Bringing Square in the Air’s expertise to new horizons

It’s been a few years since I last walked the show floor at an IAAPA Expo – the leading series of events for the amusements and attractions industry, where I spent my career before joining SITA. This year’s European edition in Barcelona was a welcome return. The noise, the energy, and the creativity on display reminded me exactly why I first fell in love with the amusements and attractions industry. But this time, I wasn’t attending as a journalist. I was there representing Square in the Air – best known, of course, for helping brands in the iGaming, gambling and sports betting industries stand out from the crowd.

Over the past decade, SITA has built an enviable reputation as the go-to agency for companies looking to grow their profile, sharpen their communications, and connect with audiences in highly competitive global markets. From fast-growing challenger brands to major international operators and suppliers, our work has always focused on understanding the stories behind each business and finding the right way to tell them.

That same philosophy translates seamlessly into the world of amusements and attractions. And this year’s IAAPA Expo provided the perfect opportunity to begin building our reputation in a new sector.

Working with Bandai Namco – a strong start

2025 marked SITA’s first partnership in this new territory, with Bandai Namco Amusement Europe coming on board. The story since then is a fantastic example of what SITA can offer to this industry. Throughout the year, we helped the company announce its collaborations, launch new products, and share its thought leadership across a diverse range of topics via written content, social media and bespoke video – all generating widespread industry coverage and engagement.

These projects weren’t just about writing a press release or shooting a generic video. They were about understanding the story Bandai Namco wanted to tell – one of innovation, collaboration, and forward-thinking strategy – and delivering it in a way that resonated with both B2B and B2C audiences. It’s exactly what we do every day in iGaming, and it works just as effectively here.

Having Bandai Namco as a client has provided a natural bridge between my previous experience in amusements and my current role in gaming. It’s proof that the same

creativity, professionalism, and strategic storytelling that drive SITA’s success in one sector can do the same in another.

A productive few days in Barcelona

During three packed days at Fira Barcelona (no stranger to SITA feet traipsing the aisles), I was fortunate to spend time with the Bandai Namco team while also reconnecting with familiar faces from my journalism days and meeting plenty of new ones. It was clear that, while the industry continues to evolve rapidly, many of the challenges businesses face are universal: standing out in crowded markets, finding new ways to engage audiences, and telling compelling brand stories that cut through the noise.

That’s where Square in the Air can make a real difference. Our team combines deep industry understanding with creative flair, media expertise, and a results-driven mindset. Whether it’s PR strategy, content creation, social media management, video production or design, we bring a level of polish and professionalism that can help amusement and attraction companies communicate their strengths and ambitions to the world.

Looking ahead

My return to IAAPA was more than just a trip down memory lane – it marked the start of an exciting new chapter. There’s a genuine opportunity for Square in the Air to expand its horizons, helping amusement and attraction businesses tell their stories as effectively as we’ve helped so many gaming and betting brands do over the years.

The industries may differ in their audiences and products, but at their heart, both are driven by the same goal: creating moments of fun, engagement, and entertainment. By combining SITA’s proven expertise with my background in amusements, I’m confident we can bring something fresh and valuable to this vibrant sector.

What we’ve done for decades in one industry, we can now do in another – bringing the same creativity, clarity, and impact to the world of amusements and attractions.