Interactive Expo Activation with Gamified Lead Capture at SiGMA Europe
Client: SiGMA Group
SiGMA Group needed their flagship European conference to deliver a next-level attendee experience with interactive booth activations that would generate qualified leads, drive engagement, and set the standard for iGaming industry events.
The Challenge
SiGMA Europe is one of the world's largest iGaming conferences, attracting 25,000+ attendees to Malta every year. The event floor features hundreds of exhibitor booths competing for attention. Traditional booth setups with static displays and badge scanners were generating diminishing returns -- attendees had grown immune to standard approaches, and exhibitor satisfaction with lead quality was declining.
SiGMA wanted to transform the attendee experience at their own marquee booth, demonstrating to exhibitors what modern event activations look like while generating a pipeline of qualified leads for SiGMA's own B2B services. The activation needed to work at scale -- handling hundreds of simultaneous participants -- while capturing meaningful data beyond just a name and email address.
The team also needed real-time analytics to monitor engagement throughout the three-day event, with all lead data flowing directly into their Salesforce CRM for immediate follow-up by the sales team on the expo floor.
The Solution
We designed and built a multi-screen interactive activation combining a competitive web-based game with real-time leaderboards, an AR photo experience, and a gamified lead qualification flow. The centrepiece was a WebGL-powered prediction game built with Three.js -- attendees competed to make the best iGaming industry predictions, with live scores displayed on large screens above the booth.
Players registered via QR code on their phones, answered a series of industry-relevant questions that doubled as lead qualification (company size, role, budget, challenges), then played the prediction game. The qualification questions were woven naturally into the game flow, making data collection feel like part of the experience rather than a form fill. A real-time WebSocket leaderboard on overhead screens created a spectator effect, drawing crowds throughout the event.
An adjacent AR photo booth let attendees take branded photos with immersive digital overlays, automatically shared to social media with SiGMA branding. Every interaction -- game plays, AR photos, leaderboard positions -- flowed into Salesforce in real time via the API, with lead scoring that flagged hot prospects for immediate on-floor follow-up by the SiGMA sales team.
The Results
Qualified Leads
Over 3 days
Engagement Rate
vs. industry average
Social Impressions
From AR shares
Data Completion
Lead qualification
The activation generated 2,400+ qualified leads across three days -- 3x the engagement rate of comparable expo booths. The gamified qualification flow achieved a 92% data completion rate, compared to the typical 30-40% from badge scans and form fills. The AR photo booth generated 4.5 million social media impressions through organic sharing, extending SiGMA's brand reach far beyond the event floor. The Salesforce integration enabled real-time lead routing, with the sales team closing 18 on-floor meetings with high-value prospects flagged by the scoring system. SiGMA subsequently commissioned Born Digital to build similar activations for their Dubai and Manila editions.
Technology Stack
Ready to build something exceptional?
Let's discuss how Born Digital can engineer your next digital product for performance, scalability, and conversion.