Aristocrat Gaming Shone at ICE Barcelona 2025: Innovations, Panels and Global Impact, by Andrew Sackey

Aristocrat Gaming experience at ICE

“We were really excited for this year’s ICE, not only because it was the first year in Barcelona, but also because were presenting alongside our Aristocrat Interactive partners in the Online Gaming Hall. This was a strategic choice demonstrating the power of “One Aristocrat,” showing to customers and partners our united approach and the breadth of talent, experience, and products we offer across both land-based and digital platforms,” Andrew Sackey said.



Aristocrat innovations and market feedback

“From the land-based side, two of the cornerstones of our booth were Phoenix Link and The Baron cabinet with its launch titles of Bao Zhu Zhao Fu Ignite, Mo’ Mummy, Fortune Harmony and Bao Bao Riches. These were two of the biggest hits during G2E 2024 and the teams have worked incredibly hard in getting them over to our EMEA customers. Phoenix Link is officially live in Europe, recently making its debut at Monte-Carlo Société des Bains de Mer’s Casino Café de Paris. With The Baron to hit floors in the coming months,” commented Sackey.

“Our entrance to the UK is recent, and we are pleased to introduce Lightning Link to the market at ICE. With its global success, we anticipate our UK customers and players are eager to see that go live,” he added.



Conferences and panels at ICE

Aristocrat Interactive’s CEO, Moti Malul, sat down with Entain’s CEO, Gavin Isaacs, for a fireside chat panel. “It was a compelling discussion with each of the leaders sharing their experiences in industry while also discussing the challenges and opportunities in balancing global operations with local market needs, specifically in B2B and B2C environments,” he pointed.

Aristocrat’s Chief Innovation Office, Joe Kaminkow, led the keynote on Attracting a Diverse Global Audience Through Branded IP for the Casino & Leaders conference. He then joined leaders from Warner Bros. Discovery and Hasbro Consumer Products for a panel discussion on the power of IP. 

Trends for the games of chance industry in 2025

Sackey remarked the following: “More customers are looking for suppliers that offer omni-channel experiences or a “One-Stop Shop” to support their growth and ventures into online gaming. Where player favorite content can be played across channels and devices, and powerful brands can be experienced wherever they choose to play, whether that be in a casino, or on their mobile device.”



Impact of ICE Barcelona for the LATAM region

“Barcelona is a perfect meeting place for customers across the globe. We saw customers from LATAM, Asia, Australia, the UK and more. We’ve found that many product offerings that perform well in the EMEA market typically translate well to the LATAM regions and vice versa. It’s a matter of finding the right titles and cabinets that fit their needs, and we then have the ability to regionalize specifications,” Sackey said, and then added: “We also recently opened our Barcelona Integration center, which consolidated a lot of our supply efforts for EMEA and beyond, improving delivery of products and services.”

Aristocrat all over the world
“We have Aristocrat teams all over the world, who understand the needs of their regions and the regulations in which we comply. With our ability to regionalize specifications of products we are able to meet the individual needs of our customers, and if we don’t immediately have a solution, we find one,” he pointed out.
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“We are where our customers are, and we look forward to seeing them at events and tradeshows across the world in 2025,” he concluded.