The customised 21-metre long classic American style truck which when unfolded is close to 12 metres deep, boasts a rooftop VIP area and players' lounge with 20 gaming stations.

Will Harding, Head of esports at Clarion Gaming, is committed to reflecting the authenticity of the esports experience on the ICE London show floor. He explained: “Our job as event organisers is to explain and de-mystify esports in the process helping to inform the gaming and betting market about the scale of the esport betting and wagering opportunity and how it can be harnessed by the industry.

“Essentially Big Betty is an arena on wheels. It unfolds into a fully equipped esports studio and main stage enabling us to reflect the culture, theatre and appeal of the esports phenomenon which will be explained courtesy of the keynote speakers who will be sharing their insight with our b2b audience.

“I believe Clarion was way ahead of the game when we launched the esports feature at ICE London 2020 and we continue to make important progress helping operators deepen their knowledge of esports betting.

“Big Betty is a high profile centre piece attraction and will be a major talking point at show. We have already secured sponsorship support from key brands including UltraPlay (headline sponsor) the multi-awarded turn-key betting provider which was assembled by a team of experienced iGaming professionals and CoinsPaid the leader in crypto payment services for the iGaming industry.”

ICE London is the biggest b2b gambling industry event in the world and embraces every aspect of the gambling ecosystem from games creators, innovators, distributors, operators and retailers, to trade associations, strategic bodies and regulators.

To register visit: www.icelondon.uk.com