Lewis Pek Editor
Comment May 2022
ICE London 2022 was a great show. I wasn’t expecting it to be - or rather I didn’t know what to expect heading into ExCeL for the first time since 2020, but it was a busy exhibition, well-attended by a host of different gaming sectors. First and second day figures matched the 2020 event, which for a show kissing Easter, blighted by ongoing concerns over Brexit, moves to Europe and a more-than- noticeable lack of land-based suppliers, was extraordinary. In fact, the land-based suppliers that were present during the three days in April were having the time of their lives. Each had sweated the decision to attend - feeling like they were Strike- breakers, going against the consensus - but they had the land-based visitors to ICE London all to themselves, and had multiple enquiries from new customers from interactive and sports betting industries too. One commented that having agonised over exhibiting - they should have had a bigger booth.
THE LAND-BASED SUPPLIERS THAT WERE PRESENT DURING THE THREE DAYS IN APRIL WERE HAVING THE TIME OF THEIR LIVES.
We saw lots of floor-walking land-based suppliers and, again, surprisingly, lots of land-based operators who spent much of their time pouring over the online and sport betting stands due to the dearth of land-based slots and gaming content. Recent figures from the European Casino Association show that over 60 per cent of members now operate an online division, and this was borne out by the show statistics as 54 per cent of visitors were ‘hybrid’ in their buying preferences, with under 10 per cent of visitors being ‘land-based-only.’ What was more striking was the lack of slots meant that many of the land-based operators are now left with little choice but to visit G2E in October en masse, taking with them their usual short-trip to London team over to the States.
While everyone has signed up to exhibit again at ICE London 2023, I can’t help thinking of the dormant spend, pent-up after two years of lockdowns and lack of trade shows, which was a lost opportunity in April. We’ll have to wait until October to get a true gauge of the market, but in terms of online and sports betting - ICE London showed that it could pull off a great exhibition. It wasn’t just great to meet up with friends and colleagues, it was great for business too.
EDITORIAL ADVERTISING
G3 Magazine Editor Lewis Pek
lewis@gamingpublishing.co.uk +44 (0) 1942 879291
G3Newswire Editor Phil Martin
phil@gamingpublishing.co.uk +44 (0)7801 967714
Deputy Editor Karen Southall
karensouthall@gmail.com
Features Editor William Bolton
william@gamingpublishing.com
International Reporter James Marrison
PRODUCTION
Senior Designer Gareth Irwin
Production Manager Paul Jolleys
Subscriptions Manager Jennifer Pek
Commercial Administrator Lisa Nichols
P4 WIRE / PULSE / INSIGHT / REPORTS
Commercial Director John Slattery
john@gamingpublishing.co.uk +44 (0)7917 166471
Business Development Manager James Slattery
james@gamingpublishing.co.uk +44 (0)7814227219
Advertising Executive Alison Dronfield
alison@gamingpublishing.co.uk +44 (0)1204 410771
Contributors Per Jaldung, David Plumi, Manuel Jimenez, Gabriel Szlaifsztein, Dima Reiderman, Jose Eduardo Deus, Filipe Mayer, Alcina de Oliveira, Joe Asher, Tomas Graf, Charles Lee, Motti Colman.
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