LEGO, HSBC and Merlin Entertainment on gamification and immersive tech to make events more impactful

Broadsword recently hosted The Power of Play, gathering together event professionals, creative technologists, and corporate leaders to explore the role of gamification and immersive technology in making events more impactful. An expert panel covering the subject was made up of Andrew Dobson, Head of Creative Technology at Merlin Magic Making; Paul Haynes, Senior Global Graduate Development at HSBC; and Janine Chandler, Founder of HR Consultancy, Jump in Puddles, and a trained facilitator of LEGO Serious Play method. The discussion kicked off with an exploration of how play can transform traditional event formats, with the panellists discussing the benefits of adopting play within event design to fit the needs of your audience.Janine spoke on the role of physical play through the Serious Lego methodology and how it is a powerful tool to build collaboration and creativity. She explained that envisioning ideas in a physical build format prompts the brain to work in different ways. This helps with communicating difficult concepts, exploring ideas, and understanding other perspectives.Another way to unlock creativity is to play around with brand perception. Andrew, who has a background in working for creative agencies, felt that true innovation can often be unlocked when they put aside their existing expectations of brand and instead disrupt by playing with new possibilities. At one of Merlin’s flagship theme parks- Alton Towers- they came up with the storytelling behind the wooden, volcano themed Wicker Man ride by asking: “‘what’s the worst thing you could do to a wooden roller coaster?” The answer is, of course, setting it on fire!In his role working with emerging talent at HSBC, Paul uses play based strategies to engage and develop global talent in a corporate setting. When he wants to engage and inspire participants in the graduate programme, he pushes the boundaries both in technology and gamification. In a recent project, the graduates recreated themselves as digital avatars in a virtual learning environment, working through gamified team challenges. For this particular generation of employees, the digital setting helps reinforce key messages and is a natural learning environment. Another benefit to using play as an engagement tool is that participants are learning soft skills such as collaboration and communication throughout. It’s often a more inclusive way to involve audiences, where quieter voices can be heard and amplified. Throughout the discussion, several key themes emerged including how to align play based strategies with core event objectives and using technology to enhance the overall experience. Another key theme was how playful elements can improve engagement and learning. Gamification isn;t just about fun, it can also be used to create structured interactions that can boost learning, networking, and participation. As technology continues to evolve, the role of play in events will become even more significant. What’s clear is that event professionals are finding news ways to capture audiences, whether through gamified elements, immersive technology, or hands-on activities.

LEGO, HSBC and Merlin Entertainment on gamification and immersive tech to make events more impactful

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LEGO, HSBC and Merlin Entertainment on gamification and immersive tech to make events more impactful

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