How Do You Stand Out at ICE London?


For the uninitiated, ICE Totally Gaming is a B2B gaming and online gambling event held in Excel, London. Frankly, booths at ICE are often better known for their scantily clad ‘booth babes’ and on-stand bars than for eye-catching AV and conversion focused content. Our client, SBTech (a world-leading online book maker and best in-class iGaming platform solutions provider), recently raised the bar (not that type of bar) for booth production at the show.

They were launching a new product and wanted to make a huge splash. And they did; their stand was the talk of ICE, featuring over 550 LED screens, strategic demonstrations and a launch endorsed by none other than the famous British boxer, Tyson Fury.Want to get noticed for the right reasons? SBTech cleverly blended thoughtful content, engaging demonstrations, a PR focus and flamboyantly eye-catching visuals to truly make the most out of their show investment. Ready to up your exhibit game? Let’s chat.