about strengthening our relationships and understanding the local market firsthand. Tere’s real value in those in-person conversations — especially as our U.S. presence continues to grow.”
Te centrepiece in Vegas was Creepy Candy, a Halloween-inspired game that set the tone for a playful yet polished booth experience. Its activation — a custom claw machine filled with themed tricks and treats — captured the season’s spirit and invited visitors to engage with the brand in a fun, informal way.
really show what we’ve been working on - the creative direction, the new titles our studios have been developing throughout the year, and the energy behind the brand,” she explains. “In a way, it’s the culmination of everything we’ve built up to this point.”
Tis year’s booth has been teased in stages - first at iGB London and then at SBC Lisbon - with the Barcelona edition set to reveal the complete vision. “We’ve been building it piece by piece,” Malagic smiles. “Visitors who saw the earlier versions will recognise elements,
[ICE] is the moment we can really show what we’ve been working on - the creative direction, the new titles our
studios have been developing throughout the year, and the energy behind the brand. In a way, it’s the
culmination of everything we’ve built up to this point. IDA MALAGIC Head of Corporate Marketing & PR Greentube
But Greentube’s biggest statement wasn’t inside the expo hall - it was on the streets of Las Vegas. For the first time ever, the company launched outdoor digital billboard campaign, lighting up the Strip for an entire week during G2E. Towering above the boulevard in a prime location opposite the Venetian and Wynn, Greentube’s visuals reached millions of viewers and cemented the brand’s presence in the heart of global entertainment.
“For me, that campaign was a milestone,” Malagic reflects. “Seeing our brand light up the Strip was surreal. It symbolised how far we’ve come - from being seen as a European online gaming brand to standing confidently on the global stage. It was a proud moment for the team, and a real statement of intent.”
LOOKING AHEAD TO ICE BARCELONA 2026
As Greentube wraps up an eventful year, attention now turns to ICE Barcelona 2026, the industry’s most anticipated annual gathering. “ICE is special - it’s the show you just have to be at,” Malagic says. “It sets the tone for the year ahead. Everyone comes with their best ideas, their latest innovations, and their biggest statements.”
For Greentube, ICE is also the platform where the brand can express its full identity within the iGaming ecosystem. “It’s the moment we can
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but ICE will bring everything together. It will be our biggest and most complete expression yet.”
And, true to Greentube’s signature style, the team plans to balance business with a touch of play. “We always like to include something that makes people stop, smile, and engage,” Malagic says. “Tat’s what keeps the atmosphere alive. Because no matter how much technology evolves, this industry is still about people - their ideas, their stories, their passion for gaming.”
A HUMAN TOUCH IN A HIGH-TECH WORLD
Reflecting on the journey from Lisbon to Vegas and onward to Barcelona, Malagic sums up Greentube’s approach simply: “Trade shows aren’t just about visibility; they’re about connection. You can have the most stunning booth on the floor, but what people remember is how they felt when they were there - the conversations, the laughter, the spark of inspiration.”
It’s that mix of strategy, creativity, and human touch that continues to define Greentube’s global presence. In an industry where bright lights and big screens often compete for attention, Malagic’s team proves that the most memorable brands are the ones that stay authentic - with purpose, personality, and just the right dose of fun.
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