I have a genuine appreciation for the people responsible for designing G2E booths — the creative concepts, the branding, the tiny details somebody undoubtedly defended through several rounds of meetings. I want to know who came up with them, why they made those decisions, and whether anyone had to fight for the fake bodega cat.
This year, I spent time with the marketing teams behind several booths to understand the thinking that went into them. Some were introducing new identities, others were celebrating their history, and a few were finding clever ways to make life easier for their customers.
Nostalgia was also a major theme across the show floor this year. Between Gremlins, Back to the Future, Playboy, and Sir Mix-a-Lot, it’s becoming increasingly clear that Millennials and Gen X have made their way into the decision-making seats. And the marketing departments know exactly whom they’re talking to.
AGS: If you can make it here …
AGS went full New York City this year, turning its booth into a neighborhood block party. And they committed to the bit. A brownstone-style front stoop, a hot dog cart, chess tables where people were genuinely sitting down to play, old-school newspapers, a working payphone, and a corner bodega that doubled as the AGS merch shop. Naturally, the bodega had a cat.
The cat was fake, which feels like a missed opportunity, but I understand there are regulations and people who require a steady supply of antihistamines just to make it through the day (me). Although knowing AGS, I wouldn’t be surprised if a live bodega cat made it onto the mood board at some point.
The whole neighborhood concept was a clever nod to AGS’s different business divisions, each with its own personality, but all part of the same city block.
“Every neighborhood has a different identity, but together, collectively, they’re stronger,” explained Andrew Chang, senior creative marketing manager at AGS.
Even the streets had a job, creating natural nostalgic pathways between the product areas. AGS also brought in a street artist who spent two days hand-painting a mural for the booth. The company plans to display it in its office. Because of course they would think of that. Really refreshing at a time when everyone seems to be experimenting with AI-generated artwork (so many six-fingered hands).
While more manufacturers are opting for enclosed booths with appointment-only access, AGS is still standing on business, sticking with its open-booth approach. Some would argue that says a lot about the brand. AGS has built a reputation for being approachable, energetic, and a little less buttoned-up than the rest of the industry. The New York neighborhood concept played right into that personality. They built an entire city block around the idea that everyone belongs on it.
Bluberi: Your coast or mine?
Bluberi also showed up with an entirely new booth build this year, complete with putt-putt golf out front. Because apparently walking 30,000 steps a day at G2E isn’t enough. We should also be golfing.
Inside, the booth was divided into East Coast and West Coast sections, each with games specific to those markets and incredibly intricate murals. The artwork was very Bluberi, full of personality and little details you could spend a while looking at. The layout also served a practical purpose. Rather than making operators sort through an entire portfolio to figure out what they could buy, Bluberi had already done that work for them.
Landon Jones, senior account executive at Bluberi, showed me the new demo stations, where representatives could pull up multiple games on one screen, including titles that weren’t physically on display. Customers could see more of the portfolio without being marched from cabinet to cabinet.
Which, after several days at G2E, is a very generous thing to do for the human feet.
Bluberi also deserves some credit for its new Sir Mix-a-Lot game family, because somebody in a creative meeting pitched a seven-foot-wide fedora as a slot machine topper and everybody else apparently said yes.
The whole thing is a tribute to “Baby Got Back,” right down to cartoon peaches wearing thongs and a reference to the famous anaconda. It’s ridiculous in the best possible way and the artwork manages to be cheeky without making the casino floor feel like an HR incident.
Ainsworth: The girls next door, literally
Ainsworth debuted a new booth build this year, but leaned into nostalgia with a Playboy Bunny photo opportunity tucked toward the back, a somewhat discreet location for an activation involving Playboy Bunnies.
I wasn’t dressed to stand next to Playboy Bunnies that day. Had I known, I might have made a few different wardrobe decisions. Nothing but respect, though. “The Girls Next Door” on E! was a cornerstone of my early education.
I also play a little game at trade shows where I swap my lanyard every time someone offers me a new one. That competition ended when Ainsworth handed me a Playboy lanyard. I wore it for the rest of G2E, where it paired beautifully with my Emerging Leaders in Gaming 40 Under 40 pin. A distinguished combination of professional achievement and early-2000s pop culture.
