Ida Malagic, Head of Marketing at Greentube, explains exactly what it takes to stand out from the crowd at iGaming industry conferences. Fresh off the back of SBC Summit 2025 and heading into G2E this week, Greentube offers a glimpse into the planning process and ensuring that games stand out in a busy hall.
iGaming Expert: Firstly, Greentube was an exhibitor at SBC Summit 2025. What products did you exhibit there and were there any key takeaways from the event?
IM: This year’s SBC Summit 2025 in Lisbon was a great success for Greentube. It was our second time as an exhibitor in Lisbon and, once again, it was a fantastic opportunity for us to really showcase our dynamic portfolio of new and top-performing titles that really reflect our commitment to innovation and player engagement.
The major focus of this year’s event was our brand-new release, Lucky Luchadoras, a vibrant tumbler slot inspired by Mexican wrestling. Creepy Candy, a Halloween-themed 7-reel game packed with tumbling wins and multipliers was also a big highlight, as well as Starlight Jackpots™ Captain’s Catch™, which offers 243 ways to win and a compelling cash collection feature. These titles were complemented by fan-favourites from our Diamond Link™ series, including Mighty Cleopatra, Mighty Viking, and Mighty Buffalo.
There was a lot to take away from SBC this year but what really stood out to me was just how competitive this industry has become, with new companies and suppliers entering the market almost daily. That makes it increasingly challenging to stand out, and, in my view, the key lies in finding the perfect balance between entertainment and win potential through games and themes that really resonate with your player base.
Another clear takeaway is the growing importance of differentiation beyond the game itself. Whether it’s through branding, partnerships, or how you present yourself at events, companies that manage to create a distinctive identity are the ones that will stay top of mind in such a crowded landscape.
iGX: Next up for Greentube is a trip to Las Vegas for G2E. What is the key to keeping people engaged at booths for conferences and what is the recipe for a successful conference week?
IM: First of all, before you even get to the point of engaging with visitors, you need to attract them to your booth. You need to get eyeballs on your booth amongst hundreds of others. We therefore try to make sure our booths are aesthetically eye-catching without being a sensual overload, and offer visitors an experience, something to both attract and keep them at our booth long enough for us to get our key messages across.
We focus on creating interactive zones where visitors can explore our games hands-on, speak directly with our product experts and immerse themselves in the stories behind our titles. Of course, we also have plenty of surprises and entertaining add-ons to attract the casual passerby which helps us maintain energy and excitement throughout the event.
I don’t think there is a single recipe for success, we look at each event as a new dish that is to be served, with its own special ingredients and secret sauce. But the foundations do stay the same – preparation, preparation and more preparation. Ensuring everyone involved in the organisation is fully briefed and knows every facet of our strategy, to ensure that our product experts can shine during the event. These events are also about celebrating the brand—from hosting networking events to showcasing our culture and values. G2E is not just a showcase; it’s a statement of intent.
iGX: What will be your main focus at G2E this year?
IM: We recently went live in Pennsylvania and Delaware, meaning we’re now live in all key jurisdictions for Greentube, so our main focus for G2E is to continue to solidify our footprint in the region. Thanks to our US studio, we’re presenting a US-first strategy that highlights content tailored specifically for American players. We’ll be unveiling new titles developed with local preferences in mind, and we’re leveraging this opportunity to deepen relationships with key operators and explore new partnerships.
G2E is truly a fantastic chance for us to meet our US clients in person and strengthen these relationships and further build brand trust. It’s about showing—not just telling—how we’re ready to lead in this market.
iGX: In this in-between conference phase, what marketing industry trends are you noticing in the slots sector and what do they tell us about the industry?
IM: There really isn’t a lot of time between SBC and G2E to do that much research into current trends as we’re very much in G2E preparation mode at the moment, with our focus shifting from Europe to the US. So, for us, it’s about understanding the customer expectations in that market and how they differ from Europe, and how we can translate that into our booth and our marketing activities. As a brand, we’re not as well known in the US compared to Europe, so we’re always looking at what games are gaining traction and what we can do to further increase our brand recognition in the region.
iGX: It’s been a very busy period for Greentube, but what’s coming up in the pipeline as we get close to the end of 2025?
IM: As we approach the final quarter of 2025, Greentube is gearing up for a strong finish. We have several high-profile releases scheduled, including a new Holiday-themed entry to our Piggy Prizes game family which we think players are going to love.
Beyond content, we’re investing in AI-driven personalisation tools to increase the potential output of our marketing activities. And with G2E starting , we’ll be using the event to preview some of our plans for 2026, which we’re keeping close to our chest for the moment.
iGX: What are the biggest challenges for you as a marketer for a company with such a global scale and how do you overcome these?
IM: One of the biggest challenges we face as marketers operating on a global scale is managing the sheer complexity of our stakeholder landscape. With teams and audiences spread across different regions, we’re constantly navigating cultural nuances while striving to maintain a unified brand identity.
This becomes especially demanding when organising large-scale exhibitions like ICE and SBC. Each event needs to be tailored to the specific market and product focus, which means we’re often planning multiple events in parallel in order to meet the deadlines. With a lean team, that requires a high level of discipline, organisation, and cross-functional collaboration to ensure every detail is executed flawlessly.
