Stuart Hunter Highlights World Gaming’s G2E 2026 Experience and ICE 2027 Plans

World Gaming’s Experience at G2E 2026

How would you describe WORLD GAMING'S experience as an exhibitor at G2E 2026 in Las Vegas, and what were the main highlights for the company during the event?

G2E is one of the most important events on the gaming calendar and an essential date for anyone with a stake in the US market. It's always highly productive for us, and we approach it on several fronts.

First, it's a valuable opportunity to meet the major global brands headquartered in the US, such as Light & Wonder, Aristocrat, IGT and Konami, to discuss operational planning ahead of ICE in January. Our head of operations and key account customer success lead travel with us for those conversations, which build on the meetings we held in Las Vegas in July. These brands deliver complex, multi-million-dollar builds at ICE, which many consider their most important event of the year, so getting the planning right well ahead of deadlines is critical to ensuring a smooth build.

Second, exhibiting at G2E allowed us to continue the conversation around our rebrand from Clarion Gaming to World Gaming earlier this year. Our goal is to move from being seen primarily as an events organiser to becoming the essential strategic partner for growth in the global gaming industry. We believe face-to-face business is unrivalled and, in the current AI climate, more valuable and defensible than ever. But World Gaming is more than an events business. Alongside leading events including ICE, IGBA and iGB L!VE, we connect data, community and content across our full ecosystem of media brands, including iGamingBusiness.com and GGB. The rebrand removes any confusion and gives us a clear, unified voice focused entirely on the industry, and sharing that message with our US audience was hugely valuable.

Finally, G2E is our priority autumn meeting point with global associations such as AGEM, the AGA, the ECA and the IGA, and those conversations are an important part of laying the groundwork for ICE 2027.

Industry Engagement and ICE 2027 Initiatives

What was the response from visitors, industry professionals and other stakeholders to WORLD GAMING's presence at G2E 2026? Were there any particular topics, initiatives or areas of interest that generated especially strong engagement?

The response at G2E was a sense of real anticipation to hear what is in planning for the worlds largest and most important B2B gambling tradeshow and it gave us the perfect platform to share the latest innovations for ICE 2027. Chief among them were the launch of the World Gaming Council, our new closed-room content proposition for C-suite leaders and regulators, and the all-new ICE Conference.

The conference agenda generated particularly strong engagement, as it's built around the biggest challenges facing operators today. How secure is a licence in emerging markets, and how should operators navigate jurisdictional risk in Brazil and India? Do prediction markets threaten the gaming industry, or help it grow? With tax and compliance fragmenting, how can regulated operators beat the illegal market cost-effectively? Sessions will also explore where international investment should flow in Africa and the commercial opportunities opening up in Peru, Argentina and Chile.

AI was another major talking point, from balancing player discovery with automation to the impact of agentic and generative AI on operations. Marketing sparked plenty of debate too, particularly whether the industry has gone too far with figures like Andrew Tate, Conor McGregor and Sydney Sweeney. Elsewhere, the programme examines building a brand that's worth it, the gamblification of trading cards and collectables, the evolution of VIP management, omnichannel tracking and lottery innovation, plus deep dives into newly opening European markets including Austria and Finland.


 

Technology, Market Development and Digital Transformation

As an international gaming event organiser, what trends or changes in the global gaming industry did you observe during G2E 2026, particularly in terms of technology, market development, player experience and digital transformation?

Industry-wide B2B exhibitions are vital catalysts for progress and debate, serving as live hubs where the future particularly of technology-led sectors is actively shaped through a collaborative dynamic that cannot be replicated elsewhere. Live events transform abstract technological challenges into tangible debates, allowing industry professionals to directly interrogate crucial issues like AI ethics, data compliance, cloud-native platforms, and cybersecurity courtesy of peer-to-peer networking, analysis, and discussion. Whereas Europe has extensive experience in mature online markets, payments regulation, and compliance the US leads in integrated resort scale and land-based experiences. ICE Barcelona serves as the meeting point where these global perspectives converge to drive the industry forward.

Expectations for ICE Barcelona 2027

What are Clarion Gaming's expectations for ICE 2027, and what can attendees and exhibitors expect from the next edition of the event?

Successful exhibitions must constantly evolve to remain relevant, which is why we continuously engage with stakeholders to refine the proposition, address industry challenges, and keep the event fresh and topical. While attendees will notice several evolutions at the 2027 exhibition, the most significant new addition is Hall 7. This compelling addition serves as a dedicated hub for global technology leaders, fintech specialists, and emerging disruptors who are transforming how businesses operate, compete, and engage with customers. Major global brands such as Amazon Web Services (AWS), PayPal, Mastercard, and Aircash are already confirmed for this space, which bridges the gaming industry with cross-sector innovators specializing in AI, fintech, cloud infrastructure, cybersecurity, compliance, and game development. Rather than just showcasing products, Hall 7 offers an interactive environment where industry professionals can network with technical peers from outside the gambling sector, seek advice on specific problems, and gain transparent insights into how companies innovate and overcome technical challenges, making it the essential starting point for operators mapping out the future direction of gaming.

In terms of expectations, ICE Barcelona remains the definitive event where the entire global gaming industry unites under one roof, bringing together every product, every solution, and every personality that's shaping the future of gambling. The industry considers the exhibition unmissable. Over 90% of attendees rate it as being 'business-critical' because a single trip to Barcelona effectively consolidates a full year's worth of business meetings. By providing direct access to the latest technology from both established giants and new disruptors, the event ensures that delegates will leave with their 2027 strategy fully mapped out, ahead of major trends, and connected to the vital partners to deliver their goals.

To register for ICE Barcelona '27, visit: www.icegaming.com.