Each year, the Global Gaming Expo (G2E) serves as a battleground of creativity, where gaming-industry companies put their best foot forward in trying to leave a lasting impression. The event is not just about technology or products; it’s about who can stand out the most with innovative booth designs and interactive elements. In a sea of bright lights, bustling crowds, and big-budget displays, companies both large and small leverage creativity to set themselves apart from the competition. With hundreds of different vendors fighting for attention, they all have the same goal: be memorable.
Marketers spent months conceptualizing, each aiming to provide an experience that sticks in attendees’ minds. Companies like AGS, IGT, Bluberi, Light & Wonder, Interblock, Play’N Go, and others brought their A-games.
Play’n GO: Racing into the U.S. market
Play ‘n Go’s Racing Setup at G2E 2024 (click to enlarge)
“For us, it’s about putting the brand on the map,” says Andrew Pink, Head of Brand and Communications at Play’n GO. Their presence at G2E showcases a shift into the U.S. market, which is new territory for the company. “In the U.S., we wanted something big, bold, and striking.”
An interactive highlight of their Scandinavian-designed booth was their racing simulators, connected to their sponsorship of the Haas Formula One team. “We thought, why not bring that to the stand? It’s been incredibly busy since the show opened,” Pink adds.
Attendees competed for prizes such as real F1 helmets valued at $5,000. While the simulators attracted attention, the booth also allowed visitors to explore Play’n GO’s entire catalog on phones or tablets, creating an intimate experience. “We don’t need big machines to show off our catalog, but that doesn’t mean we don’t want to make a statement.”
A key character at the booth was Garga, star of the Grid slot games. “He’s iconic in Scandinavia—people have tattoos of him!” Pink shares. The limited-edition plush toys were so coveted that he noted, “I’ve literally seen people looking over their shoulders and running off with them,” Pink laughs. “We don’t make them very often, so they’re highly coveted.”
AGS is cookin’
Across the aisle, AGS was serving up a different experience with their booth transformed into a Nashville-style cookout.
Julia Hemberger, CMO from AGS, explained the concept behind this year’s theme, AGS is Cookin’. “It’s always been in line with our culture to do a different theme and let our creativity run wild, and we like the theme to have some key messaging points that tie to what we’re doing.”
AGS is Cookin’ (click to enlarge)
Julia elaborated, “We’re cooking — cooking up new ideas, new content … And the puns are never-ending: ‘We have the recipe for great games’ and ‘we have the secret sauce.’ It’s a great theme that applies to all three parts of our business and it can make the pig a real focal point.”
Then they let their marketing team “cook,” setting the stage for the perfect faux Nashville BBQ complete with a rickshaw, string lights, pork sliders served in a restaurant scene, a sauce wall with AGS-branded sauces customers could win with scratch-off tickets. “They just know when they come here, it’s going to be a good time,” Julia added.
To boost employee morale, AGS introduced a friendly competition known as GQE. “We award gift cards to employees who have the best on-theme touches. People are working really hard; if you can keep up the morale and energy level in the booth, I think it translates to the customer,” Julia explained.
IGT and high-limit luxuries
IGT’s High Limit Room (click to enlarge)
IGT’s replica high-limit room was a standout, blending luxury and artistry in a space that felt like a cross between a high-end casino lounge and an Anthropologie showroom. The room featured cool-toned colors, velvet seating, and stunning Asian-inspired art, offering a calm retreat amid the buzz of the expo floor.
This year, the design included an original painting commissioned from IGT’s executive assistant, Annie Kim.
“We wanted to incorporate the talents and passions of the broader IGT team, like the original painting by Annie Kim,” Karin Bernkopf, VP of Marketing and Global Creative, Gaming at IGT said. “This isn’t just about showcasing products; it’s about reflecting our company culture and our values. When you partner with IGT, you’re partnering with our people and adding that personal touch is important.”
Evie Bark, Global Creative Manager for Gaming at IGT, designed the High Limit Room’s unique atmosphere. “We wanted customers to experience IGT products like they would on the floor of their own high-limit rooms. How nicely the cabinets and themes complement the experience our customers are working to curate for their players,” Bark said.
“Looking for trends, visiting locations … all year long, we’re doing this,” Bernkopf added. “Our customers are our best inspiration, but it doesn’t matter where we are. We’ll be eating at a restaurant and notice a thoughtful detail. We send pictures to the team. We’re like, ‘Look at this. Did you see this texture? We could incorporate that.’”
Bluberi: A vibrant playground
Walking into Bluberi’s booth felt like stepping into a vibrant energetic playground. The booth was a reflection of the company’s ethos — fun, inclusive, and inviting — while still maintaining a professional edge.
Susan Lovett, Bluberi’s Director of Marketing, explained the intentional blend of elements that shaped their booth this year. “We’ve grown so much over the last couple of years, so we wanted to elevate the experience without losing who we are.”
