Kambi at ICE London

Kambi at ICE London

Award: Best Stand at a Gaming Event – SILVER

Agency: Freeman

Client: Kambi

Event Name: ICE London

Agency Website:  freeman.com




The Brief:  

In 2017, Freeman was approached by KAMBI, a leading sports betting experience company who employ more than 600 staff across offices in Malta (headquarters), Bucharest, London, Manila, Stockholm and Sydney. Kambi were seeking a custom build stand to represent their brand at ICE London, the premiere B2B gaming event that truly brings together the international online and offline gaming sectors.

ICE London is a flagship event for Kambi, and holds significant importance for developing sales leads, entering new markets and presenting the brand in a positive light to enhance brand perception. For Kambi, it was imperative to not only exhibit at the show, but to ensure that a sophisticated, premium and visually impressive stand was created to draw in high-levels of attention, therefore increasing foot -fall, creating a buzz around the stand and providing a platform for meaningful discussions to take place. Kambi aim to be known as the true innovator of the sports and betting community and creating an impactful exhibition stand at ICE was perceived as a key method for establishing the brand as a market leader.


To enhance brand presence

To design a custom exhibition stand that communicated Kambi’s values in a clear and impactful way

To create a customer centric space, to encourage interest, footfall, and conversation

To foster the creation of meaningful sales leads through stand design


The Solution:

Kambi is committed to demonstrating its leadership in the gaming sector. Freeman sought to design a bespoke exhibition stand that would showcase Kambi’s unique service proposition. Our team aimed to create an engaging, modern meeting space, which could impress visitors and double up as a practical meeting environment to accommodate sales meetings.

Freeman were tasked to deliver an engaging, modern space with meeting areas of varying shapes and sizes, informative product showcases, and a dedicated coffee bar area – all areas were viewed as equally important to Kambi.

High Tech

Kambi is a leading provider of premium sports betting and technology services, driven by its vision to create unique and engaging sports betting experiences, together with its customers. Through its data-led Sportsbook core, Kambi not only provides a market-leading UX, but acts as an incubator for operator innovation and differentiation. It was therefore vital to capture Kambi’s service offering, by incorporating their technology services when designing the stand.


The Activation:

Freeman created a stand that was two-thirds larger than the previous year, and it featured a branded, circular installation overhead which ensured Kambi was unmissable in the halls.The all-important coffee bar had a central presence, allowing visitors to sip on a beverage as they explored the brand’s interactive ‘product shop’ display. A wall-to-wall LED screen spoke to the Kambi values, and meeting spaces were located throughout.

Freeman designed the stand around the core brand values of Kambi, sophisticated, premium and cutting edge, and matched this concept with satisfying visitor experience. By merging impactful design, with creating a satisfying experience for stand visitors, Freeman successfully impacted foot fall onto the stand, which increased the volume of meaningful sales conversations had.


The Result:

While actual event KPIs cannot be disclosed due to client confidentiality, Kambi was incredibly pleased with the finished product, and the stand was buzzing with top-tier visitors throughout the three days. The client praised their excellent working relationship with the account management team at Freeman, and therefore committed to working with Freeman on future events and projects. Since producing the stand in 2017, Kambi decided to sign on with Freeman for 2018, and 2019, which demonstrates their continued satisfaction.