of gaming creative campaign for ICE 2017 Te creative marketing team responsible for ICE Totally Gaming has drawn on the unconventional cultural sources of William Shakespeare and British graffiti artist Banksy as inspiration for the campaign in support of the 2017 show in London
Shakespeare and Banksy inspire World theatre Preview ICE TOTALLY GAMING 2017
ICE accommodates growing number of
first time exhibitors A new feature for 2017 has been developed to help first time and returning ICE exhibitors maximise the benefits of participating in the world's largest international gaming event
Te ICE 2017 'World theatre of gaming' campaign, which features a Banksy style treatment depicting the world's most famous dramatist, was unveiled at a special photo shoot featuring an ICE liveried London taxi and attended by senior members of the team responsible for delivering what is gaming's biggest and most influential business event.
Explaining the thinking behind the latest ICE campaign, Kate Chambers, Managing Director of Clarion's Gaming Division, said: "Each year we place great importance on developing a visually strong creative in order to engage with a global audience which, in 2016, comprised an independently audited, record 28,487 visitors drawn from 150 nations.
"Te concept of ICE being an international theatre of gaming was one of the insights that came out of this year's post show visitor research and using William Shakespeare, whose
ICE organisers introduce social media options for streamlined registration
Organisers have streamlined the process by which visitors register to attend ICE Totally Gaming. Acting on responses to the 2016 post show research, the ICE marketing team has introduced auto-population email invites, which make the process significantly quicker for anyone who previously registered in either 2016 or 2015.
Answering stakeholder requests to be able to use social media, attendees will also have the ability to register via LinkedIn, Facebook or Twitter and for those visiting
icetotallygaming.com the number of mandatory fields has been reduced and contained within a simplified three tier
work has been translated into 100 languages and who has inspired movies/television shows throughout the world, from India to Italy and Tailand to Tibet, was a perfect fit.
"As well as the strong international credentials, there are also much closer links, with Shakespeare staging many of his plays at the Globe Teatre, which is just six miles (less than 10km) from the ICE home at ExCeL. Being true to our brand values, we wanted to deliver Shakespeare with a 'twist', hence the contemporary, graffiti style treatment."
She added: "Gaming, whether it is online or land-based is about theatre, about entertainment and in the process, delivering a compelling customer experience. Te message I would like to extend the industry, is that with over 500 leading commercial players occupying a stage of 39,000sq.m. the world theatre of gaming is coming to London in February."
process. ICE Senior Marketing Manager, Dan Stone, said: "Our commitment is to constantly monitor and improve the customer journey, which begins at the point of registration. Tis year's programme of customer research that we undertake after each edition of ICE, highlighted the understandable desire to further streamline registration, and to start earlier in the marketing cycle. I am delighted to confirm that we have responded to both of these requests."
ICE Totally Gaming is the only B2B gaming event that brings together the online and offline gaming sectors. Featuring world- leading innovators drawn from the casino, betting, bingo, lottery, mobile, online and street sectors, ICE provides the most comprehensive shop window on world gaming. Gaming professionals wishing to secure their place at ICE Totally Gaming 2017 can register at
icetotallygaming.com
Te ICE organising team has secured an additional hall at the ExCeL Centre, enabling new exhibitors to have their own designated home and identity. Te new hall will be supported by a dedicated pre-show and in- venue marketing and promotional programme.
Explaining the thinking behind the initiative, Kate Chambers, Managing Director of Clarion’s Gaming Division, said: "Despite the continued programme of mergers and acquisitions taking place in the industry, ICE continues to grow both in terms of the net floor space it occupies and the number of exhibiting companies which choose London as the place to launch products and services to an international audience, which in 2016 comprised over 28,000 visitors drawn from 150 nations.
"We know from our research that one of the most popular features of ICE is the opportunity the show delivers for visitors to meet new, fledgling suppliers with fresh and invigorating ideas.
"Te additional space we have invested in means that all first time and returning exhibitors can be hosted in what we are describing as an 'innovation quarter', enabling them to demonstrate their products/services and represent their brand personality in what is gaming's most popular and prominent shop window."
She added: "Te most frequently asked question at any b2b event is 'what's new?' and having a quarter dedicated to new companies allows us to provide a straightforward answer and quite literally, point people in the right direction.
"It's often said that new exhibitors are the lifeblood of established events and we want to ensure that, alongside initiatives such as the Pitch ICE competition for gaming start-ups, we provide a positive and nurturing environment for companies of all sizes and at all stages of their development."
NEWSWIRE / INTERACTIVE /
247.COM P99
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