Following an extensive and detailed six-month competitive bid process involving Barcelona (Spain), London (United Kingdom), Madrid (Spain) and Paris (France), show organizer company Clarion Gaming has announced that, from 2025 on, Barcelona will be the host city partner for the renowned ICE and iGB Affiliate brands. The initial five-year contract will cover the period 2025-2029 (inclusive). The first editions of ICE and iGB Affiliate to be held at the 240,000 sqm capacity Fira de Barcelona will run on January 20-22nd, 2025. Now, after 12 consecutive years successfully being held at ExCeL London, the event will change its place. Besides, as part of this detailed review, Clarion Gaming also communicated the re-location of their iGB Live event from Amsterdam to London in 2025.
The decision was endorsed by the ICE Advisory Board comprising a cross-section of major international brands active in both online and land-based gaming. The selection process, which included an evaluation of more than 30 variables, venue visits, city presentations and detailed negotiations, was conducted by an independent international agency with vast experience in the events and location search space. The process considered all aspects of attending, exhibiting at and organizing the two events, in addition to longer-term strategic factors impacting the development of ICE and iGB Affiliate.
About this relevant resolution, Alex Pratt, Managing Director at Clarion Gaming, stated: “I would like to open by recording my thanks to our panel of global industry stakeholders, who represented all of the key gaming sectors and geographies that take part at ICE, for their insight and contributions to the selection process; to the four shortlisted cities for what were highly professional and impressive bids; and to our independent agency for creating and overseeing every detail throughout each stage of the process. This was a complex, customer-led undertaking. The process enabled us to identify the city that our customers believe is best equipped to be our strategic partner for the future, and is able to host two world-class events which meet the needs of businesses of all sizes and locations across every part of the gaming and ICE Community.”
Moreover, Pratt expressed: “The successful bid by Barcelona was notable for the scale of its world-class facilities, outstanding hospitality infrastructure, logistics, and ROI for our customers. By forging a progressive partnership comprising the international industry, Fira de Barcelona and public and private stakeholders in Barcelona, Catalonia and Spain, we have a huge opportunity to create an important legacy for the future.”
Finally, he added: “On behalf of Clarion Events, I would also like to thank the team at ExCeL London for their support over the past 12 years. ExCeL London provided an environment in which both ICE and iGB Affiliate were able to develop, meet the business needs of their stakeholders and grow in status as two of the most important live events in their respective sectors. We remain committed to ExCeL London as a great destination and are looking forward to bringing iGB Live to London in July 2025 to continue this legacy and provide the perfect backdrop for this fast growing event’s future in a key gaming territory. Now, this process is complete. Our exclusive focus is on continuing the ICE and iGB Affiliate success stories, in partnership with our international stakeholders, and to deliver an amazing experience in London in 2024.”
In the near future, ICE and iGB Affiliate will be the only major events taking place in Barcelona over the January dateline, thereby helping to create an exclusive venue and city experience for exhibitors and attendees alike. Clarion Gaming has reserved a total of 40,000 hotel nights during 2025 ICE week. Besides, Clarion Gaming will be keeping all stakeholders updated with a series of monthly communications commencing September 2023.