ICE's first edition in Barcelona launches today with record exhibit space, more features and an expanded educational program

The first edition of the ICE gaming expo to be held in Barcelona starts today, following the end of its longstanding tenure at the ExCel London venue. The event, set to gather a global audience at the Fira Barcelona Gran Via venue until Wednesday, will encompass a record 120,000 square meters (sqm) of space, up from the 100,000 sqm at ICE 2024.

Both ICE and its sister show iGB Affiliate, running until Thursday, are officially sold out, with the unprecedented demand leading to the opening of a waiting list for 2026. The show will feature 1,000 exhibitor brands from 118 countries, "encompassing the world’s biggest and most respected innovator brands from every vertical."

The latest edition is set to go down as an "I was there event", said organizer Clarion Gaming, with the show expected to draw an expanded line-up of leading gambling industry stakeholders. Additionally, the show will feature a slate of new additions and surprises on both its expo floor and as part of its educational program.

Stuart Hunter, Clarion Gaming Managing Director, said: “Fira Gran Via Barcelona will host a record-breaking event that will be packed full of global firsts and brought to life by the smartest minds in gaming and technology-based entertainment. 

"Once again, ICE and iGB Affiliate is hosting 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’."

A packed educational program

As part of its educational program, ICE will be home to the World Gaming Forum (formerly ICE VOX), a three-day learning and knowledge-sharing exchange. For its latest edition, the forum comprises the World Regulatory Briefing, the new Casino & Leaders Conference (formerly the ICC), and the new Esports & Games Conference - formerly the Esports Betting Conference. 

ICE Barcelona's agenda builds on a packed 2024 Conference Program, which brought together over 1,210 senior decision-makers from 79 countries. Among the highlights of the year is the participation of Vicente Fox, the 62nd President of Mexico, as one of the keynote speakers of the ICE World Gaming Forum on Monday, where he will address the topic of ‘Regulation and Revitalisation’.

The event will also feature a three-day program dedicated to all aspects of gambling in Brazil, building upon the growing interest in the region amid its legal market launch. The program has a focus on regulation, compliance, and the adoption of new technologies, including the use of biometric recognition concerning age verification and consumer protection.

New additions to the ICE experience

This year, ICE is also reinforcing its commitment to safer gambling initiatives with the launch of the brand-new Sustainable Gambling Zone (SGZ), located in Fast Forward (Halls 4 & 5). Expanding on the introduction of the Consumer Protection Zone in 2018, the SGZ represents what Clarion calls "the next evolution in promoting responsible gambling practices" and reflects the latest innovations and insights in the sector. 

The SGZ is launching with a €65,000 charity fund raised by sponsors, which will be awarded to a safer gambling organization(s) at the zone's presentation on Monday. “The overarching objective of the zone is to be at the vanguard of initiatives to help develop healthy play from the outset of the player journey," said Ewa Bakun, Clarion’s Director of Industry Insight. "This includes the incorporation of safer gambling considerations from the very start rather than as just a compliance requirement."

As expected, the latest gambling tech will be highlighted at ICE Barcelona, with Clarion noting that the relocation to the Spanish city, well-known for its digital legacy and home to numerous tech companies, provides an opportunity "to engage with stakeholders who currently operate on the periphery of the sector." For the first time, ICE will stage a VIP ICE Innovation and Technology Guided Tour of the show for tech providers and investors, giving them a look at the latest advancements in the industry.

Clarion Gaming will also be presenting Landmark Awards to winners on the show floor at ICE Barcelona. The Landmark Awards will be presented on Tuesday, 4 pm at the Clarion Gaming Lounge (Stand 5R-10). Following their Introduction in 2019, the Awards recognize outstanding or milestone achievements, with recipients including major innovators, games creators, entrepreneurs, and pioneers in the gaming industry.

You can check today's highlight events below:

• Casino & Leaders Conference - From 10:00 - CC4.1
• Magnus Carlsen (5x Chess World Champion, chess icon, awarded Greatest Player of All Time) Meet & Greet - From 13:00 - Betby Stand 5J18
• ICE Esports Invitational - From 10:00 - Esports Arena
• ICE Opening Ceremony - From 10:45 - Fira Barcelona Gran South Entrance
• DEIB Allyship Meet-up #1 People of Colour - From 16:00 - Pitch ICE Stage
• Pitch ICE - From 10:50 - Pitch ICE Stage
• Tech Talk The AI Battleground  - From 12:10 - ICE Centre Stage
• World Regulatory Briefing - From 09:30 - CC5.1
• Sustainable Gambling Zone - Official Opening - From 11:00
• Sustainable Gambling Zone - DEIB (Diversity, Equity, Inclusion & Belonging) Programme - From 14:15
• Pitch ICE Stage - World Gaming Forum Networking Events Latin America CxO Drinks - From 17:30 - CC4 Delegate Lounge