ESR

Branded Racing Simulator for i2c at FinovateFall, New York

Our branded racing simulator for i2c at FinovateFall, New York, gave fintech visitors a reason to stop at the booth and stay. We ran it for all three show days.

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A visitor races in the i2c-branded cockpit at the FinovateFall booth

FinovateFall · New York Marriott Marquis

What i2c needed on the show floor

A busy show floor gives a passing visitor a few seconds to decide whether to walk into your booth. That was the problem i2c brought to us.

i2c Inc. exhibited at FinovateFall in New York on September 9 to 11, 2026. The show ran at the New York Marriott Marquis in Times Square, and the floor was full of fintech booths competing for the same visitors.

The exhibitor team wanted a clear reason for people to stop, stay a few minutes and return later. Every extra minute at the booth gave i2c staff another chance to start a conversation.

Our page on events for tech companies covers the formats we run for software and fintech teams. For other booth games, see our trade show entertainment options.

Visitors walk a crowded fintech show aisle past rows of booths
Our operator explains the wheel and pedals to a visitor in the branded cockpit

A racing cockpit in i2c colors

You get a booth activity that looks like your brand from the aisle. For i2c, we built the station around one competition:

  • Cockpit. A racing seat with a steering wheel and pedals, an Xbox gaming system and a gameplay screen.
  • Brand colors. We dressed the cockpit in i2c colors, so the station read as part of the booth.
  • Leaderboard screen. A second screen showed a live leaderboard. The fastest lap of the show won the main prize.
  • Event branding. Panels, campaign colors and leaderboard graphics are all part of our event branding work. You send the brand files, and we fit them to the station.
Event branding

Install day and show hours

i2c knew exactly when the station would be live, and the booth was ready before the doors opened on day one.

  1. Step 1: September 8

    • We installed the cockpit and both screens, then ran test laps.

  2. Step 2: September 9 and 10

    • The station ran from 8 AM to 6 PM.
    • During show hours our operator handled driver instructions and the flow of the contest.
    • That left the i2c team free for conversations with visitors.

  3. Step 3: September 11

    • The station ran from 8 AM to 3 PM, the shorter final day.

  4. Step 4: After close

    • We broke the station down and removed it from the hall.

Visitors came back to beat their times

The leaderboard turned single visits into repeat visits, and the contest got busier each day.

Fastest-lap leaderboard at the i2c booth, with a FinovateFall visitor in front
Fastest-lap leaderboard at the i2c booth, with a FinovateFall visitor in front

Visitors raced for the best time, then returned to improve it. People waiting to talk with i2c staff watched the races between conversations, so the booth always had something going on.

By the end of the show, the booth had about 51 saved external scanned contacts, with staff excluded. That's a contact count. It doesn't count players or qualified leads.

i2c has kept working with our team on other events since FinovateFall.

The booth at FinovateFall

These shots show how much space the station took in the booth and how the leaderboard sat next to the cockpit.

  • The i2c booth at FinovateFall with the racing cockpit and leaderboard screen
  • Racing cockpit panels in i2c brand colors

Racing simulator rental for your booth

Everything i2c had at its booth is one booking with us.

  • Racing simulator

    Cockpit with a force-feedback wheel and pedals, a 50-inch display and an Xbox. Formula 1, rally and race car formats with lap timing. Details are on our racing simulator rental page.

    Racing simulator rental

  • Live leaderboard

    A separate screen with best laps, plus an optional prize ceremony at the end of the show.

  • Your branding

    Simulator panels, the chair area, sponsor graphics and your campaign colors.

  • More stations

    We've delivered setups with 2 and 4 stations for bigger booths and busier floors.

  • Multi-day staffing

    An operator at the station for every show day, with footprint, power and queue planned before move-in.

  • Custom quote

    Every show gets a custom quote. See how we build a quote to know what to send us first.

    How we build a quote

Questions from exhibitors

Can you staff the station for every day of the show?

Yes. We plan staffing to your show schedule, including 8 AM starts and a shorter final day.

Can the racing simulator carry our brand colors and logo?

Yes. We fit your logo and colors to the panels, the chair area and the leaderboard graphics. Send your brand guide with the inquiry.

Do you work at trade shows in New York?

Yes. FinovateFall in Times Square was one of ours. We have two bases, Los Angeles and Orlando, and work across the U.S. We arrange transport, setup and the operator together. More on corporate events in NYC.

Does the leaderboard collect leads for us?

The leaderboard ranks lap times. At FinovateFall, the booth team scanned visitor contacts separately. Tell us how your team captures leads, and we'll plan the station around it.

Can you send insurance documents to the venue?

Yes. We send insurance documents to venues and organizers on request. Add the show's exhibitor requirements to your inquiry.

Send us your show dates

Tell us the show, the booth size and the days you exhibit. We'll check availability right away and send a quote in minutes. Include the event type, show dates, city, expected visitor count and budget. If you have brand files or a prize in mind, mention them in the message. Or call +1 213 912 1010