BGaming to collaborate with London-based artist Thumbs in its latest exhibition at ICE London

iGaming content provider BGaming has announced an exclusive collaboration with London-based artist Thumbs for the upcoming ICE London event, set to take place at ExCeL London on February 7-9. On booth N8-120, the firm will showcase its latest novelties.

"With this collaboration, BGaming is setting a precedent for future partnerships with local artists and plans to bring similar collaborations to all major iGaming events in 2023, aimed to support talents and provide a space for experiments," the company noted.

Visitors of the ICE London exhibition will have the opportunity to see BGaming's most popular game characters, such as Elvis Frog, Joker Queen, Cactus Cowboy Johnny Cash, and others, in a new light, inspired by pop culture. "BGaming aims to push the boundaries of what is possible within the iGaming industry by providing a space for experimentation and sharing ideas," the company explained.

Furthermore, the studio will showcase its products at the tradeshow, including over 90 "highly engaging" games and brand exclusives. "The development of brand-exclusive and customized games has become the company's unique selling point and has been highly valued by leading operators in the industry," the firm said in a press release.

BGaming will also reveal details about its new product, BGaming Drops, which aims to raise player engagement. According to the studio, this new offering will interest casino operators attending ICE London, representing "a unique approach" to player retention.

We're excited to announce our collaboration with London based artist @artbythumbs for the upcoming @ICE365Global!

See our popular game characters like you've never seen them before and learn what else we have in store for 2023!

Book a meeting👇https://t.co/7RqnUhjfvk pic.twitter.com/F3EbcnvqWn

— BGaming Official (@BGamingO) January 12, 2023

Kate Puteiko, Chief Marketing Officer at BGaming, said: "BGaming is thrilled to be working with Thumbs and enjoy the exciting new direction we are taking at ICE London. The studio stands for experiments and is constantly looking for new ways to push the boundaries of what is possible within the industry, with a particular focus on creating content for a younger audience."

"We look forward to bringing such experiments to all the major iGaming events in 2023 and welcome visitors of ICE London to be the first to enjoy the collaboration!" she added.

Meanwhile, Thumbs commented: "It’s always exciting as a creative when you get to collaborate with brands that allow you to express yourself. This project was a challenge as I had to take some of BGaming’s most popular game characters and reimagine them in my own style, but BGaming gave me complete creative freedom to explore this, and ultimately this always leads to my best possible work."

"I had a lot of fun giving the BGaming characters a more vintage comic book feel which created a juxtaposition to their usual 3D look," the artist concluded.