CLARION GAMING
How will social responsibility, one of the hottest industry topics, be represented at show?
ICE was the first exhibition to embrace safer gambling when it launched the Consumer Protection Zone in 2018. Social responsibility and safer gambling remain core priorities for ICE. For 2026, the Sustainable Gambling Zone has been repositioned to the main thoroughfare between Halls 4 and 5, adopting a more open and accessible layout to maximise visibility and engagement. Delegates will be able to explore emerging technological developments, including AI-driven approaches to risk detection, alongside insights from charities and individuals with lived experience. The ICE Research Institute - supported by an annual investment fund which includes contributions from Fira Gran Via - continues to channel grants into academic and scientific research focused on harm prevention and sustainability.
To enhance regulatory collaboration, ICE has introduced a Regulatory Advisory Board whose guidance has shaped what is an enhanced Regulatory Programme. The programme includes exclusive sessions, working lunches, discounted participation, and access to the World Gaming Gala. After hosting some 300 regulators in 2025, ICE is targeting over 400 for the 2026 edition, reinforcing its role as the global meeting point for regulated, sustainable market development.
Sustainability is a big issue for operators. Can you outline the undertakings being made by ICE Barcelona?
ICE is committed to continually reducing the event’s environmental impact and supporting exhibitors in implementing more sustainable stand practices. ICE has joined the Better Stands Initiative - an international programme that promotes the adoption of reusable stand structures. All space-only stands at ICE 2026 will be assessed and certified at bronze, silver or gold level based on their reusability and environmental performance.
To drive further progress, ICE is launching the Most Sustainable Stand award for 2026. Following the event, we will publish a detailed carbon impact report for ICE Barcelona 2026, which will inform the next phase of our sustainability strategy into 2027 and beyond.
Finally, Barcelona is an outstanding host city - what is the economic impact of attracting so many business visitors to the city? The economic impact of hosting two world-class events - ICE and iGB Affiliate - is significant and far-reaching. Independent
analysis confirmed that the 2025 editions generated €191 million in economic benefit for Barcelona and Catalonia, supporting approximately 3,100 part-time jobs. The events also delivered 121,000 overnight stays and substantial revenue for hotels, restaurants, transport providers, venues and production companies. With non-local attendees spending an average of €449 per
day, the data underscores the substantial economic and commercial value that ICE brings to the region.
To register for ICE Barcelona, Fira Barcelona Gran Via, 19 -21 January 2026 and be part of the world’s biggest celebration of gaming visit:
https://www.icegaming.com
DECEMBER 2025 37
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