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Global Gaming Expo

Developing a Jackpot Brand for the Gaming Industry

  • Associations
  • Animation
  • Branding
  • Experiences

Goal

The Global Gaming Expo (G2E) is the premier trade event for the casino gaming industry, showcasing over 350 exhibitors and attracting over 25,000 industry professionals. As gaming continues to expand into new markets and platforms, G2E tapped NJI to build a brand that captures the innovation and evolving landscape of the industry.

A speaker stands at one of two podiums on a stage, addressing an audience at G2E. The speaker appears in a close-up on a large screen to the left. The background features purple and blue lighting with geometric patterns. The audience sits in dim lighting.
A diverse group of five people interact at a conference, standing in front of a blue display featuring heart and infinity symbols. The woman in the center has curly hair and is laughing, engaging with two others. They wear badges and lanyards, suggesting an event setting.
Two people are seated on white chairs on a stage in front of a backdrop displaying "G2E" in large text. The person on the left is speaking while the person on the right listens attentively. There are three water bottles on a table between them. The lighting is predominantly purple.
A man stands at a high counter using a desktop computer, smiling while interacting with the screen. The setting appears to be a lively event or trade show with colorful booths, displays, and other attendees visible in the background. A vase of greenery is on the counter.
A vibrant casino floor featuring a colorful, illuminated tunnel-like structure filled with numerous slot machines. People are seated at the machines, engrossed in playing, while others stand and walk around. The environment is lively and bustling with activity.
A woman wearing a shiny blue outfit is seated on a white chair, smiling and holding a microphone. She is at an indoor event with a purple and blue lit background. There are water bottles placed on a table beside her.
Two men at an event are interacting with a tablet device on a table. One man, in a light shirt with suspenders, examines the device, while the other, in a blue plaid shirt, points something out on the screen. People in formal attire are gathered in the background.

Results

Anchored by a modern, sophisticated logo, powered by vibrant colors with high-impact treatments, and complemented by multipurpose typography and iconography, the new brand dazzles, rivaling even the brightest signs in Las Vegas. Icons and imagery represent the growing sectors of sports betting, online gaming, financial technology platforms, and casino operations, while remaining flexible for future growth and inclusions. 

25K+

Trade Show Attendees

115+

Countries Represented

262K+

Square Feet of Exhibits

02

Global Design Awards Received
A glowing vertical sign in an urban alley reads: "Convening Gaming. Building Possibilities. Empowering Success." The sign features a stylized bird icon and the G2E logo at the bottom. Surrounding the sign are various air conditioning units mounted on the wall.
Two overlapping dark-themed promotional flyers lay on a black surface under a spotlight. The flyers feature neon geometrical designs and white text detailing an event named GIZ. The content appears to be invitation or event information, with the focus on a modern, sleek aesthetic.

Strategy

Our team began by immersing ourselves in the event and collecting on-site feedback from attendees, exhibitors, and other stakeholders. Informed by data and insights about the event’s audience and environment, we applied our proven design model to craft a brand platform from the ground up.

We injected vibrance into geometric designs, iconography, and patterns to reflect the sights, sounds, and liveliness of gaming in Las Vegas and around the world. Drawing inspiration from the neon luminance of the city’s iconic Strip, we merged that dynamic energy with a collage of game pieces and playing card suits. Our video team amplified the excitement in motion advertisements by synchronizing animations with music and emphasizing a clear and engaging message to invigorate attendees and showcase the event’s evolution.

A brightly lit rectangular sign hangs from the ceiling, featuring four icons: a blue spade, yellow poker chips, a pink heart, and a blue trophy. The background above the sign is a ceiling with blue fluorescent lights.
An open book on a blue surface shows a visual graphic spanning two pages. The left page has a glowing abstract shape with a cyan gradient and text that reads "Conveying the industry. Building possibilities. Redefining sections." The right page has overlapping circles labeled "Timeless," "Modern," "Dynamic," and "Playful.
A conference panel discussion with four speakers seated on a stage with purple lighting. The stage backdrop displays "G2E" in large letters. A screen to the left shows a live feed of one of the speakers. Attendees are seated and facing the stage.
A purple lanyard holds a rectangular event pass with a blue background. The pass features the words "EVENT PASS" in yellow and a silhouette of a trophy or cup in pink. The lanyard is attached to the pass with a metal clip.
A man in a maroon blazer and white shirt is speaking, with his hand raised and gesturing. He is seated and looking to his right. Two bottles of water are placed on a table in the foreground. The background is lit with a purple hue.
Abstract digital artwork featuring three luminous shapes against a dark background. A blue cylinder with curved indentations, a green clover-like form overlapping a violet heart shape. The shapes have a soft, glowing effect with a gradient of colors.
A person is standing at a podium on a stage, speaking at an event with the backdrop displaying "G2E" and "Presented by". The stage is lit with purple lighting, and two empty white chairs are visible to the right of the speaker.

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