If you’re exhibiting at the upcoming SBC Summit, chances are lead generation is at the top of your agenda. And so it should be—70% of businesses state that exhibiting at trade shows dramatically aided in generating new leads and boosting brand awareness!
Now, SBC Summit is set to bring together 30,000 industry stakeholders from around the globe—which certainly gives you a head start. But attracting the right leads and the industry’s biggest names to your booth? That part’s on you.
Of course, every company has its own goals and allocated budget, which means different strategies will come into play. Some big-name brands will go all out, with massive builds, sparkling lights, and maybe even a DJ dropping beats all day.
On the flip side, if you’re working with tighter resources, you might prefer more subtle, guerrilla-style tactics to grab attention (and yes, I really did see a gorilla roaming the show floor at SBC Summit 2024).
Whatever your budget or approach, the mission is the same: get people to your booth, and dazzle them with your incredible products and services. And there’s no shortage of creative ways to make it happen!
Whether you’re already signed up to exhibit or still weighing up whether to join the Greatest Show in Gaming, here are 10 booth activation ideas that are guaranteed to draw in the right crowd and generate leads.
S.W.A.G (Some Wicked Awesome Giveaways)
It may seem like a no-brainer, but giving away free ‘SWAG’—such as t-shirts, key rings, personalised water bottles, and cuddly toys—is one of the best ways to entice delegates to your stand and generate leads.
In fact, a recent report suggested that 83% of people are more likely to do business with a brand that gave them a promotional item. To put that into perspective, if you were to give a free item of SWAG to every delegate at the event, that would mean a possible 24,900 leads—well, in theory.
Now, we don’t expect you to print 30,000 shirts (however, no one is stopping you), but the incredible power of free SWAG can not be ignored.
It’s a strategy that we ourselves, used! At the recent SBC Summit Rio, we gave away free SBC t-shirts in exchange for a follow on social media—and in just two days, we gained 1,113 new Instagram followers alone—so believe us when we say, it works.
What do you give away? Well, this is where you can get creative.
Previous exhibitors have given away personalised Inter Miami shirts, mascot cuddly toys, power banks, water bottles, free clothing, and earphones, to name a few—but why stop there? The only limitation is your imagination!
So, if you are looking for a quick and easy way to entice delegates to your stand, free SWAG is certainly a viable option.
Raise the Bar with Complimentary Drinks
Hunting down leads and closing deals can be thirsty work, so why not offer complimentary drinks and snacks at your booth?
Whether you’re going all out with a bar setup or catching early birds with a morning coffee station, free refreshments are a powerful way to draw delegates in.
The benefits go beyond just foot traffic. Offering drinks positions your stand as a natural networking hub. As more attendees use your space to connect, drink, and hold meetings, your visibility increases, bringing even more people to your stand.
Struck up a conversation with a key lead or potential client? Treat them to their favourite beverage without ever leaving your booth. That 60-second coffee can instantly become a 60-second pitch!
Blending hospitality with strategy, complimentary food and drink creates a welcoming environment, positions your stand as a must-visit, and leaves a lasting impression on both the mind and the taste buds.
Bring Your Product to Life on the Show Floor
The iGaming and sports betting industry is known for its bright lights, catchy jingles, and immersive experiences—so why not bring that energy to your booth with live, interactive product demos?
It’s the perfect way to move beyond simply telling delegates about your products and services—let them see it, feel it, and engage with it.
Are you a game studio? Set up a hands-on demo station to showcase your latest titles. Sports betting operator? Stream live matches and highlight your competitive odds in real-time. These interactive elements don’t just attract attention—they give you the opportunity to deliver expert walk-throughs and memorable experiences that put your product at the heart of the conversation.
Bring your product to life, turn curiosity into interest, and turn casual onlookers into actionable leads.
Ready, Set, Win: Interactive Fun That Draws a Crowd
At last year’s SBC Summit, I almost missed Tony Hawk’s keynote.
Not because I forgot. Not because I was too busy (though let’s be honest, we definitely were). No—the reason I nearly missed it was because I had to get through a crowd of 70 people, all queuing up to land three basketball shots in a row at an exhibitor’s stand.
The lesson? Aside from giving myself a five-minute head start next time, I realised just how powerful interactive experiences can be.
A handful of people queuing turns into a buzz. Buzz attracts a crowd. And suddenly, your stand is packed with curious delegates—and you’ve got their attention.
That basketball challenge wasn’t a one-off, either. Over the years, we’ve seen spin-the-wheel games, penalty shootouts, roulette and craps tables, slot tournaments, and even the classic “don’t-touch-the-wire” steady-hand game.
The rewards? Everything from branded merch and tech gadgets to unforgettable experiences—tuk-tuk tours in Lisbon, anyone?
These activations do more than entertain. They attract, engage, and convert. They give your brand visibility, your team opportunities to network, and your business new leads.
Even better, they spark conversation. While people wait their turn, you’ve got a chance to chat, pitch, and leave a lasting impression.
Harness Star Power to Outshine the Competition
Ever since English football star Michael Owen became a brand ambassador for the British operator BetVictor, celebrity ambassadors have become an integral tool in betting and iGaming marketing. And that same star power can be harnessed by YOU at SBC Summit.
Everyone loves the chance to meet a celebrity, especially a sporting icon. A big-name ambassador creates excitement, draws crowds, and most importantly, opens the door to meaningful conversations and potential deals with the many fans gathering around your stand.
Just look at past events:
- SBC Summit Barcelona 2023 saw football legend Roberto Carlos appear at the BetWinner stand.
