Merkur Gaming at ICE Barcelona 2025: Innovation, regulation and the future of the industry

This first edition of the ICE show in Barcelona marked a new chapter in the Gaming industry; and Merkur Gaming was one of the companies behind the move of the ICE show from London to Continental Europe. In an exclusive interview with SoloAzar, Merkur Gaming's international CEO, Athanasios ‘Sakis’ Isaakidis, discussed his experience as an exhibitor, future trends, LATAM's presence at the show, and the issue of regulation in the local market. 

How would you describe your experience as an exhibitor at this first edition of ICE in Barcelona?

The industry is well aware that Merkur was one of the key proponents advocating for relocating the exhibition to continental Europe. Ultimately, Barcelona was chosen from a list of European cities, and our conclusion is unequivocal: Barcelona has not only fulfilled its promise to host ICE but has also exceeded expectations in every regard. The city's infrastructure, facilities, and overall offerings provided an exceptional environment for both visitors and exhibitors. We are truly delighted and deeply grateful to Clarion and the city of Barcelona for orchestrating such a remarkable event.

Innovative content for Merkur Gaming at ICE Barcelona 

Merkur Gaming offered its traditional product solutions, and also presented innovations to capture new opportunities. Issakidis details the following in this respect: “First and foremost, we focused on our established markets and long-standing clients, ensuring that we delivered tailored product solutions to meet their needs. However, we always remain attentive to new opportunities and emerging trends. For those who visited our stand during the show, it was evident that we introduced innovative content that goes beyond our core portfolio. We firmly believe that with this expanded range of products, we will be able to explore new markets and territories as we continue to grow.”

Omni-channel, AI: the new trends in the sector

The future of the sector is marked by technological integration, and the changing habits of players. Isaakidis explains the convergence of omni-channel and AI that will transform the direction of the industry in the coming years, as follows: “The most significant and ongoing trend that will define the future of our industry is the development of omni-channel solutions. A new generation of players, the increasing focus on responsible gaming, and the sector’s growth potential will drive omni-channel applications and solutions at an accelerated pace. AI will play a crucial role, serving both as a catalyst for speed and a source of creative innovation. The convergence of these factors will propel the industry in entirely new directions and bring about a fundamental transformation of the gaming landscape.”

ICE Barcelona and its impact for the LATAM region

ICE 2025 not only moved its venue to Barcelona, but also succeeded in attracting the Latin American market. Athanasios ‘Sakis’ Isaakidis shares his perception on this point: “The most significant and ongoing trend that will define the future of our industry is the development of omni-channel solutions. A new generation of players, the increasing focus on responsible gaming, and the sector’s growth potential will drive omni-channel applications and solutions at an accelerated pace. AI will play a crucial role, serving both as a catalyst for speed and a source of creative innovation. The convergence of these factors will propel the industry in entirely new directions and bring about a fundamental transformation of the gaming landscape.”

Challenges of regulation within the Spanish market and its adaptation

In relation to the Spanish market: what challenges do you face in a market with fragmented regulations according to autonomous communities, and how do you manage this to comply with regulations and deliver a quality customer experience? 

Operating within this regulatory framework presents significant challenges for companies like ours, as we must incorporate a wide array of distinct regulations into our software and product structures. This results in increased labor costs, financial burdens, and constraints on creative development. Ultimately, such complexities diminish the player’s enjoyment and, in turn, generate lower revenues for the communities involved.

Merkur Gaming's agenda 

Following their time at ICE Barcelona, Isaakidis previews the upcoming shows they will be attending this year: ‘We will be attending NIGA in California, the Belgrade show in May and, of course, PGS in Lima in June. ICE has been a fantastic start to the 2025 exhibition year, and we are delighted and excited about the upcoming exhibitions around the world."