ICE: Recap

ICE Bid Farewell to London

ICE bid farewell to its long-standing venue, London's ExCel, at the zenith of its popularity. The foremost event in the gambling and gaming business, the International Casino Exhibition (ICE) in 2024, witnessed a record-breaking number of participants, marking a poignant goodbye to the British capital. The first day of the event saw an impressive attendance of over 32,000 people, with 811 companies showcasing their offerings from 76 countries, spanning almost 60,000 square meters of exhibition space.

As announced by organizers in August of the preceding year, ICE will make a significant move to Barcelona in 2025, signifying the commencement of a new chapter in the exhibition's history. The relocation to Barcelona emerged as one of the most discussed topics at the event, capturing the attention of those eagerly anticipating the transition and those still processing the news. ICE Barcelona is scheduled to take place at Fira Barcelona, covering a vast area of 240,000 square meters from January 20 to 22, 2025. 

The Spotlight on Online Gaming and Betting

Online gaming took center stage once again at the event, showcasing its significant expansion in recent years. The 2024 event saw a notable increase in the participation of online gaming companies, surpassing those focused on sports betting and payment platforms.

Simultaneously, traditional land-based gambling establishments maintained a robust presence at the exhibition. Industry giants such as Konami, Merkur Gaming, Alfastreet, Interblock, Aristocrat, and Novomatic were prominent, with Novomaticstanding out for having the largest stand where all the company’s brands were prominently featured.

Key players at the exhibition included Amatic, Amusnet, Atlas-IAC, BetConstruct, Comtrade Gaming, Digitain, EGT, EGT Digital, EvenBet Gaming, Evolution, Fast Track, Kambi Group, Play'n GO, SA Gaming, Slotegrator, SOFTSWISS, Sportingtech, Sportradar, TCSJOHNHUXLEY, and other brands. Each company presented their latest innovations and most promising products during the exhibition.

Interest in Latin America and the Brazilian Market

The regulation of new markets, particularly in Latin America, took center stage on the ICE London 2024 agenda. Brazil, a country that recently legalized sports betting and online betting, was a focal point of great interest. With a population exceeding 215 million, Brazil emerges as a substantial market for gambling operators. Discussions also delved into opportunities in the African market, and speakers placed special emphasis on cultivating the concept of attracting Generation Z, anticipating their soon-to-come legal betting age.

Landmark Award

The Landmark Award, considered the most prestigious accolade in the gambling sector, recognizes companies demonstrating a commitment to scale and setting new high standards, with a focus on regulated markets and responsible gaming. For the 2024 season, CT Gaming was honored with the Landmark Award at ICE. “We are immensely proud to have been awarded the Landmark Award at ICE London 2024. This award is a testament to our passion for our work and reflects our hard work and the team's constant pursuit of new horizons and excellence over the past 25 years,” expressed Biser Bozhanov, Director of Business Development and Strategy at CT Gaming.

ICE London stands as the largest B2B event in the gambling industry, encompassing all facets of the ecosystem: from game creators, distributors, operators, and retailers to trade associations, policymakers, and regulators. During this year's exhibition, the Landmark Awards were presented for the third time, an initiative launched by Clarion Gaming to recognize the best companies in the international gaming industry.