ICE 2025 T
he relocation from ExCeL London to Barcelona Gran Fira marks the beginning of a new era. ICE
Barcelona 2025, ‘a place where business gets done,’ is set to be Clarion Gaming’s biggest event, with 50,000 expected visitors on the 20th-22nd of January. With a new venue and the theme of ‘Festivalisation’ to explore, ICE aims to introduce new synergies into the gambling and gaming industry. The selection process for the new location was lengthy, following customer-driven bidding process, resulting in a new home for the event. ICE at ExCeL London 2024 surpassed expectations from the industry as it welcomed 35,000 attendees to the event; in 2025, Clarion predicts there will be 50,000 plus. With a 5-year agreement for the venue, Clarion has shared its strategy for significant growth over the time frame.
ICE originally started in 1936 and was held in Regent Street, London. It was formally known as ‘ATE’ and only had participation from 39 exhibitors. It was not until 1990 that the event introduced high-stakes casino equipment, and Clarion purchased the show in 2005.
Stuart Hunter, Managing Director at Clarion Gaming, said: “In a huge show of confidence, exhibitors are backing the move with 72% of the 25 biggest exhibitors upsizing their stand presence in 2025. “We are being told by the market that exhibitors more so than at any time in past will be using the global platform provided by ICE/ iGB Affiliate to launch new products and innovations to what promises to be the biggest gathering of gambling professionals to record.”
Clarion reveals a fresh look for ICE 2025
Clarion Gaming provided Casino International with an in-depth introduction to the new era of ICE 2025 via a venue tour at the Gran Via Fira, to share the event organiser’s future visions.
36 JULY 2024
The reason for choosing Barcelona as the new home for ICE 2025 comes from the connectivity that thrives within the city. Through the busy nightlife and the buzz in the streets, it reflects the vibrancy of the iGaming industry. The location’s selection involved a customer-driven bid process, which was derived through multiple stages, and several key cities were all in contention for hosting the event for 2025. Madrid, Barcelona, and Paris were named cities, while there were still discussions about staying in London. However, 18 of the 23 votes from industry members ended up favouring Barcelona as the new home for ICE 2025. Economically, the move will see an estimated 20-40% cost reduction compared to London. Clarion’s partnership with Barcelona provides an integration with the city, and hotels around the area will all be in involved with the event, resulting in more affordable prices and plenty more rooms available. Commenting on the city’s involvement with the event, Stuart said: “We have 40,000 hotel nights at the lowest rates
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