The London-based start-up topped the popular vote for the Pitch ICE Tech Futures stream beating off the challenge of 40 submissions, 14 of which were shortlisted. As well as receiving a high profile publicity platform, the start-up which recently received funding from US tech giants Accubits and Future Tech, will also receive a stand presence within the Consumer Protection Zone at ICE London 2022.

The TruBet payment solution features a built in affiliation model shaped entirely for the iGaming space. The traffic, which will come through TruBet, will be fully verified in advance, leveraging AI, 3D facial recognition and vocal recognition thus removing the possible exposure of offers to multi-accounting, bonus abusers. Customers will be restricted from accessing exclusive operator offers before completing their full KYC and AML requirements within the App.

Explaining the significance of winning the Pitch ICE Tech Futures and how he came up with the idea for the business in the first place, Founder and Chief Executive Gavin Berry recounted: "It's a great honour to have topped the poll and win the Pitch ICE crown against such an exciting pool of innovators. There's no doubt that Pitch ICE provides a fantastic platform for creative new businesses particularly in the current economic climate."

He continued: "Over the past decade I have had a huge interest in the gambling industry and something which first came as a hobby to me, soon became a successful income for many years. Throughout the duration of me sitting on the other side of the fence as the customer, I noticed an ever changing landscape which was occurring and operators were fast becoming the lambs to the slaughter.

"Tighter regulatory guidelines without detailed legislation, combined with the lack of trust from customers, has made the gambling industry one which is viewed with a very bad stigma in most jurisdictions, and none more so than the UK. We have an industry with problems in abundance, is worth billions, yet hated by millions and in order to remove the cloud which is casting a shadow over the gaming industry a change is required."

Clarion Gaming's Director of Industry Insight, Ewa Bakun, who has overseen the development of the Pitch ICE concept said: "We are delighted to bring the Pitch ICE format for gaming start-ups to ICE 365, and TruBet is a worthy winner." Explaining the format she added: "There will be panels in each content series dedicated to start-ups that are active in the vertical that we are covering. Start-ups are shortlisted by our community of investors/gaming execs and get the opportunity to pitch their vision and receive extensive exposure on our channels throughout the year culminating in their stand appearance at ICE London. Start-up applications will remain open throughout the year and there will be many more chances for innovative companies to get significant exposure to our global community of gaming execs throughout 2021. We will keep collecting submissions at :https://www.icelondon.uk.com/ice365-contentseries/pitch-ice and shortly on ICE365.com."

The ICE 365 content series focusses on key verticals, topics and subsets of the global gaming sector, providing expert insights delivered across a range of formats, including reports, exclusive C-Level interviews with leadership figures, unique data, video and live discussions. Every piece of content is archived and available on-demand for stakeholders to access free of charge 24/7.