TWIST & LINK
AT ICE GAMING BARCELONA 2025
Unidesa CIRSA at ICE Gaming Barcelona 2025
THE CHALLENGE
ICE Barcelona 2025 marked a turning point for the international gaming industry: for the first time, this iconic trade fair was held outside the UK, and expectations were higher than ever. For Unidesa, one of Spain’s leading companies in arcade machines and gaming systems, it was the ideal stage to unveil its new flagship product for arcades: Twist & Link.
Our challenge was to create an immersive, high-impact space that could:
- Attract a steady flow of visitors for three days.
- It reflects the innovative spirit behind Twist & Link, Forward Systems and other product lines such as Manhattan Mirage.
- To offer a memorable and truly “Unidesa” experience in its character.
OUR APPROACH
At TARS Design, we understood that it wasn’t just about building a stand, but about generating excitement. We designed a stand that functioned like a game in itself: dynamic, modular, and visually striking.
Key design choices included:
- Open and welcoming architecture to encourage a constant flow of visitors and foster interaction.
- Strategic zoning to separate salon and hospitality products while maintaining a unified brand presence.
- Integrated audiovisual elements to showcase new gameplay mechanics such as “Magic Respins” and “Double Base Prizes”.
- An impressive atmosphere created through lighting, sound, and visuals that channeled the energy of the gaming room, keeping the product demonstrations as the main focus.
- Dedicated spaces for Forward Systems demonstrations, allowing operators to experience firsthand the power of managing more than 45,000 connected machines worldwide.
As always, our TARS Design team coordinated with the Unidesa team regarding design, logistics, and on-site execution, ensuring that the entire construction was not only bold but flawless.
“It wasn’t just about setting up a stand, but about creating an environment where the products came to life, connected with the public, and reflected Unidesa’s leadership in the gaming industry.”
Nacho Rodríguez Isoba, Project Manager
THE RESULTS
The response was immediate and electrifying. Unidesa’s stand became one of the busiest at the entire fair, with a constant flow of customers, partners, and curious onlookers filling the space throughout the three days of the event. The stand helped make Twist & Link one of the star launches of ICE Barcelona 2025, attracting attention for both its gameplay and its spectacular presentation.
Unidesa’s comments were overwhelmingly positive:
ICE Barcelona has been an incredible experience and we leave very satisfied. We thank everyone who visited our stand and made these days unforgettable.
And for us at TARS Design, it was a privilege to help make that vision a reality, and to do it at home in Barcelona, with such an innovative partner as Unidesa.
We’re already looking forward to the next round.
LET'S GET TO KNOW
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