Gamecheck’s high profile presence at ICE Barcelona as headline sponsor of the world-leading Sustainable Gambling Zone underpins the brand’s mission to demonstrate how it is helping operators to turn their integrity into a tangible competitive advantage. Founder James Elliott explains what the Gamecheck SEAL of approval means, why he believes ICE Barcelona is leading the debate in combatting illegal gambling and how the Sustainable Gambling Zone represents the flagship platform for player protection.

What is the strategy behind sponsoring the SGZ - what objectives have you set, is it about brand or product? 

The Sustainable Gambling Zone represents the flagship platform for safe gambling and how by sponsoring it we can demonstrate our unwavering commitment to player protection and improving the overall safety of iGaming. Our mission to reduce and ultimately eradicate fake games means we need to position ourselves front and centre in the conversation around player welfare. Our SGZ sponsorship serves both brand and product objectives- it aligns our brand values with the industry's most respected player protection initiative whilst simultaneously providing the perfect context to showcase how our blockchain-based verification technology actively protects players from fraudulent operators. We're not just talking about player protection in abstract terms; we're providing operators with the tools to prove they're offering legitimate and fair gaming experiences. 
 

This is your first exhibitor appearance at ICE Barcelona - had you previously attended ICE as visitors and what prompted you to make the transition to become an exhibitor? 

We attended ICE Barcelona in 2025 as visitors and had an overwhelmingly positive response to what Gamecheck was trying to achieve. The level of engagement we received from operators, regulators, and other industry stakeholders validated our concerns that fake games represent a genuine threat to the industry that needed addressing. Since that initial visit, we've attended numerous events as visitors to further understand the market landscape and refine our offering. We decided that ICE Barcelona 2026 was the ideal platform for our first exhibitor appearance because it represents the premier stage in the gaming industry, the venue where major innovations are launched and where the industry's key decision-makers are. ICE provided us with the visibility and credibility we needed to publicly launch our mission of eradicating fake games from the iGaming ecosystem. 
 

ICE became the first gaming expo to embrace player protection when it launched the Consumer Protection Zone in 2018- do you think that ICE has and is a standard bearer for Sustainable Gambling? 

Absolutely. That pioneering move demonstrated genuine leadership in recognizing that player protection isn't merely a regulatory checkbox but a fundamental pillar of a sustainable gaming industry. Since its inception, numerous other conferences have adopted similar platforms in recognition of the importance of these issues, but ICE remains the undisputed leader in this space. The depth of content, the quality of stakeholders engaged, and the serious commitment ICE demonstrates to advancing the sustainable gambling agenda year-on-year sets the benchmark that others aspire to reach. For companies like Gamecheck, ICE's leadership in this area makes it the natural home for innovations that prioritize player welfare. 

Is a commitment to Sustainable Gambling ‘good for business’? 

Yes, unequivocally. Whilst sustainable gambling requirements can appear overbearing at first glance, particularly for smaller operators navigating complex compliance landscapes, it represents the most viable path for the industry to both survive and thrive long-term. By committing to these core tenets, the industry builds consumer trust, reduces regulatory risk, and creates a more level playing field. Players can feel confident they're getting a fair deal and aren't being exploited by unscrupulous operators offering fake games with manipulated RTPs. From a pure business perspective, the reputational damage and potential regulatory consequences of not prioritizing sustainable gambling far outweigh the costs of compliance. Operators who embrace sustainable gambling principles position themselves for long-term success, whilst those who don't, face an increasingly hostile regulatory environment and erosion of consumer trust. Gamecheck's technology allows operators to turn their commitment to fair play into a competitive advantage, demonstrating to players that they can verify the authenticity of every game on their platform. 

How much support have you received from legitimate operators- how would you describe the response? 

Legitimate operators, especially tier 1 operators, have overwhelmingly supported Gamecheck's mission. These operators face a genuinely difficult competitive environment where they're trying to compete against unscrupulous sites offering fake games with inflated sign-up bonuses and manipulated odds. Gamecheck provides these legitimate operators with a powerful tool to differentiate themselves and educate their players about why certain offers might be too good to be true. Our technology allows them to transparently demonstrate that every game on their platform is authentic and unmodified, turning their integrity into a tangible competitive advantage. 

Beyond the competitive angle, Tier 1 operators have extensive commitments to sustainable gambling and responsible gaming, and Gamecheck directly supports these initiatives by protecting players from fraudulent gaming experiences. When an operator can prove they're offering verified, legitimate games, it strengthens their entire player protection framework. The response has been extremely positive because we're solving a real problem that legitimate operators face daily, they're losing players to fake game sites and lack an effective way to prove their authenticity. Gamecheck gives them that proof. 

What message would you extend to gaming professionals attending ICE Barcelona 2026? 

We're eager to connect with all gaming professionals at ICE Barcelona 2026 who are interested in either protecting their brand from being exploited through fake game implementations or who want to demonstrate their commitment to protecting players from fraudulent gaming experiences. Whether you're an operator concerned about competitors using cloned versions of your games, a game provider wanting to ensure your content isn't being counterfeited, or a platform operator looking to differentiate themselves through verified fair play, Gamecheck offers a solution. 

We believe that combating fake games isn't just about technology, it's about collective industry action. Every operator that commits to game verification makes the entire ecosystem safer and more trustworthy for players. We're at ICE to start building that coalition of operators, providers, and regulators who recognise that fake games represent an existential threat to the industry's legitimacy. Come speak with us at the Sustainable Gambling Zone to learn how blockchain-based game verification can protect your brand, your players, and the integrity of the industry we all depend on. 

Visit Pod SG21 to see how Gamecheck is elevating industry standards, protecting brands, protecting players and protecting the integrity of the industry