ICE Barcelona to launch reimagined Sustainable Gambling Zone with $66,000 charity donation

Sponsors of ICE Barcelona's reimagined Sustainable Gambling Zone have raised a €65,000 ($66,863) charity fund, to be awarded to a safer gambling organization(s) during the show. The presentation will take place in the late morning during the opening of the Safer Gambling Zone (SGZ) on the first day of the event. 

Ewa Bakun, Clarion Gaming's Director of Industry Insight, described the charity fund as "a perfect way to mark the official launch of the ICE Sustainable Gambling Zone." The 2025 charity fund is the result of contributions from brands comprising Cirsa, Orenes, Betsson Grup, Flutter, Acordjoc, ALEA, Novomatic, Playtech, and Novomatic Spain, taking the total donated at ICE since 2018 to €385,000 ($396,062).

Reflecting on the initiative, Ewa Bakun said: "ICE 2025 will witness the official launch of the Sustainable Gambling Zone and I am delighted that we will be able to help fund some of the powerful work being undertaken by international organizations in the field of player protection. 

The money is directed to tangible projects that deliver real benefits, Clarion noted. For example, Bet Blocker, last year's recipients, utilized their award to produce a Catalan version of their consumer app, which is being launched at ICE Barcelona. 

"The relationship our sponsors have with player protection and the delivery of safer gambling goes beyond just financial donations and I am delighted that the Safer Gambling Zone, which is situated in the Fast Forward area of the show floor, will be the center of debate, discussion and collaboration," Bakun added.

"It's hugely gratifying that many of the safer gambling advances that will be introduced by the industry during 2025 and beyond will be as a result of discussions and partnerships that have taken place and been forged on the SGZ."

The launch of the Sustainable Gambling Zone, which replaces the original Consumer Protection Zone, reflects Clarion's new approach to player protection. 

Ewa Bakun explained: "The overarching objective of the Sustainable Gambling Zone is to be at the vanguard of initiatives to help develop healthy play from the outset of the player journey. This includes the incorporation of safer gambling considerations from the very start rather than as just a compliance requirement.

"The goal is to create a more sustainable business in which players continue to enjoy their gambling entertainment experience but where the small proportion who are at risk of developing problems are proactively identified and assisted by operators."

Clarion Gaming notes it became the first event organizer to embrace safer gambling when it introduced the ICE Consumer Protection Zone seven years ago, which went on to establish a template for other events to follow.

The 2025 ICE Sustainable Gambling Zone will occupy 490 sqm of space, highlighting sustainability and player protection. Featuring a total of 26 safer gambling bodies, including Spanish organizations ASENCAS and FEJAR, the SGZ will host three days of educational content dedicated to consumer protection and Environmental, Social, and Governance (ESG).

The upcoming ICE event is set to take place from January 20th - 22nd at the Fira Gran Via in Barcelona. With a dedicated stage right on the show floor – Pitch ICE & SG, 5P10 (in the central concourse between Hall 3 and Halls 4 and 5), the Sustainable Gambling Zone is one of ICE’s "most valued and impactful" features, according to Clarion.