February is undoubtedly a busy month for Identity, due largely to ICE London, the biggest event in the casino, gaming and betting calendars. Occupying the entirety of the North and South Halls of the ExCeL in London, ICE attracts thousands of attendees and hundreds of exhibitors during the three days and promises a stunning variety of exhibition stands, event technology and brand activations all varying wildly in scale and design.

Exhibitors approach ICE with the same goals and outcomes in mind – to forge new partnerships, reignite existing relationships and to ultimately grow their respective businesses. The marketing efforts required to make the most of the event are considerable and while exhibition stands are among the most obvious result of any marketing endeavours, they require a huge amount of planning and thought to ensure they deliver the right results for exhibitors – most notably the best possible return on investment.

Last year’s ICE provided us with the platform to deliver some of our most ambitious work to date and we were keen to keep the momentum going with ICE London 2019. The event saw everyone at Identity raise the bar even higher as we partnered with some of the most exciting names in the gaming and betting industries: Sportradar, NSoft and Digitain.

Sportradar

Since 2001, Betradar (a brand of Sportradar), have grown into a key player within the sports betting industry. Their presence at last year’s show was sizeable but 2019 saw the Betradar stand grow significantly, largely to help accommodate the vast number of pre-arranged meetings. This year’s stand spanned two floors, occupied 675msq of total space and featured 147 chairs, 24 demo stations, 21 meeting tables and 6 private meeting rooms, all of which helped to deliver a record-breaking event.

In truth we didn’t have a lens capable of capturing the whole of the stand in all of its glory!

Sportradar (Betradar) at ICE London 2019
Betradar (Sportradar) at ICE London 2019
Sportradar (Betradar) at ICE London 2019
Betradar (Sportradar) at ICE London 2019

NSoft

Towards the latter stages of 2018, we partnered with NSoft, the Bosnia and Herzegovina-based software providers and recipients of numerous Deloitte Technology Fast awards. 2018 was an exciting year for NSoft as it brought about a brand refresh that was to be introduced at ICE London and realised by the Identity design team.

Over 2000 unique visitors, 20 demo stations and 3 private meeting rooms provided the ideal platform for NSoft to achieve their ambitions for the show and demonstrate their unique product, NSoft Vision, an AI-based recognition solution. The inclusion of NSoft Vision into the stands design drew the crowds and provided a real talking point of ICE London 2019.

NSoft at ICE London 2019
NSoft at ICE London 2019
NSoft at ICE London 2019
NSoft at ICE London 2019

Digitain

Digitain originally exhibited at ICE in 2016 and the company has grown at a rapid pace since. Fast forward to this year’s event and the organisation has unveiled a dramatic new design to complement their traditional business development methods.

Identity worked closely with Digitain’s chosen architects to deliver their vision and what transpired was an incredibly unique approach to exhibition stand design, breaking the norm and creating a buzz among their peers and the industry as whole. The 372msq stand featured 21 meeting tables, over 2km of LED lighting and a dynamically customised backwall. Digitain’s stand proved that style and functionality can blend together perfectly.

Digitain at ICE London 2019
Digitain at ICE London 2019
Digitain at ICE London 2019
Digitain at ICE London 2019

ICE is an extremely important occasion in the annual iGaming calendar. Marketing and business development teams from hundreds of exhibiting organisations spend vast amounts of time planning, developing and finalising their designs for the event so it’s only right we provide our thoughts on the best of the rest.

Zitro
This is a prime example of how the use of traditional materials can catapult a brand into the premium space through visual stand design. We were in awe of their dramatic overhead banner that was so grand in scale and application that it created a completely unique atmosphere at the show. Bravo Zitro!

Zitro at ICE London 2019
Zitro at ICE London 2019

Yggdrasil
Yggdrasil are a company that are known to stand out from the crowd. Last year their dark and somewhat frightening booth was replaced in 2019 with a more jovial circus show theme. Complete with a strongman high striker activation, circus performers and unique hospitality, there was no passing by this stand without a raised eyebrow. It could be described as basic in its structure but fully adorned in creativity, and this was easily among the most eye-catching installations at the show.

Yggdrasil at ICE London 2019
Yggdrasil at ICE London 2019

SBTech
Gaming tech giants SBTech have always had an impressive stand at ICE and this year it grew in both size and ambition, utilising the additional space to implement private meeting rooms and a jaw-dropping use of technology. It was difficult to walk through the halls and not notice SBTech’s presence.

SB Tech at ICE London 2019
SBTech at ICE London 2019

Amazing Gaming
Amazing Gaming altered the mood with a combination of lighting and geometric shapes to help create a completely different and contemporary vibe. This was particularly evident as we’ve been reviewing the after-show photos and Amazing Gaming’s effort always stands out, it’s good to be different.

Amazing Gaming at ICE London 2019
Amazing Gaming at ICE London 2019

If you like what you’ve seen in this blog and would like to discuss ideas for your next event(s), please get in touch via email to letstalk@identitygroup.co.uk or call us on +44 (0) 1323 469111.