CLARION GAMING – ICE PREVIEW
Ewa Bakun, Clarion Gaming’s Director of Industry and Engagement
Consulting, Rightlander, IGT, SG:Certifi ed, W2, Crucial Compliance, LexisNexis, GamCare, YGAM, Gordon Moody, Gamstop, BetKnowmore, Responsible Gaming Council and the National Center for Problem Gaming.
The CPZ, which was recognised by the industry at the recent Global Regulatory Awards where it won the Responsible Approach to Advertising/Marketing category is one of the many success stories to have originated at ICE. Thanks to the generosity of industry
supporters and sponsors the CPZ has succeeded in raising £146,000 for gambling industry charities over the last three editions of ICE London and we are looking to build on that really impressive total in February With the return of the major supplier
brands to the land-based sector and the prospect of a record-breaking edition of the world’s most popular b2b gaming expo our aim with the help of the industry is to take the total to close to £200,000.
CI: How big will the show be? SH: It’s going to be the biggest on record. In very simple terms, ICE London and sister show iGB Affi liate London will be occupying the entirety of ExCeL London. That means all of the North and South side exhibition halls, every meeting room and the entire International Conference Centre at ExCeL which will host ICE VOX, the World Regulatory Briefi ng and the International Casino Conference. We are using the entrance for registration when many shows incorporate registration within their exhibition space. We also have stands in the boulevard alongside the Media Lounge which once again will be in the Platinum Suite. In total ICE exhibitors will occupy 41 halls at ExCeL London with iGB Affi liate taking an additional three halls. There’s not a square mm available to hire – we have taken and are utilising every piece of exhibition real estate
that’s available. Live Events deal in Gross which is the entirety of the space including aisles and Net which relates to exhibition space and feature areas only. The Gross for ICE 2023 is 81,070sqm and the Net measurement is 51,466 sqm. These are record fi gures and compare with the previous best set in 2020 which saw ICE occupy 78,050 sqm (Gross) and 49,690 sqm (Net).
CI: Does ICE have a broader role or responsibility beyond the commercial buying and selling of products and services? SH: I think ICE does have a role in terms of addressing non-commercial issues such as diversity. Tiina Siltanen, GM Casino Helsinki and Tampere, who is one of our ICE Ambassadors said that as a global industry we are stronger when we are together sharing challenges, solutions, ideas, inspiration, energy and the infectious ‘can do’ spirit that underpins our industry. She added that in her opinion this mindset goes beyond product and that we are also ‘stronger together’ when we are addressing diversity in all of its forms. I think it’s clear that that when so many of the industry’s infl uencers and strategic bodies come together in one place it’s also possible to address broader issues including debates regarding diversity and inclusion in the gambling industry. It’s fascinating to refl ect on how the hundreds of thousands of conversations that will take place on and off the show fl oor at ICE will help to fashion the direction of the industry beyond product.
CI: So, in conclusion what is it that makes so many people travel such huge distances to be at ICE?
SH: We have made signifi cant investments in building the ICE brand. Brands are about trust and about delivering on promises. Visitors know that when they make the investment to be part of the ICE experience, they do so safe in the knowledge that their week in London will be pivotal to their year. The common denominator whether they are an operator from South America, a machine developer from Europe, a regulator from Australia or a safer gambling charity working out of London is the power that ICE has to help stakeholders make the connections that power the industry which is why the return of a full-sized ICE in February is so exciting and so compelling. ICE visitors will have access to a dynamic schedule of events delivering opportunities to connect and engage as soon as they make that short walk from the Elizabeth line at Custom House and through the doors at ExCeL London. It’s set to be a wonderful and I think an emotionally charged celebration of the global industry and an experience that’s not to be missed!
ICE London, 7th – 9th February, ExCeL London, is the biggest b2b gambling industry event in the world and features games creators, distributors, operators, retailers, innovators, trade associations, strategic bodies and regulators – representing every gaming vertical. To join the global gaming community and gather ideas, connect with like-minded industry peers and identify new opportunities visit:
www.icelondon.uk.com.
JANUARY 2023 43
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