ICE Totally Gaming, the show goes on

The theme this year is Think Big. Can you explain the thinking behind this?

We started the planning and creative process significantly earlier than in previous years such was the importance of getting it absolutely right for the first edition of ICE in its new home at ExCeL London and of course on new dates in February. Looking at ICE Totally Gaming from all possible angles, we felt that the unique characteristic of the exhibition is the sheer volume of activities which take place within the show in terms of the core exhibitor activities, the huge number of product launches, the official meetings which take place as well as the unofficial ones, the networking, the Conferences, the trend spotting, the future thinking, the government officials researching the deregulation of gaming, the glamour and prestige of the Totally Gaming Awards, the tours by politicians, the celebrity appearances and so much more. We felt that ICE is really an amalgam of all of the component parts which go to make up the international gaming industry all of which take place in one week in London. Think Big encapsulated that experience of being in London and brought together the mood of the exhibition in just two words. If anyone who hasn’t previously attended ICE asks what the show is like the advice should be simply ‘think big’ - hence the theme for 2013.

How many exhibitors are there this year and how many visitors are expected?

This is linked directly to your opening question and I’m delighted to confirm that ICE Totally Gaming 2013 will be the biggest gaming event on the industry calendar comprising in excess of 31,000sqm – a stand-out statistic which is certain to attract the broadest spectrum of international gaming professionals to ExCeL London in February. The number of exhibitors showing their latest innovations and product launches will be over 400 – which represents a mouth watering prospect for the many thousands of international buyers coming to the exhibition. There’s absolutely no way that any buyer of gaming equipment would be able to see so many leading companies without spending at least nine months of the year on a plane: at ICE you can do the equivalent in three days – although it’s a hugely busy three days admittedly! In terms of visitor numbers we are tracking significantly above this stage of the campaign last year. What I can say is that once again, we’ve raised the bar in our marketing. In ‘think big’ we have a very strong creative proposition which resonates with our stakeholders and targets, we have introduced new initiatives such as our ICE e-magazine, we are working even closer with our good friends in the media and we are utilising all available media channels. However the key reason for attending ICE is the assembly of absolutely stellar companies which are exhibiting at ExCeL – you can’t get any better than that.

Given that this year is the first time that ICE will take place in February, do you think that it could be positive for the event or could jeopardize the success of the event?

As the market knows, in 2013 ICE Totally Gaming will be held at a brand new venue, ExCeL London and on new dates. The two factors are linked. The earliest availability at ExCeL for an event the size of ICE were the dates we have in February and we know that the features and advantages that ExCeL delivers for our visitors, our exhibitors and for the future development of the exhibition are crucial. This is an exciting new chapter for ICE Totally Gaming. The opportunity to move to London’s biggest purpose built exhibition venue offers our stakeholders a raft of new and improved facilities. During the de-briefings we conduct each year after ICE, the constant theme was how poorly Earls Court compared with other venues and how the marketing and creative teams charged with representing their brands to an international audience of buyers and opinion-formers, felt so constrained by the limitations the building imposed upon them. Furthermore the visitor facilities simply weren’t in keeping with the needs of the international business community. I think the great thing about strong brands such as ICE is that they are more than capable of navigating change and very quickly establish a new status quo. The experience at ICE 2013 will be a much stronger one, much more professional, much more efficient and I believe much more satisfying for everyone. Exhibitors will be able to communicate their brand values and display their product ranges more professionally and we will be able to offer their customers an experience which is more conducive to conducting international business. I’m confident 2013 will be go down as a vintage year for ICE Totally Gaming.

Do you believe that the different dates of the two London shows of EAG and ICE can be favourable for your fair or a disadvantage?

I think they are essentially very different events and people will attend for different reasons. I can only speak for ICE Totally Gaming and what’s been achieved is the creation of a world class event which is now the biggest business-to-business gaming exhibition in the world. This means that visitors will come to ICE to get an international perspective on the industry and not just a national or regional view. We have the innovators at ICE, the companies and the individuals who are responsible for developing and marketing the really new and ground breaking gaming concepts which can change a business and indeed an entire industry. That’s why ICE attracts so many buyers from over 100 nations every year. From an exhibitor perspective alone we had companies from over 50 nations on the show floor – no other gaming exhibition in the world can compare with these credentials which is why no serious gaming professional can afford not to make the trip to ICE.