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IGT is the world’s leading end-to-end gaming company, producing total solutions for gaming machines, lottery, and interactive and social gaming.

In 2015, GTECH, whose partnership with Hill & Partners began twenty years ago, completed a merger and became IGT. For NASPL 2015, IGT turned to H&P to help unveil their new brand and solidify their position as a titan of their industry.

RESULTS: A fully immersive Custom Branded Environment

Pathway-Driven Experience
Commanding Brand Presence
Cutting-edge A/V technology

Telling the Story

IGT is the world leader in the lottery and gaming industry, and their presence at NASPL needed to reflect as such. After their recent merger, NASPL was to be the first true unveiling of the new IGT - an IGT that dominates their industry by staying on the forefront of technology.

To accomplish this, IGT needed a Custom Branded Environment that reflected their values and differentiators, a Branded Environment that could draw in attendees and leave them with a memorable experience with the new IGT brand.




Four months of design and careful planning was needed to prepare for the NASPL install. Over three-thousand square feet of custom architecture, complex audio-visual elements, and showcase lighting, laid out in a unique L-shaped formation, were to be installed in a little over two days. The Custom Branded Environment arrived at the Hilton Anatole in sixty-five crates, organized precisely across five trucks to ensure loading and unloading went smoothly and swiftly.

The Branded Environment:

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The unique shape of IGT’s space was leveraged to create three separate areas within one cohesive environment, integrating visual pathways to guide the customers throughout the experience as intended. Multiple points of interaction were created to engage the attendee both from a distance and from within the space, leveraging both the use of technology and structural elements.


IGT’s Branded Environment aimed to first catch immediate attention with strategic architecture that dominated the show floor from floor to ceiling. An attendee’s initial draw to the space may have been the 14’ x 10’ high-definition digital display, hanging at 22-feet high and embedded into a glossy white overhead structure. With its adjacent glowing IGT logo, the overhead digital display created a vibrant attraction that would then lead the attendee into the interactive and engaging experience that lay below it.


One-hundred forty-nine 3mm video tiles were used in the creation of the numerous impressive video walls, which put the new IGT brand on display in stunning resolution. Innovative technology put the exploration of IGT’s product offering in the hands of the attendee. Functional interactive displays like the Lift and Learn, which turns digital signage into a memorable interaction, and a 6ft tall iPhone displaying IGT’s newest mobile advancements engaged attendees in a memorable way.

H&P Project Team Leads

Rick Lenz

Account Manager

As IGT’s dedicated Account Manager, Rick oversaw every single detail that went into the creation of their Custom Branded Environment. From Design, to Build, to Execution, Rick was on hand managing the process, ensuring that IGT’s goals were met and the final product was every bit as stunning as intended.

John Neil

Project Manager

John was Rick’s right hand man on the project, staying knowledgeable and active and making sure every step of the project went smoothly. No detail is too small for Johnny, and his keen eye was indispensible in making sure none of the ever-important details were ignored.

John Grogan

Senior Exhibit Designer

As the designer, John was responsible for transforming IGT’s vision for the future into a tangible, comfortable, and impactful Branded Environment. His bold design style paired perfectly with IGT’s new aesthetic, and his vast technological knowledge base was instrumental in the planning and design of a unique and memorable interactive experience.

"The glowing feedback from our customers, partners, and even our competitors validated our vision and we are pleased with H&P’s ability to bring it to life." - IGT VP of Innovation and R&D, Paul Riley
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