Discussion Sessions

Discussion Session Video - Gamifying your groups (February 12, 2025)

In this session, we outlined ideas and tactics to inspire competition and urgency among your groups, resulting in higher sales.

Here's a video recording of the session along with a summary of what was discussed.

The Power of Competition in Sales

Competition is deeply embedded in human nature. From sports rivalries to workplace leaderboards, people are driven by a desire to win and outperform others. Applying this concept to group ticketing can inspire organizations, schools, and communities to buy more tickets, whether for bragging rights or exclusive rewards. Sales leaderboards, milestone achievements, and team-based incentives all help create excitement and urgency.

Unlockable Fan Experiences

One of the most effective gamification strategies is offering tiered rewards based on ticket sales. For example:

Selling 50 tickets could unlock an on-field group photo.
100 tickets might offer a chance to perform the national anthem.
The top-selling group could win a VIP experience, such as ice time at a hockey arena.

By creating levels of achievement, organizations tap into the same psychology that makes video games addictive—players (or buyers) want to reach the next level.

Scarcity and Urgency as Motivators

Building scarcity and urgency fuels participation. Offering limited-edition perks—such as exclusive merchandise for the first 100 ticket buyers or a price increase after a certain deadline—compels buyers to act quickly. For example, some teams have experimented with hourly ticket price increases on Cyber Monday, creating a "race against time" that accelerates sales.

Segmenting Groups for Maximum Engagement

Successful organizations segment their groups by age, interests, or affiliations to create more relevant competition. Examples include:

Youth sports teams competing to win an exclusive meet-and-greet with professional players.
Schools earning rewards for selling the most tickets, such as a mascot appearance or a pizza party.
Public service groups, such as firefighters vs. police officers, engaging in fun rivalries to see who can bring in the most supporters.

This segmentation intensifies the competition and makes the gamified experience more personal and meaningful.

Leveraging Influencers and Themed Nights

A growing trend is incorporating local influencers, celebrities, or social media personalities to drive engagement. Teams have explored strategies such as:

Inviting a popular reality TV star to promote ticket sales, with a meet-and-greet for top buyers.
Creating "fan wars," such as Marvel vs. DC Night, where attendees choose sides and compete for exclusive perks.
Hosting Battle of the Bands or drumline competitions during pre-game festivities to involve local schools and organizations.

By aligning promotions with pop culture and community interests, teams create more buzz and participation.

Internal Sales Gamification

Gamification isn't just for fans—it can motivate sales teams as well. Organizations have found success by:

Giving each sales rep a unique ticketing link and tracking their performance in a leaderboard-style competition.
Encouraging internal departments to compete for prizes based on ticket sales.
Implementing countdown-based incentives, where sales reps push promotions with limited-time bonuses.

This internal competition drives engagement and ensures that ticket sales stay a top priority.