Step onto the floor at a major iGaming event and the winners stand out. Some booths buzz with real energy – conversations, demos, and teams look sharp and prepared. Others? They simply fade into the background.

Winning at iGaming events doesn’t start with flashy booths or pre-event posts. It starts in real conversations – hallway chats, late-night drinks, or quick demos that turn interest into opportunities.  And with SiGMA Central Europe 2025 around the corner, these conversations matter more than ever. 

The smart teams are already pulling the right strings. They’re already mapping who to meet, what to show, and how to leave Rome winning. Most teams, though, don’t get that far. It’s the same set of mistakes, repeated every year. 

Here are the ten that’ll cost you the most, and how to avoid every single one.  

1. Chasing Flash Over Substance

If it’s SiGMA, it’s tempting to go all out – flashy booths, massive screens, and branded merch. Sure, you’ll get a few glances, but they rarely remember you for it. What sticks is clarity and engagement. Tell your story in moments that actually make sense and leave a lasting impact.

What to do instead: Focus on why people should stop, not just how you’ll catch their attention. Design interactive experiences that pull visitors in – mini-games tied to your product, live demos, or a quick storytelling corner will hold attention far longer than a flashy display ever could.

2. Showing Up Without a Clear Event Goal

Each goal demands a different approach. iGaming brands often show up without defining success. But without clear objectives, your team struggles to prioritize, your presentations feel generic, and you end up chasing results you can’t even measure.

What to do instead: Create a simple event brief with three to five objectives and the metrics that matter. For example, number of qualified leads, meetings with top-tier partners, or social content engagement targets. Share the brief with your team so everyone is aligned and focused on real outcomes.

Ask yourself: are you chasing leads, new partnerships or visibility?

3. Pre-Event Silence

Waiting for people to find you by chance is a costly mistake. Smart brands start talking to prospects before the event even begins. LinkedIn outreach, short emails, social updates, and personal invites get people curious and ready to connect.

What to do instead: Reach out early. Book meetings with important prospects, show sneak peeks, or offer quick demos. Use countdowns, polls, or fun teasers to get people excited. When you give people a reason to stop by, you control the conversation instead of hoping it happens.

4. Failing to Follow Up While Momentum is Hot

That promising conversation you had at your booth only matters if you follow up fast. A quick email, a short call, or a meeting booked right after keeps the energy going and turns small talk into real deals. 

What to do instead: Have your follow-up plan ready even before you land at Rome. Categorize your leads by value and interest, and personalize every outreach. Mention what you discussed, share a key highlight, and set a clear next step. The faster and more personal your follow-up, the stronger your chances of closing.

5. Sending the Wrong Team

SiGMA Rome draws global iGaming audiences. If you’re exhibiting, your team is your brand, don’t send the wrong (or, unprepared) one. 

What to do instead: Bring people who can create and hold conversations, not just talk business. Train them on product depth and how to read the floor. Assign clear roles for sales, networking, and content capture so every opportunity gets covered. The brands that win in events are the ones that sound like they belong there. 

6. Forgetting the Small Touches

Sometimes it’s the smallest details that make the biggest difference. A quiet spot for real conversations, a local snack that stands out, or even a casual drink at the bar near the venue can turn a passing chat into a genuine connection. These moments often leave a stronger impression than any flashy setup ever could.

What to do instead: Think about what makes someone pause and smile. A VIP lounge for top prospects, custom-branded goodies, or a quick, fun interaction tied to your product can turn quick hellos into real connections. These moments often become the stories people share long after the event.

7. Neglecting Social Media During the Event

Your event presence doesn’t stop at the venue doors. Real-time photos, quick quotes, and short clips can take your story beyond the floor. A single post shared at the right moment can travel further than a week of paid ads. Make sure someone on your team owns the job of capturing and sharing what’s happening while it’s happening.

What to do instead: Create a live content plan before you arrive at the Fiera Roma. Feature your demos, team interactions, and standout moments from panels or meetups. Tag partners and attendees (with permission) to build natural reach. Use event hashtags like #SiGMACentralEurope2025 to stay part of the wider conversation and keep your brand visible long after the event ends.

8. Skipping Lead Tracking and Performance Metrics

Not every lead deserves the same follow-up. If you’re not tracking who engaged with intent and who just stopped for a freebie, you’re guessing instead of measuring. A simple scoring method helps your team focus on conversations that can actually turn into deals. Good data doesn’t just report results; it helps you make sharper calls next time.

What to do instead: Set up a quick lead scoring sheet before the event. Track who joined demos, asked real questions, or showed genuine interest in a partnership. Post-SiGMA, use those scores to plan your follow-ups and understand what truly worked. Measure conversion rates, cost per lead, and ROI so your next event strategy is guided by clarity.

9. Treating All Visitors the Same

At SiGMA Rome, not all traffic is equal. You’ll meet affiliates, operators, investors, providers, suppliers, and curious marketers. Treating them all alike equals to treating none of them well. People notice when attention is personal. When they feel recognized, they remember you, and that’s how deals are made. 

What to do instead: Map your top-tier visitors in advance and plan how to engage them. Thoughtful personalized interactions  signal connection and that’s what get you remembered when thousands of people are competing for attention. 

10. Letting Momentum Fade After the Event

The real work begins once the lights go out. Every conversation, connection, and insights holds immense value if you build on it. In fact, it can fuel your next six months of marketing, if you use them smartly. 

What to do instead: Repurpose what you captured during the event. Turn booth highlights into short videos and share key takeaways on LinkedIn. You can also write a blog that breaks down emerging trends you noticed. Keep the leads warm through follow-ups and meaningful touchpoints. The brands that stay visible after the event are the ones that get remembered.