ICE is where gaming goes to do business
ICE Barcelona is the global intersection of policy, business connections, and tech innovation. As the only event that brings together everyone, from operators to regulators, startups to presidents, all under one roof,
Discover the big debates shaping this year’s event – and how they’ll help in growing the power of play.
Combating the Illegal Market… and Protecting Players
The future of gaming must be regulation, but it has never been more challenging. After a period in which countries such as the Netherlands, Italy, Spain and Sweden have tightened how and where licensees can promote their offerings and stake limits in Great Britain and Germany change the core gambling products, illegal gambling is on the rise, yet what truly is the cause, and most importantly…. the solution. From channelisation risks of new taxation to money laundering flags, onshore vs offshore regulation debates on Bill 55, the Caribbean and beyond, and the role of social media platforms in advertising, how do licensed operators compete, protect, and retain players against competitors that have more flexibility to offer attractive offers? While the legal European and North American markets are showing safer gambling progress, are they losing the battle on innovation? How do regulated operators gain market share in emerging markets in LatAm and Africa, where the grey market has had a chance to move faster? What role do B2B companies play in the debate as much as operators? Can crypto and web3 casinos ever be white? Are sweepstakes and predications markets undermining regulation, or just new competition to deal with? How can regulators balance player protection with industry sustainability?
Looking to the Edge on Land-Based Growth in Europe
As land-based casinos across Europe seek new revenue streams and customer segments, they must navigate numerous challenges, from space optimization in limited environments vs their international IR competitors, the opportunity costs of gaming floor equipment vs F&B and entertainment offerings, marketing to a captive but transient audience, and how to retain interest from pure online offerings. How do they approach designing experiences for local vs international players and different demographic segments? How can they integrate new verticals like cruise lines and street gaming? What does successful omni-channel implementation look like when the platforms have been proven to need separate internal team skillsets, how can operators look to online B2B partnerships to offer USPs to the land-based offering? Where are sector investors looking next?
Collaboration in Sports Betting, from Marketing to Integrity
Explore the most exciting and transformative developments in the global sports betting industry, with a focus on the immensity of AI and the revenue growth it presents, as well as the data risks inherent in powerful technology. Take a deep dive into how collaboration and integration between operators and Big Tech will define the future of the industry, and the immense possibilities for immersive sports viewing experiences. As the industry becomes increasingly data-driven, harnessing the power of your data will define the success of your marketing campaigns - how can you use data to truly understand your audiences and offer meaningful differentiation? With immense opportunity comes immense risk, and we will examine how integrity can be championed and embedded across sports betting, with the aid of technology, for a more enjoyable and safe industry for all. Zooming out to an international perspective, learn about emerging markets and identify avenues for growth, and how operators can tap into huge markets of tech savvy sports fans, from Esports in MENA to the World Cup in North America, Kings League in LatAm to UFC’s unwavering draw.
iGaming Personalization, Doing More with Less
Customer expectations of their iGaming platforms are centred around personalised, intuitive and enjoyable interfaces, and increasingly will be influenced by immersive experiences with new features for engagement. We will explore the opportunities and learnings for digital brand development from entertainment tech, and how AI can accelerate adoption of personalised and immersive content delivery. Segmentation is widely acknowledged as critical for successful marketing, but what are the new possibilities enabled by very highly granulated and differentiated customer behavioural data? LTV is preferable to quick monetisation; without adequate controls and awareness amongst customers, gaming can very quickly become loss making for both customer and operator. Learn how in-game mechanics can limit spend, enhance the win-lose thrill, and ultimately translate to increased value.
Lottery Technology and Innovation, Rethinking Regulation
Gamification and digitisation are just two of the forces shaping the global lotteries industry, and we will explore the technological innovations, player expectations and regulation that are evolving in response. We'll dive into the question of how iGaming verticals are influencing lotteries and the proliferation of private lottery operators and non-monetary prizes - which demographics and what dreams and ideals are they tapping into? Given the convergences between verticals we are witnessing in the gaming industry, enabled by technology and private operators, is it time to re-think lottery regulation to safeguard the industry and its players globally?
Evolving Threats, Bonus Abuse and Cyberattacks
The gambling industry continues to grow, and so does its cybersecurity and fraud problems, surging 73% from 2022 to November 2024 - costing the sector around €1 Billion each year. Advanced scams, including deepfakes, account manipulation, and bonus abuse, have evolved in parallel with technological advances, compelling the industry to adopt equally sophisticated defences. From biometric mismatches to multi-account bonuses, online gambling platforms face an increasingly intricate fraud landscape that is reshaping the sector’s approach to security - forcing operators to hire top security firms. How can operators. As the threat of iGaming fraud moves from emerging markets to core operations, how can the industry stay ahead, and protect itself?