Major industry supplier Scientific Games made its debut appearance as one of the most diversified gaming and lottery suppliers in the world at ICE last week, following the recent merger between Scientific Games and Bally Technologies.
For the newly-merged group’s first outing at the world’s biggest B2B gaming exhibition, strategic creative agency 2Heads was contracted to design an environment that would not only reinforce the importance of the group to its diverse customer audiences, but still enable individual customers of the group’s various brands to engage with products and faces that were familiar to them.
2Heads Operations Director Paul Godwin said: “In fact, we were working with five separate brands – Bally, WMS, Shufflemaster, SG Interactive and SG Gaming, all of which collectively belong to the Scientific Games group. The stand space occupied the second largest footprint at the Show, covering an area of 1,440 sq m. For this we created a hub and spoke configuration so that the individual brands had their own specific product zones at the outer edge of the stand, and a large central area incorporated meeting rooms and hospitality areas”.
He added: “The merger between Scientific Games and Bally Technologies wasn’t completed until 21 November, and until that time plans for the stand had to be put on hold. Once we got the green light we had to throw a lot of resource into design and build. Fortunately, our teams are structured in such a way that we can be agile at short notice and deliver for clients without compromising on quality.”
2Heads’ proprietary asset management software, EventPro, was used to schedule-in the 168 meetings held over the three days, and to alert stand personnel when visitors arrived for appointments.