As the iGaming industry calendar grows more crowded each year, exhibitors face a new kind of challenge, not just standing out visually but showing up purposefully. Few companies have refined that balance as naturally as Greentube, whose 2025 event presence at SBC Lisbon and G2E Las Vegas reflected a thoughtful, confident, creative, and distinctly human approach to brand storytelling.
According to Ida Malagic, Head of Corporate Marketing and PR, the goal is no longer to compete for the biggest booth on the floor, but to create spaces that make sense – strategically, visually, and emotionally.
“Every event has its own audience and purpose,” Malagic explains. “It’s not about how much space you have, but how you use it – to tell your story, connect with people, and make them feel something.”
Lisbon: Creativity with Purpose
Returning to Lisbon for the second year, Greentube approached SBC with a clear creative direction: to present its new titles in a way that’s interactive, welcoming, and true to the company’s personality. The booth was designed around Lucky Luchadoras, a colourful new release that launched just days after the show. Its spirit was brought to life through a playful punching machine – a fun and instantly recognisable link to the game itself.
“The activation worked exactly how we hoped,” says Malagic. “It gave people something to smile about, but it also led them straight to the game. That balance between fun and focus is something we always aim for. Every activation has to highlight the product, not distract from it.”
Around the booth, visitors discovered other fresh and upcoming releases – from Creepy Candy and Starlight Jackpots Captain’s Catch to new titles in the Diamond Link series. The booth’s clean layout and open design encouraged visitors to stay longer, explore the games, and have real conversations. “We wanted a setup that felt approachable and engaging,” Malagic adds. “When people are comfortable, they connect more naturally – and that’s when the best business happens.”
That mindset also extends to how Greentube approaches its trade show strategy overall. “In the past, many companies – and the industry as a whole – took an ‘everywhere, everyone’ approach,” Malagic reflects. “But with so many events happening around the world, that’s no longer the most effective or sustainable way to work. Certain markets gather at specific shows, so it makes sense to be selective and focused. The goal is quality over quantity – showing up in the right place, with the right team, and a clear message.”
Las Vegas: Taking the Brand Beyond the Booth
From Lisbon’s European energy to the spectacle of G2E Las Vegas, Greentube’s approach adapted seamlessly to a very different stage. The company exhibited once again as part of the Novomatic booth, bringing its online portfolio to one of North America’s most prestigious gaming events.
“Vegas has its own rhythm,” says Malagic. “It’s louder, faster, and it has a completely different energy compared to Europe. For us, G2E is all about strengthening our relationships and understanding the local market firsthand. There’s real value in those in-person conversations — especially as our U.S. presence continues to grow.”
The centrepiece in Vegas was Creepy Candy, a Halloween-inspired game that set the tone for a playful yet polished booth experience. Its activation — a custom claw machine filled with themed tricks and treats — captured the season’s spirit and invited visitors to engage with the brand in a fun, informal way.
But Greentube’s biggest statement wasn’t inside the expo hall – it was on the streets of Las Vegas. For the first time ever, the company launched outdoor digital billboard campaign, lighting up the Strip for an entire week during G2E. Towering above the boulevard in a prime location opposite the Venetian and Wynn, Greentube’s visuals reached millions of viewers and cemented the brand’s presence in the heart of global entertainment.
“For me, that campaign was a milestone,” Malagic reflects. “Seeing our brand light up the Strip was surreal. It symbolised how far we’ve come – from being seen as a European online gaming brand to standing confidently on the global stage. It was a proud moment for the team, and a real statement of intent.”
Looking Ahead to ICE Barcelona 2026
As Greentube wraps up an eventful year, attention now turns to ICE Barcelona 2026, the industry’s most anticipated annual gathering. “ICE is special – it’s the show you just have to be at,” Malagic says. “It sets the tone for the year ahead. Everyone comes with their best ideas, their latest innovations, and their biggest statements.”
For Greentube, ICE is also the platform where the brand can express its full identity within the iGaming ecosystem. “It’s the moment we can really show what we’ve been working on – the creative direction, the new titles our studios have been developing throughout the year, and the energy behind the brand,” she explains. “In a way, it’s the culmination of everything we’ve built up to this point.”
This year’s booth has been teased in stages – first at iGB London and then at SBC Lisbon – with the Barcelona edition set to reveal the complete vision. “We’ve been building it piece by piece,” Malagic smiles. “Visitors who saw the earlier versions will recognise elements, but ICE will bring everything together. It will be our biggest and most complete expression yet.”
And, true to Greentube’s signature style, the team plans to balance business with a touch of play. “We always like to include something that makes people stop, smile, and engage,” Malagic says. “That’s what keeps the atmosphere alive. Because no matter how much technology evolves, this industry is still about people – their ideas, their stories, their passion for gaming.”
A Human Touch in a High-Tech World
Reflecting on the journey from Lisbon to Vegas and onward to Barcelona, Malagic sums up Greentube’s approach simply: “Trade shows aren’t just about visibility; they’re about connection. You can have the most stunning booth on the floor, but what people remember is how they felt when they were there – the conversations, the laughter, the spark of inspiration.”
It’s that mix of strategy, creativity, and human touch that continues to define Greentube’s global presence. In an industry where bright lights and big screens often compete for attention, Malagic’s team proves that the most memorable brands are the ones that stay authentic – with purpose, personality, and just the right dose of fun.
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As the iGaming industry calendar grows more crowded each year, exhibitors face a new kind of challenge, not just standing out visually but showing up purposefully. Few companies have refined that balance as naturally as Greentube, whose 2025 event presence at SBC Lisbon and G2E Las Vegas reflected a thoughtful, confident, creative, and distinctly human…
The post Lisbon to Las Vegas appeared first on G3 Newswire.