Endorphina Continues to Redefine Creative Excellence in B2B iGaming Marketing at ICE Barcelona 2026
Endorphina, the award-winning slot game provider renowned for its bold, high-impact approach to branding and engagement, once again demonstrated why it remains a benchmark for creativity in the B2B iGaming sector during ICE Barcelona 2026. In an exclusive interview as part of the Marketing Decoded series, Arena, Marketing Strategy Coordinator at Endorphina, shared insights into the company's innovative strategies that consistently generate industry buzz, drive massive engagement, and reinforce its long-standing reputation for delivering endorphin-rush experiences.
Founded in 2012 and now a trusted name with over 200 certified games, Endorphina has built a legacy of turning every major event into a full-scale marketing campaign. This year's standout initiative, the viral Roach Challenge tied to the company's Cockroach Fortune theme, captured widespread attention ahead of and during ICE Barcelona. What began as a provocative concept faced initial scepticism, with many predicting a negative reception to the cockroach motif. Instead, Endorphina flipped expectations, transforming the idea into an entertaining, shareable experience that made cockroaches feel fun rather than fearsome, potentially even helping some overcome long-held phobias.
The challenge encouraged industry professionals to creatively reimagine themselves or scenarios with cockroaches, resulting in over 130 user-generated posts in just days. Participants invested real time and imagination, producing wildly inventive content from classic interpretations to out-of-the-box ideas like a cockroach hot dog. This organic virality extended beyond regular LinkedIn posters, drawing in non-frequent users and amplifying reach across the sector. With such overwhelming creativity on display, Endorphina opted for a raffle-style winner selection rather than subjective judging, ensuring fairness amid the flood of exceptional entries.
The campaign earned early recognition, with Endorphina securing the Best Pre-Show Marketing Campaign accolade at the ICE Standout Awards 2026, underscoring its success in extending event momentum well beyond the show floor.
Arena highlighted Endorphina's consistent philosophy: campaigns extend far beyond expo days, incorporating warm-up phases, on-site activation, and post-event follow-through to create lasting recall. This integrated approach was evident in previous efforts, such as the movie-grade Satisfaction video remake for SiGMA in Rome, featuring real employees from sales leaders to account managers in a playful construction-themed production. That initiative drove 50,000 unique LinkedIn visitors, added approximately 5,000 new followers, and helped double the company's LinkedIn audience to 20,000 by the end of 2025.
Maintaining such high standards brings internal pressure, Arena admitted, but the marketing team embraces it as essential to preserving Endorphina's legacy. Ideas emerge through inclusive brainstorming across departments, ensuring fresh, authentic concepts backed by full-company support. This collaborative spirit, combined with precise execution, keeps Endorphina at the forefront of creative storytelling in an increasingly competitive landscape.
In a rapid-fire this or that segment to close the discussion, Arena revealed preferences that align with the brand's ethos: slots over crash games, fantasy over reality, bright colours, meticulous planning, and strong teamwork.
As Endorphina continues expanding into regulated markets and releasing innovative titles, its marketing prowess remains a core driver of visibility, partnerships, and industry conversation. With more bold campaigns on the horizon, the company shows no signs of slowing its momentum in juicing excitement across the B2B iGaming space.
About Endorphina
Endorphina is a leading B2B iGaming provider established in 2012, specialising in high-quality HTML5 slot games certified in multiple regulated markets worldwide. Known for its creative event presence and player-focused titles, Endorphina consistently delivers innovative gaming experiences that stand out in a crowded industry.
About Marketing Decoded
Marketing Decoded is a special interview series launched to explore and decode the marketing strategies behind the most successful B2B iGaming brands. The series features in-depth conversations with top CMOs and marketing leaders, revealing the tactics, creativity, and execution that drive brand growth in a fast-evolving sector. This project is produced by iGaming Real Talk, in collaboration with iGaming Republic, and is brought to you by Excellent Expo, a reliable stand partner for creating an excellent expo presence.