Turning Live Events into Business Value 

Live events are more than just dates in the calendar or venues to showcase a logo. They’re strategic opportunities to create real, measurable business value. As Pronet Gaming’s Global Events Manager, I’ve seen firsthand how a well-executed event presence can influence everything from growth and lead generation to brand visibility and client relationships. In this highly competitive iGaming landscape, the way we show up at events is as important as the events we choose to attend. 

A presence where it matters 

Pronet Gaming makes it a priority to have a strong presence at the industry’s most important expos. This year alone, we’ve been at ICE Barcelona, SPiCE South Asia, SiGMA Asia, iGB L!VE London, and will be appearing at SBC Summit Lisbon in September. These events are more than just meet-and-greets; they’re critical touchpoints that shape perception, open doors, and build trust. Why? 

Because in a space like iGaming, where many conversations happen online and across time zones, events are one of the few times in the year when we can look clients and partners in the eye. That human connection matters. It accelerates conversations, fosters understanding, and strengthens relationships that are often months or even years in the making. 

Big stands, bigger returns 

There’s a reason we go big at events like ICE and SiGMA. Last year, our stand at ICE London and SiGMA Asia in Manila was not only visually striking – it was strategically designed to support both visibility and functionality. With meeting areas, demo zones, and hospitality touches, it became a space where prospects and partners could truly experience who we are and what we do. 

Our stand wasn’t just about design; it was about creating an environment for business conversations. The result? A more engaged audience, higher-quality leads, and greater brand recall. When you make the right kind of noise at these high-traffic expos, people remember you long after the event is over. That’s brand equity, and it directly supports our commercial goals. Big stands also make us more accessible. Prospects walking the floor know where to find us, and existing clients feel like they have a home base at the event. That visibility is a competitive advantage – especially when surrounded by hundreds of other providers calling for attention. 

The Business Lounge approach 

Of course, big stands aren’t always the answer. This year at SiGMA Asia in Manila, we took a different approach by hosting a Business Lounge instead of a two-story stand. This more intimate setup offered a quieter space for targeted meetings and high-value discussions. Despite the lower profile, the impact was significant. The lounge allowed our team to have focused, distraction-free conversations with key partners and prospects. In fact, many of the discussions that took place there have since evolved into real commercial opportunities. It was a reminder that size isn’t everything – strategy is. 

In markets like Asia, where we’re expanding fast, building relationships with local operators and stakeholders is essential. Having a flexible event strategy means we can adapt to the environment while still delivering value. 

Events as strategic assets 

Whether we’re rolling out a large interactive stand or hosting a curated lounge, our approach to events is never one-size-fits-all. We see each event as a strategic asset – a way to align brand exposure with business objectives. Behind the scenes, it’s about more than just logistics and set-up. It’s aligning marketing campaigns to event calendars, preparing demo-ready product teams, and briefing leadership on messaging. It’s also about post-event follow-up, ensuring those great conversations turn into something more. This is how live events become long-term business value. 

Looking ahead 

As we continue to grow in Asia and beyond, events will remain a vital part of our strategy. They help reinforce our position as a trusted, knowledgeable platform provider. They bring our people face-to-face with the operators we serve. And they allow us to showcase what sets Pronet Gaming apart: our B2C-rooted expertise and our commitment to helping operators from launch to double-digit growth. From concept to execution, the goal is always the same: create environments where conversations lead to collaboration, and where presence translates to progress.