The head of the gaming division for Clarion Events, which produces the ICE Totally Gaming trade show, said that the London event, which was held last month, has surpassed the Global Gaming Expo as the world’s largest gaming industry trade show.

Kate Chambers, managing director of Clarion’s gaming division, said attendance and booth figures validate the claim of ICE to the world’s-largest title, with 529 exhibitors from 62 nations and 28,500 attendees at the 2016 edition compared to 450 exhibitors and 27,000 attendees reported by the American Gaming Association at G2E 2016.

ICE took up an additional hall at the ExCeL London center this year to accommodate an influx of first-time exhibitors. “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,” Chambers said. “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/services and represent their brand personality in what is gaming’s most popular and prominent shop window.”

There are differences between ICE and G2E, however. ICE’s tagline—Totally Gaming—is appropriate, since it attracts exhibitors only in the gaming arena—more than half of them from the online gaming sector, including sports betting. G2E doesn’t attract much of an online component because iGaming is only legal in three U.S. states and several Canadian provinces, with sports betting only legal in Nevada. But G2E does attract a large proportion of exhibitors dedicated to non-gaming amenities in integrated resorts, which it gathers into its Integrated Resort Experience.

G2E will be held this year October 2-5 at the Sands Expo Center in Las Vegas.

Author: GGB Staff

Staff writers for Global Gaming Business magazine, Las Vegas, Nevada.