When Endorphina turns up to an event, we really do turn up to an event!
Endorphina is thrilled to announce that we have been nominated in a major category in the AffPapa iGaming Awards 2026 for:
- Marketing Campaign of the Year
And what campaign was it? House of Roaches at ICE Barcelona!
AffPapa iGaming Awards’ 5th edition has a very specific theme: “The Test of Time” and celebrates affiliates, operators, and B2B providers who have consistently raised the bar in the industry, highlighting those who continue to show up, innovate, and deliver real value over time.
Why Endorphina’s House of Roaches campaign?
In the first instance, a high-quality product became the foundation of the campaign. Boxing-themed insect-battle Cockroach Fortune’s game mechanics, audio-visual features, and knock-out bonuses engaged players with its wacky theme and amusing characters.
It was then over to the team at the ICE booth: “a house overrun by cockroaches” to literally steal the show!
Most pre-show campaigns in iGaming are mundane, and can speak to the audience in a “we know more than you” manner.
Endorphina did the opposite and turned these industry pros from clock-watchers to cockroachers!
With the objective of gaining organic attention before ICE by stimulating user-generated content (UGC) and peer-to-peer sharing—and linking the brand, the new game, and the booth concept into a cohesive narrative—the Roach Challenge invited participants to create an AI-generated image of themselves as a cockroach, share it on LinkedIn, and tag Endorphina using the hashtag #RoachChallenge.
Two Mr. and Mrs. Roach winners would receive an iPad mini, with the award ceremony taking place at ICE Barcelona itself.
The idea was deliberately strange, self-ironic, and slightly provocative, fully aligned with Endorphina’s brand DNA and its dismissal of “safe” marketing solutions.
Importantly, the campaign did not use paid promotion – all impact was achieved solely through organic reach with a simple and intuitive participation mechanic.
Results within the first 24 hours were impressive with 100+ participants including operators, affiliates, providers, and iGaming media posting LinkedIn feeds filled with user-generated cockroach images.
And wow, this one really did hit the headlines! Endorphina’s idea went beyond social media and appeared in news coverage long before the exhibition started, with industry media independently publishing articles about it entirely on its own merit.
Thus, the Roach Challenge provided not only social reach but also earned wider news traction, strengthening the brand’s pre-show presence on multiple levels and turned a game announcement and booth concept into a viral cultural moment not to be forgotten.
Believe us, these are bugs that really will stay in your system!
Voting Is Now Open!
Voting is live - and everyone is eligible to vote!
Click HERE to cast your vote for Endorphina.
Public voting closes on May 4, 2026, so don’t miss your chance to make your voice heard!
What These Nominations Mean to Us
Nominations in high-profile categories like this are industry gold-dust.
It’s yet another ‘hats off’ to everyone involved, and this will inspire us all to keep pushing our creative and technical limits to the max and keep pressing the right buttons so that our show stars can shout from the rooftops at these events that the whole industry attends.
Just keep knocking them out!
"Cockroach Challenge" proved that long-term thinking is more important than hype, and this performance is now part of Endorphina's global image – at least in gaming, if not dirty kitchens!
It's a brilliant example of mega-branding, where the visuals, noise, emotions, and the whole campaign itself become inseparable and unforgettable.
So, let’s keep it up and bring on the next event. It’s Endorphina – in the arena!
