Picture the scene. The company party is in full swing. You're standing with a drink next to the only person you know, looking around the room. There's a group from marketing by the wall. A group from IT at the bar. Between them, an empty space nobody wants to cross. The team building that was meant to be the whole point of the evening fizzles out in awkward silence.
Anyone who organises events in HR or marketing knows this picture. Companies spend a lot of money on events, and one of the main goals is networking. You want people from different departments to finally talk, exchange ideas and feel like one team.
The thing is, "networking" on its own rarely works. You can't expect strangers to walk up to each other and start a conversation. Networking can't be forced. But you can create conditions where conversation starts naturally, while having fun together. That's why, instead of organising "networking", it's worth planning networking attractions.
Below are five types of attractions that turn standing by the wall into conversations.
Why a networking zone usually doesn't work
Most events approach networking the same way: "Let's set up a networking zone with poseur tables". In practice, it's a place where nobody wants to go first. People need a reason to talk to each other. An attraction gives them that reason. It's a shared experience they can comment on and talk about afterwards.
1. Attractions with a low barrier to entry
They don't require sign-ups, bookings or a big commitment. They stand in one spot and people gather around them of their own accord. It's enough to watch or join in for a quick round.
How does it work? Guests come over out of curiosity, stand next to others, watch or play a short round. A shared, no-strings activity immediately gives them something to talk about.
What we suggest:
- Retro gaming zone. Nostalgia brings people together. When the finance director and a new intern stand side by side at a Pac-Man machine, a conversation about childhood games starts on its own. Hierarchy takes a back seat.
- Prize Claw Machine. A small crowd quickly gathers around the machine. People come not just to play, but to watch and comment. Cheering together is a great way to break the ice.
- Light painting. An eye-catching photo attraction. In a darkened studio, guests watch others "paint" in the air. Sooner or later someone asks "how are they doing that?".
2. A shared goal that requires cooperation
These attractions can't be used alone. They require cooperation between people who often don't know each other.
How does it work? The host or facilitator mixes up the teams. To win, or simply to finish the task, the group has to work together.
What we suggest: Human Joystick. It's our favourite in this category. The whole group, for example 10–15 people, controls a character on screen with their body movements. There's no way around it: you have to get in sync, talk and laugh at your own mishaps. A quarter of an hour of this game brings people closer than many a conversation at a table.
3. Attractions that spark curiosity
These are attractions unusual enough that guests come over on their own to see what's going on.
How does it work? The station catches the eye. People come over, watch and start commenting: "Have you tried it?", "How does that even work?".
What we suggest: tech attractions.
- NeuroSky. A station where you control a game through the power of concentration. When a colleague moves objects on screen with nothing but their mind, everyone around starts talking about it.
- Holo Assistant or holographic pyramids. Holograms straight out of a sci-fi film spark curiosity, build the image of a modern company and give people a shared topic.
Put an intriguing attraction next to the bar
Place a tech attraction, such as NeuroSky, close to the catering or the bar. People who are going there for a drink anyway will stop to watch. It's then easier to strike up a conversation with someone standing next to you who's also watching.
4. Creative relaxation for those who prefer calm
Not everyone likes noisy games and technology. Many people, especially introverts, prefer a quiet conversation in a small group.
How does it work? Set up a zone where guests can sit down and make something together. When hands are busy, conversation flows more easily and is less stressful.
What we suggest: relaxation workshops.
- Art & Wine – painting over wine. Guests sit at easels, paint and comment on their progress.
- Forest in a Jar workshops or the Scent Workshop. Potting plants or making soy candles is a great backdrop for longer, less formal conversations.
5. Cheering together from the audience
Not everyone has to play to connect. Sometimes the most conversations happen in the audience, when people cheer someone on together.
How does it work? The attraction takes the form of a show. A few people play on stage and the rest take part as the audience.
What we suggest: game shows.
- Family Feud. Teams play on stage while the whole room shouts out suggestions and laughs at the host's jokes.
- Name That Tune. The audience often knows the answer before the players. It ends with everyone singing along at their tables.
Networking needs planning like the rest of the event
Don't count on networking happening by itself. Treat it as an important part of the event design. A well-chosen networking attraction isn't a time filler. It's a way to get a group of strangers talking to each other.
Want to turn awkward silence into the buzz of conversation?
Get in touch. Tell us how many guests you're expecting and how well they know each other. We'll choose attractions that help them break the ice and start talking.
