The largest independent event organising company in the UK Clarion Events that is organising the 2017 ICE Totally Gaming event confirmed that it increased the total net space of the conference by 5%. As the organisers revealed, this year’s ICE is to be hosted to 40,925 sqm in comparison to 38,980 sqm in 2016.
The event organisers from Clarion Events revealed that the 5% increase of 1,945 sqm of net space would force all professional gaming companies that plan their annual participation at the ICE Totally Gaming conference to allocate some additional time on the show floor. They also emphasized on the fact that the business-to-business gaming technology event would be the largest one on a global scale so far, exactly thanks to the net space increase.
The Managing Director of the Gaming Division at Clarion Events Kate Chambers has been the person responsible for the development of the ICE event since the conference moved to its current location at the London’s ExCel Centre. Ms. Chambers commented on the total net space increase, saying that the recent growth of ICE is undoubtedly a positive thing. Still, she revealed that the organisers from Clarion Events were totally aware of the fact that the brand’s development required close monitoring, control and stable management rather than pursue of an expansion strategy at any cost.
According to Ms. Chambers, there were two key trends that facilitated the growth of the ICE Totally Gaming conference, turning it into the largest business-to-business gaming technology event worldwide. The Clarion’s Gaming Division Managing Director revealed that the company’s already existing customers had been focused on expanding their reach and presence in the market. On the other hand, Ms. Chambers explained that a total of 91 participants from 34 countries would be making their first appearance at the ICE Totally Gaming in February.
These two factors, in her opinion, created a balanced combination of fresh additions to the industry and well-established gaming companies, which on the other hand, was a great challenge for Clarion Events as they had to provide the best business environment for both types of exhibitors regardless of their size.
Currently, the ICE Totally Gaming conference is the only business-to-business gaming event on a global scale that allows companies from both retail and online gaming sectors to take part in the event. The ICE Totally Gaming features a great variety of companies that specialise in the casino, sports betting, lottery, bingo, social gaming and other retail gaming sectors, as well as in the online and mobile gaming business. The organisers have already revealed they expect the number of this year’s visitors to break all records to date, surpassing last year’s record of 28,487 visitors from 150 countries.
- Author
Daniel Williams
