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ICE Shining a light on gaming’s #spiritofgenius


2019 edition of ICE London celebrates the genius of the international gaming industry, which is widely recognised as one of the world economy’s earliest adopters, and indeed developers, of new technology. The Clarion marketing team has represented a series of inventions that have changed the world as illustrations of the scale of game-changing


T


he campaign creative developed by Clarion Gaming in support of the


genius found on the 45,500 sqm (net) of the show floor at ICE London, the world’s biggest gaming exhibition. The series of #spiritofgenius adverts feature iconoclastic inventions encompassing braille to the barcode and abstract art to applied mathematics. Kate Chambers, Managing


Director of Clarion Gaming, stated: “We thought it was about time that someone started banging the drum on behalf of an industry that has consistently been among the very first to embrace new technology and is among the most creative sectors anywhere in the world, employing the most talented individuals and the brightest minds. With close to 600 exhibitors from 60+ nations using ICE London to unveil their very latest products, ICE London is the very best place to experience the spirit of genius that drives the totality of the gaming experience.”


She added: “While ICE


Clarion’s Code of Conduct backed by ECA


70,000 employees operating in 28 member countries across Europe, has given its full support to the Code of


T


he European Casino Association (ECA), which represents the interests of 900 casinos and over


Conduct published by Clarion Gaming. The Code, which has been developed in conjunction with a large number of industry stakeholders courtesy of Clarion Gaming’s Ampersand group, sets out the standards that exhibitors and individuals are required to uphold at all Clarion Gaming events and covers gender representation and dress codes for stand staff. ECA chairman Per Jaldung confirmed: “The European Casino Association fully supports Clarion Gaming’s initiative, which continues our long-lasting joint commitment to ensuring a respectful representation of all genders at gaming exhibitions. We encourage all exhibitors to follow this Code of Conduct and to promote their products in innovative ways that celebrate the industry at its very best.”


London is the biggest and most international gaming technology event, the team recognises that we have to earn the attendance of every exhibitor and every visitor who in 2018 travelled to London from a record breaking 153 nations. We achieve this by investing in our marketing and investing in the way in which we engage with our international stakeholders. The #spiritofgenius campaign will be the most extensive in the history of the ICE brand, supported by above- and below-the-line spend across a multitude of media channels.”


The unique number of visitors attending ICE London 2018 was confirmed as a record 33,536, an 11 percent increase on 2017 and a landmark which constituted the event’s seventh consecutive year of growth. Despite occupying an additional hall at ExCeL London, density increased year-on-year, with the average number of visitors per stand up 17 percent and the number of visitors per square metre up 12 percent. The ICE London brand also demonstrated its unique ability to engage with gaming professionals based throughout the world, with the exhibition experiencing a surge of visitors from key growth regions, notably North America (+33 percent), Africa (+23 percent) and South East Asia (+18 percent).


Consumer Protection Zone returns T


he Consumer Protection Zone, which was launched to great interest at ICE London 2018, has been given a new high profile home on the show floor. The Zone,


which will be slightly bigger in 2019, has been relocated to the high footfall area adjacent to the Bingo Pavilion and the Totally Gaming Academy in the South Hall at ExCeL London. The move reflects the huge importance that Responsible Gambling plays in the culture of all serious operators across all of the gaming verticals. Ewa Bakun, Director of Industry Insight and Engagement at Clarion Gaming said: “As fines for failings in the area of consumer protection become more punitive, excelling in Responsible Gambling, or safer gambling as defined by the UK Gambling Commission, not only impacts a brand’s reputation for integrity and fairness, but also its bottom line. “Coupled with advertising restrictions and technology


advancements that assist more informed approaches to consumer protection, Responsible Gambling will continue to dominate industry discussions and debates in 2019. The ICE London Consumer Protection Zone serves as a focal point for all interested parties, including regulators, research agencies, treatment organisations and those commercial organisations that have harnessed the power of new technology to progress the social responsibility message.” Clarion Gaming is inviting commercial organisations that put consumer protection at the core of their offering to exhibit at preferential rates and benefit from the exposure gained as key supporters of Responsible Gambling and Consumer Protection. For information, contact Joshua Wright at joshua. wright@clariongaming.com.


For more information, and to experience the spirit of genius at ICE London 2019 (5-7 February, ExCeL London, UK), visit: icelondon.uk.com


DECEMBER 2018 31


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