Endorphina’s Roach Challenge Hits LinkedIn

In the lead-up to ICE Barcelona, iGaming software provider Endorphina has launched a viral LinkedIn activation that quickly captured the attention of the industry. The Roach Challenge, an AI-driven creative challenge, organically flooded LinkedIn feeds with cockroach alter egos of iGaming professionals with no paid promotion involved.

The challenge invites participants to create an AI-generated image of themselves as a cockroach and share it on LinkedIn, tagging Endorphina and using the hashtag #RoachChallenge. While unusual at first glance, the concept directly reflects Endorphina’s upcoming ICE booth design and the launch of its new slot title, Cockroach Fortune.

The campaign is an extension of Endorphina’s “house of roaches” concept, a deliberately bold, playful, and slightly chaotic visual language that rejects predictable exhibition marketing in favour of personality, humour, and memorability.

100% Organic Results in the First 24 Hours:

• 8,066 impressions (+328% organically)

• 2,704 reached users (+357% organically)

• 747 clicks (+104%)

• 189 reactions (+373%)

• 12 comments (+140%)

• 6 reposts (+200%)

• 450+ organic interactions, with a 9% CTR

Within the first day, more than 100 iGaming professionals  including representatives from operators, providers, affiliates, and B2B platforms joined the challenge, turning it into a community-driven industry moment rather than a brand-only campaign.

The Roach Challenge runs until January 21 at 14:00, the final day of ICE Barcelona. Two winners crowned Mr. Roach and Mrs. Roach will receive an iPad mini, delivered on-site or within the EU.

Endorphina’s own team set the tone early by sharing their own AI-generated cockroach versions, triggering a wave of user-generated content and organic reposts across the LinkedIn iGaming ecosystem.

By relying entirely on organic engagement and community participation, Endorphina demonstrates how creative risk-taking can generate meaningful visibility and conversation even before the exhibition doors open.

Endorphina – Booth 2V70