Show Name
Global Gaming Expo (G2E)
ICE Gaming
Venue
Venetian Expo Las Vegas
Fira de Barcelona
Location
USA
Spain
DR Gaming Technology
Stand Design
Construction & Installation
Project Management & Logistics
about this project
Repositioning a Brand, One Stand at a Time
DR Gaming Technology had a story to tell and a perception to shift. They are a technology company. Casino management systems, jackpot technology, table games solutions. But the industry had a habit of seeing them as a slot machine supplier, and that framing was too narrow for where the business was going.
G2E Las Vegas was the moment to change that. One of the largest gaming technology events in the world, with an audience of exactly the right people. The stand needed to do serious strategic work: not just show products but reposition a brand in the minds of the people who matter most.
We designed a stand built around openness and technology. LED walls gave DRGT immediate visual authority from across the Venetian Expo floor. Multiple demo kiosks allowed the full product portfolio to be experienced properly, from casino management systems to jackpot technology. A live Blackjack table brought the table games solutions to life in the most direct way possible. A DJ booth added energy and drew a crowd. A server room, private meeting areas and hospitality space meant every kind of conversation could happen in the right environment.
The design was bold where it needed to be bold and purposeful where it needed to work. Flow, lighting, brand colour and scale were all considered together, because at a show like G2E everything is competing for the same attention and only the stands that have genuinely been thought through rise above the noise.
The stand was then adapted and reinstalled at ICE in Barcelona, proving the design as a repeatable platform for DRGT's international programme.
After ICE, the feedback came from the top. The senior leadership team called it the best stand DRGT had ever had.
That is the kind of thing we build towards.
