SBTech at ICE 2019

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For the uninitiated, ICE Totally Gaming is a B2B gaming and online gambling event held in Excel, London. Sports betting solutions provider, SBTech a world-leading online book maker and best in-class iGaming platform solutions provider, wanted an impactful and immersive experience for their presence at ICE Totally Gaming in London.

Enigma took this brief with both hands and designed and built a stand that featured a 30m wide by 3m high screen for the 2017 edition of the show. Since then we have evolved the stand design to fit an ever increasing floorspace.

The massive screen broadcast an exciting and dramatic video to showcase key information about the company and its offering. Using a combination of stimulating images, driving music, succinct facts and figures, clear captions and effective voice-over the video left a lasting impression on all who viewed it. We also designed and produced the stand brand, product and testimonial videos in 2017, delivering a full service solution from start to finish.


In 2019 SBTech launched a new product and wanted to make a huge splash. And they did; their stand was the talk of ICE, featuring an event bigger screen with over 550 LED screens, strategic demonstrations and a launch endorsed by none other than the famous British boxer, Tyson Fury.

Our client loved the show-stopping effect we achieved – especially as lots of press coverage about the show was filmed opposite their stand so the huge screen and its video was displayed to full advantage.

SBTech | ICE 2017 | Stand Experience | Impactful | Enigma

The Bigger Picture

The stand included over 90sqm of video content synchronised across 7 different screens.

All In

From the structure to the graphics and video content, we created it all from the ground up to generate a holistic brand experience.

Sb Tech Sports betting


The stand included 3 distinct zones to showcase SBTech's key services: Sports Betting, iGaming and Omni-channel.

A Winning Combination