Preparing PR for a major conference usually starts several months in advance and follows a clear multi-stage process. First, we align on the booth concept and on-site activities, always evaluating their PR and social media potential from the very beginning. It’s important that everything related to the event – visuals, messaging, and activations – works as one cohesive story.
The next step is developing promotional ideas. These can include dedicated photo shoots, video projects, or unconventional formats designed to create a strong standalone news hook, something we’ve successfully implemented at IGB, SBC, and SiGMA throughout 2025. Many companies limit themselves to standard “we’re attending” announcements, but we deliberately aim to go further.
This approach is a core part of Endorphina’s PR strategy and one of our key differentiators. We focus on attracting attention to the brand and the booth in advance through bold, creative, and sometimes provocative formats that people genuinely remember. As a result, we often see our content organically shared by partners on social media and picked up by industry media without paid placements.
Another important element is speaker visibility. I always try to secure interviews, podcast appearances, and panel participation ahead of time. For us, it’s essential not just to be present, but to actively contribute to the industry conversation and reflect on where the market is heading.
Awards ceremonies are also a strategic priority. We aim to be involved in different roles as nominees, guests, or sponsors. My role here includes submitting Endorphina for awards, coordinating team participation, and working closely with the events team to explore sponsorship opportunities for evening events and side activities.
How does a PR strategy for a large-scale event like ICE take shape? Does the internal discussion start with numbers, checklists or a big idea?
Almost always, it starts with a big idea. Metrics, checklists, and KPIs matter, but they only become meaningful once they support a clear message. The first question we ask ourselves is: what exactly do we want to say to the market right now – and why should anyone care?
Once that core idea is defined, it naturally evolves into concrete formats, media plans, and measurable objectives.
If you had to reveal one key secret behind successful conference PR not technical, but mindset-related what would it be?
For me, the key is the ability to sense and anticipate trends. Some ideas sit unused for years before the right moment arrives. I have a personal example: the idea for our first iGaming graffiti project stayed in my notes for almost two years before we finally executed it at SiGMA Brazil.
Technically, we could have done graffiti at almost any event or location. But it truly made sense culturally and contextually in Brazil, one of the world’s capitals of street art.
In that sense, PR in iGaming isn’t very different from other industries. You need to constantly build your visual awareness, collect insights, write ideas down, and revisit them from time to time. One day, even the boldest or strangest idea can turn out to be a perfect match for the moment.
The more observations and ideas you collect, the more meaningful projects you can eventually bring to life. Everything starts with a strong idea and a clear message.
In three words, how would you like Endorphina’s PR presence at ICE Barcelona this year to be remembered?
Provocative. Creative. Professional.
Which skills and qualities beyond communication are critical for a PR specialist working on the booth?
There’s no secret formula here. A PR specialist needs to be comfortable with small talk and have a solid understanding of the product they represent.
It’s also crucial to quickly navigate what’s happening on the booth – knowing who should speak to whom, who can act as a spokesperson, and who can step in if an interview request appears unexpectedly during the event.
Versatility is key. A PR professional should be able to temporarily replace almost any expert if needed. That means understanding the company’s strategy, current developments, and future plans well enough to confidently represent the brand – even if, for example, the Head of Product isn’t available at that moment.
From your experience what is overrated in conference preparation? And what tends to be underestimated despite being a real superpower?
If anything is underestimated, it’s consistency. True consistency across all touchpoints: the booth, visuals, merch, and activations when everything supports one central idea and tells a single story.
Our biggest strength today is our ambition to turn every event into a celebration. We want people to remember us, and that requires using multiple tools at once.
At the same time, those tools need to work together like an orchestra, creating one clear melody rather than competing sounds. That level of alignment is what truly allows Endorphina to stand out at industry events.
Dingnews.com 06/01/2026