Ice London, ribbon cutting for the edition of the records

07 February 2023 - 09:39

Stuart Hunter, Clarion gaming's Ceo, shows the genesis and content of the Ice fair, scheduled in February, 7-9 at ExCeL London. For a comeback in style.

Written by Fm

"'Stronger Together' topic was really born out of the experiences of the last three years, the impact that the pandemic had on the global population and also its legacy in terms of impacting every business that’s consumer-facing. In the world that we occupy of international gaming 'Stronger Together' is a reference to the power of the industry when all of the various verticals encompassing both digital and land-based co-exist in the same place which is exactly what visitors will experience at February’s record-breaking edition of Ice London".

This is how Stuart Hunter, Clarion gaming's Ceo, explains the reasons for the motto that distinguishes the new Ice edition, the major international gaming fair, scheduled in February, from today, 7, to 9, at ExCeL London.

What should visitors expect from Ice London 2023?

"The first point to inform all of your readers is that the 2023 edition of Ice London will be the biggest ever occupying 51,466 square metres (sqm) of net space, exceeding the previous high of 49,690 sqm set in 2020. In total Ice will occupy 41 halls of its ExCeL London home with sister show iGB Affiliate London occupying the remaining three halls. The industry in its broadest sense will be occupying all of the North and South side exhibition halls, every meeting room and all of the International Conference Centre at ExCeL which will host Ice Vox, the World Regulatory Briefing and the International Casino Conference. In very simple terms there’s not a square mm of space left. Whilst Ice London 2022 was a tremendous success nothing compares with the return of a full-scale edition of Ice featuring all of the major supplier brands to the land-based sector. Having ExCeL bursting with the creativity and the energy which drives the international gaming industry is a fantastic prospect. A full size, dynamic Ice on its traditional dates is something that all sectors of the industry are looking forward to participating in. As well as providing a professional home for the industry’s major brands, Clarion Gaming’s Pitch Ice programme offers up to 14 start-ups the opportunity to showcase their solutions and innovative approaches in front of investors and visitors attending Ice London. Successful companies secure a free of charge pod on the Pitch Ice Pavilion for the duration of the show and the opportunity to take to the Ice stage and pitch to potential investors. Ice visitors will also have access to the award-winning Consumer Protection Zone, the Ice Esports Arena, the International Casino Conference, World Regulatory Briefing, the Ice Vox Masterclass programme and the High Street Hub, a dynamic new show floor feature developed in partnership with the Gambling Business Group and dedicated to licensed street gaming".

What role do you think Ice plays in the global industry?

"The feedback that we are receiving from industry professionals preparing to come to London from every corner of the world is that Ice is vital to their business more so because the industry has waited 3-years for its return. As a consequence, the eyes of the gaming world will be focussed on what many industry commentators are now referring to as 'World Gaming Week' a description which has come about due to the sheer volume and variety of high-level meetings, sector leading conferences, content masterclasses and networking that takes place over the period that the global industry meets and comes together in London".


Can you outline the new Ice Vox format?

"Ice Vox is made up of our two flagship, world-leading conferences – the World Regulatory Briefing (Wrb) and the International Casino Conference (Icc) as well as four in-depth masterclasses. The new masterclass format was introduced in 2022 and has been enhanced in 2023 to offer exclusive content and a more comprehensive Ice experience. The masterclasses are targeted events which are participatory in nature, restricted in size and focused on the segments they represent. The Masterclass topics comprise ‘Modernising Lotteries’, ‘Enhancing the iGaming Customer Journey’, ‘Entering New Markets’ and ‘The Evolution of Safer Gambling’".


Let's talk about political news. The Uk government’s White Paper on gambling could be published before Ice – how will Ice showcase the industry’s social responsibility commitments?

"Obviously, we are very aware of what our customers are seeking from the White Paper and we know how important it is for the industry to be able to demonstrate the work that continues to be done across the gambling sector with respect to social responsibility and safer gambling. In fact, one of the most visited features on the Ice show floor is the Consumer Protection Zone (Cpz) which this year will comprise a record 20 stands, up from the 2022 figure of 14.

The Cpz is a blend of providers of responsible gambling tools and solutions and leading not for profit organisations to whom we have gifted space. Brands featured on the Cpz include the Gambling Commission, Focal Research, Casino Guru, Future Anthem, Department of Trust, Mindway Ai, Intuita Consulting, Rightlander, Igt, Sg:Certified, 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".

Finally, why is it that so many industry professionals want to be a part of the Ice London experience?

"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 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!"


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