ICE – BARCELONA
Destination Barcelona
It’s official: ICE 2025 will move from ExCel London to Barcelona. The industry reacts… O
n the first of August, Clarion Gaming announced that after an exhaustive and detailed bid process conducted between Barcelona, London, Madrid and Paris, 2025 ICE (and its sister show iGB Affiliate) will be held in Barcelona. The first editions of Clarion Gaming’s two world-class
b2b events are to be held in Gran Via, Fira de Barcelona and will take place from the 20th to 22nd January 2025. The 2024 show will still be held at ExCeL London. When asked what prompted Clarion to explore alternative host city locations, the team responded:
“Everything we do is customer-led and dating back to 2021 a number of stakeholders asked us to undertake a feasibility study to explore what different cities and venues in Europe could offer. “We are very conscious of our responsibility to the
industry and of the need to look beyond the ‘here and now’. ICE and iGB Affiliate have grown exponentially and it was important that we took time to evaluate what would meet the future needs of the gaming and ICE community.” A highly experienced professional consultancy was hired
to construct and manage all aspects of the process and to evaluate each bid. The process was reported as “incredibly detailed” comprising of 30 variables, numerous venue visits, city presentations and detailed negotiations. It examined issues such as the ease and costs of participating, both as an exhibitor and as a visitor, as well as the logistics involved in terms of transport and event organising. In addition, the process explored longer-term strategic factors impacting the development of the ICE and iGB Affiliate events. It was a highly complex, customer-led undertaking. An integral part of the selection process involved the creation of an Advisory Board comprising international brands drawn from both the land-based and online sectors selection. Additional surveys were run among a sample of visitors, as well as in-depth quantitative analysis relating to the ease and costs of participating in the event. The Barcelona venue offers “…outstanding facilities and an
“We’ve had great engagement from the city and we’re
32 AUGUST 2023
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