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Report plays, opted-in contacts, qualified conversations, booked demos, pipeline and attributable revenue as different measures. Credit revenue only under a stated method, and do not treat correlation as proof that the game caused a sale.
Keep the measurement stages distinct
Agree the definitions with marketing, sales and the booth team before the show. If the game does not record a measure in the specific build, use a separate, documented tally rather than implying the data exists.
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| Measure | Working definition | How to count it |
|---|---|---|
| Plays | Completed game rounds, not unique people. | Use the agreed game report or event tally. Separate starts from completions if both are available. |
| Opted-in contacts | People who explicitly agreed to the stated follow-up. | Count accepted consent submissions only. A play or score is not consent. |
| Qualified conversations | Conversations that meet your team's stated fit and need criteria. | Have booth staff record the agreed criteria, not just a conversation count. |
| Booked demos | A product demonstration with a scheduled time or accepted calendar invitation. | Count confirmed bookings, not verbal interest. |
| Pipeline | Open sales opportunities with values recorded in your sales system. | Report opportunity count and value separately from closed business. |
| Attributable revenue | Closed revenue credited under a defined attribution rule. | State the window, source evidence and credit method. Do not imply the game caused the sale. |
Set up measurement before the booth opens
EventBitZ can scope optional lead capture and score reporting for applicable custom game builds. Confirm the exact fields, exports, hosting and other data handling in the proposal. Do not assume every game includes the same reporting or integrations.
- Choose one primary objective and define a qualified conversation in plain language.
- Confirm which game events, such as starts, completions or scores, the scoped build actually records.
- Agree the opt-in prompt, consent wording, data recipient and follow-up process before collecting contact details.
- Give staff a simple way to record qualified conversations and booked demos.
- Keep names, email addresses and free-text inquiry details in approved customer systems, not web analytics event attributes.
- Choose the attribution window and method before reviewing results.
Illustrative calculation, not a result
The figures below are invented solely to show the arithmetic. They are not EventBitZ results, a benchmark, a forecast or evidence that a game caused a sale. Suppose an event records 300 completed plays, 60 opted-in contacts, 18 qualified conversations, 6 booked demos and $40,000 in open pipeline. Later, an agreed attribution method credits $30,000 in closed revenue to the event.
This break-even illustration excludes booth, staff, travel, prizes, AV and other event costs. Replace the assumed margin and scope with your real numbers. If revenue is merely associated with the event rather than supported by your attribution rule, report it as influenced or associated, not caused.
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| Illustrative input | Amount |
|---|---|
| Attributed closed revenue under the hypothetical rule | $30,000 |
| Assumed contribution margin for arithmetic only | 50% |
| Hypothetical attributable gross profit | $15,000 |
| Illustrative original-game starting scope | $15,000 |
| Gross-profit return before other event costs | ($15,000 - $15,000) / $15,000 = 0% |
Review the handoff, not only the totals
After the event, compare the funnel stages and ask where visitors stopped progressing. A large play count with few qualified conversations may point to a weak staff handoff. A smaller number of opted-in contacts may still be useful if they match the audience and have a clear next step. Do not combine the measures into one engagement score that hides those differences.
Use staff observations to improve the instructions, round, booth layout or follow-up plan. Preserve the definitions and attribution method so the next event can be compared on a like-for-like basis.
Source: IAEE and CEIR: The Truth About Exhibit Spending ↗
- Agree with sales on what qualifies as a conversation, a booked demo and a pipeline opportunity.
- Record the agreed attribution window and distinguish influence from a sale directly caused by the game.
- Reconcile follow-up status after the event instead of treating every play or contact as revenue.