- SBC Summit 2024 featured Luis Figo delivering a keynote from the Digitain bar.
- At the recent SBC Summit Rio, visitors were treated to appearances by Dejan Petković (ExeFeed), Giorgian De Arrascaeta (Eightroom), and Brazilian football titan Cafu (Rivalo)
While the ambassadors may have changed, the outcome was always the same—huge crowds and buzzing stands that became some of the most talked-about highlights of the week.
So, if you’re one of the lucky brands bringing a celebrity, streamer, or influencer to the next SBC Summit, make the most of it. Let us know in advance, and we’ll help promote their appearance to drive even more traffic to your stand!
Polar Bears, Robots and Chicken People: The Power of Mascots
With SBC Summit’s show floor set to cover an expansive 135,000m², you may be wondering how on earth you could possibly stand out amongst competitors, and bring people to your stand whilst covering just one booth. Well, this is where mascots come in.
Utilising brand mascots, and allowing them to freely roam around the show floor is an amazing strategy to build brand awareness and buzz without ever having to leave your stand.
In the past, we have seen 6-foot Polar Bears, 10-foot neon-lit robots, and, as weird as it sounds, a gang of chicken men in suits. It may all sound strange out of context, but amongst the tapestry of bright lights, loud music, and interactive activations, these mascots serve as the perfect tool for brands to cut through the noise, raise attention around their brand, and bring people to their respective booths.
If you are a game studio or operator, having these mascots reflect your latest game or service, is also another critical tool in helping brand association with delegates. They may have forgotten the brand name, but if you walk past a virtual version of the chicken gang you saw ten minutes earlier, I assure you, curiosity will get the better of any delegate.
Encourage the FOMO with Limited-Time Activations
FOMO—Fear of Missing Out—is one of the most powerful tools you can leverage at an industry event like SBC Summit.
If you’re exhibiting, consider how to create moments of exclusivity and anticipation. Whether it’s a daily happy hour, a limited-time product unveiling, or competitions scheduled at specific times, these activations build buzz and urgency around your booth and, in turn, bring in those leads!
Delegates won’t want to miss out—and that means your brand stays top of mind.
A packed stand creates the perfect environment to work your networking magic. Use the opportunity to spark conversations, provide insight on your latest product launches, or engage participants in your limit-time activities. And happy hours? We’ll we’ve already covered the transformative power of a well-timed free drink.
If you are planning on launching or unveiling a new product at SBC Summit, let us know, and we will be sure to promote it via our social media or LinkedIn newsletters!
Bring the Heart of Lisbon to your Booth
There’s no doubt that one of the best parts of attending industry events is visiting the incredible cities that host them. But let’s be honest—it can be a bit of a double-edged sword. You fly to once-in-a-lifetime destinations like Lisbon or Miami, only to spend most of the week networking, pitching, and closing deals.
So, for the upcoming SBC Summit, why not bring a taste of Lisbon to your stand?
Draw delegates in with a complimentary Pastéis de Nata station, create a Fado Lounge where visitors can relax to the sounds of traditional Portuguese music, or even host a Portuguese Wine & Port bar for afternoon happy hours.
There’s no limit to how creative you can get. Embrace the charm of Lisbon, stand out from the crowd, and let your themed activation do the work—so you can focus on turning footfall into real business.
Pull Up a Chair and Stay a While
This might sound ridiculously obvious—but you’d be surprised how many times I’ve walked past an exhibitor booth with no chairs.
It’s not the flashiest feature, nor the most exciting, but a booth without seating is a booth that limits conversation, comfort, and ultimately, connections. Sometimes, all it takes is a couple of chairs to turn a quick chat into a lasting business opportunity.
Think about it: a lead may be ready to talk, but if you’re tied up in another conversation and there’s nowhere to wait, they’ll likely walk away with the intention of coming back later—something that rarely happens.
They say the most effective tools are often the simplest, and something as simple as a dedicated seating area can give you the chance to truly engage with clients and prospective leads. Dive deep into client needs, start building partnerships that help both sides achieve their goals, and expand your brand’s global reach—all with chairs!
Stand Out. Stand Proud. Stand Front and Center
The aforementioned activities can all be transformative at industry events, but the most powerful asset your brand has is you.
Confidence comes in many forms, and striking up conversations with strangers isn’t always easy. But the most effective way to communicate your brand’s products, messaging, and values is through the people who know it best: your team.
We’re not suggesting you wear wild costumes or chase down every delegate who walks by. Simply being present at your booth, with a friendly smile and the knowledge to speak confidently about your brand, can be the difference between an interested passerby and a converted lead.
Final Thoughts
With 30,000 industry professionals expected to attend SBC Summit 2025, the potential for lead generation on the exhibition floor is immense. While every exhibitor will arrive with different objectives and budgets, the key to standing out lies in creating a booth that’s eye-catching, interactive, and truly memorable.
Whether it’s a complimentary bar or a roaming yellow dinosaur mascot, implementing creative ideas like these can help you spark conversations, secure new business, and elevate your brand presence. Follow these tips, and you could very well become the most talked-about exhibitor at SBC Summit this September.
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Secure your spot at SBC Summit:
You can purchase your Early Bird ticket, gaining you access to four days of networking, exhibition, and conference content for the discounted price of €400 ( a discount of €200 off a standard ticket).
Additionally, you can purchase our ‘Expo+ Pass’ for €95. This pass grants you access to the conference and exhibition only.
Operators and affiliates can apply for complimentary passes.
