1. What’s the world of gaming expos really like? Take us behind the scenes of the global events Amusnet attends each year - the atmosphere, the energy, the scale.
People often see the glamorous side of event management – photos from exciting destinations worldwide, shiny booths, great parties, and big smiles. And yes, that’s part of it. But behind the scenes lie months of planning, countless details, and a huge team effort.
To give you some perspective: our largest stand is 1,200 sq.m., while the smallest is 50 sq.m. (about the size of a small apartment). Each of these must be designed, built, furnished, brought to life, and dismantled in less than 10 days. For many, this sounds almost surreal. In reality, it’s possible only thanks to more than 30 highly dedicated professionals, including our in-house design and construction teams, who turn concepts into reality.
Of course, the pressure is real. Studies show that over 80% of people in the events industry experience burnout at some point. That’s why I always strive to maintain a balance for myself and the team – to ensure that, despite the challenges, everyone feels proud and rewarded when they see the final result of their hard work.
What I love most is the teamwork on-site. Each event feels like we become invincible together. Everyone brings their own “superpower”: Asen is the negotiator, Tsveta brings order, Mariela is the multitasker, and mine is crisis management. The puzzle is complete when we’re all there, each doing our part.
The gaming industry itself makes it even more exciting. It allows creativity and innovation, while also requiring a professional B2B approach. Finding the balance between entertainment and business is part of the challenge – and the fun.
2. Roughly how many events does Amusnet take part in annually, and how do you keep up with such a packed calendar?
Our annual calendar is busy – with more than 100 events in total. Out of those, we exhibit at “only” 17 major expos, while we participate as sponsors, delegates, or speakers at the rest.
Once again, the key is planning and teamwork. At the beginning of each year, we develop an annual concept that sets the visual direction for most of our events. This consistency strengthens our brand image and makes the entire process more efficient.
The creative part is both the most rewarding and the most demanding. Developing new concepts and designs requires enormous effort, so we try to frontload most of the creative work early in the season. Of course, things don’t always go according to plan. Functionality, new product launches, or specific requirements often mean making dozens of adjustments to a stand design. It’s a constant process of refinement – and while perfection may not exist, we never stop pursuing it.
3. Each year brings new trends and new demands. What are the biggest challenges you face in organising Amusnet’s international presence, and how do you tackle them?
The biggest challenge is keeping pace with an ever-changing business environment. Our industry evolves quickly, and we strive to represent Amusnet in ways that reflect the latest trends while staying true to our identity. Last year, we established an Innovation Department, where my colleagues create real wonders — from kinetic ceilings to moving walls. Walking through their warehouse feels like stepping into a laboratory of creativity.
Another challenge comes with operating in distant markets. Language barriers, time zones, and cultural differences all play a role. But while these differences are challenging, they also make the work more exciting.
Perhaps, the trickiest situations are when new markets become regulated, and organisers rush to launch expos there. Suddenly, we’re tasked with planning and executing an entire presence in just a month or two. It’s intense, but also crucial. Being among the very first brands to appear at a new market’s debut expo often lays the foundation for long-term success. Miss that opportunity, and catching up later becomes far more difficult.
4. From blank canvas to show-stopping booth - what does the creative and production journey look like when designing Amusnet’s exhibition spaces?
For us, the functionality always comes first when designing a booth. Exhibitions are about much more than aesthetics – they are where our business team meets partners and showcases our brand and new products. That means the design must serve their needs first, while also reflecting our identity and values.
Since we operate exclusively in the B2B space, the setup has to remain business-oriented. But that doesn’t mean it can’t also be engaging. The Gaming industry is full of dynamic, fun people – so we always try to strike the right balance: professional, yet welcoming and memorable.
One of the most valued features of our stands, for example, is the quiet meeting rooms. Expos can be busy and noisy places, so offering a soundproof space for focused conversations is a real advantage. At the same time, we still find ways to integrate entertainment and product showcases, so the booth feels vibrant and alive.
The biggest challenge? Fitting it all together. On a 200 sq.m. stand, we might need to include five meeting rooms, multiple product displays, service areas, and still leave space for something “WOW”. This is where our talented 3D and interior designers come in, as they are the ones who transform all these requirements into a coherent, functional, and eye-catching space.
5. Innovation is key to standing out. What bold or unexpected elements have you recently introduced at expos, and how did visitors respond?
As I mentioned above, last year, we took a big step by forming an Innovation Team – a group of brilliant professionals with bold ideas and the skills to bring them to life. This wasn’t a quick decision, but the result of a long process of research, collaboration, and learning. Eventually, we realised we could successfully manage innovation in-house.
Since then, we’ve introduced a variety of interactive and dynamic elements: moving ceilings, reactive walls, LED floors that respond to movement, and kinetic displays. Each of these installations is complex, time-consuming, and resource-heavy to develop, but the results are spectacular. Visitors are immediately drawn in, curious and engaged.
The real challenge, however, lies in finding the right balance. Innovation should capture attention, but it should never overshadow the core of why we’re there: our Products. The goal is for people to stop because of the eye-catching ceiling, but to stay and remember Amusnet, because of our outstanding products.
6. When the lights go down and the expo ends, how do you define success? What are the key metrics and moments you look for to know an event made an impact?
That is not an easy question. Of course, success can be measured in numbers like collected leads, deals closed, and agreements signed. But to me, it goes far beyond that.
Exhibiting at large trade shows is mostly about reputation. If you want to be recognised as a key player in the industry, your presence must be visible at every major event. More importantly, though, success is about building long-term relationships with our partners. And that rarely happens on the expo floor. It occurs after hours, when you share unique experiences together.
Whether it’s a helicopter ride, a basketball game, the Rio Carnival, or simply a fun night out, these shared moments create bonds that last for a long time. Later, things are different when you sit down at the negotiating table. You know the person in front of you, you understand how to connect, and most importantly, you can trust each other. And trust is the foundation of a real partnership, in business and life, especially when unexpected challenges arise.
So, to sum it up: Real success isn’t always tangible in the short term, nor defined by numbers alone. It’s about the people you connect with, the partners who, over time, will make the numbers grow.
7. Event management can be a rollercoaster - fast-paced, high-stakes, and deeply rewarding. What fuels your passion, keeps your team inspired, and what would you tell someone eager to dive into this world?
Long story short — don’t do it. (Just kidding! 😉) But it truly is an emotional rollercoaster. Deadlines in our world are non-negotiable. The expo will happen, ready or not, which means at some point you are feeding mostly on coffee and hopes, and you are so sleep deprived that everything can be annoying.
No matter how good your planning is, you can never foresee absolutely everything. To thrive in this environment, you need to be a little bit crazy, and you also need to learn how to turn stress into fuel.
But here’s the other side: this job shows us the world. Expos take us to incredible destinations, immerse us in different cultures, and help us connect with fascinating people. And that’s what keeps us going, even through the most challenging moments.
For anyone eager to dive in, my advice is simple: Embrace the chaos, enjoy the ride, and never forget to look around, because the experiences and people you meet along the way make it all worthwhile.
