leading the world's biggest casino show 


A dynamic visual playground with synchronised LED video screens and lighting arrays swept visitors into an exciting and inspiring world.

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a new era of ice: barcelona

At the heart of the gaming ecosystem is the flagship ICE show. In January 2025 this dynamic and colourful show re-launched with a move to Barcelona's Fira Gran Via, heralding a new era in the gaming world. Our client, Novomatic, is one of the biggest exhibitors at ICE and has built a reputation as a leader in this industry. We wanted to build on the legacy of over a decade of ICE London shows to launch a new generation of spectacular, immersive casino experiences.

dramatic and dynamic

Evolve created a vast, 5350sqm arena experience to demonstrate the ambition and vision at the heart of the Novomatic brand. Dynamic visuals running across 36 LED walls synchronised with the lighting design, the LED wrapped pillars and the hexagonal ceiling lighting to create a truly immersive experience. Transparent LED panels cleverly provided defined and private meeting spaces without losing openness across the booth while the ten dramatic 3D illuminated logos ensured maximum audience impact right across the show floor. 

flying through the show

The sheer scale of the booth makes it impossible to capture in still photographs so we flew a drone around the booth at the end of day one. Check out this amazing video - it looks like CGI but is actually all real!

Novomatic booth at ICE

vip hospitality

The professional kitchen served a buzzing bar and café area which drew crowds of people from across the show. Beside this, the VIP lounge offered a more private space for key customers to relax between meetings. Four more hospitality areas were distributed around the arena drawing visitors into the pods created for each sub-brand. 

executive business centre

At the heart of the booth was a huge 480 sqm double deck structure, housing a sleek business centre with an executive suite of 25 deluxe meeting rooms, casino showroom, professional kitchen and more. The hidden gem was a presidential board room with a panoramic view across the show hall hidden behind a 9 x 4 metre transparent mesh LED panel. The ultimate in privacy and luxury while remaining connected to the energy of the show. 

show-floor interview

We interviewed Stefanie from Novomatic at ICE 2025 in Barcelona. Hear what she thought about their booth and the experience of working with Evolve to deliver such a huge project.

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Novomatic booth at ICE

brand integrity

The real success of this booth was the space and definition given to different brands within the Novomatic family, whilst retaining a coherent and convincing overall brand experience. Six different zones with screens, hospitality areas and meeting rooms were clear to navigate and celebrated each distinct sector while keeping a unified integrity that connected the whole space.

Quotation marks

Working with Evolve was a tremendous opportunity and as always I’m the one that throws the curve-balls and Evolve knocks them out of the park. The whole team at Evolve keeps coming up with great ideas, often ideas that we didn’t think of and going with them really paid off!


Head of Business Development, Novomatic

Quotation marks

Thanks to Evolve I think we have a very good partner on this who are doing a great job and they have great ideas. All in all, I think we have a wonderful stand. We have had so many compliments and everyone is happy and satisfied.
Kenan Bajram

Novomatic: Head of Sales

a long-term partnership

We have been working with Novomatic at ICE London for over a decade. Click on the link in the photograph to read about the double award-winning booth we designed and built for them at ICE 2020. 

2020 case study
Novomatic booth at ICE