Oct 6-9, 2025
2,001
Social shares
2,384
Referral CTAs
10,514
Lading page views
Industry: Gaming
CASE STUDY
15,780 gaming pros mobilized at G2E 2025 through peer-to-peer marketing with a 51.5% share-to-sign up rate
Oct 6-9, 2025
Event Overview
Global Gaming Expo (G2E) is the world’s premier gaming industry event, produced by RX and presented by the American Gaming Association.
The 2025 edition, held from October 6–9 at The Venetian Expo in Las Vegas, marked G2E’s 25th anniversary, drawing 25,000+ attendees and 400+ exhibitors.
Recognized as the industry’s most influential gathering for gaming professionals, G2E 2025 celebrated a quarter-century of innovation, networking, and growth. The RX Global team aimed to commemorate this milestone by driving stronger participation, registrations, and social engagement.
Snöball’s peer-to-peer event marketing platform became central to that mission – activating attendees and speakers as advocates through personalized digital tools.
By mobilizing 15,780 participants, Snöball’s campaigns expanded G2E’s organic reach, amplified visibility across 17+ channels, and delivered a remarkable 51.5% referral-to-registration conversion rate, well above the industry benchmark.
How we
did it
For G2E 2025,, Snöball launched a multi-phase peer-to-peer campaign that turned attendees and speakers into active promoters.
The campaign officially launched on July 14, 2025, and included four reminder campaigns that sustained momentum through multiple touchpoints. Each reminder reinforced a clear call to action, encouraging advocates to share and promote their participation.
Running over an 11-week and 3-day attendee acquisition cycle, the campaign kept G2E’s audience actively engaged from early registration through the final promotional push, ensuring consistent visibility and conversion.
Activated parallel peer-to-peer campaigns for attendees and speakers during the registration cycle.
Created personalized social share cards for 15,780 advocates, optimized for easy one-click sharing across 17+ social platforms.
API integration with Cadmium to automatically update session and speaker data for real-time personalization.
Designed speaker landing pages featuring embedded video invites for authentic storytelling and promotion.
Provided RX with a transparent performance dashboard to track shares, traffic, and conversions.
Collaborated closely with RX’s internal team – Snöball powered all shareable campaigns while RX managed outbound communications.
Samantha Nagel, Portfolio Marketing Director at RX Global,shared her experience working with the Snöball team: “We’ve seen a large ROI just from peer-to-peer marketing on G2E this year. And it’s not just the tech, it’s the team. Our dedicated customer success rep helps us manage campaigns, tweak them when needed, and keep everything on track. It’s been an incredibly smooth and rewarding partnership.”
Mobilizing Participants
15,359
Attendees mobilized
Meet Aaron, a gaming industry professional!
He has just signed up to attend G2E 2025.
Aaron is instantly shown a personalized social card through which he can invite his peers and drive sign-ups to the event.
Mobilizing
industry speakers
421
Speakers mobilized
Meet Adam he is a speaker at G2E 2025!
Adam is set to speak at G2E 2025. He gets a custom Snöball landing page and a personalized toolkit to spotlight his sessions and invite his network to the event.
Tech stack
For G2E 2025, Snöball integrated directly with Cadmium to sync live session and speaker data throughout the registration cycle. This API connection enabled real-time personalization across all advocate assets, ensuring every share card, landing page, and invite reflected the most accurate event information.
Peer-to-peer marketing campaign performance
56.9%
Social shares on LinkedIn
2,317
CTA clicks
1,228
Additional registrations added
51.5%
Share-to-conversion rate
CLIENTS LOVE US. WE LOVE THEM TOO
Samantha NagelPortfolio Marketing Director, RX Global
