MORE! ICE London 2024, it’s all about MORE!

Monday, 29 January 2024

Stuart Hunter, Managing Director Clarion Gaming, explains why ICE 2024 will be an historic occasion and is not be missed!

Stuart Hunter

This is last edition of ICE in London. What are the stand-out features and what does the show comprise?

Taking into account ICE and its sister show iGB Affiliate all of the space available at ExCeL London has been sold. In addition to our circa 700 exhibitors we will also have a record number of sponsors, media and trade association partners. We have enhanced existing features such as the Esports Arena and the Consumer Protection Zone at the same time as introducing two completely new features which I am sure visitors will enjoy.

Fast Forward which is new for 2024 will provide a focal point where the gaming industry can discover, discuss and shape the future. It’s a place where the technology of tomorrow will be showcased to the people who are going to be bringing it to market. It’s a meeting place where those active in moving the industry into a positive future can connect with like-minded individuals. Fast Future is aimed at start-ups wanting to connect with potential investors, positive-disruptors who are bringing new ways of doing business and/or game-changing technologies to market and at organisations and individuals who are currently or are wishing to introduce Diversity Equity and Inclusion undertakings to the workplace. Fast Forward is for thinkers, thought-leaders, doer’s, disruptors, creators, explorers, serial entrepreneurs and the visionaries who keep the industry moving at break-neck speed. In fact, in many ways, Fast Forward encapsulates what ICE is all about!

Our latest initiative to deliver more connections between businesses across the international gaming industry has seen the development of the Growth Markets Zone. Providing a focus for businesses active in or targeting Latin America and Africa, the Growth Markets Zone will provide a place for suppliers to meet and connect with international businesses. We always work in partnership with our stakeholders to deliver initiatives which will help them to meet their business objectives and the Growth Markets Zone will serve as the ‘go to’ location for those interested in the significant business opportunities which exist in LatAm and Africa.

ICE London

Could be this edition of ICE with the highest number of visitors ever? What are your expectations in this matter?

In 2023 we delivered an edition of ICE that broke all records. Now as our creative states we are primed for ‘MORE in ’24’ and of course what will be a new era for gaming from 2025 in our new host city of Barcelona. These are extremely exciting times for everyone associated with the ICE brand and our exclusive focus is on delivering a memorable farewell to London and an event which meets the business needs of all of our customers, across every vertical and every gaming jurisdiction. All of the metrics point towards another great event as the industry prepares to say farewell to London in style.

How is Esports being represented at ICE 2024?

The Esports Arena, which is one of the most popular features on the show floor, is all about delivering authenticity and using the in-person experience to bring the business-building opportunities delivered by Esports to life. Our theme for 2024 is F1 and we will have two professional racers competing head-to-head to demonstrate the dynamic world of Esports racing. Attendees will also be able to immerse themselves in VR and haptic feedback racing, compete on four connected simulated rigs and participate in a Pit Stop Challenge. In addition to the Arena delegates will be able to participate in the Esports Betting Conference (EBC) which is taking place on 8 February at the ICC Capital Suite, part of ExCeL London. The Conference, which is being supported by headline sponsor DATA.BET, comprises a blend of issues and topics including insights on the status of Esports in the Americas, data integrity and how to maximise its value as well as an exclusive session delivered by Rivalry which will unpack market leading practices for engaging with Gen Z. The Conference unlocks the immense potential which exists at the crossroads of esports and betting. It will put industry professionals wishing to understand the dynamics driving this phenomenon in pole position by drawing on the expert insights of pioneer brands.

ICE London

What can visitors expect at the Consumer Protection Zone?

I am delighted that ICE led the way when it became the first b2b gambling show to include a feature dedicated to safer gambling. Since its introduction in 2018 the feature has grown in size, it has a central and very prominent location and it is a vibrant area attracting operators, regulators, academics, charities and providers of solutions, products and technologies all of whom share a desire to make gambling safer. The CPZ at ICE 2024 will have 20 booths with exhibitors representing both technology and solution providers with specific products to showcase, and the charities, who are there to engage with the industry and promote their programmes and services.  So far we have raised £23,000 for this year, with the help of Betsson, Flutter, IGT and Openbet, which will take the overall fund-raising to £220,000 over the last four years. It is a feature that the industry is very proud of.

How would you evaluate the development of ICE VOX?

This year’s edition of ICE VOX has been widely acclaimed for being the most impressive on record. The programme comprises three high profile conferences – the World Regulatory Briefing (WrB) the International Casino Conference (ICC) and the Esports Betting Conference which is in addition to four deep-dive workshops entitled Safer Gaming, Entering New Markets, the iGaming Customer Journey and Innovating Lotteries. In total it features expert insights from more than 150 thought leaders, policy-makers, industry commentators, trade body CEOs and politicians which is more than ever before. However, It’s not just the number of thought leaders that we have brought together that’s unprecedented it’s also the standing and status of the ICE VOX speakers which reads like a ‘Who’s Who’ of international gaming. ICE VOX 2024 will deliver MORE content and inspiration than ever before making it one of those extremely rare events which industry leaders cannot and do not miss. I believe that ICE VOX is the most influential event of its type in world gaming which is due to the topicality of content and the calibre of speakers. ICE VOX was described by award winning former Financial Times journalist Nadine Dereza as being the Davos of Gaming a description which I think is totally appropriate.

What is your message for all who want to come at ICE 2024?

I think ICE 2024 will go down in history as being an ‘I was there ‘event. There’s no doubt that it will be a poignant occasion for many of our exhibitors who will be saying their own farewell to London. We have organised a special farewell party for ICE London and iGB Affiliate London on Tuesday 6th February. It will host 5,000 VIP guests and will feature several internationally recognized music artists. It’s a ticketed event and will be the only official party in town.

Ultimately, the reason why so many international industry professionals want to be part of ICE/iGB Affiliate is down to the quality and the calibre of our exhibitors. When visitors attend ICE they know that they will see and have access to the very best gaming brands and the leading industry innovators found anywhere in the world.  Our theme for ICE 2024 is MORE – which is exactly what visitors will experience: MORE connections, MORE insight, MORE inspiration and as a consequence MORE business opportunities. For so many reasons ICE 2024 is not to be missed!

To register for ICE 2024, 6-8 February, ExCeL London:

ICE VOX takes place 5-8 February, ExCeL London:

To register for iGB Affiliate, 6-9 February, ExCeL London:


Author: Editor

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