Stuart Hunter to PressGiochi: “Gambling professionals from all over the world are here today at ICE Barcelona”

“I believe that the first impression for visitors unfamiliar with Fira Gran Via in Barcelona, as they enter today, will be amazement at the extraordinary scale of the venue.”

This was the comment from Stuart Hunter, CEO of Clarion Gaming, during the inauguration of the first edition of ICE in Barcelona.

“ICE and iGB Affiliate will be occupying 120,000sqm compared to 2024 which set a new record of 100,000 sqm in London. The shows are officially sold-out, and we are operating a waiting list for 2026. We could have sold much more space, but our strategy is to align the physical size of the events with a growing attendance. A new sector layout has been created to enhance visitor orientation. The Skywalk delivers a new perspective on ICE and allows straightforward and swift access to the product zones that visitors want to get to. Overall, it will be a much more dynamic visitor experience combining both indoor and outdoor spaces. We have invested in ICE Ai an enhanced customer tool which is the equivalent of having  a personalised Ai companion to provide all the answers that visitors need. Outside of the show visitors will be able to experience the finest Catalan hospitality in a wonderful new host city. Once again, ICE will welcome the industry’s leading trade associations, strategic bodies, regulators, CEOs of tier-1 operators and games creators underlining its reputation for being the ‘Davos of Gambling’.

What are Barcelona’s strengths compared to London?

Essentially Barcelona provides us with the opportunity to scale and to meet the needs of our exhibitors who want more space and who use ICE to showcase their brands. ICE and iGB Affiliate 2024 occupied every square millimetre of exhibition and meeting space at ExCeL London. At 100,000 sqm it was the biggest gambling show on record. Visitors to ICE and iGB Affiliate 2025 will be presented with 120,000 sqms of innovation. We could have filled much more space but our strategy certainly in year 1 is to align the physical size of the event with a growing attendance. Ultimately over the course of the next five editions our target is to occupy up to 200,000 sqm and attract an audience of 100,000. That would simply not be possible in London.

In terms of specifics the relocation to Fira Gran Via Barcelona has provided us with opportunities to add new features and enhance existing ones. The first ICE ‘Association Assembly’ has been created to enable trade bodies to promote their values and create new opportunities for the gaming community across every sector and geography. It has been welcomed by leading bodies including both the Brussels-based European Casino Association (ECA) and the Association of Gaming Equipment Manufacturers (AGEM), the global trade association for gaming equipment suppliers which has its primary headquarters in Las Vegas.

We have rebranded what was previously ICE VOX which will now be known as The World Gaming Forum (WGF).  The name more accurately reflects the credentials of our industry-leading brands comprising the World Regulatory Briefing, the new Casino & Leaders Conference (formerly the ICC), and the new Esports & Games Conference – formerly the Esports Betting Conference. The 2024 Conference Program succeeded in bringing together over 1,210 senior decision makers from 79 countries, including 621 operator C-Level, 87 global CEOs, 72 national and regional regulatory bodies, and 7 government ministers which we hope to a least match.

The enhanced ICE World Gaming Forum will deliver exclusive connections and content, in-depth workshops, high-level roundtable discussions, and tailored networking events, providing a home for the industry’s thought-leaders, innovators, challengers, and policy makers. It will be situated at the heart of the Fira Gran Via Barcelona and feature an exclusive club-style VIP lounge for delegates and speakers, a dedicated networking garden, and access to a range of concierge services, including early access to the show.

What numbers are you expecting?

We have been really encouraged by the response to ICE Barcelona from all sectors of the industry. We shouldn’t ignore the logistical size of the task. If we measure the totality of the proposition which includes ICE sister show iGB Affiliate, we will have in the region of 1,000 exhibitor brands occupying 120,000 sqm of space – a record not just for us but for any b2b gaming show.

I’m always cautious about predicting the attendance on the basis that there are so many variables, so I’d rather talk about targets. As a team we have targeted a unique visitor figure of 55,000 from 150+ countries. Clearly there’s a finite number of nations so we are also hoping to drill down further into the number of LatAm visitors and those traveling from the Middle East and India. It’s a fantastically exciting time to be associated with the ICE brand – as you can imagine!

How important will the presence of Italian companies and visiting operators be?

ICE is the most international b2b gambling expo in the world. It’s one of the most important characteristics of the show and has benefitted from the huge support it has received from the Italian industry over many decades. ICE is a true celebration of the international industry.

2024 has been marked by the growth of the ‘Artificial Intelligence’ phenomenon. How much will the presence of these companies grow at this edition of the event?

In terms of the key trends impacting the land-based sector we spoke with Simon Thomas, Executive Chairman of London’s iconic Hippodrome Casino. Simon, who also serves as one of our ICE Ambassadors a distinguished group who we take inspiration and insight from believes that ICE will show how Artificial Intelligence can be deployed to create more engaging gaming options and to encourage safer gambling. Some online operators utilise an AI lobby which allows them to recommend games to players based on their previous selections. AI tools add another layer of efficiency, predicting player behaviour, lifetime value, and return on investment. AI is particularly effective in content creation, including graphics, design, and copywriting. Tools like ChatGPT and other AI solutions are already shaping SEO and copywriting, streamlining processes and improving productivity. I think its true to say that whilst AI will dominate many of the conversations taking place at ICE Barcelona the show embraces the totality of the technology landscape. The gambling industry is one of the earliest adopters of the new technologies which can improve the customer experience, drive operational excellence and enhance sustainability. Our relocation to  a city well known for its digital legacy and home to numerous tech companies, has provided an opportunity to engage with stakeholders who currently operate on the periphery of the sector, but often are its most significant technology providers. For the first time we are staging a VIP ICE Innovation and Technology Guided Tour of the exhibition for tech providers and investors for them to experience the latest advancements and innovations that are redefining the industry.

PressGiochi is a media partner of the event and is present at stand MC16.