Acres - Bringing Foundation to the Global Gaming Expo

Acres Manufacturing is the kind of company that makes you lean in. A small, nimble team with a product — Foundation — that felt nothing short of revolutionary. A unified hardware and software system for slots and table games built around four powerful pillars: Cashless Gaming, Bonusing, Loyalty Perks, and Real-time Data. The vision was enormous. The team going up against industry giants like IGT and Konami was not. That's exactly what made this project so fun.

Early on, we leaned into the underdog angle hard — a rebellion aesthetic, David vs. Goliath energy, small team taking on the big guys. It was bold, and honestly, not wrong. But as we kept refining, something better emerged. The product itself was the story. What Foundation could actually do for casinos was compelling enough on its own — it just needed visuals that brought those four pillars to life and headlines that made people stop and read.

So that's where we went. Eye-catching imagery that visualized each key aspect of Foundation, paired with thoughtful, purposeful copy that let the product speak for itself.

The scope of deliverables for G2E was no small feat — a custom app UI so Acres could demo Foundation's full feature set on the show floor, over 60 signs across the expo, social media imagery, event landing pages, and a printed takeaway piece that gave attendees something to walk away with.

The result? Acres was booked solid for demos throughout the entire week of the convention. For a small team stepping onto one of gaming's biggest stages, that's about as good as it gets.