Bluberi’s booth featured vibrant colors, rebranded messaging, and a “duck-hunt” game for their upcoming release, Atomic Duck. Attendees could scan QR codes and search for hidden ducks throughout the booth, a playful nod to both the game and the brand’s personality. “We learn from the bigger companies, but we aim to offer something unique, community-focused, and fun,” Lovett added.
To add to the local flair, Bluberi partnered with Mojave Brewing to offer a custom beer, the Honey Bomber Blonde Ale, alongside a non-alcoholic option, Blueberry Fizz.
Light and Wonder dance off
Light & Wonder’s G2E 2024 Booth (click to enlarge)
Light & Wonder took a different approach to promoting their newest game, Huff’N Puff, by staging a flash-mob dance battle inside their booth.
Lailani Albano, Senior Marketing Manager at Light & Wonder, described the vision behind the flash mob. “We had this whole area blocked off and each pig had their own little moment. So they introduced the straw house, the wood house, and the brick and they all had their own song. The wolf came in and blew everything down, leading into this dance battle. So it’s a wolf against pigs.”
The flash mob also included Light and Wonder employees in the mix and their moves didn’t disappoint. “At the end of it, we actually had a creator on the marketing team enter the dance battle. Then our very own Chet Thunderstorm from Huff News Network came in and ruled that the wolf won the dance off. It really got the crowd hyped up.”
Interblock: A premium experience
Interblock Gaming created an exclusive high-end experience for their customers at G2E this year, opting for an appointment-only approach that ensured dedicated uninterrupted time for each attendee. Visitors with confirmed appointments were welcomed past velvet ropes at the single point of entry and into a luxurious environment that can only be described as “premium.” Rich,bold reds and deep blacks enveloped the space, transforming it into a sophisticated bluesy lounge.
This carefully curated experience allowed Interblock to provide customers with individualized attention, showcasing their premium products in a way that reflected their top-tier status. Cathryn Winnik, Trade Show & Events Manager for Interblock, emphasized the value of this strategy. “That’s to help spend more time with decision-makers.
“We make it comfortable. I mean, there’s a full staff bar, a curated walkthrough … Our sales team has crushed it,” said Cathryn.
With rehearsed tours and product experts at each location, customers were guided through the booth with ease, never left to navigate alone. Alexis DeVincentis, Senior Manager of Communications for Interblock, added, “Any questions they have, we have product experts at each location to provide more information. The developers are actually here.”
Novomatic: A street-art journey
Novomatic at G2E 2024 (click to enlarge)
Novomatic’s booth at G2E captured attention with its immersive street-art experience. “We created it almost like you’re navigating different streets, because we work in so many different global markets for our customers,” said Kathleen McLaughlin, Vice President of Marketing & Corporate Sales, North America for Novomatic.
“I basically researched every single style of street art in every single area that we do business. Then we took some of the premier street art from those states and countries and cities and created all of our merchandising with those street-art elements,” Kathleen explained.
The vibrant design has drawn interest from markets like Chicago, Georgia, and Puerto Rico, with McLaughlin noting, “When you watch people look at our stuff, they start smiling when they recognize things in the art.”
Interactive elements like a claw machine filled with plush piggies, a photobooth with custom spray-painted cans, and a knockout punching-bag game added to the booth’s appeal. “This is the most crowded we’ve ever been on the last day,” Kathleen remarked. “People are just hanging out, because it’s really comfortable.”
NRT Technology: Minimalism meets comfort
Monique De Luca, Marketing Manager at NRT Technology, used her background from Lululemon to create NRT’s booth. “I designed the booth and my whole vision was, I wanted it to be like an elevated hotel lobby — chic, simple, and classy.”
The space featured a soothing palette of white and teal, with gold accents and wood finishes that stood out against the more intense booths around them. “We’re a technology brand, but that doesn’t mean we have to stick to the typical black and red. We wanted to add a whole other personality to our brand,” she explained.
Walled off from the surrounding noise, the booth created a calming atmosphere, complemented by snake plants to add a touch of greenery. The design was not only visually appealing, but practical. Over the course of the event, NRT had 120 scheduled meetings and many more visitors stopped by to pick up wristbands for NRT’s exclusive afterparty. “People had to come to our booth to get one, which brought more people in. It’s a good investment—people are coming, they’re meeting with us,” De Luca noted.
In an event like G2E, where hundreds of brands compete for attention, it’s the carefully crafted experiences like these that stand out. Each company has different motivations, but the goal remains the same: to be memorable. Whether through calm immersive spaces or playful interactive elements, these booths reflect the evolving role of booth design in marketing. It’s no longer just about being the loudest or most colorful. It’s about creating a space where people want to linger, engage, and ultimately connect with the brand on a deeper level.
