ICE Barcelona 2025
negotiating position when discussing what a migration might look like. Put to a vote of 23 customers, 18 voted unanimously for Barcelona. “Tank God,” remarks Stuart. “Because if it had been more 50-50, the decision would have been ours to make. But the decision was made for us. We’re a global events and media business across lots of jurisdictions and industries, but there aren't too many examples where we've built a relationship and a five-year commitment with both the venue and the city. It’s something that we didn’t really have for ICE in London. As much as you might try to build relationships with the City of London, its size and scale and the way it’s managed make that a very challenging proposition. “Tis new opportunity with the City of Barcelona is a
“Tis new opportunity with the City of Barcelona is a unprecedented way for us to work because it enables everything to become easier, more
efficient, more effective. If we run the show in 2024 and have a problem with something, then it's easily remedied because we have those connections and relationships as part of our wider agreement with no only the venue FIRA, but also the city’s convention Bureau.” Stuart Hunter,
Managing Director, Clarion Gaming
process, we ended up with four cities that we went into a much deeper bid process with. As the incumbent London was invited to address some of those concerns, alongside Madrid, Paris and Barcelona.” Clarion formed an advisory board for both iGB Affiliate and
ICE with companies that represented circa 60 per cent of the floor plan, sharing all the information and data they received. Tis left two options, staying in London or relocating to Barcelona. Te clincher was the results of an economic impact study which showed that the week of ICE brought £244m worth of economic spend to London in 2022. Not too shabby a
unprecedented way for us to work because it enables everything to become easier, more efficient, more effective. If we run the show in 2024 and have a problem with something, then it's easily remedied because we have those connections and relationships as part of our wider agreement with no only the venue FIRA, but also the city’s convention Bureau. It's also going to help us build a legacy and profile for our industry in this city. Our customers are already seeing a very different way of working.” For iGB Affiliate, the preference of that advisory board was
to stay in London because the iGaming industry in the UK is very strong, but similarly, they saw greater value by being continually co-located with ICE. Tey decided that if ICE moves to Barcelona, iGBA must go with it. In a move to cover both bases, iGB L!VE has moved to the ICE’s former home at the ExCeL from its long-standing home in Amsterdam. “Te heart says that people really wanted to stay in Amsterdam, and I can understand that. Amsterdam is a fabulous city; the experience is great and it's a fabulous event that's growing in scale. So the time is right, with the move of iGBA to Barcelona to re-locate iGB Live to what is arguably, the home of the igaming industry. Our challenge with this event is to create the same festival feel that we have created in Amsterdam. However, London in July, provides the perfect opportunity to do that. Whilst you can’t ever count on the weather in the UK, it’s a no brainer that it will be a totally different to the industry’s experience at ICE and iGBA in deep, dark February! With the expansion of ExCeL’s campus and their Immerse London investment, plus a host of leading summer events in London such as Wimbledon, we are excited about the events that we will create outside of the tradeshow.
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