Taking place at ICE Barcelona, the world’s biggest gaming technology event, the ICE Innovators Challenge is an invitation to operators and their partners to submit AI-driven ideas that enhance responsible play. Five finalists will be selected to develop MVPs with expert support from Microsoft and its partners, including tech consultancy and coaching. The competition will launch online, with finalists going head-to-head on the main stage at ICE 2026. The winning team will receive £15,000 worth of consultancy, visibility, and ongoing support to help bring their ideas to market.

Explaining the objectives underpinning the ICE Innovators Challenge, William Harding, Head of Emerging Technology and Esports at Clarion Gaming, said: “At-risk bettors are now navigating a world of hyper-personalised experiences—both in gameplay and in targeted marketing. This evolution places an even greater responsibility on the industry to harness these same technologies in innovative ways that actively protect vulnerable players. By providing participants with exclusive access to its technology, Microsoft is empowering them to push creative boundaries and develop practical solutions that can make a meaningful difference.”

Outlining the structure of the Challenge he explained: “We wanted to make the process fun, engaging, and rooted in AI. To achieve this, we’ve trained an interactive AI model designed to guide and inspire participants as they shape their ideas. This challenge is about embracing AI to help build a safer future for gaming. Operators and their partners will submit their projects via https://challenge.icegaming.com/ Judges will select a final shortlist with the leading five teams pitching their AI-driven safer gambling solutions live at ICE 2026. A distinguished jury, comprising Microsoft executives, investors, and safer gambling experts, will judge the pitches with the winning team announced on the ICE Barcelona main stage in front of thought leaders, regulators and influencers from the international industry. Competitors will have the chance to gain hands-on experience with Microsoft’s latest technologies, receive mentorship, and win exclusive prizes that could help propel their careers.”

Iulia-Andreea Bolea; UK I-gaming Territory lead at Microsoft responded: “We are delighted to be partnering with ICE Barcelona, the world’s largest B2B gambling event, where the global gaming ecosystem, including operators, creators, regulators, and legislators, comes together to shape the future of gaming.

“Our ambition for the industry is to empower the next generation of frontier firms by harnessing the transformative capabilities of AI and improving online safety for all. Through intelligent automation, skill development, and ethical innovation, we aim to help organisations reimagine their business processes and unlock new opportunities for growth and resilience with player safety at the forefront.

“As a coach and ideation partner, we are committed to a people-first approach, growing AI futureproof skills, fostering creativity and collaboration, and driving responsible AI adoption. We look forward to seeing the winning hackathon solutions evolve into scalable applications that make a meaningful contribution to the industry’s commitment to player protection.”

For more information and to enter: https://challenge.icegaming.com/