The brand environment at ICE was created around a ‘player journey’ that gave them an 'as close as possible' end user experience of this technology. From the high street betting shop to the double decker bus used to demonstrate mobile tech the visitor got a first-hand experience of how they could use Playtech technology to grow their business.

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Part of the space was an ‘Apple store’ type area where visitors could get a more technical explanation of how the technology worked and how it could be implemented into their business.

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​The visual design showed the bricks of the high street being peeled away to reveal what was ‘underneath’ powering it all, Playtech.

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As creative lead I lead the project from initial client meetings in Barcelona to final delivery, working with the team to give the client a show presence with real stand out.