What key takeaways emerged from hosting 2025 ICE and iGB Affiliate events in the same city?
This year, the Barcelona editions of ICE and iGB Affiliate succeeded in setting new records, attracting a total of 59,101 unique attendees surpassing the previous high of 52,345 which was set in 2024, the last editions to be held in London. The ICE unique attendance of 50,019 represented an 11% year-on-year uplift, with iGB Affiliate recording a total of 9,082 unique visitors, an increase of 24% on the previous highest which was set in 2024. Moreover, these events registered a total visitation figure of 107,664 delegates, another gambling industry world record. Nine nations recorded four figure attendances, with Spain topping the table (8,954), followed by the UK (6,518), Malta (3,074), Cyprus (2,328), Ukraine (1,938), United States (1,730), Italy (1,496), Bulgaria (1,252) and Germany (1,157). As a team, we were delighted that the transition of ICE and iGB Affiliate from London to Barcelona was so well received by our international community of stakeholders. The data confirmed an all-time opening day high of 32,788 ICE attendees and a closing day attendance of 24,926, which was 20% higher than 2024’s closing day. It’s very significant that growth was achieved across key jurisdictions, including Continental Europe, North America, LatAm, and Asia, with notable new growth recorded from the UAE and India. Next year, ICE will expand into Hall 1, addressing exhibitor requests for extra space, while iGB Affiliate will relocate to Hall 8, providing attendees with dedicated arrival experience. The success of the 2025 event underscored the value of the move to Barcelona, and we are building on this momentum for 2026.
ICE 2026 will be second edition in Barcelona. How important is the feedback from exhibitors and attendees in shaping the event?
Obviously, the attendance figures tell their own story. In addition, we conduct our own research with all aspects of our community of customers to drill down into their experience. This enables us to identify those areas which possibly underperformed and those which we could add to in order to enhance the experience. All of this insight is fed back into the development program and extends our commitment to continuous improvement. ICE and iGB Affiliate Barcelona are the result of what our customers want and need.
The creative in support of ICE Barcelona is ‘Growing the Power of Play.’ Can you explain this in greater detail?
Our creative in support of ICE Barcelona 2026 celebrates the contributions of ICE exhibitors and visitors in nurturing and growing the industry across all sectors and jurisdictions. The ICE Digital Garden, which sits at the heart of the creative, symbolizes inspiration, innovation, and the interconnectedness of the gaming ecosystem. The concept highlights how ICE has showcased every major gaming innovation, technological advancement, and industry adaptation, and its reputation for being the global event where ideas are planted, connections are cultivated, and innovation is pollinated.
How will ICE Barcelona reflect the pivotal impact new technology is having on global industry?
The gambling industry is at the forefront of technological innovation, and this trend will be on full display across the stands at ICE Barcelona. We have partnered with Microsoft to accelerate technology-driven solutions for responsible play. Central to this partnership is the ICE Innovators Challenge, which invites operators and their partners to pitch AI-based ideas designed to enhance safer gambling. Submissions will be evaluated by a distinguished panel of judges, including Microsoft executives, investors, and experts in responsible gaming, ensuring that the best concepts receive both recognition and practical guidance. Finalists will present their solutions on the ICE Barcelona main stage, in front of industry leaders, regulators, and influencers, providing exceptional visibility. Competitors will gain hands-on experience with Microsoft’s latest technologies, alongside mentorship from leading experts. The winning team will receive £15,000 in consultancy support, along with ongoing guidance to help bring their ideas to market. The ICE Innovators Challenge highlights how the industry is leveraging cutting-edge technology to create safer, more innovative gambling experiences while fostering collaboration between operators, tech leaders, and innovators on the world stage.
As Clarion continues to build bridges with global markets, including LatAm, Europe, Africa, and APAC, can you detail this growth strategy?
Our events are global in their reach, and each year attract industry professionals from over 150 nations. To ensure that we meet the specific needs of key jurisdictions, we are working with associations and organizations in those regions. Our collaboration with ANJL, Brazil’s National Association of Games and Lotteries, is a case in point. As a result of working with ANJL, ICE Barcelona will have an energized focus on Latin America, with Brazil at the center of a dedicated program that will include seminars, regulatory updates, networking, and strategic discussions. In terms of specifics, I can confirm the launch of Casa Brazil, a private space dedicated exclusively to Brazil. Casa Brazil will serve as a critical platform to share best practices, develop robust regulatory frameworks, and forge the international partnerships needed to shut down illicit operations and protect consumers. Our aim is to encourage dialogue, share knowledge, strengthen regulatory frameworks, and provide opportunities for the Brazilian sector to engage with global peers and explore international business prospects.
Looking ahead to 2026, what adjustments or innovations can the industry expect from Clarion Gaming across its event portfolio?
Clarion Gaming is what I would describes as being an ‘active listener,’ which means always working in collaboration with our stakeholders. This refers to delivering what they need and using the platform of world class in-person events to create healthy and sustainable industries. Some event organizers will tell the industry what they think it needs, whereas we always seek to work with our stakeholders to provide what the market wants. It’s a simple strategy which is based on always working in partnership with our customers.