Alea brings ‘Luck Decoded’ to SBC Summit Lisbon

The activation will combine a live vault reveal with an unexpected twist each afternoon

Press release.- Alea will launch Luck Decoded at SBC Summit Lisbon, a three-day activation centred on four vaults and a live reveal at its booth each afternoon.

Visitors will scan a QR code, register, and receive a unique four-digit combination by email. At 4:00 PM, selected codes will be called and used to open the vaults in front of the crowd. Alongside the vault reveal, a sealed envelope will introduce a second element to the activation, with its contents kept secret until the moment it is opened and able to completely change the outcome.

Marit von Stedingk, head of PR and Comms of Alea, said: “Luck Decoded starts from something we all know well in this industry: luck. It’s part of gaming, and part of life, and anything can change things in an instant.”

“With the activation, we wanted to add another layer to that idea. Your code may be drawn by chance, but everything that happens afterwards is carefully thought out; from the prizes to the mystery sealed envelopes that can completely change the whole dynamic of the game. It reflects how we approach things at Alea. Luck can play its part, but when it comes to aggregation, you should always have full control.”

Luck Decoded will be introduced across Alea’s social media channels ahead of SBC Summit Lisbon, before coming to life at Booth B213 from September 29 to October 1. The activation gives visitors a playful way to experience the idea behind the campaign first-hand.