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A safe bet

by Nicola Macdonald

Shéa Bennett, head of brand experience at Identity, talks EN through a truly interactive stand, which debuted earlier this year at ICE Totally Gaming.

Identity is at the forefront of the design and project management of brand implementation. For more than 20 years we have partnered with the world’s top companies to deliver innovative and forward-thinking creative solutions that connect businesses with people and demonstrably move the needle.

As specialists in the design and build of live events, exhibition stands, conferences, experiential and brand activations, we work openly with agencies, partners and in-house marketing teams to provide the support that they need to meet budgets, exceed expectations and maximise return on investment.

Tell us about the feature

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’s event, which took place on 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 and worked with one of our important clients on the design and build of their exhibition stand at the show: Sportradar.

Why was it made?

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.

Tell us about the process of creating it?

The Sportradar stand was fully designed, built and installed by Identity, measuring an impressive 324sqm over two decks. The stand featured an eye-catching 20sqm 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 bespoke touchscreen World Cup digital quiz 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 for the chance to win a prize of a signed World Cup football shirt. The experience was housed on a custom-built totem with sound effects and a full leaderboard system, and was very popular with stand visitors throughout the event.

Why do you consider it special?

The Sportradar stand was one of Identity’s biggest and best projects to date and included a lot of different elements that all had to work perfectly together to create a truly stunning final result. The build delivered on a number of important aspects, providing an attractive, modern environment for delegates to meet with the Sportradar team and learn more about the Betradar products and services. The digital World Cup quiz provided a fun, engaging experience with lead generation that helped boost the overall return on investment.

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

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