In the following interview, Christoph Härtel, CEO of 21Viral, shared his impressions of showcasing at this first edition of ICE 2025 in Barcelona.

Talking about the experience, he said: “it was an immensely rewarding and inspiring experience. This event provided a dynamic platform for 21Viral to showcase our GameConnector aggregator solutions while connecting with a diverse international audience”.

Furthermore, Christoph pointed out “the calibre of attendees and the flawless organisation of the event created an exceptional environment for networking, collaboration, and sharing insights”.

Looking ahead, he commented on the valuable connections made at this year's event in various markets such as LATAM, at the giant Fira Barcelona Gran Via venue from 20-22 January, which helped them to drive 21Viral's future success: “we look forward to building on the connections and knowledge gained at this ground-breaking event to drive future success”.

What innovations were presented and which were the markets that were most interested in your proposal during the tradeshow?

At ICE Barcelona, 21Viral showcased our GameConnector platform, and reverse integration solution designed to accelerate the onboarding and deployment of game content for iGaming operators. GameConnector enables operators to seamlessly integrate games into their platforms, helping to attract more players and improve player retention. 

Our solutions generated significant interest from markets in Europe, LATAM, and Africa, where operators are eager to explore new ways to diversify their offerings and engage a wider audience. Attendees were particularly impressed by our single API integration, which allows for the inclusion of games from different providers. The enthusiastic response underscored the global potential of our solution across various markets.

What were the trends that you believe will mark the near future of the industry?

The near future of the iGaming industry will be shaped by innovations in reverse integration, the growth of AI-powered automation, and the merging of casual gaming experiences within iGaming.

At 21Viral, GameConnector is at the forefront of this trend, allowing operators to integrate new game content that attracts and converts new audiences into loyal iGaming players.

Furthermore, reverse integration strategies like this will transform the commercial engagement models among operators, game studios, and aggregator platforms. Additionally, utilising AI to automate workflows and pipelines will improve operational efficiency, enhancing everything from content delivery to user targeting and enabling operators to scale more effectively. These trends will foster a more dynamic, user-centric, and data-driven gaming ecosystem.

How did you perceive the impact of ICE Barcelona for the LATAM region?

ICE Barcelona unveiled the tremendous potential for growth and innovation within the LATAM region. The event underscored LATAM's emerging significance in the global iGaming arena, with a multitude of regional operators and stakeholders eagerly pursuing innovative solutions to connect with their diverse and rapidly expanding audiences.

At 21Viral, we experienced a remarkable interest in our GameConnector platform and reverse integration strategies, which present exceptional opportunities to unite casual gaming and iGaming markets—especially pertinent in LATAM's mobile-first, entertainment-driven culture. 

ICE Barcelona confirmed the region's strong demand for cutting-edge technologies, establishing LATAM as a pivotal market poised for the next wave of industry evolution.

In relation to the Spanish market: what challenges do you face in a market with fragmented regulations according to autonomous communities, and how do you manage it to comply with regulations and offer a quality experience to customers?

The fragmented regulations in the Spanish market create unique challenges, especially when it comes to navigating different compliance requirements while ensuring operational consistency.

At 21Viral, we tackle this issue by implementing a flexible regulatory framework within our solutions, which allows us to adapt to region-specific mandates. Our GameConnector platform is designed with compliance as a core component, ensuring that all integrations meet local standards without sacrificing functionality or user experience. Furthermore, we utilise AI-powered automation to streamline workflows, minimising the risk of discrepancies. By prioritising transparency and adaptability, we provide high-quality expertise that is seamless and compliant with the diverse regulatory landscape of the Spanish market.

What are the upcoming events you will be attending?

As part of our commitment to showcasing 21Viral’s innovative solutions and engaging with industry leaders, we will be attending several key events in the coming months. These will include regional shows in LATAM, Africa and Asia where we will present advancements in our GameConnector platform and reverse integration strategies. Each event provides an opportunity to strengthen our global footprint as one of the leading specialists in game aggregation.