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Scientific Games

Bringing an exclusive VIP experience to show floor.


Scientific Games is a global leader in the gaming and lottery industry and one of the largest exhibits (140’ x 136’) at the Global Gaming Expo (G2E). Scientific Games wanted something disruptive that would enhance the quality of their leads.


We helped break the mold by closing off nearly 90% of their exhibit to VIPs only, a risk that had never been attempted in the industry. Privacy was achieved by a perimeter of sheer black drapery layered with silver beading and enhanced by lighting, creating a dramatic blue exterior. Entry into the experience was via the “red carpet”, a reception area where attendees had to visit to see if they were “on the list”. Once inside, VIPs could experience a sophisticated and lavishly appointed casino featuring the latest table games, slot machines, electronic table games, race & sportsbook, lottery kiosks, and systems displays. At the center of it all was a square hospitality bar, featuring over 60 linear feet of custom video on a digital bar surface.


The result was a selective, private experience. Customers loved being treated like a VIP, with access to an experience not afforded to everyone at G2E. Executives and sales professionals appreciated being able to showcase SG innovation and meet with customers and key partners without being interrupted by people who were just wandering the show and had no influence on purchasing decisions. Not only were the engagements more qualified, but attendee linger time increased three fold, averaging around 30 minutes within the exhibit.

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