Beyond its buzzword credentials, gamification has earned its place as a powerful business principle at events. Introducing game elements into a non-game setting works by triggering powerful human emotions such as intrigue, competitiveness and excitement. New ways of applying this simple but effective methodology are continually being found and business networking is just one of the many fields that could benefit, others which have made the transition range from sectors in IT, fitness to military recruitment.

Business networking can be important to a successful sales and marketing programme, especially for B2B enterprises that work with relatively few high-value clients. Yet the prospect of attending a networking event can conjure up feelings of apprehension, stress and even resentment. Event organisers need to change the game and inspiration could come from a psychology-based trend making waves across the business world called gamification.