market. It’s about building a sustained technology ecosystem around ICE, not chasing hype.
More than 300 regulators attended in 2025. How are you deepening engagement?
Margaret: We’ve established a Regulatory Advisory Board representing different jurisdictions. Teir guidance has shaped initiatives such as a 25 per cent discount for regulators, Chatham House rules for World Regulatory Briefing discussions, and dedicated lunches, workshops and roundtables. Our goal is to increase attendance to over 400 this year and support practical policy conversations, including challenges like illegal markets.
You singled out UK operators and LATAM markets as priority audiences for 2026. How are you targeting them?
Jody: We segment all campaigns. UK attendance dropped slightly after the move - expected due to travel and team-size decisions - so we’re focusing on ensuring the programme offers strong value for UK operators.
LATAM is a major growth region. Our approach involves working with regulatory bodies, welcoming key operators, delivering multilingual content, and offering LATAM-focused networking events. Across all cohorts, our job is to make sure audiences know what’s relevant to them and can use tools like the show app and AI concierge to navigate efficiently.
How is the relationship between ICE and iGB Affiliate evolving under the wider “World Gaming Week” banner?
Jody: World Gaming Week captures everything happening across the week, beyond show hours—networking, customer events, and wider industry gatherings. ICE and iGB Affiliate anchor that.
iGB Affiliate remains a pure-play proposition for affiliates and affiliate programmes. It saw strong growth last year, prompting its move to Halls 8 and 8.1 and a dedicated north entrance. It remains closely linked to ICE, passes are interchangeable, but retains its own identity, tone and rhythm. Together, the combined ecosystem offers greater value for everyone.
How do you balance festival-style elements - networking, beer festivals, lifestyle events - with ICE’s B2B business values?
Margaret: We work in the entertainment industry, so a sense of 66
ICE is the place where things happen. It’s where
technologies launch; around 25,000 innovations this year. It’s where policy discussions
take place, with 400 regulators in one room. It’s where
partnerships are formed. If you want to be at the industry’s most influential event, ICE is where you need to be.
experience matters. But ICE is fundamentally a business event, and every initiative is anchored to that. Te beer festival, the McLaren partnership and other activations create energy, but meeting space, catering efficiency, and structured networking remain the priority. For example, we even measure catering queue times, which never exceeded nine minutes last year. Te focus is always on enabling business first.
What role will the ICE Research Institute play in shaping long-term impact?
Margaret: It’s a partnership with the Fira that allows us to give back. Te Institute supports research that connects technology with safer gambling, offering grants up to €70,000 for data-led projects. Our goal is to support prevention, providing evidence, not anecdotes, to inform policy and industry practice.
Finally, what is the one thing you want visitors to take away from ICE 2026?
Margaret: Tat ICE is the place where things happen. It’s where technologies launch; around 25,000 innovations this year. It’s where policy discussions take place, with 400 regulators in one room. It’s where partnerships are formed. If you want to be at the industry’s most influential event, ICE is where you need to be.
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