The first edition of ICE in Barcelona left a positive impact on Miranda Guliashvili, Vice President Commercial at Smartsoft, a company founded in Georgia and a leader in delivering innovative and high-quality gaming experiences.

The vibrant city of Barcelona made an ideal venue for ICE 2025. Its great tourist attraction, world-class infrastructure, accessible international connections, and exceptionally mild climate facilitated the logistics of the event, as well as adding differential value by enriching the business experience for attendees.

Miranda agrees with this vision and in an exclusive interview with SoloAzar, she also highlighted the larger number of attendees compared to London: “Compared to London, I noticed a significantly higher number of attendees, likely due to easier travel policies and the venue’s accessibility”; and she added: “The first edition of ICE Barcelona proved to be highly effective, as this event serves as a key moment in the year for planning strategic initiatives. The timing, at the beginning of the year, allows for structured discussions and goal-setting with partners. Additionally, Barcelona’s mild weather created a more comfortable environment for networking and business meetings.”

Focus on the Latam market

What innovations did you present, and which markets showed the most interest during the trade show?

At ICE Barcelona, we showcased our upcoming game releases, emphasizing new and innovative mechanics that will define our portfolio this year. A major highlight was our localized crash games, tailored to meet the growing demand in specific regions.

Given the recent regulatory changes in Latin America, particularly in Brazil and Peru, many partners were eager to discuss our compliance strategy and market adaptability. As a result, we observed strong interest from Latin American operators, reinforcing our focus on the region.

New regulatory landscape: its evolution in iGaming

Which conferences, panels, or discussions did you find most insightful?

ICE Barcelona featured numerous high-caliber speakers and panels, but my primary focus was on discussions around regulatory developments and emerging industry trends. The evolving regulatory landscape is reshaping the iGaming sector, making these conversations essential.

One particularly compelling session examined Mexico's sports betting and gambling market, which is projected to reach $1.24 billion in 2025, with an annual growth rate of 8.45% by 2029. This discussion explored Mexico’s potential as a key market in Latin America, following Brazil’s lead. Former Mexican President Vicente Fox shared his insights on business development opportunities in the region, followed by a panel featuring Brazilian operators addressing the sector’s rapid expansion, recent regulatory developments, and future trends.

Artificial intelligence and regulatory agility are crucial in the sector

What industry trends do you believe will shape the near future?

I see AI-driven decision-making as a major game-changer for operators, fundamentally transforming how businesses optimize operations, personalize user experiences, and enhance responsible gaming measures. AI is already being integrated into various aspects of the industry, and its impact will only intensify.

Additionally, regulatory agility will be crucial. With new compliance frameworks emerging worldwide, operators and providers must adapt swiftly to remain competitive. The companies that can navigate these changes efficiently will gain a significant advantage. As regulatory requirements become stricter, technical flexibility and efficient compliance strategies will be key differentiators.

Smartsoft's expansion in Spain as a key market

Regarding the Spanish market, what challenges do you face, and how do you ensure compliance while delivering a high-quality experience?

Spain is a new market for Smartsoft, and in 2024, we have taken initial steps toward market entry. However, our main expansion efforts will take place in 2025.

One of the key challenges in Spain is its fragmented regulatory framework, with regulations varying across autonomous communities. Successfully entering the market requires strong local partnerships and a deep understanding of regional compliance requirements. Spain’s regulatory landscape is closely linked to government policies, requiring specific certifications such as ISMS approval.

At Smartsoft, we embrace these challenges proactively. We have successfully obtained Licenses in Portugal and Greece, which involved rigorous compliance processes and government relations management. Our partners have played a crucial role in supporting us through these regulatory complexities, and we anticipate a structured and strategic entry into Spain.

Growing interest in LATAM market

How did you perceive ICE Barcelona’s impact on the LATAM market?

Given the recent regulatory advancements across Latin America, ICE Barcelona naturally placed a strong emphasis on the region. Throughout the event, Latin America was a key focal point—from panel discussions to partner meetings and strategic dialogues.

I had numerous conversations regarding the future of iGaming in Latin America, particularly around regulatory frameworks and Smartsoft’s readiness to navigate these markets. The exchange of insights was invaluable, reinforcing that LATAM remains one of the most dynamic and rapidly growing markets in the global gaming industry.

Upcoming events for Smartsoft

This year is packed with strategic travel and industry engagements, particularly focusing on Latin America. My event schedule for the first half of the year includes:

• SiGMA Dubai
• SBC Summit Rio
• SAGSE Buenos Aires
• GAT Cartagena
• SBC Summit Lisbon
• iGB Live London

These events will provide invaluable opportunities to engage with partners, explore new business opportunities, and continue expanding Smartsoft’s presence across key markets.