INDUSTRY INTERVIEW: STUART HUNTER
witnessing a world record attendance navigate a new venue with ease and just feeling the positive energy of so many visitors and exhibitors. ICE plays such an important role for businesses large and small throughout the world and it was so gratifying to get a strong first edition under the belt.
In terms of events as opposed to emotions I would point to the World Gaming Forum, the ICE Esports Invitational, the Sustainable Gambling Zone, Pitch ICE, the IGB Affiliate Conference Program, the Brazil Now Seminar, Tribal Partnership Seminar, the launch of the ICE Research Institute and the Diversity Equity Inclusion and Belonging program as representing formidable highlights.
Looking forward, how do you see the event developing?
Everything that we do is undertaken in partnership with our customers; we pro-actively seek-out stakeholders to share their hopes and visions for the business. The move to Barcelona is an example of responding to requests, exploring what was possible, undertaking a forensic cost/benefit assessment and delivering accordingly and I hope, above and beyond expectations.
We make a point of being active listeners. On the basis that our customers know more about their business and the industry than we ever can it’s vital that we feed every bit of insight and analysis back into the development cycle. The spectacle that attendees experienced at ICE and iGB Affiliate 2025 was the result of listening to and acting on what our customers want. We will be deploying the same listening strategy to the development programme for both shows.
What in your view will be the main drivers of growth for the industry and the fair? The influencers of growth are a, technology, and b, the regulation of gambling. The gambling industry is one of the earliest adopters of the new technologies that can improve the customer experience, drive operational excellence and enhance sustainability. Our relocation to Barcelona a city well known for its digital legacy and home to numerous tech companies, provided an opportunity to showcase our credentials as a gaming technology show.
For the first time we staged a VIP ‘ICE Innovation and Technology Guided Tour’ of the exhibition for tech providers and investors in order that they could experience the latest advancements and innovations that are redefining the industry.
I believe that ICE 2025 felt like a tech show and this will drive industry growth as well as the expansion of ICE in its role as the most important gambling event in the world.
Technology has to be seen alongside regulation. In order to grow, the industry needs to be able to demonstrate to its regulators that it is progressive and that it takes player protection seriously. The Sustainable Gambling Zone was one of the most visited features on the show floor and serves as a focal point for the industry and its regulators to meet and agree on initiatives to protect the small percentage of consumers who experience problems associated with gambling. I believe ICE has a key role to play on both fronts.
And finally, what are the dates for next year’s show? ICE returns on 19-21 January 2026 for its second year at Fira Barcelona Gran Via.
About Stuart Hunter
Stuart Hunter is a senior executive at Clarion Events with over 19-years of experience in organising large-scale exhibitions and events across a diverse range of industries, including travel, retail, leisure, and the art and antiques sector. Since 2019, Hunter has led Clarion Gaming’s portfolio, overseeing prominent events such as the flagship ICE exhibition, as well as iGB L!VE (London) and iGB Affiliate (Barcelona), which focus on online gaming and affiliate marketing.
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