Case Study: Virtual Pinball for AON at ACC Liverpool
Client: AON |
Venue: ACC Liverpool |
Service: Virtual Pinball for exhibition stand engagement
AON worked with Cream Games to add an interactive element to their exhibition stand at
ACC Liverpool. The goal was to attract more visitors onto the stand, create
a natural talking point for the team and keep conversations flowing — all within a
compact footprint that suited their allocated space.
Client & Event Overview
AON exhibited at ACC Liverpool as part of a corporate conference and exhibition.
Their stand needed to:
- Draw delegates in from busy aisles and surrounding stands
- Help the team start conversations in a natural, relaxed way
- Stay aligned with AON’s professional brand image
- Work reliably across the full exhibition day
The stand space was modern and clean, with limited room for larger attractions or noisy activities.
Objectives
Together, we defined a set of simple objectives for the activation:
- Increase footfall to the AON exhibition stand
- Boost dwell time so conversations could go beyond a quick hello
- Give staff an easy way to break the ice with new delegates
- Ensure the game was compact, low-noise and exhibition-friendly
- Keep setup and operation straightforward for a busy team
Operating in a Busy Exhibition Hall
Exhibition environments like ACC Liverpool come with their own set of challenges:
- Numerous stands competing for attention in the same space
- Noise management requirements from the venue and organisers
- Strict build, breakdown and access windows for suppliers
- Limited stand footprint, especially on smaller or shell-scheme stands
This meant AON needed an interactive that looked sharp, ran reliably and didn’t overwhelm
the stand visually or acoustically.
Our Solution: Virtual Pinball for Compact Stand Engagement
Cream Games supplied a Virtual Pinball machine for AON’s stand — an ideal blend of
nostalgia, digital gameplay and compact design, built specifically for exhibition and
corporate environments.
The setup delivered:
- A single, space-efficient interactive that fitted neatly within the stand layout
- Fast, competitive gameplay that encouraged delegates to take a turn
- A low-noise experience suitable for conversations happening around it
- A clear focal point that could be seen from the aisle and nearby walkways
Our team handled delivery, installation and testing ahead of the event so that AON’s staff
could simply arrive and start using the game as part of their engagement strategy.
How AON Used Virtual Pinball on Their Stand
During the exhibition, the Virtual Pinball machine acted as a simple but powerful tool for AON’s team:
- A friendly ice-breaker to invite delegates onto the stand
- A chance to introduce a quick “beat the high score” challenge
- A way to keep visitors on the stand slightly longer, supporting deeper conversations
- An at-a-glance visual cue that something interactive was happening
The game was easy for staff to reference in conversation (“Fancy a quick game while we chat?”),
helping conversations feel more relaxed and memorable.
Outcomes & Benefits
While every exhibition is different, this activation helped AON to:
- Increase stand footfall compared to a static setup
- Give visitors a positive, memorable reason to stop and stay
- Support staff in opening and continuing conversations
- Showcase AON as a brand willing to do something a little different
The Virtual Pinball machine delivered the right balance of professional, compact and fun,
making it well suited to AON’s goals for the event.
Why Brands Choose Cream Games for Exhibitions
Exhibitors at venues like ACC Liverpool, ExCeL London and the NEC need games that are
reliable, compact and aligned with their brand. At Cream Games, we specialise in
exhibition-friendly interactives designed for real stand environments.
Explore more options in our:
Plan Exhibition Games for Your Next Stand
If you’re exhibiting at ACC Liverpool or any other UK venue and want a
compact, high-impact interactive for your stand, our team can recommend the right
games for your space, audience and objectives.