Clarion Gaming: "ICE 2024 will go down in history as being an 'I was there' event"

In the realm of global gaming, the transition between calendar years often marks an introspective phase where industry experts weigh in on the progress made and anticipate the trends that will shape the future. Stuart Hunter, Managing Director of Clarion Gaming, sits at the helm of this anticipation as he delves into the momentous shifts in an exclusive interview with Yogonet. Hunter shares insights into the ICE expo and delineates the resonating themes and attractions poised to define the gaming landscape in the coming year.

Clarion Gaming’s decision earlier this year to bid farewell to its long-standing host, ExCeL London, was no small feat. Hunter sheds light on the arduous yet rewarding process that culminated in selecting Barcelona as the new home for ICE and iGB Affiliate. He details the evaluation process involving numerous variables, venue assessments, city presentations, and negotiations that ultimately led to the decision. 

Putting an end to the 12-year stay at ExCeL London was a major decision. Can you provide us some insights on how the relocation choice was reached and the opportunities it will open for ICE?

The actual process started a couple of years ago when we were asked by stakeholders including exhibitors, visitors and some of our friends in the media to explore the possibilities of moving the shows and to establish what the appetite would be amongst other cities to host ICE and iGB Affiliate. After an initial scoping exercise, we formed an Advisory Board of industry stakeholders to provide their insight and help guide the selection process. 

The competitive bid process was reduced to a shortlist of four candidate cities comprising Barcelona, London, Madrid and Paris. This quartet of great European locations was subsequently reduced to two – London and Barcelona. In terms of details, the selection process included an evaluation of more than 30 variables, venue visits, city presentations and in-depth negotiations. It was conducted by an independent international agency with vast experience in the events and location search space.

The process considered all aspects of attending, exhibiting at and organizing our events in addition to longer-term strategic factors impacting the development of both ICE and iGB Affiliate. It enabled us to identify the city that our customers believed to be best equipped to be our strategic partner and able to host two world-class events that would meet the needs of businesses of all sizes and locations across every sector of the gaming community. 

The move was welcomed by the gambling industry. Can you describe what the reception has been like thus far?

Since we made the decision to move to Barcelona members of the Advisory Board have participated in two Orientation events that we have organized in partnership with Fira de Barcelona and the Barcelona Convention Bureau. The events have included guided tours of the 240,000 sqm venue in partnership with the Fira de Barcelona team, an insight into the facilities that are available, explanations of how exhibitors participating in similar Tier 1 international events have represented their brands at the venue as well as a detailed breakdown of the vast array of opportunities offered by Barcelona's world-class hospitality infrastructure including restaurants, entertainment venues and hotels.

I think the overriding impression left with the Advisory Board members who have experienced Fira de Barcelona and been part of the tours and presentations is that the possibilities are endless. We are also in the planning stages to host an additional orientation event for the entire ICE and iGB Affiliate exhibitor base in March next year. This will provide all participants with the opportunity to get familiar with the event space and operational capabilities to support their planning for 2025. A virtual tour is also in production for release in the New Year, to further support the transition process.

Stuart Hunter, Managing Director of Clarion Gaming

Which trends, verticals and technologies do you expect to dominate the conversation in 2024, and how will the ICE expo reflect them in its proposition? 

The strength of ICE is that the show caters to and represents every gaming vertical in every gaming jurisdiction. It is the holistic nature of the exhibition that makes it such an important date in the international industry calendar and why so many people from so many countries are so keen to experience it. The simple answer to your question is that we can be confident that every trend, every advance in new technology and every vertical will be discussed, debated and dissected, on the stands, in the networking areas, in the coffee shops, restaurants, pubs and bars which ICE visitors frequent. 

But focussing on specifics, ICE is widely regarded as having led the way in terms of introducing Esports to the international gaming and betting community and the high adrenaline theme awaiting visitors is F1. We will have two professional racers competing head-to-head to demonstrate the dynamic world of Esports racing. Attendees will also be able to immerse themselves in VR and haptic feedback racing, compete on four connected simulated rigs and participate in a Pit Stop Challenge. 

The Esports Arena is all about delivering authenticity and using the in-person experience to bring the business-building opportunities delivered by Esports to life. The ICE Esports experience is complemented by the Clarion Gaming curated Esports Betting Conference which will enable delegates to help shape the landscape of Esports wagering drawing on expert insights from brands including Rivalry and Better Collective.

Looking at the street sector the Gambling Business Group (GBG) is staging the second edition of its High Street Hub at ICE. The Hub provides an opportunity for visitors to network with colleagues from the land-based sector and engage with the policy debate set against the backdrop of the UK government's White Paper on Gambling Reform and its implications for gaming regulation across international jurisdictions.

The Hub is an opportunity to share updates on the work that's being undertaken by the sector on consumer care, compliance and self-regulation, to see first-hand the new technologies being deployed in retail betting and gaming venues and to discuss the proposals for gambling reform. The feature which was very well attended at ICE 2023 underlines the show's status as the industry exhibition which represents every gambling vertical and covers every global jurisdiction.

