Sportradar – ICE London 2018

Sportradar – ICE London 2018

Award: Best Stand at a Gaming Event – BRONZE

Agency: Identity

Client: Betradar

Event Name: ICE London 2018

Agency Website:






The Brief:  

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, a sub-brand of the parent company, has developed into a key player in the sport betting industry. Identity was tasked to deliver a large double deck exhibition stand for Betradar to attract and develop new business at ICE London, a premier exhibition and conference within the B2B Gaming industry, in February 2018.


The Solution:

Measuring an impressive 324 sqm over two decks, the Betradar stand was fully designed, built and installed by Identity. The installation featured an eye-catching 20 sqm 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.

Identity worked closely with Sportradar for over 10 months to showcase the Betradar brand at ICE London 2018, a process which included full planning and conceptualisation, content and asset creation, pre-show marketing and other deliverables. The event provides major business opportunities for Sportradar and a primary objective for the stand was to ensure that it was engineered to maximise the potential for lead capture throughout all 3 days of ICE. This was achieved through careful understanding of Betradar’s goals and target markets, resulting in an installation created with an intelligent visitor qualification flow and journey path to attract, engage and convert the right people, maximising dwell time and delegate satisfaction.


The Activation:

With hospitality at the heart of the organisation ethos, a premium coffee experience welcomes and starts the lead generation process. The Visitor Path then funnels guests through a series of Brand Messaging and Product Demonstration zones, qualifying interest and potential through to the level 2 VIP Hospitality area, semi or fully-private meeting rooms.

Although the primary focus was lead generation and qualification, on-stand interactive gamification was implemented via a bespoke, touchscreen World Cup quiz game, which Identity designed and developed from the ground up. Delegates had to answer a series of questions correctly in the fastest time for the chance of winning a World Cup jersey. Functionality included included a full leaderboard system, animations and sound effects, and the activation was hugely popular with attendees across the three days of ICE.


The Result:

Our installation for Betradar at ICE london 2018 acted as the perfect platform to generate “a large percentage” of their global turnover in just 3 days. Breaking this down into increments displays the necessity of careful planning and design – every minute counts!