This page contains a Flash digital edition of a book.
Exhibitions CLARION GAMING


What are the technology trends that you’ve seen being implemented in exhibition spaces that have had the biggest impact and are the exhibitors at ICE using this technology to its full potential?


We are always searching for new ways in which exhibitors can gain more from their presence and have deployed a range of new technologies across the event to help enhance their experience. The ability to collect data from stand visitors has moved on tenfold over the last couple of years and there's no doubt that exhibitors could use this more. New technology allows companies to get invaluable information by digging down into what they have collected. As a company we are continually refining the registration process and the questions we ask in order to get a more complete picture of who is visiting the event. We then use the data to drive all of our marketing, including identifying those new companies that we target for stands each year.


‘Be memorable’ is an event maxim - how does ICE stay are the forefront of visitor and exhibitor consciousness for the 12 months following an event?


It's a great maxim and one which is at the forefront of our consciousness. It's very important for us to engage with customers throughout the year, which we do in a myriad of ways from informal updates on our thinking, planning for 2015 and also seeking their advice on issues: dialogue is very important and it's very much a two way street. Our marketing campaign really starts after the summer break – although the planning begins in April – and that's when we


really appear on the radar. Again we put a lot of resource into creating a stand out and memorable campaign which exhibitors and visitors can embrace and be part of.


It’s been a massive year of consolidation and mergers and we’ve still got another quarter to go. How have the recent changes to companies, markets and sectors affected ICE to date, and how do you see the shape of the industry and its participation in ICE in the future?


Consolidation brings a with it a sense of uncertainty and obviously the potential loss of exhibitors if brands merge or disappear. Quite often when companies do merge, brands retain their own identities and to a large extent it's a question of business as usual. These things are totally out of our control and our objective has to be to continue to put on world class events which give organisations and their brands the opportunity to prosper and flourish in front of an international audience of serious buyers. So long as we continue to do that, and remember that we are only ever as good as our last show, we will be doing our job.


How have the instability issues in the gaming exhibition sector affected ICE? Specifically the SAGSE issues (due to Argentina’s ridiculous export/import rules), the cancellation again of the IMA show in Germany, and the ongoing seesaw in Macau with G2E Asia and the new Macau Gaming Show.


To be quite honest we don't really get involved in the politics of exhibitions. My concern is our


“The fact that IMA has been postponed means that we will pick up a significant number of German operators as we did in 2013. Our job is to cater for them, to do everything in our power to make them feel at home and to make sure the customer experience is a positive one. We know that if the German industry had to choose between IMA and ICE it would be IMA that would win, which I'm fine about. However, we may just be able to persuade more German operators to attend both IMA and ICE in future years - who knows?” Kate Chambers Portfolio Director, Clarion Gaming


brands – not just ICE – and how we can continue to improve, to do the simple things perfectly and to deliver on behalf of our stakeholders. If our brands are strong, healthy and successful we really don't have to worry about any third parties. Of course, the fact that IMA has been postponed means that we will pick up a significant number of German operators as we did in 2013. Our job is to cater for them, to do everything in our power to make them feel at home and to make sure the customer experience is a positive one. We know that if the German industry had to choose between IMA and ICE it would be IMA that would win, which I'm fine about. However, we may just be able to persuade more German operators to attend both IMA and ICE in future years - who knows?


8 1


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132