Game-changing event partnerships put brands centre stage

Dreidel Interactive - From newcomer to trendsetter at G2E

Mexico based Dreidel Interactive is a leading supplier of slot machines and cabinets, with products in over 125 Latin American casinos. Seeking North American expansion, they viewed G2E Las Vegas as the perfect springboard.

In January 2023, the company reached out to G2E’s International Sales Manager, Lisa Montanaro, to help secure a booth, maximize their visibility, and connect with essential stakeholders.

After their initial conversation, Lisa still had many questions about Dreidel’s business that were important for her to understand before advising on an action plan. So, she suggested a call to bring together the key stakeholders to fully inform Dreidel about the broad range of events, sponsorships, and booth options open to them. “I often tell my clients that I am most effective for them when they invite me in to be a member of their team ̶ and that is exactly what Dreidel did and has continued to do for the last three years,” she said.

Lisa presented a compelling case for a bigger, bolder presence than the company originally intended. Dreidel’s debut exceeded all expectations, resulting in an on-the-spot decision to rebook. Fast forward to 2025 and the company’s presence has grown to 3,000 square feet.

“Over three years, G2E has become Dreidel’s cornerstone for expansion in North America,” said Lisa. “At each successive show we have worked hard to enhance their brand recognition and deepen our partner relationships, helping Dreidel to evolve from a newcomer to trendsetter in the North American gaming market. Together we have proven how strategic collaboration can transform event participation into a long-term growth engine.”

“What an incredible three days,” reported Dreidel on G2E 2024.

“We had an absolute blast connecting with industry leaders, sharing insights, and showcasing the best of what Dreidel has to offer… We’re beyond grateful for all the new friendships and partnerships formed, and we can’t wait to see where these connections take us. Looking forward to meeting you all again at G2E 2025 ̶ bigger, better, and with even more fun!”

The Quality Group - A bespoke ‘show within a show’ at FIBO

FIBO is the world’s leading fitness and wellness event for the industry and the public. In 2024, determined to elevate the consumer experience to new levels, the team collaborated with The Quality Group (TQG), home to the market leading ESN sports nutrition and More Nutrition brands, delivering one of the show’s most electrifying consumer activations in its 40 years.

“TQG had been absent from FIBO for a number of years running their own-branded events,” explained Karolina Mosdorf, Head of Sales. “In 2024 they felt the time was right for them to return. From the start of our discussion, we knew that a traditional booth or “more of the same” wouldn’t cut it. They wanted something exclusive and that’s exactly what we delivered.”

The FIBO team conceived the concept of a ‘show within a show’ for TQG – a bespoke immersive experience occupying its own 8,000sqm hall, complete with dedicated entrances, staging, sampling zones, athlete and influencer meet‑ups, and interactive fitness challenges.

“It was a massive exercise in creativity, communications and logistics, involving many meetings with the client, the venue, and our own operations and marketing teams,” revealed Karolina. “We knew the hall would attract large crowds, so partnered with the venue on a special crowd management tool to manage the queues, ensure safety in the hall and report on visitor attendance. We also created a separate landing page for TQG on the www.fibo.com website and partnered with them on social media.”

Many thousands of visitors passed through the hall during the four-day event. As, Benjamin Burkhardt, Founder of The Quality Group put it: “FIBO was absolutely crazy. Together we had a lot of fun and action and set new world records.”

So much fun and action, that The Quality Group repeated the exercise at FIBO 2025 with an even larger hall take-over, as well as securing high-profile sponsorship of the first FIBO Bodybuilding Championship.

Reflecting on the wider benefits The Quality Group bring to FIBO, Karolina said.

“Our partnership doesn’t just shine a spotlight on one brand ̶ it unlocks a ripple effect of value that touches every exhibitor and enriches the experience for every visitor. At FIBO 2025 we welcomed 1,200+ exhibitors and partners and 154,748 visitors from 129 countries ̶ a record-breaking celebration of our 40th anniversary. The Quality Group’s presence amplified the impact for everyone involved.”

Accor brands stand out in beachfront pavilion

As the global leader in luxury travel events, ILTM is proud to create exceptional and memorable partnerships that elevate guest experiences.

At ILTM Cannes 2024 (2-5 December), French hospitality giant Accor stepped beyond the Palais for the first time with a stunning 1,500 m² beachfront “Grand Pavilion.” Conceived and built in partnership with RX, the pavilion brought Accor’s luxury and lifestyle brands to life in a light-filled, immersive space—complete with exceptional catering, live entertainment, and elegant lounges—all just steps from the main exhibition.

“Accor had a fantastic story to tell at ILTM 2024 and wanted to increase their footprint in Cannes to showcase their brands – a request we were simply unable to fulfil inside the venue,” said Portfolio Director Alison Gilmore.

After many months of discussion and ideas sharing with Accor, and several site visits by Alison, Emma Thompson (ILTM Operations Manager), and the client, they agreed on a 1500sqm marquee on the beachside of the venue. “While many prestigious Cannes events build on the beach, they take place earlier in the year. Due to the risk of bad weather, our December dates presented us with a real challenge,” Alison explained.

The project involved an incredible amount of work for everyone involved. “We were not just building a marquee; we were creating a meeting area for all Accor’s brands, a restaurant that could seat 250 people where they could entertain buyers; and a wrap-around balcony, explained Emma. “We had to start work on the Pavillion two months before the actual event, due to the size and time needed to construct it.”

Reflecting Accor’s considerable investment, the resulting pavilion offered a blend of sophistication and exclusivity that mirrored Accor’s and ILTM’s high standards. The icing on the cake was a week of wall-to-wall sunshine. “Not only did we have a very happy customer in Accor, but the space they freed up in the venue enabled us to then offer more space to other clients that wanted to grow, so almost everyone was happy,” said Alison.

The Accor partnership was a powerful demonstration of how thoughtful event design and collaboration can elevate a presence from visible to unforgettable. It helped set the tone for ILTM’s largest and most vibrant edition yet: over 85,000 one-to-one meetings, 30% new buyers, and record-breaking energy across the show. And it doesn’t stop there, revealed Alison: “The Accor Pavillion was Phase 1, Phase 2 is coming!”