Outlining her close relationship with the ICE brand, Tracy said: “I came to the industry in 2003 at a time when UK gambling operators were lobbying for greater freedoms which were subsequently contained within the Gambling Act of 2005. From the word go everyone who has been a part of the industry has also been part of the development of the ICE brand which I have to say has evolved over the last two decades into a world class high spec event with an international attendance that’s unrivalled by any other gambling industry event held anywhere in the world.

“As CEO of the National Casino Forum, a position I held up until 2020, I recognised the importance of bringing land-based casino operators together under one umbrella, a movement that ICE London helped to bring to fruition. Since then ICE has become a rallying point for every gaming vertical and it provides a shop window for all that is good about gaming. I believe the industry looks to ICE to speak out on pertinent issues and the brand has taken a leadership role in helping to address the key topics of the day and helping to change negative perceptions especially those around gender, equality and inclusion – which is why I am particularly proud to have been invited to become an ICE Ambassador.”

Looking ahead to February’s event she added: “We have been planning our attendance at ICE for some-time and we will be engaging with a number of events pre-show, at-show and post-show. As a leadership team we are all excited to be increasing Les Ambassadeurs’ visibility and participation in the event. We have missed in-person events immensely and have witnessed how pleased our clients are to walk over our threshold, after all, as an industry we are a vital part of the entertainment and hospitality offering. When the doors open at ExCeL on February 1^st I’m sure I won’t be the only person to be moved by the people, the quality of the booths and the unique and very special sound of people conducting business!”

Stuart Hunter, Managing Director responsible for ICE London said. “I’m delighted that Tracy has been able to accept our invitation to become an ICE London Ambassador. As former CEO of the National Casino Forum and Vice-Chair of the European Casino Association she knows the brand inside out and has experienced its development and growth over the last 20-years. Tracy defines the role of ‘critical friend’ and her contributions will help ensure that Clarion Gaming continues to serve as a progressive custodian of the brand.”

ICE London (1-3 February 2022, ExCeL Exhibition Centre, UK) is the biggest b2b gambling industry event in the world and embraces every aspect of the gambling ecosystem from games creators, innovators, distributors, operators and retailers, to trade associations, strategic bodies and regulators.

To register visit: www.icelondon.uk.com