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ICE London Kicks Off With eSports Tournament

World’s largest gaming trade show expected to welcome more than 30,000 visitors

ICE London Kicks Off With eSports Tournament

The 2020 version of ICE London will be very different from past shows. And that difference will be apparent right from the start.

Kicking off ICE 2020 at the ExCeL Exhibition Centre in London will be an eSports tournament featuring eight teams competing for a $250,000 prize.

The top-tier global esports team Natus Vincere (NAVI) has been confirmed as one of the participants.

Taking place within an 800-square-meter, state-of-the-art esports arena at ExCeL London, the tournament will be broadcast live to an online global audience in excess of 5 million, and NAVI is just one of teams in the running for the Counter Strike (CS:GO) prize.

The groundbreaking initiative, which is being undertaken in partnership with GG.Bet, will be the first of its kind at an industry exhibition, according to Clarion Gaming’s Head of Esports William Harding. It’s set to be a “one-stop shop to learn and experience everything about esports,” featuring a custom-built stage for live matches, an educational auditorium, commentators, partner lounge, a themed bar and a betting hatch (esportsbook), allowing players to “bet” ICE and GG.Bet chips in order to simulate real esports wagering.

Commenting on the signing of NAVI to the tournament and the new feature’s estimated impact on ICE London’s audience, Harding explained, “With our esports tournament being broadcast live to an online global audience, we’re expecting to see the number of people experiencing ICE London 2020 to grow heavily.

NAVI is a top-tier esports team, having successful teams in lots of popular titles such as League of Legends, CS:GO, Dota 2 and Fortnite, and was the first in CS:GO history to win three major tournaments in one calendar year. They have an unprecedented connection to their fans, with over 7.5 million followers across all social media channels, and have won over $10 million in several esports games. They’re considered as one of the favorites for the ICE esports arena competition.”


Vox Victories

ICE VOX, the unique conference program produced at ICE 2020, will also have some new features. With sessions on Monday and Tuesday, February 3 and 4, ICE VOX is the international conference for gaming, delivering uniquely broad content for key stakeholders across the international gaming industry. As part of Clarion Gaming’s complete package solution for learning and intelligence, ICE VOX 2020 promises to deliver a fresh new conference featuring new, high-profile speakers from a variety of global industries, opening up a wider spectrum for sharing experiences and more diverse opinions.

Through a series of conferences, ICE VOX is the content hub for exclusive learning, discussions, debates and problem-solving, giving delegates the chance to “look into the future” and experience the latest thinking across two days of comprehensive learning with streams titled Modernizing Lotteries, Hospitality Technology, Marketing & Advertising, Cybercrime & Security, the World Regulatory Briefing and the International Casino Conference.

Clarion Gaming Managing Director Kate Chambers expects attendance from 30,000-plus industry professionals representing around 150 nations.

Chambers has overseen the development of the ICE London brand, which has undergone a transformative 73 percent increase in attendance from 20,829 visitors in 2011 to 36,093 in 2019, a period in which net floor space more than doubled from 20,000 square meters to 47,500 square meters. She says ICE London is the perfect opportunity to celebrate all things that are positive about the industry.

“ICE London has served as the backdrop to so many success stories, whether it’s the launch of products or services that have literally transformed the way the industry does business or landmark sales and business anniversaries,” she says.

“There have also been many personal milestones celebrated at ICE such as years spent working in the industry, or for that matter, years attending the event!”


Great Hospitality at ICE

The trend toward non-gaming amenities and hospitality-related technology will be a focus at ICE this year.

Land-based gaming has to keep up with customer demands and create a seamless experience for visitors while they enjoy the products and services offered to them. But they’re not just demanding bigger and better games—they want to feel like VIPs in their environment. For operators, that means focusing on how to make that experience even better through hospitality.

Innovative technology is available right now in abundance. VOX’s new track will focus on those new technologies, assess which ones should be implemented, and break down how to create that complete experience for visitors, old and new, while creating a more sustainable revenue stream for business.

The hospitality track will focus on how casinos can attract more customers by innovating available floor space. Topics at the ICE Hospitality track will include:

  • What integrated resorts and the gaming industry can learn from other industries’ design and innovation solutions
  • Non-gaming partnerships and licenses—are they a driver or obstacle to extra value and revenue?
  • Industry disruptors: technology, retail and entertainment innovations to wow your gaming and non-gaming guests
  • Gaining a share of the MICE market by excelling in hospitality
  • How hospitality technology can reinvent casinos

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