. With real-time data powering every interaction, organizers get better insights, and attendees enjoy more tailored experiences. The fact that MagicBadge™ also supports third-party game integrations means even deeper customization and creativity for event producers.

Gamification Takes Centre Stage

Gamification is rapidly becoming a cornerstone of modern event experiences, and for good reason. By incorporating elements like points, challenges, rewards, and interactive stations, organizers can transform passive attendance into active participation. Gamified experiences encourage exploration, spark curiosity, and break down social barriers, making it easier for attendees to connect, engage, and immerse themselves in the event. 

Beyond entertainment, gamification serves as a strategic tool: it guides attendee behaviour, increases dwell time, and drives participation in key areas such as sponsor activations, education sessions, and networking zones. With audiences increasingly seeking interactive and personalized experiences, gamification has emerged as a powerful way to elevate engagement and create memorable, high-energy event environments.

Empowering Organizers With Smarter Tools

Both Sinclair and Madden stressed that these technologies don't just elevate the attendee experience, they help event teams streamline planning and execution. With tools like MagicBadge™ and Eventbase Activate, organizers can remove operational friction and focus on what matters most: designing memorable, high-impact experiences.

Looking Ahead

The session made one thing clear: the future of events will be defined by personalized digital activations and immersive, gamified experiences. Technologies like MagicBadge™ are not simply enhancements, they’re catalysts for reimagining how attendees interact, learn, connect, and play at events. As organizers continue to embrace these innovations, the next generation of events will be more dynamic, more engaging, and more personalized than ever before.

Want to see how Eventbase can help you change the way your event brings attendees together through interaction, learning and connection? Book a one-on-one demo with us today.

Watch the Full Session Here