Digitain
Industry
What We Did
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A stand that balanced two things iGaming events rarely give you at once, open energy for leads, and controlled privacy for high-value meetings.
Challenge
ICE Barcelona is crowded, loud, and fast. Digitain's brief asked for the opposite, privacy, calm, and comfort. They wanted the pull of a big, modern brand presence without losing control of the space.
The stand needed to do three jobs in parallel:
- Host serious partner meetings in a fully enclosed VIP zone, including multiple private rooms and optional second-floor hosting for the Founder & CEO.
- Create a more open Networking zone with bar service, meeting tables, screens, and optional second-floor meeting rooms for purposeful engagement, not exclusivity.
- Show the platform in a Product zone built for demos across four product lines.
The pressure points were physical and operational. A 960m2 stand can become messy fast if access isn't managed, sound isn't controlled, and hospitality operations bleed into guest areas. The brief also called for high-impact LED moments, gates and an immersive LED environment which raised technical integration demands alongside the need for comfort and discretion.
Delivery
We shaped the concept around clear zones with clear intent, so the stand could hold volume on the outside and composure on the inside.
VIP Zone (fully enclosed "back cube")
Designed as a closed, premium environment with controlled entry. The brief defined a two-level structure with lounge-style seating, power access at tables, a bar and kitchen for food service, cloakroom, and three private meetings rooms for up to eight people. The optional second floor was planned as a dedicated hosting level for Digitain's Founder & CEO, including reception, lounge seating, a small bar, balcony, and two connected meeting rooms (6 and 12 seats).
VIP entry as a controlled threshold
LED "gate" walls (approx. 5.5-6m high) were positioned to act as an arrival moment and a functional checkpoint. The concept included a reception desk integrated into the architecture and a turnstile/badge system to manage access without creating a security theatre. Audio was specified as adjustable, so content could land without spilling into neighbouring areas.
Networking Zone built for volume without chaotic scenes
Rebranded from the previous VIP approach, this zone was defined as open and professional: bar service (no food), round-table seating for fast conversations, spacing for movement, and power access under tables. Supporting needs included, storage for gifts/materials and large LED screens for product and brand placement were designed to stay visible but not disruptive.
Product Zone with a single, immersive demo moment
The product experience was anchored by an integrated LED environment, floor, ceiling/top, and inside walls planned for seamless content flow across surfaces. A dedicated demo station sat within that environment to support live product storytelling across Sportsbook, Centrivo, Paydrom, and Virtual Sports.
Brand visibility that didn't fight the architecture
Two large illuminated 3D logos from the front and right side, used maximum allowable heights for sightline performance. Reception desks and meeting-room surfaces were identified as secondary brand carriers to keep the stand readable at both distance and close range.
Impact
By day one, Digitain was already using the stand as an active platform, sharing show-floor highlights and pointing partners to Stand 5K40 as the place to meet.
From our on-site perspective, the most meaningful outcome wasn't a headline number. It was how the space behaved under scrutiny and real event pressure:
- The stand was described as "turning heads and supporting traffic" even during build, and early signal that the architecture and LED moments were doing their job at distance.
- Digitain's own social updates emphasised fast-moving conversion-ready energy, high-quality conversations in motion, "focused," and "future-driven" with partners and new contacts engaging with the space from day one.
- Public comments referenced "productive" and "professional" conversations happening on the stand, exactly what the zoning and controlled VIP approach were designed to protect.
This is the fourth year Equinox Group partnered with Digitain at ICE. Confidence has been built over time, and is an outcome in itself when the scale and expectations increase year on year.
