The Biggest Mistake in Conference Education—and How Play Changes Everything

"I just put $20,000 down on a venue for an event that might completely bomb," Justin Moore confessed during our recent interview. After seven years of attending nearly many major conferences, he's making a bet that could transform how professionals learn.

The Biggest Mistake People Make When Running Conferences

According to the National Training Laboratories Institute, traditional lectures yield only a 5% retention rate. Yet most conferences continue relying on PowerPoint presentations and panels, ignoring decades of research about how adults actually learn. "I've been to all of them," Moore says, "and they make the same mistake—treating learning like a spectator sport."

What 7 Years in Creator Conferences Taught Me

Moore's frustration grew as he built his sponsorship coaching business. "At these major conferences, you'd get maybe one, two, max three talks about sponsorships," he explains. "And they weren't even relevant to creators. It was all industry-focused panels about 'how to collaborate best with creators' rather than actual strategies we could use."

The Truth About Professional Learning

The data is clear:

- 5% retention from lectures

- 50% retention from discussion groups

- 75% from practice by doing

- 90% from teaching others/immediate use

(Source: National Training Laboratories Institute)

This research validates what Moore observed firsthand: "When I ask people what they remember from conferences, it's always the hallway conversations, the dinners, the coffees between sessions. That's where the real learning happens."

How One Coach Is Revolutionizing Conference Education

Enter “Sponsored Games”, Moore's bold experiment in experiential learning. Instead of PowerPoints, attendees are divided into teams of eight, competing through real-world sponsorship scenarios. "We're turning each step of the sponsorship process into a game," Moore explains. "People don't just learn about pitching—they pitch. They don't just hear about negotiation—they negotiate."

The Most Underrated Tool in Professional Education: Play

While 71% of attendees say networking is a major reason they attend in-person events (Event MB), Moore's format makes connection integral to learning. Teams work together through challenges, building relationships naturally rather than through forced networking sessions.

Why I Decided to Bet Everything on Games

"I'm probably excluding some people who would otherwise attend," Moore acknowledges. "But I've done over 550 sponsorships personally and thousands through my agency. I can count on one hand the partnerships that truly went south. The problem isn't the brands or the deals—it's how we're teaching these skills."

The Future of Professional Events

Moore's vision extends beyond just gamification. Understanding his audience of creators—many juggling full-time jobs with content creation—he's built in time for content creation, family activities, and premium experiences. "Even the food at events usually sucks," he notes. "We're changing all of that."

Stop Doing PowerPoints If You Want Real Transformation

Early signs suggest Moore's bet might pay off. His first round of ticket sales went primarily to alumni of his online course—people who already had access to his content but want the hands-on experience. They're voting with their wallets for a new kind of professional education.

The revolution in conference education won't be PowerPointed. It will be played.

Justin Moore is author of Sponsor Magnet, available now wherever you buy books.