RSA 2025 Recap

We made the rounds at RSA this year and—while we picked up plenty of security insights—we couldn’t help but get distracted by what was happening on the show floor. Booths were bold, playful, and seriously creative. As we wandered through the crowds and conversations, a few standout themes started to emerge.

Here are some of the trends we spotted—unofficial categories, completely subjective, and based entirely on what made us stop, smile, or say “ok… that’s clever.”

🐾 Cuteness overload: Animals everywhere

Apparently, nothing says secure like something fluffy, scaly, or hoofed. We saw a surprising (and delightful) number of booths incorporating animals—real and imagined.

Kiteworks went full petting zoo with an actual goat pen (yes, goats).

Orca Security brought puppies—real, adoptable, melt-your-heart puppies.

Mesh Security introduced us to a world where security and dinosaurs somehow made perfect sense.
We weren’t expecting to walk out of RSA with a phone full of animal photos, but here we are.

🎮 Booths as playgrounds: Games galore

There was no shortage of interactive fun—spin-to-wins, digital arcade games, and even multiple basketball hoops. The gamification trend is alive and well, and it’s clear that turning security education into a challenge is a win for engagement.

Notable nods to Delinea, Fastly, Mend, Wiz, Eclypsium, Vanta, and Veeam for leaning into the interactive side of security storytelling.

🧠 Puns on puns on puns

We saw signage that made us chuckle. It’s a reminder that even in an industry as complex as cybersecurity, a good pun still gets people to stop and take a photo. Spotted some top-tier wordplay at netcraft, Kiteworks (pictured below). And a special shoutout to Radware for the brilliant use of the pun “Stranger Threats.”

🦸 Security superheroes

This year, we noticed more brands embracing superhero energy. It was fun, cheeky, and a reminder that everyone wants to feel like they’re saving the day (even if it’s just by enabling MFA). We saw strong superhero energy at CrowdStrike and Forward Networks, where the visuals and storytelling leaned hard into high-stakes action with a twist (or olive).

📢 Some more shoutouts

Shoutouts to LastPass and Bitwarden for bringing to life unique concepts that draw us in through design and fun swag. 

Final takeaway:

RSA continues to be a place where big ideas meet bold creativity. Beyond the product demos and panel discussions, the booth experiences offered a window into how brands want to be seen—and how they’re hoping to connect. Whether it was through cuteness, clever copy, or full-blown gamification, one thing’s clear: cybersecurity doesn’t have to be boring.