Clarion Gaming MD Stuart Hunter at G2E event: ‘Our mission is to cement our position as the number 1 growth partner for gaming companies globally.’

How was your experience at G2E this year?

Good strong shows are indicative of a healthy industry and our experience at G2E suggested that organisations of all sizes are hungry for business and looking at exciting new ways to grow, opportunities to enter new markets, to harness new technologies, extend their reach  and enhance their profitability. 

We had members from our senior team on the Clarion Gaming stand at G2E and we took the opportunity to meet with clients and customers in the lead-up to ICE 2024, the last edition to be held in London ahead of our move to Barcelona in January 2025. 

Las Vegas never ceases to surprise and excite and being able to meet with so many influential industry personalities in what is regarded as being the world capital of gaming was invaluable. I have always felt it absolutely essential that we continue to immerse ourselves in the industry sectors we serve and Las Vegas is one of the key places to do that. A strong G2E has set us up perfectly for what I believe will be the greatest edition of ICE – so far!

Regarding the presence of the firm  at G2E, what is the message for potential new partners?

We were in the slightly unusual position of having conversations about two editions of ICE with our stakeholders. Customers were really excited about the opportunities presented by our relocation to Barcelona in 2025 for which there was unanimous support, but before that we are focussed on delivering a phenomenal edition of ICE 2024. The market looks to ICE for solutions and it’s clear that the event plays a pivotal role for the international gaming industry supply chain of innovators, service providers and operators who view ICE as their most important business event of the year.

Alongside the conversations we held regarding our live events, we were also able to introduce a new product suite of fully-integrated marketing services. Our mission is to cement our position as the number 1 growth partner for gaming companies globally, with the deepest and broadest reach in b2b gaming media. We found the conversations that we had with customers at G2E both fruitful and exciting, knowing that the industry is maturing on its digital spend, in a way that chimes with our plan. G2E helped us formalise pending partnerships, and identify new opportunities. The dynamic nature of our digital marketing platforms means that they can address key topics for example leveraging AI for consumer protection and their optimisation for specific market segments and jurisdictions.

After the success of the firm's presentation at G2E, could you give a summary of the Company’s achievements this year?

The biggest developments impacting Clarion Gaming in 2024 have been the strategic decision to relocate ICE and iGB Affiliate from London to Barcelona (from January 2025) and iGB L!VE from Amsterdam to ExCeL London, effective July 2025.

The process which we put in place and which was delivered by an independent expert agency and included the active involvement of our stakeholders comprised an evaluation of more than 30 variables, venue visits, city presentations and detailed negotiations.  It considered all aspects of attending, exhibiting at and organising the two events in addition to longer-term strategic factors impacting the development of ICE and iGB Affiliate. I’m delighted that the system we put in place to oversee what is a complex customer-led decision has been widely recognised as being comprehensive, transparent and fair.

The development of our product suite fully-integrated marketing services opens-up exciting new opportunities for the industry. We have made a significant investment across the three areas of people, technology and data to accelerate growth with the combination of quality content and platforms delivering outstanding customer ROI.