A carnival-style horse racing game driven by trivia questions to gamify product+brand information was created as the main attraction of the tradeshow booth. Correct answers advanced players’ horses down the track. Individual game kiosks controlled a large format digital game screen. Attendees could play solo or compete against each other in a multiplayer queue. A leaderboard drove competition between players throughout the event. Metrics showed a huge lift in post-event sales for attendees who played the game vs. control group.