Clarion Events, organizer of the ICE Totally Gaming trade show, which takes place at London’s ExCeL London February 7-9, announced an expansion of the exhibit floor and several new features for the 2017 edition of the show.
The ICE organizing team has secured an additional hall at ExCeL, enabling new exhibitors to have their own designated home and identity. The new hall will be supported by a dedicated pre-show and in-venue marketing and promotional program.
“Despite the continued program of mergers and acquisitions taking place in the industry, ICE continues to grow both in terms of the net floor space it occupies and the number of exhibiting companies which choose London as the place to launch products and services to an international audience, which in 2016 comprised over 28,000 visitors drawn from 150 nations,” said Kate Chambers, managing director of Clarion’s gaming division.
“We know from our research that one of the most popular features of ICE is the opportunity the show delivers for visitors to meet new, fledgling suppliers with fresh and invigorating ideas. The additional space we have invested in means that all first-time and returning exhibitors can be hosted in what we are describing as an ‘innovation quarter,’ enabling them to demonstrate their products and services and represent their brand personality in what is gaming’s most popular and prominent shop window.
“The most frequently asked question at any B2B event is, ‘What’s new?’—and having a quarter dedicated to new companies allows us to provide a straightforward answer and, quite literally, point people in the right direction.”
ICE VOX Program Garners Industry Support
Clarion reports that ICE VOX, the knowledge exchange and educational platform that will replace the ICE Conferences program, has attracted wide support in the industry.
Clarion reports that the new platform has the support of organizations including the American Gaming Association, AAMS, Caesars Entertainment, National Crime Agency, Ladbrokes, SAZKA Group, New Scotland Yard, Michigan Lottery, FIFA, William Hill, PokerStars and Unibet. Commercial partners to have endorsed the ICE VOX vision include Iovation, Betcade LLC, Kount, VASCO Data Security, RSA Fraud & Risk Intelligence, Bounce Exchange and UltraPlay.
“We have invested considerable resources creating the ICE VOX brand, which is a radical and contemporary reinterpretation of the learning experience,” said Greg Saint, event director responsible for ICE Totally Gaming and ICE VOX. “Our aim is to provide our customers and broader stakeholder community with a truly engaging experience which puts attendees at the center of learning, courtesy of a program of high-value learning and networking modules. Our streams for 2017 include: International Casino Conference; World Regulatory Briefing; Cross-Platform & Multi-Channel Gaming; Modernizing Lotteries; Data Science & Personalization; BetMarkets; Cybercrime, Security and Regulatory Compliance in Gaming; and Game Design and Development.”
ICE to Feature Expanded Bingo Area
Clarion also announced that the 2017 edition of the show will feature a new area dedicated to suppliers in the land-based bingo sector.
Working in partnership with the Bingo Association, Clarion is creating a marketing and networking space in a 220-square-meter (2,368-square-foot) dedicated ICE Bingo Pavilion, situated
in S9 at London’s ExCeL.
“The Bingo Association’s members have been regular attendees of ICE Totally Gaming for many years,” said Miles Baron, chief executive of the Bingo Association. “Building on the success of last year, the Bingo Association has worked with Clarion Events to create a more formal space at the 2017 show for members and those working in the sector, creating the Bingo Pavilion: a space for business and networking.
“Securing a focal point for land-based operators has given new impetus for our members and others involved in the land-based sector to attend the show, and marks a resurgence for land-based bingo. As an industry, we have a long history, and while the leisure landscape and technology keep evolving, there is, and I think there will always be, a need and space for community-based activities that bring people together.”
Baron added that the association’s team will be available throughout the show to connect with members, including a planned social the second day of the show.
ICE Organizers Announce Transport Plan
To accommodate attendees arriving by rail at the House Docklands Light Railway station, which will be shut down for 12 months as part of the London Crossrail development project, Clarion Events announced a plan. Attendees will be able to use the Royal Victoria stop, which is 650 meters from ExCeL. Organizers will provide a fleet of buses and coaches throughout each of the three days of the show to transport visitors to the main ExCeL registration entrance.
“We have apportioned a separate and ring-fenced budget to provide free transportation and appoint a team, which will be responsible for organizing the logistics and for communicating the changes to our loyal community of visitors throughout the world,” said Chambers.
“In 2012-13, we handled the move from west London to ExCeL, and we will be using the same skill set and attention to detail to ensure the smooth and trouble-free movement of visitors from Royal Victoria to ExCeL.
“My team has been in close contact with their counterparts working for both ExCeL and Transport for London. We have agreed that liaison staff will be on hand at key points en route and, for those not wanting to use the coach service, there will be a sign-posted walk which brings visitors up the approach to the very front of ExCeL. We have timed the walk at seven minutes. We will be keeping the industry fully informed of these changes and working with our exhibitors to ensure we transport ICE attendees to ExCeL as quickly and as efficiently as possible.”