of the show in London is right for the future of ICE? It’s something that countless people have discussed for many, many years, but after a two- year break, it’s only natural for this question to resurface. And we really want to know if we are making the right decision. At the end of the day, we are custodians of the ICE show; we are caretakers of an event that is fundamentally owned by our customers. If ICE is not delivering what they want, then we need to make whatever changes are necessary. So, asking questions and acting upon them is critical.
After the massive changes that have taken place in the last 18 months due to the pandemic, do people want to see the show adapting and changing with the times - or do they want, having spent two years without a show, the same traditional, familiar, non- changing event? Do we need radical change or stability right now?
I’ve been attending ICE for 16 years. Te scale of the show, the lights, entertainment, and noise are the intangible bits of ICE DNA that make it the biggest gaming show in the world - and we don’t want to mess with that formula. I certainly don’t want to be the one that says - you know what? I’m in charge – so let’s make everything different!
Te changes I think we need to make, particularly for 2022, are focused upon assisting customers to extract even more ROI from the show. Te tangible side of that is based around customer segments that have emerged during Covid, such as Esports; segments that haven’t been attracted to the show in the past. Te
“I’ve been attending ICE for 16 years. The scale of the show, the lights, entertainment, and noise are the
intangible bits of ICE DNA that make it the biggest gaming show in the world - and we don’t want to mess with that formula. I certainly don’t want to be the one that says - you know what? I’m in charge – so let’s make everything different!”
question we’re asking ourselves is what are we doing to lift these elements within the show? I believe that managing this show is about changing the smaller things for the better while leaving in place the major elements that make ICE - ICE.
Clarion has launched ICE365 - a portal closely linked and resembling the iGaming Business website - what’s the USP of this site and is the ICE London site now defunct?
What’s unique about ICE, as an event and a brand, is that it brings multiple communities together under one roof: land-based, lottery, street, igaming, sport betting, media etc. All these entities co-exist under the ICE umbrella, but only for three days a year. When we stopped being able to run events due to the pandemic and couldn’t deliver the value that our customers wanted, we started to look at how we could
extend that experience and brand beyond the walls of ExCeL.
ICE365 was not created as another digital event, as I remain sceptical as to whether even hybrid events deliver any value. Instead, we sought to create a single website that offers unique content for each of ICE’s gaming communities. And while ICE365 does look like iGaming Business, as it’s built upon the same structural skeleton, we’ve added new content, including an exclusive series that’s a mixture of written articles, webinars, reports and analysis. And we’re not asking visitors to turn up at a specific time and date to view our content when we want to deliver it - it’s available 24/7 all year round.
As to the difference between ICE365 and our dedicated ICE London website.
ICELondon.com is a functional website for all practical issues related to the show. Would I ultimately like both websites to become one? Yes. We just need to solve the technical challenges to make that happen.
Clarion has partnered with German tech company, Bayes Esports and Stockholm-based Abios. Is Esports going to feature more prominently at ICE London or remain separate with its own events?
In 2020 we ran Esports Arena, which was an incredible experience and a real eye-opener for the team into the world of tournaments and Esports audiences. As such, Esports has always been part of our strategy. It has grown in importance and risen to the forefront during the pandemic. So, you’ll see Esports Arena return
WIRE / PULSE / INSIGHT / REPORTS P9
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