Another topic that is always at the forefront is consumer protection.

The issue that underpins every single conversation with regulators and politicians is safer gambling. Once again, I think ICE led the way when in 2018 it became the first exhibition to introduce a Consumer Protection Zone (CPZ). The CPZ is an integral part of the ICE experience and was recognized for its contribution to safer gambling when it was named as a winner in the 2022 Vixio Global Regulatory Awards.

The CPZ has established itself as the 'go-to' place for gaming industry professionals wanting to discover the latest innovations in safer gambling. As well as representing a focal point for ICE visitors from throughout the world CPZ also raises funds to help support the not-for-profit safer gambling sector.

At ICE 2023 a total of £52,800 was raised courtesy of donations from Les Ambassadeurs, Only Prizes, Kindred Group, Flutter, IGT, Betsson, Greentube and BettorView. The sum was shared amongst four charities: AGOG (Netherlands), National Council on Problem Gambling (USA), Better Change (UK) and Betknowmore (UK).

Are there any new plans or announcements you could share with us?

There is so much taking place at ICE that it's difficult to identify what elements to share with your readers, however, I've selected two features which are new to 2024 and one that is inextricably linked with ICE but which changes every year in order to keep relevant and topical. 

Fast Forward is a new feature for 2024 and will provide a focal point where the gaming industry can discover, discuss and shape the future. It's a place where the technology of tomorrow will be showcased to the people who are going to be bringing it to market. It's a meeting place where those active in moving the industry into a positive future can connect with like-minded individuals.

Fast Future is aimed at start-ups wanting to connect with potential investors, positive disruptors who are bringing new ways of doing business and/or game-changing technologies to market, and organizations and individuals who are currently or are wishing to introduce DE&I undertakings to the workplace. Fast Forward is for thinkers, thought-leaders, doer's, disruptors, creators, explorers, serial entrepreneurs and the visionaries who keep the industry moving at break-neck speed. In fact, in many ways, Fast Forward encapsulates what ICE is all about!

Our latest initiative to deliver more connections between businesses across the international gaming industry has seen the development of the first Growth Markets Zone which will be launched in February. Providing a focus for businesses active in or targeting Latin America and Africa, the Growth Markets Zone will provide a place for suppliers to meet and connect with international businesses.

We always work in partnership with our stakeholders to deliver initiatives that will help them to meet their business objectives and the Growth Markets Zone will serve as the 'go to' location for those interested in the significant business opportunities that exist in LatAm and Africa.

The ICE VOX programme for 2024 merits its own preview feature. Described by one commentator as being the Davos of Gaming ICE VOX opens the day before the expo with the International Casino Conference (ICC). This one-day event brings together the who's who of the global casino industry as leaders from around the world gather to discuss the future of the land-based sector. The ICC provides an opportunity for the heads of industry to discuss new projects, gaming politics, emerging markets and strategic developments that are driving change in the sector.  

The World Regulatory Briefing (WrB) plays a vital role in communicating global gaming shifts, regulatory updates, new markets and the evolution of consumer protection. It is the only place where it's possible to meet key stakeholders from multiple jurisdictions under one roof. 

Highlights include WrB's country-specific roundtables, where delegates can stop off at different 'destinations' to meet the relevant regulator and gaming companies in an informal setting. As well as the ICC and WrB ICE VOX also delivers a series of in-depth, specialist workshops which in 2024 comprise the iGaming Customer Journey Workshop, Safer Gaming, Innovating Lotteries and a workshop providing insight on Entering New Markets.

What should the gambling industry expect from this historic edition, the last one to be held in London?

I think it will go down in history as being an 'I was there' event. There's no doubt that it will be an extremely poignant occasion for many of our exhibitors who will be saying their own farewell to London.

We have organized a special farewell party for ICE London and iGB Affiliate London on Tuesday 6th February. It's going to be a huge event and the best party of the year. It will host 5,000 VIP guests and will feature several internationally recognized music artists – we are keeping their identity a secret for now! It's a ticketed event and will be the only official party in town.

ExCeL London has been the home for ICE since 2013 after the show relocated from Earls Court. The venue provided an environment in which both ICE and iGB Affiliate were able to develop, meet the business needs of their stakeholders and grow in status as two of the most important live events in their respective sectors. We remain committed to ExCeL London as a great destination and are looking forward to bringing iGB L!VE to London in July 2025 to continue this legacy and provide the perfect backdrop for this fast-growing event's future in London. 

Despite there being an emotional element to ICE 2024 there's still some very serious business to be done and we have worked in partnership with our stakeholders and with organizations such as the European Casino Association and our ICE Ambassador Group to deliver a landmark show which exceeds the expectations of our vast international community of visitors. After the dust has settled on this historic edition of ICE our focus will switch to the endless opportunities to grow and develop alongside our customers in Barcelona.