In 2017 at Money20/20 Europe, we had use of a tea lounge next to the entrance and a booth. We found the chance encounters at the tea lounge to be especially useful. What we wanted was to learn the best approach.
So, year 2/3 (2018/2019), we doubled the stand space and amalgamated the two spaces. The result works much better for us. Our statistics showed that in 2018 we had over 60% of the total audience visiting our stand, over three days, with an average dwell time of 10mins (way above average for most conferences).