Major changes in store to bring the exhibition to the next level

The European Casino Association (ECA), a body which represents almost 1,000 casinos and around 80,000 employees across 23 countries, has given its unequivocal support to the new vision for January’s ICE show unveiled by organizers Clarion Events.

“The new ICE vision has the ECA’s full backing and support,” said the ECA’s Ron Goudsmit. “Everyone at Clarion including the company’s executive management and the team responsible for actually putting on ICE is bringing the exhibition to the next level and in the process keeping the best interest of the industry at heart.”

Kate Chambers, the show director responsible for ICE, said that 2011 marks the 21st anniversary of high stakes gaming on the ICE show floor. “Just 16 pioneer companies exhibited in 1991; in January there will be over 400 traveling to London from all over the world,” she said. ”You can only achieve this level of growth by working with the industry and investing heavily in a marketing and communications programme which in the last decade has helped to attract 172,114 buyers to ICE from 180 territories, eclipsing both G2E Las Vegas and G2E Asia as the most international exhibition on the gaming calendar.”

She said ICE 2011 will benefit from a 58 percent increase in marketing spend, a 35 percent increase to create the on-site experience for visitors, a 120 percent increase in investment in at-show content to bring keynote speakers to London, and a new budget devoted to the development of ICE Digital, “which will transform ICE into a 365, 24/7 brand.”

“All of this is set against the backdrop of significantly reduced exhibiting costs,” Chambers said. “At the heart of our vision is a continued commitment to deliver better value for money and a better return on investment for visitors and exhibitors alike. The development of ICE is already well underway, underpinned by a vibrant technology-driven new corporate identity, the creation of new business opportunities, topical new content, new exhibitors and a multitude of additional reasons to attend what is the most complete exhibition in gaming.”

ICE 2011 is slated for Jan. 25-27 in London’s Earls Court. For more information,