ICE – the biggest gaming show in the world – is known for its razzmatazz, its product launches… and its promo girls in tiny skirts and outsize heels.

To industry newcomers, Gamevy – the winner’s of last year’s Pitch ICE – it was an opportunity to do something a little different – just like their games.

And here’s the result – two lads from London, complete with hipster beards and ready to take on the girls when it comes to strutting their stuff in killer heels.

“Our games play differently,” commented Marketing Director, Helen Walton. “They’re like nothing else on the gambling market at the moment. The choices and skills of our players make a difference – whether they’re hunting for the prize on a scratch, solving a puzzle or showing their trivia knowledge. So we like everything we do to play differently – to really stand out from the crowd!