“January will see the largest gathering ever of gaming professionals for the historic editions of Ice and iGb Affiliate Barcelona.” Stuart Hunter, Ceo of Clarion Gaming, organizing company of the first annual event for the gaming industry, is sure of it. During a chat we asked him to introduce us to what the next editions of Ice and iGb Affiliate will be, scheduled at the Fira de Barcelona from January 20 to 22, 2025.
First of all, it will be a revolution, after the separation from London, but can a city, with its atmosphere, its colors, its peculiarities, influence the fate of an event on this scale so much?
“I am always slightly cautious when it comes to predicting the outcome of an exhibition ahead of its opening. However, what I can confirm is that visitors to both Ice and iGb Affiliate will have access to the biggest and most prestigious line-up of exhibitors in the history of the gambling industry.
The 2025 show will comprise 120,000 square meters compared to the 100,000 sqm at Ice 2024 and whilst we could have filled much more space our strategy is to expand the physical size of the show but only in parallel with a proportionate uplift in attendance. In terms of registration both Ice and iGb Affiliate are tracking ahead of the same stage last year and both events are showing a significant uptick in the numbers registering from Latin America. We are also seeing an unprecedent interest from the Uae and India which again underpins Ice's global reach and its importance of emerging industry opportunities.”
What are the main news and innovations that will be introduced at Ice in Barcelona?
“The relocation to Fira Gran Via Barcelona has provided us with opportunities to add new features and enhance existing ones. The first Ice ‘Association Assembly’ has been created to enable trade bodies to promote their values and create new opportunities for the gaming community across every sector and geography. It has been welcomed by leading bodies including both the Brussels-based European Casino Association (Eca) and the Association of Gaming Equipment Manufacturers (Agem), the global trade association for gaming equipment suppliers which has its primary headquarters in Las Vegas.
We have rebranded what was previously Ice Vox which will now be known as The World Gaming Forum (Wgf). The name more accurately reflects the credentials of our industry-leading brands including the World Regulatory Briefing, the new Casino & Leaders Conference (formerly the Icc), and the new Esports & Games Conference - formerly the Esports Betting Conference. The 2024 Conference Program succeeded in bringing together over 1,210 senior decision makers from 79 countries, including 621 C-Level operators, 87 global Ceos, 72 national and regional regulatory bodies, and 7 government ministers.
The enhanced Ice World Gaming Forum will deliver exclusive connections and content, in-depth workshops, high-level roundtable discussions, and tailored networking events, providing a home for the industry’s thought-leaders, innovators, challengers and policy makers. I am particularly pleased that the award-winning former Financial Times journalist and business broadcaster Nadine Dereza has been confirmed to chair the World Gaming Forum. Ice World Gaming Forum will run Monday 20th – Wednesday 22nd January 2025 alongside Ice and iGb Affiliate. It will be situated at the heart of the Fira Gran Via Barcelona and feature an exclusive club-style Vip lounge for delegates and speakers, a dedicated networking garden, and access to a range of concierge services, including early access to the show.”
How does Ice support responsible gaming and what initiatives will be promoted during the event?
“Clarion Gaming’s creation of the Consumer Protection Zone in 2018 has been described by Pedro Romero of BetBlocker, our charity partner for 2025 as being ‘a pivotal moment for the industry.’ It marked a shift towards prioritising player well-being and set a benchmark for other events and stakeholders to integrate safer gambling discussions into the heart of the gaming agenda. It has led to greater interest and awareness in harm prevention, innovation in player protection tools, and an industry-wide commitment to fostering sustainable gambling environments.
The rebranding to the Sustainable Gambling Zone reflects the importance of early interaction with customers. By focusing on the identification of potential risks earlier in the player journey, harm can be prevented before it escalates. This approach aligns with a widely held philosophy to empower individuals to make informed decisions, promoting autonomy, and encouraging healthier behaviours.”
How is the city of Barcelona preparing to host an event on this scale?
“One of the reasons that Barcelona succeeded in its bid to host Ice and iGb Affiliate was the city’s commitment to host a spectacular celebration of the global industry. We haven’t been disappointed by that commitment which will be evident from the very outset of what we are calling World Gaming Week.
The Ice X World Gaming Gala, is an exclusive invitation-only evening event being held on Sunday January 19th at the Museu Nacional d'Art de Catalunya. Marking the historic relocation of Ice and iGb Affiliate to the Catalan capital it will bring together 600 of the most influential figures from the global industry and the city of Barcelona for an evening of glamour, anticipation, and excitement. The Ice X World Gaming Gala will also incorporate the historical Wra event, traditionally held on Ice’s first day.
The Ice X World Gaming Gala is the flagship event taking place on what we are referring to as Day Zero which will feature a dynamic schedule of social events, cultural experiences, wellness activities, and business functions enabling visitors to network, connect and explore Barcelona ahead of both shows opening on 20 January. For 2025, we reserved the Time Out Market in central Barcelona as our new 'fan zone' for guests that arrive on Sunday afternoon, to start networking ahead of the tradeshow, whilst enjoying some delicious local food and drink.
With the help of the city we have created a spectacular earlier in the week, paving the way for our visitors to experience Ice and iGb Affiliate Barcelona alongside the hundreds of events based throughout Barcelona, the new home of the global gaming community.”
What are the expectations for the Esports Conference and how do you think this event will influence the future of esports?
“In partnership with Oddin.gg, which is our prestigious headline sponsor for both the Ice Esports Arena and Ice Esports Conference, we will be hosting a four-team Counter-Strike tournament with full on-site production. Oddin.gg will supply the odds and help explain both the content and why esports is such a commercially important vertical for operators. The Arena will be even more impressive in our new venue, and I’m confident it will remain the most visited feature on the Ice show floor. Going into our third year, we expect an audience including esports professionals, operators, and representatives from throughout the esports betting ecosystem. I’m delighted that Clarion Gaming has played a crucial role in promoting esports, and our aim is to use the high-profile platform that Ice provides to educate all sectors of the industry, and, in the process, strenghten esports’ position in the mainstream as an evolving entertainment vertical.”