SBTech at ICE 2019

SBTech at ICE 2019


Agency: Enigma Creative Solutions

Client: SBTech

Event Name: ICE 2019

Agency Website:

The Brief

The Big Bang! SBTech wanted to an immersive and unique experience to launch their latest cross-platform jackpot innovation.

Their newly devised “exploding Jackpots” represent the ultimate gamification tool for operators enabling their players to receive an enhanced experience with the chance of randomly unlocking life-changing cash prizes across any sports bet or slot spin.

The Solution

Our response to this was literal in its nature and an explosive experience began to be developed. With High impact as a guiding principal, we were cognisant that a success for SBTech meant more than just a big impression, it meant securing their reputation as technological and thought leaders in the gaming space.

The Activation

Enigma took this brief with both hands and designed and built a stand that featured a 35.5m wide by 3m tall screen canvas that dominated the hall. With no less than 552 LED tiles and 9,000,000 individual pixels we ensured that SBTech we’re able to tell their explosive story with maximum impact.

A large screen alone does not make an experience, it’s the content that matters. Working closely with multiple stakeholders at SBTech we developed 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. To heighten the experience, we paired this AV solution with a theatrical light show, and DMX controlled LED lighting inlaid into the floor, demo stations and bar.

As mentioned, this experience was about more than just a big impact, to that end, we designed a dual-purpose area that demonstrated SBTech’s sports book offering, as well as serving as an auditorium for a series of “TED” style talks from the brightest minds at the company.

Our principle of flexible design continued throughout the stand, with a large bar in the centre of the stand that served as a hospitality platform, as well as demonstrate the latest retail betting solutions.

ICE is about deal-making, so we ensured that SB Tech had space to hold meetings by creating a business centre with 4 board rooms, private demonstration suites, as well as enough space for at least 12 semi private meetings to take place at any given time.

We anticipated that SB tech would be one of the most popular exhibitors at the show, and we planned this in – with wide open spaces and carefully calculated visitor flow patterns modelled, we ensured that that stand could still function at the busiest times of day.

The Results

Aside from an overwhelmingly positive response from our client and packed stand for the duration of the event, we helped SB Tech to achieve a massive 2,250 pieces of press coverage during and after the show. The overwhelming sentiment from all this coverage was that SB Tech are a force to be reckoned with in the sports betting community.