The Importance of Play in Experiential Marketing in 2025
- Kit & Caboodle Ltd
- 3 hours ago
- 4 min read
In a world dominated by work, deadlines, and constant responsibilities, play has quietly disappeared from many adult lives. Yet, play isn’t just for kids—it’s essential for human connection, creativity, and mental well-being. Studies have shown that adults who engage in playful activities experience lower stress levels, enhanced problem-solving skills, and improved mental health. In fact, a 2023 UK study found that 64% of adults wish they could engage more in playful activities, yet only 21% do so less than once a month (The Scottish Sun).
When it comes to experiential marketing, play is more than just a way to entertain—it’s a strategy for building emotional connections between brands and their audiences. By incorporating elements of fun, brands can tap into the joy people crave, creating experiences that resonate deeply and leave lasting impressions.
Why Play Matters?
The concept of play extends beyond leisure; it’s deeply rooted in human psychology. Play stimulates creativity, boosts emotional well-being, and strengthens social bonds. According to a 2024 report from the National Institute for Play, engaging in playful activities activates the brain’s reward centre, releasing dopamine—the chemical that makes us feel happy and motivated.
The same report highlighted how playful experiences foster community spirit. Whether it’s collaborating in a game or laughing at a shared moment, play brings people together in ways that feel authentic. For brands, this means creating environments where audiences can engage in shared joy, strengthening their emotional connection to the brand.
Play in Experiential Marketing
In experiential marketing, play serves as a powerful tool to captivate audiences and create lasting memories. The key is to design experiences that engage not just physically, but emotionally and socially as well.
Take Fleet Street Quarter’s 2024 Fusion Games, for example. This community-focused event brought playful sports and gaming activities like wallball, urban fitness circuits, and vibrant pop-up installations to the heart of London. These weren’t just competitive games—they were opportunities for people to interact, laugh, and connect. The colourful, inclusive environment showcased how play can break barriers, bringing together diverse groups of people while reinforcing Fleet Street’s community-focused message.
Similarly, Kit and Caboodle’s Malibu’s Best Summer Ever campaign exemplified how play can enhance brand storytelling. By combining beach-inspired activities, interactive cocktail masterclasses, and immersive games, the event brought Malibu’s fun-loving ethos to life. Attendees weren’t just participants; they became part of the brand’s vibrant, playful corporate narrative.
The Benefits of Play
Memorability: Events with playful elements are 2.3x more likely to be remembered by attendees, according to a 2024 UK Experiential Trends report.
Engagement: Playful interactions lead to 67% higher engagement rates in brand activations compared to passive experiences.
Community Impact: 80% of attendees at community-focused events, like Club Curling at King’s Cross, reported feeling more connected to their surroundings and local businesses.
Play Across Event Types
Play isn’t limited to any one kind of event—it’s a versatile tool that can enhance everything from corporate gatherings to public activations.
Company Events: Encouraging Team Connection
Incorporating playful activities into corporate events has proven to boost team morale, improve collaboration, and reduce workplace stress. For example, interactive challenges, light-hearted competitions, and mindfulness corners can transform a rigid conference into a space where colleagues connect on a personal level.
Community Events: Bringing People Together
Events like Club Curling demonstrate the magic of play in community settings. By combining nostalgic elements with innovative designs, this neon-lit curling experience attracted families, friends, colleagues and individuals to engage in shared fun. It turned King’s Cross into a hub of laughter, connection, and joy, over the festive season and well into 2025.
Brand Activations: Immersive Play
For brand activations, play isn’t just about fun—it’s about storytelling. The launch of the newly established House of Campari, beside Oxford Circus, for example, harnessed playful elements like interactive tastings and art installations to immerse attendees in the brand’s rich heritage, creating a multi-sensory experience that was both engaging and memorable.
Why Play Resonates with Audiences
Playful experiences resonate because they’re universal. They remind us of simpler times, bring us closer to others, and allow us to momentarily escape life’s stresses. When brands incorporate these elements into their events, they don’t just sell products—they create moments that audiences carry with them long after the event ends.
Incorporating an element of play into your next event isn’t just a trend—it’s a necessity in today’s marketing landscape. Whether you’re hosting a corporate gathering, launching a new product, or planning a community event, play offers a unique opportunity to connect with your audience in meaningful ways.
As Kit and Caboodle’s creative lead puts it, “Play taps into something universal. It’s about creating joy, sparking conversations, and building connections that last.”
Ready to bring more play into your events? Let Kit and Caboodle help you craft experiences that are as fun as they are unforgettable.
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