To best educate game developers about their one-stop-shop suite of tools, Amazon needed to give a lot of demos. In a situation like that, it can be easy for a booth design to turn into a sea of demo stations, which is both uninviting and overwhelming to attendees. To combat this, we turned the Amazon booth into a game of its own. Upon their arrival, attendees checked-in at an iPad, where they input their specific interests and were given a customized schedule. As they traveled from demo to demo, attendees checked in/out by scanning their badge at each station. The more demos they completed, the more points they earned, which could be redeemed for Amazon swag and products like the new Echo. Not only did this game give attendees a more curated and personalized experience in the space, but it also allowed Amazon to capture key metrics down to the individual attendee. On average, attendees stayed in the booth for 50 minutes.