Think back to the last corporate conference you attended. Was it engaging? Did you walk away feeling energised, connected, and inspired? Or did it feel like a marathon of passive listening, endless PowerPoint slides, and stiff networking moments? The truth is, many conferences fail to tap into the full potential of their attendees simply because they overlook one of the most powerful tools available: play.
At first glance, play might seem like the opposite of professionalism. But science tells a different story. Play is fundamental to how we learn, solve problems, and build relationships. It engages the brain, sparks creativity, and strengthens connections—all of which are crucial for a truly successful conference experience.
Research shows that play activates the prefrontal cortex, the brain’s hub for problem-solving, emotional regulation, and executive function (Brown & Vaughan, 2009). Play also increases dopamine levels, which enhance learning and memory retention (Siviy & Panksepp, 2011). In professional settings, play has been proven to foster collaboration, reduce stress, and supercharge engagement (Bateson & Martin, 2013). Simply put, play isn’t just for kids—it’s a game-changer for corporate events.
By intentionally embedding play into your conference, you create an environment where attendees are engaged, more creative, and more likely to form genuine connections. Play fosters psychological safety, empowering participants to contribute freely without fear of judgment (Edmondson, 2018). The best part? When people are engaged and having fun, they retain more information and walk away with a lasting impression.
How to Incorporate Play into Your Conference
Integrating play into a conference isn’t about turning the event into a theme park—it’s about infusing in moments that break up the monotony, enhance learning, and build real connections. Here’s how:
- High-Energy Icebreakers
Ditch the awkward, “go around the room and introduce yourself” routine. Instead, kick things off with an interactive icebreaker like speed networking, collaborative problem-solving challenges, or a team scavenger hunt. These activities set the tone for connection and creativity.
- Team Building Experiences
Team building isn’t just for fun (though it is!)—it’s a powerful tool for engagement at conferences. Play-based team experiences that challenge and stimulate can significantly boost team connection. Research suggests that team building can improve overall work performance by up to 20%. Whether it’s a collaborative challenge, an outdoor adventure, or a strategy-driven activity, these experiences energise attendees and align with your conference goals.
- Gamification of Learning
Turn passive presentations into interactive experiences. Use live polling, team-based trivia, or competitive challenges to make learning more engaging and memorable. Gamification taps into our natural desire for competition and rewards, driving participation and retention (Deterding et al., 2011).
- Movement and Play Breaks
Let’s face it—sitting for hours on end is mentally and physically draining. Break up long sessions with short bursts of movement, such as group stretches, dance breaks, or even outdoor challenges. Studies show that movement boosts focus, creativity, and overall well-being (Ratey, 2008).
- Sensory and Creative Play Zones
Create breakout areas with hands-on activities like LEGO Serious Play, tactile puzzles, or collaborative art stations. Engaging multiple senses has been shown to improve information retention and reduce stress (Ackerman et al., 2010).
- Charity Team Building
Make your conference about more than just business—give attendees the opportunity to make a real impact. Charity team-building activities allow teams to contribute to the community while fostering teamwork and engagement. Whether it’s assembling care packages, building bikes for kids, or engaging in a hands-on social impact project, these activities add purpose to play.
- Playful Networking Opportunities
Traditional networking can feel forced and awkward. Instead, create structured yet playful opportunities for connection, such as “conversation cards,” collaborative challenges, or shared creative exercises. Play lowers social barriers and makes networking feel natural and enjoyable (Fredrickson, 2009).
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Selecting the right venue
- Flexible Spaces for Interactive Activities
Look for venues that offer open areas, breakout rooms, and outdoor spaces that allow for movement and group activities. A rigid conference room setup can stifle engagement, whereas flexible spaces enable dynamic participation.
- Natural Light and Open Environments
Studies show that exposure to natural light enhances mood, productivity, and well-being (Boubekri et al., 2014). Opt for venues with large windows, outdoor terraces, or garden spaces to create a refreshing and stimulating environment.
- Technology to Support Gamification
Ensure the venue has robust Wi-Fi, AV equipment, and digital screens to facilitate interactive presentations, gamified experiences, and real-time participation apps.
- Comfort and Relaxation Zones
Incorporate lounge-style seating, relaxation pods, and informal gathering areas to create an inviting atmosphere. Attendees are more likely to engage in play when they feel comfortable and relaxed.
- Accessibility and Logistics
Consider venues that are easy to access and navigate. A stressful or inconvenient location can reduce engagement levels, while a well-planned venue contributes to a positive overall experience.
Looking for the best venues for play-driven conferences? Check out our top team-building venues here.
The Business Case for Play at Conferences
Introducing play into conferences isn’t just about fun—it delivers tangible business benefits:
- Increased Engagement: Playful elements keep attendees invested in the content and discussions, reducing disengagement and passive participation.
- Improved Learning Retention: Interactive experiences enhance cognitive processing and memory recall, making the information more likely to stick (Medina, 2014).
- Stronger Networking and Collaboration: Play-based interactions build deeper connections among attendees, fostering stronger professional relationships.
- Higher Event Satisfaction: Conferences that incorporate play are rated as more enjoyable and impactful, leading to better attendance rates in the future.
- Boosted Creativity and Innovation: Play encourages out-of-the-box thinking, leading to fresh ideas and solutions that can benefit organisations long after the event ends.
Conferences are meant to be catalysts for growth, connection, and innovation, but too often they fall into a predictable rhythm that stifles creativity. Play disrupts that pattern. It opens up new ways of thinking, fosters deeper engagement, and transforms inactive participants into active contributors. It’s not just about fun—it’s about unlocking potential.
The question isn’t whether play belongs at your conference; it’s whether you can afford to leave it out. Because when people play, they learn. When they play, they connect. And when they play, they thrive. So the next time you plan a conference, consider this: what kind of experience do you want to create? One that follows the norm—or one that people will remember long after it ends?
