As SBC Summit Lisbon approaches, our event team is working tirelessly to ensure a smooth preparation process. Our Event Team Lead, Anton Gliantsev, recently shared insights into the crucial importance of stands at iGaming events. From booth construction and design to topics like stand design and “inconvenient” spots, Anton Gliantsev revealed it all.
Anton explained how everything starts with a crazy idea appearing during brainstorming sessions. Then, once the idea is born, a new challenge appears – figuring out how to bring these wild concepts to life.
“We always try to keep the balance between creating a memorable and even a slightly crazy stand, while not forgetting to showcase our games. For us, a stand is not just a place at the exhibition. It is always a unique space that both demonstrates the product and conveys the atmosphere of the brand. And repeating ourselves is definitely not in our rules,” said Anton Gliantsev.
While size definitely matters, we always find ways to work with what we’ve got. In the words of Anton:
“Sometimes we simply don’t have enough space to implement all our ideas. But the main principle is always the same: the stand must be convenient and comfortable for working with clients. We believe there are no “inconvenient” spots - at most, it’s just a reason to negotiate a better location for the next year.”
Every iGaming event has hundreds of stands, making it that much difficult to be noticed among the crowd. While every company has its own opinion regarding this topic, including the importance of visitor entertainment vs a focus on product presentation, for us, the key to being immediately noticed is the sign. Despite the challenges, we at Endorphina have always managed to stand out with a bold stand design and theme – it’s in our nature!
At Endorphina, we take event preparation very seriously, ensuring everything is in place when the time finally comes. It usually takes us around three months to go from an idea to a finished stand, but there are no rules. Our market is very dynamic and unpredictable; unexpected events appear, and we must work within the deadlines we have.
“Time is almost always lacking - but that’s part of the job. It adds drive and makes the work much more exciting,” said Anton.
When preparing for a high-scale event, the stakes are also quite high. Sometimes, there are situations when a design has to be radically changed at the last moment. For example, we had a similar situation at ICE 2025, where we completely changed the design concept just a month and a half before the exhibition. It cost us fines and a lot of stress for the contractors and organizers, but in the end, we created a stand we were truly proud of.
Finally, our Event Team Lead revealed how we evaluate the success of a stand, stating:
“There are metrics, there are reviews, and there is visitor traffic. But in fact, success is felt immediately. If the atmosphere is there, if the team and guests are excited, you can sense it without words. And of course, it’s incredibly rewarding when fellow Event Managers come up to us at a conference and praise our work. They know better than anyone how challenging it can be to implement bold ideas in new countries, at new venues, and with new contractors.”
