The world’s biggest annual gaming show, ICE, gets underway in its new home of Barcelona today.
Having spent 11 years at ExCeL London, the inaugural editions of ICE Barcelona and iGB Affiliate Barcelona will run for the next three days from 20 to 22 January 2025 at the 240,000 sqm capacity Fira de Barcelona – a modern, state-of-the-art venue in the heart of the Catalan city.
According to organizers Clarion gaming, the new venue will also provide the means for ICE to potentially set a new attendance record after ICE London 2024 attracted more than 45,000 attendees and 811 exhibitors.
In a recent interview with Inside Asian Gaming, Clarion’s Brand Strategist Jody Frost said relocating the event has opened up a world of opportunities.
“We’ve grown the show by about 20% this year,” Frost explained. “In truth, we could have taken more space if we really wanted to, however moving a show of this size – we are anticipating somewhere between 55,000 and 60,000 people registering for the show – just means there will be an awful lot of learnings.
“With this new venue, ICE is going to feel very different. It’s a totally different layout. We’ve got new halls for iGB Affiliate at the front, which is Hall 1 and is our affiliate proposition and sister show, and for those customers who have a really heavy weighing towards iGaming which is Hall 2. Then we have Hall 3 which will be land-based and Halls 4 and 5 which will be for sports betting, payments and all the other wonderful sectors of our industry. So, we’ve been able to sectorize the show in a way that we just couldn’t do before in ExCeL.”
Inside Asian Gaming will have a team of five in Barcelona. Visit us at Booth MC24.
