Endorphina’s reputation just keeps getting better!
We’re excited to announce that we have been nominated for yet another outstanding award, this time in the upcoming iGaming News Awards 2026, designed to celebrate excellence, innovation, and exceptional achievements across multiple iGaming areas.
We were nominated for:
- Marketing Campaign of the Year for ‘House of Roaches’
iGaming News itself is a trusted B2B news platform specialising in expert analysis, and in-depth interviews, covering all areas of the online gambling sector and, as such, their awards are highly respected across the industry.
So, what’s special about Endorphina’s ‘House of Roaches’?
Everything! Instead of the usual announcements and paid promotion, we launched the Roach Challenge, an organic pre-show campaign inspired by the new game Cockroach Fortune, to turn Endorphina’s ICE Barcelona booth into “a house overrun by cockroaches".
Most pre-show campaigns in iGaming are predictable and speak to the audience in a “we tell you” manner but we saw a chance to do the opposite to turn industry professionals from spectators into co-creators of the campaign. The objective was to capture attention organically pre-ICE, stimulate user-generated content (UGC) and encourage peer-to-peer sharing.
The Roach Challenge invited participants to post an AI-generated image of themselves as a cockroach on LinkedIn, and tag Endorphina with the hashtag #RoachChallenge. Two winners, Mr. and Mrs. Roach, would then receive an iPad mini at an ICE Barcelona award ceremony.
The idea was deliberately unusual, self-depreciative, and slightly provocative, underlining Endorphina’s brand DNA and its rejection of “safe” marketing solutions.
And boy, did it work! Endorphina appeared in news coverage even before ICE Barcelona, and industry media independently published articles about the Roach Challenge without additional prompting. Trust us, these cockroaches are the only bugs you want in your system!
Voting Is Now Open!
Everyone is eligible to vote so please do. But note that voting is for a limited but unspecified time so don’t miss your chance to reward this unique campaign.
Click here to cast your important Endorphina vote
What This Nomination Means to Us
Being recognized for this one is extra special as standing out at industry events is not easy, so this is yet another impressive string on Endorphina’s ever-growing bow.
Thank you for your support. 2026 has started with a bang – let’s keep it going!
