Clarion Gaming exec on their event which will take place in Spain from Jan 20–22, 2025: "ICE Barcelona will welcome the greatest gathering of gambling professionals in history."
The highly anticipated ICE Barcelona 2025 promises to deliver an unmatched experience for gaming industry professionals. Stuart Hunter, Managing Director of Clarion Gaming, shared key insights about the event, set to take place in its new venue at Fira Gran Via Barcelona in Spain from January 20–22, 2025.
In his words, "First and foremost, visitors will have access to the biggest gathering of industry-leading exhibitors ever assembled in the history of gaming. ICE and iGB Affiliate will be occupying 120,000 sqm 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."
Visitors to ICE Barcelona 2025 will also have access to a three-day program dedicated to all aspects of the market in Brazil including regulation, compliance and the adoption of new technologies including the use of biometric recognition in relation to age verification and consumer protection.
This event will bring together lawmakers, regulatory bodies, thought leaders, operators, innovators and technology providers all of whom have an important role to play in developing the market infrastructure in Latin America.
Hunter highlighted the strategic design of the event to enhance visitor experience. "The 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," he explained.
Beyond the show floor, the event showcases the vibrant Catalan culture. "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,’" Hunter added.
Why Barcelona?
The decision to relocate ICE from London, its home for the past 12 years, to Barcelona was not taken lightly. "As organisers of the world’s most important events for the international gambling industry, we never take decisions in isolation and always work in partnership with our stakeholders to arrive at the best possible outcomes for the sectors that we serve," said Hunter. The move was prompted by feedback from exhibitors and sections of the trade media, urging Clarion Gaming to explore opportunities in mainland Europe.
A rigorous selection process began in January 2023 with the evaluation of 30 potential cities. "This was subsequently reduced to a short list of four comprising Barcelona, London, Madrid, and Paris and then to the final two of London and Barcelona – with our advisory board of exhibitors opting for Barcelona," Hunter explained. The Fira Gran Via venue’s scalability was a key factor in the decision, offering space to accommodate up to 200,000sqm and attract an audience of 100,000 over the next five editions.
A Grand Welcome to the Industry
Barcelona’s preparations for ICE and iGB Affiliate reflect the city’s commitment to hosting an extraordinary event. "The ICE X World Gaming Gala is an exclusive invitation-only evening event being held on Sunday, January 19th, at the Museu Nacional d'Art de Catalunya. Marking the historic relocation of ICE and iGB Affiliate to the Catalan capital, it will bring together 600 of the most influential figures from the global industry and the city of Barcelona for an evening of glamour, anticipation, and excitement," Hunter revealed.
This gala is part of the broader World Gaming Week, which includes "Day Zero" activities such as social events, cultural experiences, wellness activities, and business functions. "For 2025, we have taken over Time Out Market in central Barcelona as our new 'fan zone' for guests that arrive on Sunday afternoon, to start networking ahead of the tradeshow, whilst enjoying some delicious local food and drink," said Hunter. The city’s collaboration ensures an unforgettable start to the week.
Enhanced Features for a Global Industry
The relocation to Barcelona has also allowed ICE to introduce 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)," Hunter shared.
Additionally, the event’s conference program has been rebranded as The World Gaming Forum (WGF), reflecting its expanded scope.
"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 policymakers," Hunter noted. This dynamic program will include a VIP lounge, networking garden, and concierge services for delegates and speakers.
Focus on Latin America
How do they plan to help attendees who want to make the most of the new regulated market in Brazil and the broader opportunities that exist in Latin America?
Hunter explained: "In all of the extensive research that we undertake in order to identify the most important issues impacting the business Brazil and Latin America consistently top the list.
"As a consequence, ICE Barcelona will feature a programme of content, discussions and C-suite networking curated specifically to meet the needs of the new regulated market in Brazil and the broader opportunities which exist in Latin America."
One of the highlights of the event is the keynote speech from Vicente Fox, the 62nd President of Mexico. He is responsible for rationalizing Mexico's complex gambling framework in the early 2000s, paving the way for easier gaming legalization and granting majority of the current 763 licenses in the market.
Hunter said about the noted economist: "The importance of LatAm will be evident from the very start of ICE Barcelona when Vicente Fox, the former President of Mexico headlines the World Regulatory Briefing taking place Monday 20 January when he will address the topic of ‘Regulation and Revitalisation’ and the requirements needed to balance economic growth with community protection."
What can gaming professionals expect from the keynote speech of Fox?
"He will outline his business-centric approach to the development of Mexico, and why he favours casinos as a tax benefit to reduce Mexico's dependence on unpredictable oil income, and for helping to grow the local tourism industry. The keynote reflects the importance of Latin America as a leading voice in the global gambling industry and represents a major coup for ICE Barcelona," revealed the Clarion Gaming executive.
He added: "The following day we will be staging a seminar which will cover the very latest business-critical information on the Brazilian market which will be supplemented by sessions focused on Latin America. On the closing day, the LatAm sessions will address the key issue of responsible gambling including the ground-breaking use of biometrics which will be of huge interest to regulators and operators from throughout the world."
A Bold Vision for the Future
Hunter emphasized the ambitious vision for ICE Barcelona. "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. Scaling the shows in such a way would not have been possible if we had remained in London," he stated. This relocation not only addresses the growing needs of exhibitors but also sets the stage for ICE to remain the premier event for the global gaming industry.
As the countdown to ICE Barcelona 2025 begins, the event promises to redefine excellence and innovation in the gaming sector, solidifying its status as the ultimate meeting place for industry leaders worldwide.
For more information on the world’s biggest gaming technology event and to register: https://www.icegaming.com
Read related article: 3 Key Trends That Will Stand Out at ICE Barcelona 2025
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