ICE Totally Gaming brings together the international online and offline gaming sectors in a unique B2B environment, operating as a key gathering point in the calendar for all the major gaming players, including operators, regulators and more.

This year the event, which returned to Excel and took place from 6-8 February, provided a truly global representation of the industry, with 589 exhibitors from 65 countries attending.

In our position as an integrated events partner, Identity attended all three days of ICE this year and worked with two of our clients on the design and build of their exhibition stands at the show: Sportradar and Ozan.


Sportradar is a global leader in understanding and leveraging the power of sports data and digital content for its clients around the world. Since its founding in 2001, Betradar, which is a sub-brand of the parent company, has developed into a key player in the industry, providing tailor-made products and services to externalise labour-intensive tasks, increase the in-play betting offering, enrich sportsbooks with bet-stimulating content solutions, enhance the engagement through live streaming and speed-up bet cycles with virtual sports betting solutions.

The Sportradar stand was fully designed, built and installed by Identity, measuring an impressive 324 square metres over two decks. The stand featured an eye-catching 20 square metre LED wall, along with 37 displays and product demonstration screens. Four private meeting rooms were in use across the three days as well as meeting areas and two bars for visitors to enjoy and network at.

The stand also included a touchscreen quiz World Cup game that was designed and developed from the ground up by Identity. Delegates had to answer a series of questions correctly in the fastest time possible to win a prize.

Even if we say so ourselves, the Sportradar stand was one of the best-looking at the entire show and was incredibly busy throughout all three days of ICE Totally Gaming.


Ozan is a secure global payment system that lets you send and receive money instantly. You can use it to pay at your favourite online sites, send money to friends and family, and convert currency when you travel abroad.

Our approach to the Ozan design was to achieve an experience through simplicity. A new player to the iGaming industry, the key was to make it a clean and minimalistic design that would be memorable, while supporting the important brand message of strong, secure and simple.

The stand space covered a total of 132 square metres and took three days to build. It also featured two very large screens which played Ozan videos on loop, which was accompanied by high quality furniture for meetings throughout the days, the stand was open and inviting to ICE visitors, which was the main design focus.

The inviting structure meant that Ozan was very busy throughout ICE, with many meetings taking place upon the stand across the three days.

Every year at ICE there is so much to see and do – here are some other highlights from this year’s event:


The devil is in the detail as they say and Playtech’s stand at ICE 2018 was a fantastic example of this with their double sided suspended LED screens for passers-by and stand visitors to experience.


EGT’s waterfall was a brilliant use of cutting edge event technology, wowing us and everyone who walked by.


Alfastreet’s stand featured these eye-catching golden hanging banners which were an original and impressive approach to overhead branding.


Digitain’s stand was fresh and clean and offered the perfect mix of fashion and functionality at ICE this year.


Ecommpay’s bold looking exhibition stand was a great example of achieving high impact results with even the simplest of materials.


Intralot have featured their iconic petals on many of their previous exhibitions, but this is a fantastic example of turning an iconic stand design into a recognisable brand image.

ICE was not only a significant date in our calendar, but it’s also one of the best showcases for exhibition stands across the world. The approach to this show changes the game for exhibiting, with many of the stands occupied by pre-scheduled back to back meetings, thus assuring maximum impact and business development opportunities for those investing in the event. This is a real demonstration of the future of exhibiting. ICE Totally Gaming was a big success and we look forward to having an even bigger presence in 2019.

If you are interested in how Identity can assist you at your next live event, please contact us by calling 01323 469111 or emailing us at today.