After International Game Technology PLC (IGT) merged with Gtech Holdings Corp., the Reno, NV-based maker of gaming machines and lottery products wagered that it should communicate a new high-tech feel for its brand at the 2015 North American Association of State and Provincial Lotteries (NASPL) show in Dallas.

Working with Hill & Partners, the company rolled the dice on an exhibit whose internally backlit, freestanding structures enveloped attendees in a cocoon of light. Showgoers nearing the 3,025-square-foot booth first glimpsed a dramatic 10-by-14-foot, high-definition digital display embedded in a milk-colored Plexiglas ceiling element hanging from a truss 22 feet above the floor.

Once visitors entered and moved past a reception counter, they immediately came across a 4-by-10-foot LED screen with continually looping video tantalizing viewers with a tale of IGT's future technology. Then, following the L-shaped floor plan that took them between the 16-foot-high wooden structures brightly illuminated in IGT's corporate hues of sapphire, tangerine, and egg yolk, they entered the Future Space, where they encountered a series of demos spread over several of the booth's 11 touchscreens that ranged from 55 to 80 inches.

At two Lift and Learn stations, for example, attendees compared IGT's scratch-off tickets: Lifting any combination of several tickets off a counter activated an adjacent motion-sensitive digital display, which then flashed information comparing the tickets' various benefits. Nearby, a massive replica of an iPhone with a 55-inch screen demoed various IGT apps available for the device.

When attendees were ready to depart, they were prompted to take selfies at a photo booth that were subsequently projected to one of the digital video screens, proclaiming the guest a "winner." By using casino-bright structures and high-tech demos to capture hundreds of visitors, IGT left the show every bit a winner, too. E