Slot Love island
LOVE ISLAND STAND AT IGB LONDON 2025
Context:
To make a strong impact in the UK, Playzia sought content that resonated with cultural touchstones. The solution: a three-year global partnership with ITV to produce 10 Love Island–themed games.
Strategy:
For the big release of the games, timing and location were crucial.
We selected the IGB tradeshow because London is the capital city of the Love Island cultural phenomenon. The event occurred in July, one week before the start of the new Love Island season, a time when the brand would be trending on social media.
This was ideal to activate a game series that operators would instantly recognize as locally relevant and commercially powerful.
Execution:
PRE-HYPE CAMPAIGN:
Daily teasers on LinkedIn and Instagram, behind-the-scenes content, and thought leadership articles.
IMMERSIVE EVENT ACTIVATION:
In collaboration with Expose Designs, we created a Love Island capsule stand at iGB London. The stand replicated the show’s sets, featured a spin-the-wheel game with branded giveaways, and hosted Love Island talent for photo ops.
SOCIAL CROSSOVER:
Talent posted Instagram stories directly from the stand, amplifying exposure to Love Island’s dominant female audience, an important UK demographic keen on social and bingo-style gaming experiences.
VIP ENGAGEMENT:
Partners received exclusive Love Island VIP gift boxes, including the iconic, name-customized water bottles. The launch was timed with the new Love Island season premiere, ensuring the hashtag was already trending and helping the games ride the cultural wave.
