attracts over 100,000 visitors. The scalability of the venue is one of its biggest draws. “We were very specific in the negotiations that we must have sole ownership of the campus during ICE,” Hunter explained. “I didn’t want us to be competing with another event.” Beyond its logistical advantages, Barcelona also offers a Mediterranean charm with more optimal weather than London. Visitors can enjoy the city without the overwhelming crowds of the summer months, while still experiencing Barcelona’s mild winter temperatures, averaging around 15°C. According to Clarion, Barcelona is 30% cheaper than London for accommodation, transport, and dining. With more than 40,000 hotel rooms reserved for the event, attendees will have a wide selection of accommodations with an average nightly rate of around €200, compared to over €320 in London, making the events more accessible to smaller businesses and start-ups. One aspect Hunter and his team are most excited about for ICE Barcelona 2025 is its overarching theme: “Explore the New Gaming Ecosystem.” The event will showcase every sector of the gaming industry, from land-based casinos to online platforms, payment providers, and sports betting. Hunter stressed that despite the event’s considerable growth — already 20% larger than last year’s edition in London — the ¡HOLA, BARCELONA! debut year, nearly twice the size of London’s ExCel, with room to expand further if needed. “ICE 2024 had 50,000 attendees and that’s probably the maximum crowd density that you want at ExCel for that type of show,” Hunter said. “We had about 24,000 people within the first four or five hours in London. That kind of volume poses a challenge. So, by coming to Barcelona, we have the opportunity to grow immediately.” For attendees, this translates into more space to explore, enhanced networking opportunities, and a seamless experience that begins the moment they land at Barcelona-El Prat airport. A short 15-minute taxi ride or a quick trip on the L9 Sud metro line will take visitors directly to the venue, saving time and simplifying logistics — a stark contrast to the lenghty travel times often experienced in London. The Gran Via is no stranger to major global events, hosting the Mobile World Congress annually, which GPWAtimes.org 42
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