at-show meetings with targeted buyers via the
ICE365.com platform. For large swathes of our customer base the last 20-months have been brutal and we wanted to deliver something tangible and to reassure them that we were batting for them by doing our best to help make 2022 a year of recovery and opportunity.
You have scaled back the portfolio, with ICE London being the anchor brand - what was the thinking behind that?
Every business has been impacted one way or another by the experiences of 2020 and 2021. Clarion was no exception with in-person events mothballed – which clearly represented a disaster for an events company!
Once we had recovered from the shock to the system, I think we did a good job expanding and developing our digital business and have invested over £1m creating year-round opportunities for our customers courtesy of
ICE365.com. In preparation for the return of in- person we took the strategic decision to focus on four key brands – the co-located ICE London and iGB Affiliate London, and the co-located iGB Live! and iGB Affiliate Amsterdam.
Concentrating on core brands means that we can deliver on our ambitions for the events and meet the expectations of our stakeholders who are looking to ICE London for leadership and inspiration. So many of our customers are telling us how much they are looking forward to the return of ICE London and the continuity it delivers to the rhythm of the international industry. It’s a big challenge but one that the team is relishing.
There have been some changes to the team – how do you ensure that you continue to remain relevant and engaged with the market?
Many businesses, ourselves included, have had to become leaner to adapt to the realities of 2020 and 2021. In that time, we’ve transitioned from becoming an multi-event organiser to one that organises two co-located events in London and two in Amsterdam.
Alex Pratt, who is Group Managing Director, joined Clarion in 2016 as part of the acquisition of I-Gaming Business and the Affiliate Conference Events, and is steeped in the gaming industry. I’ve been involved in gaming for three- years now and we have people in key specialist positions such as Ewa Bakun our Director of Insight and Industry Engagement who are invested in the industry. To add to this well of knowledge we are also able to draw on the insight of an extended family of industry veterans who know the show inside out as well as our ICE Ambassadors - gaming influencers who have been invited to share their knowledge and, in the process, ensure that ICE remains close to and responsive to the business needs of all of the gaming verticals that it represents.
ICE London has always reflected the breadth of the gambling industry – what’s the 2022 show floor looking like?
For me it’s vital that the show floor at ICE London reflects the gaming landscape. All of the
P50 WIRE / PULSE / INSIGHT / REPORTS
“It’s about achieving equilibrium, balance and introducing controlled growth for the long-term betterment of the brand. Visitors planning their attendance at ICE London can be assured that it will have all of the flair and panache that’s made ICE the world’s most popular b2b gaming event with new touches, treatments and experiences to confirm what in-person is all about.” Stuart Hunter
gaming verticals are represented and over 50 per cent of the net space will be occupied by brands who are involved in land-based gaming. We have had an unprecedented level of interest in exhibition space but our core objective is to grow and develop at an appropriate pace. It has been said previously but we are simply custodians of the ICE brand. Contrary to what might seem a natural response to having been dormant for two years we are not establishing
how quickly we’re able to fill the show floor – it’s actually about achieving equilibrium, balance and introducing controlled growth for the long-term betterment of the brand. Visitors planning their attendance at ICE London can be assured that it will have all of the flair and panache that’s made ICE the world’s most popular b2b gaming event with new touches, treatments and experiences to confirm what in- person is all about.
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