Location and dates

Fira Barcelona Gran Via

20-22 JANUARY 2025

ICE Insights

ICE Barca 2025

IGBA Barca 2025

How do we make decisions about your learning, networking and discovery experience at ICE London?

Just like many other businesses, including yours, we are striving to be customer-centric and insight-driven, ensuring our brands and products are responding to your needs.

And to understand your needs, goals, challenges and solutions, that can then be addressed at ICE London, we have carried out an extensive research programme that included many of you, ICE’s key stakeholders.

Here are the outcomes of each of the research initiative:


Key take-aways:

  1. Land-based/online convergence: focus on security, kyc and onboarding technologies in the expansion from purely land-based to online
  2. Casino as entertainment: playing the long game
  3. Workforce and talent: casinos need to adapt their recruitment approach to the demands of the candidate-driven market
  4. Cashless: migration towards cashless as a way of limiting the aml burdens
  5. Digitisation of casinos: safeguarding the social experience unique to casinos 
  6. Metaverse, blockchain and crypto: at early trials
  7. ICE Land-based vs. online: creating a space for the land-based industry to interact


Check out the ICC agenda that addresses many of these themes

ICC Agenda

ICE Focus Groups, Online, September 2022

Focus Groups

Check out the ICE VOX New Markets Masterclass that addresses many of those themes

New Markets Masterclass 

Key take-aways:

  1. Mature Europe vs. exciting RoW: most discussions centred around new markets and completely ignored the challenging European market (the core of regulated igaming and … our audience).
  2. Blanket (un-informed and not localised) market entry approach.

  3. Importance of payments against bad relationships with the banking sector
  4. Watch out for an un-hinged race to profit
  5. Product vs. marketing innovation


Key take-aways:

  • Profitability and sustainability in the sports wagering industry – how and when?: Moving from player access to player experience
  • Regulation and market access: Learn to adapt rather than expect local stakeholders to adapt
  • Workforce and talent: Thought leaders with lateral thinking able to interpret data across channels and verticals through a combination of tech and business in particular demand
  • Customer experience and retention – product and payments: Towards a simple customer-facing interface that would combine multitude of product and marketing offerings while hiding the fragmented regulatory complexities 


Impact on ICE London

  • Pitch ICE: timed networking and presentation slots for particular sectors/segments >>​ Click Here

  • My ICE Gateway: an increased focus to bring relevant people to arrange meetings pre-show and ensure they are getting demonstrable ROI
  • Interactive floorplan:  including sectors/features and recommendations to help navigate people and make the most of their time​ >> View Floorplan
  • International Casino Conference exploring many of the land-based themes >> View Agenda
  • New Markets Focus: ICE VOX dedicated Masterclass on Emerging Markets as well as Latam/Africa drinks reception​ >> View Agenda
  • Seminar programme: free content focused on the topics of people, talent and inclusivity in the industry
  • Africa and Latam drinks to spotlight two key regions of growth and connect you with experts with the localised expertise