G2E 2025 carried a different kind of energy. The show floor reflected a shift in how gaming brands are approaching visibility, with design choices and messaging that felt grounded in strategy rather than spectacle. Every element, from architecture to tone, pointed to a longer view. What unfolded wasn’t a week of marketing stunts, but a preview of how the industry is preparing for 2026.
IGT
IGT went for what can only be described as a corporate palette cleanse. The design was calm and neutral, a reset year as they navigate the merger with Everi. Even the two shades of blue on the walls felt symbolic: two companies learning how to share a closet. The whole booth suggested they’re getting their house in order before the remodel. It was disciplined and strategic, the design equivalent of a deep breath before a major reveal.
Eclipse
Eclipse is setting up for a calculated 2026. This year was about momentum, with a new CPO, a new direction, and a lineup of games in development for next year. Their cabinet that smelled like banana was oddly memorable. After walking through dozens of booths, small details like that are what stay with you.
NRT
NRT’s booth looked like a mindfulness studio for executives who hydrate with Celsius. Clean lines, calm lighting, quiet confidence. The real standout was their limited-edition Vision Monster “NOT-a-Labubu” keychain. For anyone unfamiliar, Labubus (which this was absolutely not copying, but if you know what a Labubu looks like, you know what a Vision Monster looks like) are the new Beanie Babies. NRT brought only 88 of them, which made the giveaway an instant obsession. It was exclusive, limited, and became one of the most talked-about collectibles of the week. A quiet masterclass in how subtle brand moves can carry lasting impact.
Pavilion Payments
Pavilion Payments leaned into generosity in a way that worked. They donated $100 for every selfie posted from their booth tagging Global Gaming Women. Nothing about it felt performative. Pavilion made participation feel meaningful. Every post built visibility that turned into real value. That is how you build brand equity in a room full of slot machines.
The Takeaway
The details that stood out this year will likely shape how brands approach the year ahead. The focus is moving toward clarity, credibility, and consistency, where design and storytelling work together to communicate identity. G2E 2025 suggested that the most effective strategies aren’t about making noise, but about knowing exactly what to say and saying it well.
