Lecture on ICE Gambling Expo and Neosurf's Branding Strategy

Introduction to ICE Expo

• ICE is one of the largest gambling game shows globally, known for its celebration of the industry.
• It's an event that brings together friends, merchants, and new connections.
• The excitement surrounding ICE is consistent and long-lasting.

Neosurf's Recognition and Strategy

• In 2017, Neosurf made its debut at ICE N6.
• Instead of typical promotional items, Neosurf decided to offer premium coffee, employing a barista.
• This approach became a part of Neosurf’s brand personality, making their booth highly popular.
• Attendees recognized by their vivid pink coffee cups.

Branding and Personality

• Payments industry often seen as dull, but Neosurf brings personality through branding.
• Focus on customer engagement: talking, listening, and evolving with clients.
• Aim to support clients' needs today and in the future by building the right solutions.

Expanding Horizons

• Neosurf cups feature the phrase 'Take New Places,' highlighting expansion into new markets: Japan, USA, Latin America.
• Reflects Neosurf’s commitment to listening to their clients' needs.

Sponsorship and Future Plans

• Neosurf sponsored the Neosurf Cup, an event in London with Team NIKKI.
• For 2022, Neosurf plans to enhance its presence at ICE with an esports booth.
• Maintaining the same location (N6) to keep the tradition of morning coffee.
• Focus on esports vertical, with espresso martinis being served at 3 PM daily.

Conclusion

• Neosurf combines unique branding and strong customer relationships to make a mark in the payments and gambling industry.
• Their strategic decisions, like premium coffee and embracing esports, demonstrate their innovative approach.