ICE Gaming takes place once a year at Excel – this is one of the biggest gaming events in the world gathering companies and visitors from both online and offline sectors. The show takes over 18 halls, and is one of the biggest exhibitions at Excel London. Even if you are not familiar with the gaming industry you will know from the news that gaming in all its forms – casino, lottery, bingo, betting, mobile and online – is a growing industry. So no wonder why the show attracted more than 30,000 visitors.
Now try to visualise the show – some of the exhibitors have spaces that cover the length of the hall! Novomatic and Merkur Gaming belonged to this category of giants. With such spaces crossing the aisles, you can’t help making it a destination and therefore experiencing some of the brand. The stands per se are not necessarily creative in their content but their sheer size make them visible to all – what a great position to be in!
Others, though still sizeable spaces, used very creative technologies and shows to engage the visitors. A great example was Micrograming. Their design with the moving ceiling of LED strips gave a fantastic atmosphere to the bar and networking areas – movement, warmth, colour and of course sound. This was arguably the most attractive and atmospheric bar of the show. The reception in contrast offered an oasis of peace with a delicate live green wall. Microgaming’s clever design managed to incorporate another major brand recognisable by all: Playboy. The launch of their partnership had a dedicated area with amazing trapezists swinging inside a giant illuminated heart. The live entertainment drew a huge number of viewers and visitors so that box was ticked! The story of the partnership was also told throughout the stand in more subtle ways – for example using classic Playboy outfits hanging from the ceiling in golden plastic bubbles.
Why was this design so good? Because it was immediately recognisable as Microgaming, what the brand stands for, what the News and the launch were about – that’s a lot to convey successfully in one show but they managed it. The whole design was well executed and the finish was of quality.
In contrast, other stands felt they had to BE IN YOUR FACE to create attention; I, and some of the regulating bodies – didn’t feel it was the right kind of attention… The national press even picked on a few ‘out of place’ examples.
This is all good for the Events industry by the way – it can only encourage agencies such as ours to work harder to be more creative and still attract publicity but good publicity.
Amongst all this noise, we also did our bit! Skyline Whitespace had a record 6 stands at the show this year – an accolade to our dynamic sales team! The stands varied a lot in their briefings and sizes but they all stood out as this video testifies. GiG Box and 106 Communications really maximised the onsite engagement with VR games and their GiGStorm which was fun and competitive. In case you missed it, see here.
The hanging PictureCube box was visible from everywhere in the hall, the stand was clean, modern and slick with an amazing bar display that was so beautiful that you almost didn’t want to drink the beer!
Another, smaller but perfectly formed stand, was Iron Dog. Again, it was a pleasure to work with this young and dynamic brand. The core of the stand used a 9sqm LED screen – which is not unusual at a show like ICE – but the clever use of binary colour scheme throughout the stand with just the right amount gloss finish and synchronised warm lighting made that stand a perfect little gem. We were clearly not the only ones to like that stand as it was always packed with visitors! Best you check the video and see for yourself all our stands.
We want to thank all out customers for their continued trust- it’s been fun! And now onto ICE Gaming 2019 – yes really!