Playtech Global Brand Experiences
Where Content is King
Playtech ICE / London G2E / Las Vegas
Powering winning partnerships
Regarded as the Europe’s ‘must attend’ conference for the gaming sector, ICE 2020 attracted more than 35,000 people from 150 countries over the three-day event. Global Gaming Expo (G2E), the US equivalent, invited industry employees from around the globe to Sands Las Vegas and with over 25,000 attendees is regarded as one of the top 25 fastest growing US trade shows. Playtech, the world’s leading gambling technology company is a key component to these events and all eyes were on them as they showcased their latest product range.
Playtech Powering Winning Partnerships
Playtech look for a successful presence at all their global events, from presenting through scale at G2E or through reinvention at ICE. Ahead of an industry which still relies heavily on hardware promotion, Playtech are focused on customer experience and encouraging their delegates to linger and explore. They required their environments to offer user experience for their products and balance this with their passion as a company to embrace responsible gaming in everything they do.
Playtech desired return on objective was to draw key partners into engaging business conversations. Their experts and their team are REAL people that investors and operators need to meet and engage with and 2Heads brief was to create through collaboration an experience that amplified key products and created a platform to work, talk and plan.
The 2Heads solution was best show-cased at ICE with an experience that really delivered a Playtech buzz. From the ‘take-over’ at the main entrance where attending guests were greeted by an immersive badge registration zone to the 700sqm central environment itself, the Playtech experience this year felt truly alive. By positioning hospitality in the heart of the space, we ensured that all roads into the environment led to the action; direct to Playtech experts and the beating heart of energetic digital content created by Playtech and 2Heads that showcased across key LED sites.
As opposed to a divided experience, we wanted a one level 360 degree activation that channelled users to the right engagement zones. The ‘Content Channel’ zones offered guests the opportunity to engage with the Playtech team and learn about their latest products including their Casino, Sports, Live, Retail, Poker and Bingo solutions. A key aspect revealed was the ‘Casino Canyon.’ Featuring a suite of experiential aspects, the Casino Canyon was designed to excite attendees through immersive audio and motion graphic gaming content. It also allowed for powerful amplification of Playtech premier product Kingdoms Rise which, in response to the game’s success, was celebrated with the release of their most recent suite Captain’s Treasure. A party in support was needed, and we greatly enjoyed arranging the special launch event with DJ, accompanying steel drums and themed props.
James Simpkins, Executive Director at 2Heads, said: “We’ve been collaborating with Playtech for a number of years by helping them reach new audiences and start new conversations. This year, Playtech had an ambitious target of engaging 20,000 people in meaningful conversations so we created themed areas that really amped up the crowds. Simplicity and sustainability of brand message was key and the targeted expert zones really worked this year, making Playtech’s presence at ICE 2020 arguably their most successful.” Such was the positive buzz, James Frendo, Casino Director at Playtech used the ICE platform to take the stage for an external and internal celebration of Playtech's success as an industry leader.
Moving into the new decade, 2Heads are always looking to review their latest experience for emerging trends. One important insight we’ve taken from our work with Playtech is the importance of clear and concise content. Over the years, we have seen the industry becoming a melting pot of all things gaming and it is hard to understand the specifics of what each company is offering. Only a few like Playtech have a full-service offering so it is becoming increasingly important that digital content clearly delineates those different services in a way that is instantly understandable.
We saw success in this at Playtech where the ‘expert’ core encircled by ‘avenues’ of different services allowed all visitors to navigate (and more importantly understand) what the brand is offering. Providing clarity to brand narrative and making it easy and clear to navigate should be central to all agency’s interpretation if they wish to help their client cut through the noise. Content is king and getting it right means clear concise messaging to key stakeholders. It has been a pleasure to work with Playtech as they embrace the future with clever content that puts people, not just product, at the centre of their message.
2Heads has been a key partner for Playtech for some years now, for ICE and across all our major events. ICE is a major event in the gambling industry calendar, so our customers expect a lot from us at the show – which means we expect a lot from 2Heads! A B2B experience partner we can rely on to be creative, flexible and supportive is essential – and 2Heads never fails to deliver. The team is always up for a challenge and ready to adapt to change – something which is vital in a fast-moving industry. Our partnership means we can create an experience that’s truly memorable for our customers and highlights the value and achievements of our business.