layout is designed to provide a comfortable and engaging experience. To that end, for the first time, ICE will adopt a zoned approach, organizing its 1,000+ exhibitors by sector across different halls. Hall 1 will focus on the affiliate sector, Hall 2 will be dedicated to online gaming, while land-based casinos will dominate Hall 3. Halls 4 and 5 will house sports betting and payment providers. The hope is that this division will allow delegates to easily navigate the event and facilitate targeted networking opportunities. Clarion Gaming’s long-term vision is to transform ICE into a true “Festival of Gaming,” creating not just a business event but a holistic experience. Attendees can expect city-wide celebrations, live entertainment, interactive experiences, networking opportunities beyond the exhibition halls, and unique cultural experiences that blend gaming with Barcelona’s rich heritage. The collaborative vision between Clarion Gaming, Fira Barcelona, and the local government should help make ICE Barcelona 2025 more than just a trade show — it will be a city-wide celebration. Barcelona, Spain’s second-most populous city, offers a perfect balance of business and pleasure, thanks to the architectural wonders of Antoni Gaudí’s Sagrada Familia and Park Güell, the bustling streets of Las Ramblas, a brilliant culinary scene, and breathtaking beaches. With an initial five-year contract with Barcelona, Clarion Gaming is already looking beyond 2025. Besides the possibility of moving to a four-day event at some point, they also anticipate attendance exceeding 100,000 by the end of the contract, doubling the 2024 London figures. “That’s a sign of the health of the industry,” Hunter said. “We’ve found that the three days seem to go very quickly. So, as we start to grow and scale and increase attendance, the argument to suggest that we need to expand to four full days is something that we will definitely debate, and again, that will be a decision we make along with our customers.” For now, Hunter and his team are laser-focused on the all-new product they’re preparing for January 2025, while acknowledging that there will inevitably be growing pains. “We have set high goals for what we want to accomplish here,” he said. “Will we deliver everything in the first year? Not likely, but this will be the start of a journey that over the next five years will evolve into the world-class experience that our industry has come to expect. “Barcelona provides endless possibilities and potential for everyone involved. As a team, we can’t wait to start realizing our vision for the next chapters in the growth of both shows.” “We’re thrilled to be moving to Barcelona where we already have a deeper relationship with not only a new venue but also a destination city that is going to totally transform how we operate ICE and iGB Affiliate.” Stuart Hunter, Managing Director of Clarion Gaming 43 GPWAtimes.org
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