Can you tell our readers a little more about what they can expect from ICE 2023? 

The new edition of ICE will be the biggest on record at 51,466 sqm of net space. The industry in its broadest sense will be occupying all of the North and South side exhibition halls, every meeting room and all of the International Conference Centre at ExCeL which will host ICE VOX, the World Regulatory Briefing and the International Casino Conference.  Having so many of the world’s most successful brands from every gaming vertical and every jurisdiction all together in one place is a phenomenal not to be missed opportunity for everyone in the gambling industry. Every metric that we use to measure a show is in positive territory and I anticipate that the mood will reflect the excitement which comes with having the industry, back together and in unity.

Last year, ICE was held in April. What does it represent for you to return to a full-scale ICE show in its traditional February dates?

Whilst ICE London 2022 was a tremendous success nothing can compare with the return of a full-scale edition of ICE featuring all of the major supplier brands to the land-based sector. Having ExCeL bursting with the creativity and the energy which drives the international gaming industry is a fantastic prospect. A full size, dynamic ICE on its traditional dates is something that all sectors of the industry are really looking forward to. 

ICE has always gathered the international gaming industry. What are your expectations for this new edition?

I can confirm that exhibitors representing a record 68 nations/gaming jurisdictions will be in attendance.  The figure is an uplift on the previous best of 65 set in February 2020 which was the last edition of ICE pre-COVID. The global distribution of the 623 exhibitors who will be at ICE 2023 stretches from Argentina to Australia, Macao to Mexico and Ukraine to the United States. No other exhibition in the gaming space can come anywhere near the internationalism of ICE. To have 68 nations represented by our community of exhibitors means that visitors are immediately part of what is a global experience with unique access to the smartest gaming innovators drawn from every corner of the world. There are very few exhibitions of scale in any industry sector which are able to compare with such international credentials and legitimately lay claim to being a ‘global’ or a ‘world’ event. Once an event is recognized as being genuinely international, stakeholders including brands, regulators, trade associations, media groups and strategic industry-wide bodies focus their activities accordingly. Research that we’ve undertaken has shown that for many people ICE and sister show iGB Affiliate London actually start on the Sunday pre-ceding and finish on the following Saturday. In that week we have calculated that in the region of 100 gambling industry events will take place outside of the show hours providing a new and compelling perspective on why ICE and iGB Affiliate London are so influential and important to the world industry. 

For readers who may not be aware can you explain a little more about the ICE VOX conferences?

ICE VOX is made up of our two flagship, world-leading conferences - the World Regulatory Briefing (WRB) and the International Casino Conference (ICC) as well as four in-depth masterclasses. The new masterclass format was introduced in 2022 and has been enhanced in 2023 to offer exclusive content and a more comprehensive ICE experience. The masterclasses are targeted events which are participatory in nature, restricted in size and focused on the segments they represent. The Masterclass topics comprise ‘Modernising Lotteries’, ‘Enhancing the iGaming Customer Journey’, ‘Entering New Markets’ and ‘The Evolution of Safer Gambling’. Tickets and more information can be found here: https://www.icelondon.uk.com/ice-vox

What are the main trends that we can expect to see at ICE 2023?

We spoke about this with our ICE Ambassador group of industry thought leaders who provide their insight and advice to us in an honorary capacity. The consensus was that advances in safer gambling and consumer protection would be high on the agenda, as would the interface between regulation and technology, the use of technology to reduce staffing on a casino floor, web3, payment processing via the blockchain, as well as equality, diversity and inclusion in the gaming space. Whatever the hot topics I’m absolutely certain they will be manifest on the ICE London show floor, debated at ICE VOX and be the subject of discussion throughout the show. 

Entrepreneurialism is at the heart of the gambling industry: as show oganisers what are you doing to reflect this characteristic?

A key characteristic of ICE is that it attracts exhibitors of all sizes, covering every gaming vertical and drawn from every jurisdiction. As well as providing a professional home for the industry’s major brands, Clarion Gaming’s Pitch ICE programme offers start-ups the opportunity to showcase their solutions and innovative approaches in front of investors and visitors attending ICE London. 12 successful companies have secured a free of charge pod on the Pitch ICE Pavilion for the duration of the show and the opportunity to take to the ICE stage and pitch to potential investors. We are delighted to be able to host start-up businesses and if we can, to  help them to become the big players of the future. 

ICE really championed the issue of safer gambling – where should visitors interested in safer gambling head to when the doors open on ICE 2023?

The Consumer Protection Zone (CPZ) first appeared on the ICE London show floor in 2018 when it hosted eight exhibitors comprising a mix of technology providers and safer gambling charities. Since then, it has grown in size and adopted a new high profile, high foot fall location adjacent to the central boulevard at ExCeL London. The 20 exhibitors include the charities, treatment facilities and not for profit organisations that we gift the space to alongside commercial organisations, including providers of Responsible Gambling tools, solutions and technology. The full list of CPZ exhibitors comprise the Gambling Commission, Focal Research, Casino Guru, Future Anthem, Department of Trust, Mindway AI, Epic Gaming, LexisNexis, Rightlander, IGT, SG:Certified, W2, Crucial Compliance, GamCare, YGAM, Gordon Moody, Gamstop, BetKnowmore, Responsible Gaming Council and the National Center Problem Gaming. The CPZ was recognised by the industry at the 2022 Global Regulatory Awards where it won the Responsible Approach to Advertising/Marketing category and is highly regarded throughout the international industry and is the go-to feature for anyone wanting to learn about the latest thinking and developments in safer gambling. As Jonna Danlund, Head of Sustainability, Betsson Group argued it’s essential for the industry to work together to promote responsible gaming and showcase the work that is being done as it is fundamental for the long-term sustainability of the industry and the well-being of customers. It’s a focal point for many visitors and it’s continued success demonstrates how important Safer Gambling is to the industry.

There’s a new feature dedicated to street gaming – can you explain a little more about this introduction to the show floor?

Wherever possible we work in partnership with the industry and we were approached by the Gambling Business Group to create an at show feature dedicated to the street sector. We listened to what they had to say, scoped out how it could work and collaborated with the GBG to bring its vision to life. It will feature a programme of activities dealing with key issues including the far-reaching work that’s being undertaken by operators on the delivery of responsible gambling, the use of technology in street operations including digital payments and the deployment of facial recognition, recruitment, retention and staff development, the use of contemporary retailing disciplines to enhance the customer journey as well as practical issues relating to licensing and the law. I know the Gambling Business Group will be seeking to meet with the governmental agencies which engage with the industry and will be inviting the many international regulators who attend ICE London to engage with the business leaders who are active in the street sector.

Once again, ICE led the way in terms of showcasing the opportunities in Esports – how will Esports be represented at show?

The ICE Esports Arena is playing host to the all-female team from The ShEsports Cup franchise who will compete and then take-on ICE visitors who rate their chances on the iconic FIFA EA SPORTS game. A core objective when we launched the Esports Arena at ICE was to help gambling industry professionals understand the dynamics of the sport and the business development opportunities which exist alongside it. Esports continue to  grow at an exponential rate and one of the key topics is diversity. By providing a platform to the team from The ShEsports Cup we want to show visitors how diverse the industry is becoming and what that means in terms of broadening further the international audience of eSports players and spectators.