The HOUSE is a rebrand of Global Gaming Expo (G2E). It is a gaming industry trade show represented by American Gaming Association. It is annually held in Las Vegas, Macau, and Manila. G2E in Las Vegas is located in Sands Expo & Convention Center.
New brand name was given to target broader audience considering current audience mostly targets professionals. Two typefaces were created under the same grid that was inspired by the nature of casino games: which always involves luck. The grid is based on a four leaf clover shape which represents luck.
The overall form of the The HOUSE's main branding typeface follows sharpness that can be observed from playing card suit symbols, while the other typeface, created for Sportsbet Symposium, an event held in The HOUSE is inspired by constantly changing variables from dynamic games' scores on sports betting boards.
The HOUSE finally introduces "Arena," where a guided tour through various casino games will be provided to visitors who are new to casinos. Visitors will challenge each other on different gaming rules. Visitors will challenge each other on different gaming rules. The implemented program that generates playing cards based on text-string QR Code on the HOUSE's app allows users to scan their card to the interaction tables.
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