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Solid ICE

ICE Totally Gaming eyes new records

Solid ICE

This year, ICE Totally Gaming, Europe’s largest gaming conference and exhibition, celebrates its 20th anniversary as a stand-alone exhibit.

ICE, an acronym for International Casino Exhibition, was originally a part of the Amusement Trades Exhibition, a larger amusement industry trade show. After the gaming portion of the show grew, it was established as a separate casino gaming trade show in 1995. This year’s event will be the third show at the ExCel London Exhibition and Convention Centre, after 10 years at central London’s Earls Court.

The conference—kicking off Monday, February 2 with the annual International Casino Conference at London’s Hippodrome and continuing with exhibits and meetings at ExCel February 3-5—is expected to draw more than 20,000 attendees from 100-plus countries.

The event has broken attendance records for each of the past five years, and this year is expected to continue that trend. Exhibits from the world’s most diverse collection of suppliers that serve the international casino industry and the distinguished education program of the ICE Conferences will reflect the changing nature of the industry.

Following are just some of the special events to expect this year in London.

Kickoff to ICE to be held at iconic casino

The iconic Hippodrome Casino, situated in London’s Leicester Square, has been chosen as the venue for the 2015 International Casino Conference (ICC), taking place on Monday, February 2. Organized jointly by Clarion Events and the European Casino Association, the ICC serves as the curtain-raiser to ICE Totally Gaming.

“This is the first time that the International Casino Conference has been taken out of a conventional conference-style setting,” says ICE Marketing Director Jo Mayer, “and we could not have wished for a more prestigious and appropriate venue than the Hippodrome. Following a three-year renovation program costing £40 million, the Hippodrome was named Casino of the Year 2013, just six months after it opened.

“With a cabaret theater attracting international stars including Dionne Warwick and Joss Stone and critically claimed restaurants and bars, there’s no doubt that the Hippodrome is no ordinary casino, and a perfect venue at which to host our ICC delegates.”

Co-organized with the European Casino Association, the 2015 ICC will bring together presidents, CEOs and board members from all of the largest casino groups in Europe. The conference will provide delegates with a platform to exchange views on the most burning issues affecting the land-based industry while giving them access to key speakers including Harrie Temmink, deputy head, Online & Postal Unit, DG Internal Market & Services at the European Commission.

The ICC is one of eight targeted learning events that cover all of gaming’s vertical markets. Delegates can opt for an access-all-areas passport, which gives the freedom to explore the entire ICE conference program or alternatively select a single conference of interest.

Regulatory Review
ICE is the focal point as record number of international gaming regulators head for London

The importance of ICE as the meeting place for all of gaming was amplified with news that a record 100 international gaming regulators are expected at the 2015 event.

ICE will once again feature over 500 exhibitors covering the betting, bingo, casino, lottery, mobile, online, social and street gaming sectors. Mayer believes that the attendance of so many gaming regulators is a major endorsement of the status enjoyed by ICE.

“The really stand-out industry events attract a broad cross-section of stakeholders, and ICE as the lead B2B event in gaming is no exception,” she says. “Alongside the most comprehensive collection of gaming exhibitors, ICE will feature the largest number of trade association and representative bodies, the largest gathering of gaming media and now the largest number of gaming regulators all gathered at a single event.

“Our job is to host the regulators at our dedicated regulators luncheon, provide a professional forum for informed discussion and debate through our ICE Conferences program, demonstrate the world of gaming at its very best on the ICE show floor, and in the process, create a more positive and productive image of the industry with its regulators. We are delighted to once again have the support of lead associations including IAGA, IAGR, ECA, NCF and WLA for these initiatives.”

Regulators are expected to attend ICE from international jurisdictions including Belgium, Brazil, Bulgaria, Canada, Channel Islands, Denmark, Finland, France, Gibraltar, Isle of Man, Malta, Jamaica, Kenya, Latvia, Lithuania, Netherlands, Portugal, Singapore, South Africa, Sweden, Switzerland, United Kingdom and the United States.

ICE Conferences
Monday, February 2  – Wednesday, February 4

ICE Conferences are the easiest way to locate, among ICE’s 25,000 visitors, like-minded professionals who face similar challenges you do. The 2015 program comprises a voyage through eight high-level, targeted events, which cover all of gaming’s vertical markets. Attendees can opt for an access-all-areas pass or select a single conference to attend. All conferences, except for the International Casino Conference, will be held at London’s ExCel Center.

International Casino Conference
The premier gathering of senior executives of the largest casino groups in Europe, organized in cooperation with the European Casino Association, will be held at the Hippodrome Casino in London.

World Regulatory Briefing
Crucial updates on the regulatory developments throughout the world that determine the potential for industry progress, organized in partnership with IAGA.

Data Insight and Business Intelligence
Insight from experts in data analytics and business intelligence, on translating data analysis into measurable actions, across corporate divisions.

Cross-Platform and Multi-Channel Gaming
Over 30 leading operators discuss the strategic and operational impact of putting customers at the heart of multi-channel strategy.

Lotteries for the Future
A knowledge hub for lotteries in search of innovation, strategy, forward thinking, future planning guidance and practical advice on more immediate needs.

Game Design and Development
Making game development more dynamic; harnessing innovation, trust, and customer psychology to make gains in market penetration.

Driving strategies to expand in-play propositions, mobile and multi-screen betting, social gaming, sports integrity, and penetrate new markets.

Cybercrime, Security and Regulatory Compliance
Anti-fraud, security, risk, compliance and payments executives from both online and land-based sectors come together and share best practices. 

Other Events at ICE 2015

Digital Think Tank
Located in the South Hall of ICE Totally Gaming February 2-5, this free-to-attend seminar theater features product demonstrations, tutorials and master classes from some of the most respected thought leaders within the gaming industry.

The Digital Think Tank format comprises a varied selection of topics relevant to the eight product sectors of ICE. Topics include seminar sessions dedicated to digital marketing, data and IT security plus more topic areas to be confirmed.

A total of 15 exhibitors will be holding 30-minute thought leadership discussions and presentations, which are being staged in a custom-built seminar theater with a capacity of 60. Entry is free and on a first-come basis.

IMGL Masterclass
Taking place at ExCeL during ICE International Masters of Gaming Law Masterclass on Wednesday, February 4 is a full-day, free-to-attend session where key regulatory stakeholders will share knowledge on current industry updates. For more information, visit

Tribal Gaming: U.S. Indian Country Open for Business
Tribal gaming in the U.S. generates significant revenue, but is a relatively unknown opportunity for the gaming industry outside of the U.S. Join this free-to-attend seminar on Wednesday, February 4, organized in partnership with Victor Rocha, editor of Pechanga.Net, a leading news source on tribal gaming, to gain insight into the history, emotions, sovereignty and commercial realities that dictate the way both land-based and online gaming is operated by the U.S. Native American tribes.

Vision 2030 – Game-Changer Scenarios
Recognizing a need for change and strategic, far-looking thinking, Atlantic Lottery Corporation embarked on a scenario-planning exercise to answer a key question:

What might the lottery and gaming industry look like in 2030, and how might a gaming company respond to remain relevant?

As a result of a series of external and internal consultations and discussions, four alternative future environments have been identified: Circumvention, Immersion, Intrusion and Collaboration. ALC believes that a blend of these scenarios will shape the trajectory of the industry in the years to come. They were first presented to the industry at EiG in Berlin.

Phil Holmes, ALC’s vice president for strategy and planning, who led the scenario-planning process, and his team at ALC, now invite the wider industry to discuss the future scenarios and provide input on how you see the future shaping up. This interactive workshop at ICE will be held on Wednesday, February 4.