ICE breaks record of growth

ICE 2017 keeps growing and increased its net space by 2,000 square metres.

UK.- A month before the most expected gaming event of the year, ICE Totally Gaming, Clarion Events announces another record breaking as the net space has  increased once again 1,945 sqm to a total of 40,925 sqm compared to the 2016 figure of 38,980 sqm. Due to a 5 percent increase in space, the 2017 edition has become the biggest ICE on record.

ICE Totally Gaming will be held at ExCel convention centre in London, from February 7-9. The event is the only B2B gaming exhibition in the world that brings together the online and offline gaming sectors, including casino, betting, bingo, lottery, mobile, online, street, sports and social gaming sectors.

The 2017 edition also expects to break 2016’s record of attendance with the presence of 28,487 visitors drawn from 150 nations. ICE organisers, Clarion Events, have added the ICE VOX, a new learning brand which has replaced ICE Conference. They have also enabled a brochure and agenda which provides details of the eight paid-for learning modules, comprising The International Casino Conference; World Regulatory Briefing; Cross-Platform & Multi-Channel Gaming; Modernising Lotteries; Data Science & Personalisation; BetMarkets; Cybercrime Security and Regulatory Compliance in Gaming, and Game Design and Development, at

Kate Chambers, Managing Director of Clarion’s Gaming Division and the person responsible for the development of ICE since it took residence at its current home at the ExCeL Centre, said: “Whilst it is obviously positive to be able to talk about the growth of ICE in this way, equally we are very aware of the need to control and manage the brand’s development rather than pursue a full-out expansion strategy. What this means in practice is that we are working hard to try and mirror expansion on the show floor with a concomitant increase in visitors, a task that we continue to invest in through enhanced marketing and communications. We are only guardians of the ICE brand and it’s essential for us to manage the growth strategy in a sensible, pragmatic and, most importantly, sustainable way.  Relocating to ExCeL has allowed us to grow the brand, but at the right pace.”

“The growth of ICE is the result of two trends. Firstly, a number of our existing customers have been keen to expand their stand presence and secondly we have a total of 91 exhibitors from 34 nations who will be making their first appearance with us in February. It’s a nice, balanced combination of established, well known gaming innovators alongside some new faces and gaming industry start-ups. Our challenge is to provide a professional business environment in which all of our exhibitors, of all sizes, can flourish,” Chambers concluded.