And there’s something to be said for that kind of nostalgia marketing. Ainsworth gave people a familiar piece of pop culture to have fun with and I became a walking advertisement for the rest of the show. Voluntarily, I might add.
Incredible Technologies: Chicago dogs and other corporate assets
Incredible Technologies carried forward the booth concept developed for its 40th anniversary in 2025, focusing on the company’s history and Midwestern personality. Kelsey Reish, senior product marketing manager, explained that visitors responded so positively to the anniversary concept that the company brought it back.
The booth featured vintage logos, Golden Tee memorabilia, Street Fighter references, and artifacts from the company’s early days.
There was a lot of history to work with and the team leaned into it. Rather than reinventing the booth for the sake of having something new, Incredible Technologies built on a concept that already resonated with customers.
The sports-bar atmosphere, Chicago-style hot dogs, and happy hours added another layer of personality. It felt appropriate for a company with such strong Chicago roots and a history that extends well beyond casino gaming.
Gaming Arts: A little old Hollywood
Gaming Arts also had some fun with the throwback theme this year. Showtime Hollywood and Showtime Las Vegas embraced the black-and-white glamour of old Hollywood, with bonus features that brought everything into full color.
The company also had “The Jetsons” and The Goonies in its lineup, so there was plenty of familiar entertainment to go around. Between old Hollywood, Saturday-morning cartoons, and the kids from the Goon Docks, Gaming Arts had a few generations covered.
Light & Wonder: Black Friday, but make it spacious
Light & Wonder rolled into G2E with an entirely new booth, retiring the structure it had used for the previous three shows.
I’d affectionately nicknamed their previous setup The Black Friday Booth. All the hottest products, enormous demand, shoulder-to-shoulder crowds, and the occasional feeling that somebody might elbow you over a television.
This year, the team managed to fit even more products into the same footprint, while giving customers considerably more room to explore. Not sure what kind of sorcery was used. Randi Topham, senior vice president of global marketing and communications, explained that the layout went through several iterations, with careful consideration given to how operators would experience the space. “Let’s put ourselves in the shoes of our customers. How would this journey feel to them? Would it make sense? Are we showcasing the right product?”
The new booth also featured massive transparent LED ghost panels that allow visitors to see into the space while displaying digital content. A clever way to incorporate more creative visuals without closing off the booth.
The product lineup also made a pretty convincing case that Millennials are now the target audience. Back to the Future debuted on the new Firebird cabinet, while Gremlins brought Gizmo back into the spotlight. Turns out the kids who grew up watching these movies now have purchasing authority, a development the marketing departments seem very pleased with.
“Gremlins has been a big one, because I think Mll the millennials are so excited about that title,” said Lailani Albano, marketing director at Light & Wonder.
For a company with that much to showcase, the new layout was a smart decision. This year, the team just made it a lot easier for people to enjoy what they came to see. Still Black Friday, with considerably better crowd management.
Konami: The mechanical bull that legal killed
Konami brought some larger-than-life characters to G2E this year, including a giant bull with gold horns promoting Bull Blitz Rampage and an oversized panda representing China Shores. Familiar Bomberman characters also made an appearance, giving each game family its own recognizable presence on the show floor.
During the tour, Tashina Lazcano, senior director of marketing and communications, shared that the original plan for Bull Blitz Rampage involved an actual mechanical bull.
Unfortunately, insurance had other ideas.
Which is a shame, because I would have thoroughly enjoyed watching gaming executives attempt to ride one in business attire. Particularly the ones who would have taken it very seriously. You know who you are.
IGT: Purple Reign
Finally, IGT showed up to G2E with an entirely new look. It was such a significant makeover that I’m devoting next week’s Insight to it.
There’s a method to the madness
Somewhere along the way, somebody had to pitch a New York bodega, get approval for a seven-foot fedora, and convince a room full of executives that a giant panda was a perfectly reasonable business expense. I’d love to have been in those meetings.
A tremendous amount of work goes into making these booths look effortless. The marketing departments are juggling budgets, branding, product launches, and sales teams who need everything to be accessible. And somehow, they’re still finding room to have a little fun with it.
It’s easy to walk past the details without thinking twice about who came up with them. But somebody did and those people deserve credit.
Especially whoever pitched the mechanical bull at Konami. I still believe in your vision. We have a year to sort out the insurance.
