ICE 2023
ICE London investment is all about making the right connections
Successful exhibitions are much more than simply a case of bringing buyers and sellers together, standing back and watching them interact. In fact, the bigger a show gets the sharper the focus on what the events industry refers to as ‘curated networking’. ICE Event Director, Andy Ventris explains.
Casino International: Is there a risk that the growth of ICE might make it harder for exhibitors and visitors to make the right connections and maximise the opportunities that the world’s biggest gaming expo offers? Andy Ventris: I think the fact that the show continues to grow its audience represents a great sign of an industry that’s hungry for innovation and which regards ICE as being the place to experience that innovation and connect with like-minded people. Clearly, the larger the show becomes, the more work that we as organisers need to do in order to make sure that everyone at the show has a productive experience. Whilst many attendees have their agendas and diaries planned months in advance, we want to ensure that all visitors to ICE arrive fully prepared to make the show an effi cient, enjoyable and memorable experience. That continuous process starts from the moment an ICE customer registers to attend.
CI: You come from an event as opposed to a gambling industry back ground – are you bringing any insights from other sectors that you’ve worked in? AV: I’ve worked across multiple sectors, starting in festivals – moving onto international travel events and most recently running a signifi cant international trade show for the publishing industry. Of course, all events are different but the principles remain the same – bringing the right people together in an environment that is conducive to them achieving their goals, whatever they may be. The gaming industry is fast paced – there is an energy that drives everything about it, and that is ever-present in the people who make the industry tick. As a facilitator working on behalf of the industry, we have to keep up with this pace and make sure that we provide our clients and our partners with the best possible platforms to keep driving the industry forward.
36 DECEMBER 2022
CI: How are you helping attendees to navigate the show fl oor – what is MY ICE Gateway – how does it work and when is it operative? AV: My ICE Gateway is a tool to help connect attendees before, during and after the event. It links through from the ICE London website, which means that it will feel like an extension of the site: both exhibitors and visitors can use it to fi nd out who will be attending the event, arrange meetings with them and make new connections. We also want to help visitors navigate the show fl oor and to do this the tool is going to be integrated with an interactive fl oorplan. It will go live before the end of 2022, giving stakeholders more than a month to use prior to the opening of ICE London.
CI: What role does the ICE Customer Success team fulfi l? AV: The dedicated Customer Success team that we have put in place for ICE 23 is the fi rst point of contact for everyone who is going to be coming to the show in February. As part of our core team based in London, it’s all about maximising attendees’ experience and helping organisations to plan every aspect of exhibiting at the show – whether it is their fi rst ICE or if they are seasoned regulars. They will also work to help each one of the 36,000+ attendees understand what the event is all about and to make sure they have the information needed to curate that experience.
CI: Are you producing ‘How to Guides’ and Best Practice insights – if so, what will they cover? AV: As well as a FAQs section of the website and wider information in the eZone for exhibitors, we are working on some specifi c ‘how to’ videos which will cover off the most commonly requested topics.
CI: One of the buzz phrases of the moment is ‘Curated Networking’ what does that actually mean and how does it work? AV: Trade shows have come a long way over the decades, and the insights that we now have on attendees’ needs gives organisers real opportunities to bring people together in meaningful ways with those who are most relevant to their businesses. We have created lots of opportunities with
features across the show such as Pitch ICE –the dedicated area for start-up businesses and investors; the Consumer Protection Zone to support safe gambling and much more. Because we know how important every
interaction at an exhibition is, even the out of hours networking events are targeted at groups of like-minded professionals. It is one of the reasons we have invested even
further in the Hosted Meetings Programme – bringing some of the most important operators with genuine buying power to meet with the suppliers that THEY want to see. It’s a targeted approach that we know works and that can generate real ROI for those that get involved.
CI: Does/should the ICE experience start way before the doors open at ExCeL on February 7th? AV: Absolutely. Like any business investment attending a trade show is about more than the meeting itself – it’s the preparation, the planning and the post-show follow up that maximises the return for any attendee. We know that our stakeholders are extremely busy, so the easier that we can make that entire process for them, the better the experience will be for everyone.
To join the global gaming community and gather ideas, connect with the right people and identify new opportunities visit:
www.icelondon.uk.com. For more information on the co-located ICE VOX Masterclass and Conference programme (6 –9 February), incorporating the World Regulatory Briefi ng and the International Casino Conference visit: https://www.
icelondon.uk.com/ice-vox
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