ICE

Event Update

The organising committee has announced the new hosting dates for the next face-to-face expo. ICE will take place between 19.01.2026 and 21.01.2026. The gaming fair will be housed at Fira de Barcelona Gran Via in Barcelona, Spain.

A Brief Overview of ICE 

ICE (ICE Barcelona) captures the speed at which entertainment and gaming transform and evolve. ICE is the major platform for networking and business that attracts leading designers, engineers, developers as well as media companies. The entire professional community gathers in one place to celebrate releases and stay up to date with the hottest new trends in gaming. The international expo comes to London at the start of the year and promises exciting business opportunities alongside the most interesting gaming innovations across the entire product spectrum. 

Demand for hotel rooms during ICE is expected to reach a new high. Take the initiative and book accommodation today. GETA Ltd points you to the top hotel rates in London and works at every price point. Whatever your budget, our team shows you the perfect deal. Book hotels near Fira Barcelona—Gran Via without spending a small fortune. We have experience working with large groups of twenty people and more, and our database features hotels, hostels, and apartments. From query to reservation, it takes one business day! GETA Ltd has sent thousands of exhibitors all over the world and has developed a large portfolio of bonus travel services for maximum comfort. 

Why Is Your Visit Worth It? 

You actively shape the trends at ICE and form valuable connections. The industry is fast-paced and actively participating ensures you won’t be forgotten by partners and consumers alike. It’s so easy to get lost among the many competitors. That’s the main strategic value of ICE Barcelona. It’s an effective way to reconnect with your partners and customers, and expand your professional network. You’re able to earn back exhibition costs within the first day. Even with the pandemic still going on, ICE pulled off a strong edition: 

• 450+ international exhibitors;
• 5000+ operators;
• 25,000+ international visitors flew in from 158 countries;
• 55% were foreign visitors
• 49% were first-time visitors. 

Industry Relevance 

ICE Barcelona holds the distinction as one of the most important cross-border platforms for B2B negotiations and investment. It’s the place where exhibitors step into the spotlight with a selection of cutting-edge technologies across the entire spectrum. This annual event is split into ten themed exhibition areas – betting, bingo, casino, lottery, mobile, online, social, payments, sports betting and street. 

This hasn’t always been the case, as ICE stands for International Casino Exhibition, but the gaming industry has changed drastically since those early days. The success of the original London event has created successful transplant events in Africa and North America. What contributes to this expo’s enduring legacy is the generous programming that not only features free-to-attend seminars but also runs the paid-for ICE VOX series of interconnected conferences. 

ICE’s biggest strengths lie as a launch pad for the latest products and new technologies and a solid networking platform that leads to high-quality business leads. Industry leaders shed light on new business strategies, and the programme highlights not just future opportunities, but also the most important regulatory changes across all relevant sectors. 

Who Are You Going to Meet? 

ICE is a meeting ground for the most influential people in the industry. Exhibitors have a chance to introduce themselves to CEOs, entrepreneurs, sales and business development executives, consultants, technology specialists, investors, content and product development, and regulators. Roughly 94% of visitors have decision-making powers and their chief reason to attend is to get to know the next generation of technologies and sign with new suppliers. 

The most visitors came from the UK, Malta, Bulgaria, the United States and Cyprus. Satisfaction with visitors is high as 79% of visitors confirm their desire to return in the future. They’re very happy with the companies that showcase at ICE – Casino Life, BOSS. Gaming Solutions, SBK Tech, Hestego, Netrefer, pagsmile, PaySafe, Technamin, Jeton, JoynD and BBIN. 

In 2022, organisers invested a lot more in helping exhibitors and visitors find each other faster by introducing the ICE Hosted Meeting programme. It’s where serious decision-makers can meet with suitable suppliers. Key buyers are invited to participate, and the format removes any obstacles to reaching the perfect partner. Being part of the programme means having a personalised meeting agenda with relevant exhibitors, a complimentary cloakroom and parking at ExCeL, a guaranteed place in Speed Networking sessions, and a free pass to VOX among other perks. 

Additional Value of Attendance 

ICE is all about power in the gaming industry and is the meeting point for the decision-makers in all the fields we have mentioned before. Not only is this the place for high-management representatives to meet to negotiate deals, but also specialists and experts in large part due to the seven ICE VOX conferences that tackle Cybercrime and Security; eSports; World Regulatory Briefing, the International Casino Conference; Modernising Lotteries; and since 2019 Advertising and Marketing, and Artificial Intelligence. 

Another fresh introduction to the event’s format is ICE365 Live. It’s high time streaming arrives at the trade show and this studio will invite digital viewers to witness what’s happening in real time. Helmed by Katie Goldfinch, ICE365 Live reports from the show floor and all other related events as they unfold. It’s a new feature that demonstrates the eagerness of organisers to move ICE into the new era as a hybrid event. 

Competitive gaming has evolved into a sport in its rights, and ICE brings you the experience in the form of the ICE Esports Arena Feature. In the afternoons, visitors can immerse themselves in the gripping Apex Legends Tournament. Mornings are dedicated to presentations on a long list of subjects such as esports and the future of payments, HYPERVSN Tech, and the impact of gaming influencers on the popularity of esports. But the best informative event remains the VOX Conference, which boasts the best line-up of speakers and provides a thorough overview of the most important trends in the world of online gaming. Alongside the presentations, there are nine masterclasses available, led by some of the biggest names in gaming. In 2022, the masterclasses touched upon subjects such as vertical integration, responsible gaming and customer acquisitions.