Overview
To break into the UK market, Playzia brought Love Island to life on the show floor.
Through a three-year global partnership with ITV, Playzia secured the rights to develop Love Island–themed games. But real impact came from how the brand was activated: a fully immersive Love Island-inspired stand at iGB London 2025, designed and executed to translate cultural relevance into operator engagement.
Our Objective
- Create a standout presence at iGB London
- Drive high-quality operator engagement and brand recall
The Strategy: From IP to Immersive Experience
While the Love Island partnership provided strong IP, the key challenge was bringing that IP to life in a way that resonated instantly with UK audiences and operators.
Rather than relying on traditional booth design, our strategy was to:
- Recreate the Love Island universe physically
- Turn the stand into a destination, not just a display
- Use experience-led marketing to demonstrate Playzia’s creative and commercial capabilities
Execution: The Love Island Stand at iGB London 2025
1. Stand Concept & Design (Core Delivery)
At the heart of the campaign was a fully immersive Love Island capsule stand, designed to replicate the aesthetic and energy of the show.
Delivered in collaboration with Expose Designs, the stand featured:
- Set-inspired environments mirroring the Love Island villa
- Bold, instantly recognisable visual identity tied to the IP
- A layout designed to maximise footfall, dwell time and interaction
This was environmental storytelling, allowing visitors to step directly into a familiar cultural experience.
2. Interactive Engagement Mechanics
To move beyond passive viewing, the stand incorporated:
- A spin-the-wheel activation with branded prizes
- Hands-on interaction points linked to the games
- Natural gathering areas to encourage social interaction and sharing
This created a continuous flow of activity, ensuring the stand remained dynamic throughout the event.
3. Talent Integration & Social Amplification
Love Island talent were brought onto the stand, enabling:
- Live content creation through Instagram stories and posts
- Increased reach into Love Island’s core audience demographic
- Organic amplification beyond the event itself
This bridged the gap between B2B event presence and B2C cultural relevance.
4. VIP Experience & Partner Engagement
To elevate operator relationships, the activation included:
- Exclusive Love Island VIP gift boxes
- Personalised iconic water bottles for partners
- A tailored, premium experience reinforcing brand value
This ensured the stand wasn’t just visually impactful, but also commercially effective in driving meaningful conversations.
Supporting Campaign: Building Momentum Pre-Event
The stand activation was amplified by a full-funnel marketing campaign:
- Daily social teasers across LinkedIn and Instagram
- Behind-the-scenes content building anticipation
- Thought leadership reinforcing Playzia’s positioning
Crucially, the launch was timed with the Love Island season premiere, allowing the campaign to ride an existing cultural wave and maximise visibility.
Impact
The activation delivered:
- A high-traffic, high-engagement stand at iGB London
- Strong differentiation in a crowded exhibition environment
- Increased operator interest driven by IP recognition
- Extended reach through social amplification and talent integration
Most importantly, it positioned Playzia as:
- A brand that understands how to activate IP, not just license it
- A partner capable of delivering both creative and commercial value
Key Takeaways
- Immersive stand design can be a primary growth lever, not just a supporting tactic
- Branded IP is most effective when activated physically and socially
- Cultural relevance drives instant recognition and engagement
- Experience-led marketing creates stronger operator recall and conversion