Industry newcomers Gamevy - the winner of last year’s Pitch ICE - is to open this year’s ICE Totally Gaming, alongside Eurocoin.
Gamevy, which offers a combination of skill and chance games with jackpots up to £5m, prides itself on doing things a little differently and ICE is no exception with promo staff with a difference - two male models in mini-skirts and high heels.
“Our games play differently,” said marketing director Helen Walton. “They’re like nothing else on the gambling market at the moment.
"The choices and skills of our players make a difference – whether they’re hunting for the prize on a scratch, solving a puzzle or showing their trivia knowledge. So we like everything we do to play differently – to really stand out from the crowd.”
"We aim to expand beyond the traditional core gambling audience to the 75 per cent of adults that enjoy playing the lottery and who are looking for a ‘softer’ gaming experience. For millennials, accustomed to a more interactive experience in every other aspect of entertainment, Gamevy’s new products are especially appealing."
“We took gameshows as our inspiration,” added chairman Paul Dolman-Darrall. “People love to watch and play game shows – the mix of skill, luck and life-changing prizes is always popular.
"Indeed, most people don’t think of games like this as being gambling. Our games offer a choice of different skills and high-quality design that offers a real sense of jeopardy and excitement.”
