By any measure, the 2014 ICE Totally Gaming conference and trade show was a success—attracting 23,506 gaming industry professionals from 156 nations, a 7 percent increase over 2013 attendance totals, and 503 exhibiting companies taking up 55,000 square meters of space at London’s ExCeL Center.
The 2015 version of ICE Totally Gaming, which will take place at February 3-5 at ExCeL Center, will likely once again shatter records, considering there are once again 500 vendors displaying at the event, and 1,000 attendees committed within the first 72 hours of the online reservation system’s activation in October.
To ensure more people than ever attend ICE, the only B2B gaming event that brings together the online and offline markets of the casino, betting, bingo, lottery, mobile, online and street gaming sectors, show organizers Clarion Events have added a number of new programs and meetings in addition to a launching a cutting-edge marketing campaign that includes a specialized app.
To start, ICE organizers have opened up the event to gaming trade associations, which have responded in an impressive fashion. All told, 26 such organizations are committed to ICE, a list that includes AGEM, American Gaming Association, Association of British Bookmakers, Bingo Association, eCogra, European Association for the Study of Gambling, European Casino Association, European Gaming and Betting Association, and the European Sports Security Association, among others.
In addition, ICE will host the World Regulatory Assembly (WrA) Cocktail Reception on the Cutty Sark, the famous 19th century clipper ship, on February 2. Supported by key gaming organizations including International Association of Gaming Advisors (IAGA), International Association of Gaming Regulators (IAGR) European Casino Association (ECA), National Casino Forum (NCF) and the World Lottery Association (WLA), the WrA Cocktail Reception will provide invited delegates with the opportunity to peer-to-peer network with C-Level executives, gaming regulators and influencers in advance of the exhibition, which opens its doors to the international gaming community the following day.
To further boost interest and attendance, Clarion will be co-hosting a series of targeted learning events covering gaming vertical markets, all of which take place the day leading into ICE. The International Casino Conference, which will take place February 2 at the Hippodrome Casino, is co-organized with the European Casino Association, and will bring together presidents, CEOs and board members of the largest casino groups in Europe. The conference will provide delegates with a platform to exchange views on the most burning issues affecting the land-based industry while giving them access to key speakers.
To help attendees keep all these events and activities straight, ICE has launched the ICE App. Available for free on Android and iOS devices, the app allows visitors to access the full event schedule, browse the latest product launches, receive information on all of the speakers taking part in the ICE conference and seminar program, as well as develop a personal event planner to remind them of appointments, business meetings, and other events.
Of course, the trade show floor at Excel remains one of the prime attractants to ICE visitors. To help preview this important part of ICE Totally Gaming, Casino Journal offered vendors a chance to describe the items they will be showcasing at the event in their own words. Here are some of the responses:
AINSWORTH GAME TECHNOLOGY
ICE Stand Number: N3-130
Ainsworth is set to dominate at this year’s ICE, with an exciting display of cutting-edge products that will deliver “A Winning Play,” according to information the company provided ICE. Attendees to the Ainsworth booth will see the latest innovation-inspired products, like Ainsworth’s Premium Plus titles Reels of Wheels, King Spin and Cash Challenge, all showcased in the super-sized A560 Wide Boy cabinet. Other items set to be unveiled include new link progressives such as Treasure Storm and Oriental Fortune; Mystery products such as Golden Goose Mystery, Big Chief Mystery, Glitter Mystery, Wolf King II Mystery and Hummin Mystery; and two new eye-catching brands in the signature GamePlus library: Wheel Winner and Crazy Ways.
ICE Stand Number: N3-340
Bally Technologies, now part of the Scientific Games group of companies, designs, manufactures, operates, and distributes advanced gaming devices, systems and technology solutions worldwide. Bally’s product line includes reel-spinning slot machines, video slots, wide-area progressives, interactive and mobile applications, and Class II, lottery, and central-determination games and platforms. Bally also offers an array of casino management, slot accounting, bonusing, cashless, and table management solutions.
Among the company’s recently released slot products is the Tree of Eternal FortuneClass III machine on its popular ALPHA Elite V32 with iReels cabinet. Tree of Eternal Fortune features vibrant graphics, a two-level progressive jackpot, and the chance for players to shake the tree during an interactive and whimsical base game feature. These features are why nearly 90 percent of players tested at G2E 2013 said they would give this game a spin.
CRANE PAYMENT INNOVATION (CPI)
ICE Stand Number: N3-320
CPI will exhibit at ICE 2015 with the largest portfolio of payment systems in the gaming industry—including the new MEI SCR note recycler, which has been yielding impressive results across multiple field trials. SCR will be released to the European AWP market, beginning with Germany, in the first quarter of 2015. CPI is now entering commercial agreements with the OEMs.
SCR is the latest extension of the reliable SC product line, which has achieved an installed base of more than 1.5 million units worldwide. It follows the same winning formula as the CASHFLOW SC and SC Advance note acceptors, raising performance expectations to deliver a more efficient, secure and cost-effective way to handle cash payments. By combining proven components with new technology, SCR opens new possibilities for what note recycling can offer as part of a total cash management solution.
GAMING PARTNERS INTERNATIONAL (GPI)
ICE Stand Number: S6-230
Gaming Partners International is looking forward to kicking off 2015 with the ICE show in London. The company will be exhibiting a wide range of high-quality casino currency along with a full suite of table game products including expanded playing card offerings. As a leading industry manufacturer, GPI will be featuring an array of new options designed to provide casino operators expanded chip, plaque and jeton options and other products and solutions that help maximize their table game performance.
In celebration of the B&G line’s 90th anniversary, GPI has added several offerings to B&G currency, including a brand new V-Series chip line. It is an American-style chip composed of a brand new injection material formula that is both stronger and more durable. The line has been designed to offer an unprecedented variety of configurations providing operators more currency options. The V-Series also includes ChipShield as a standard feature. An anti-microbial substance that helps inhibit the growth of stain-causing mildew, ChipShield leaves a cleaner, more sanitary chip surface.
ICE Stand Number: N3-210
For the past 25 years, Gaming Laboratories International (GLI) has been the world leader in providing independent testing, inspection and certification services to the gaming, wagering, and lottery industry. GLI is the most secure, most experienced, most cost effective and simply the best choice for testing in the casino gaming industry.
Since its inception, GLI has continued to grow and has shown understanding of the importance of maintaining a global presence and are proud associate members of over 16 global gaming and world lottery associations. GLI has set itself apart from other type labs through constant pursuit of accreditation and certification. Today, With 21 laboratory locations spread across Africa, Asia, Australia, the Caribbean, Europe, North America and South America, GLI is the only global organization of its kind to hold U.S. and International accreditations for compliance with ISO/IEC 17025, 17020, and guide 65 standards for technical competence in the gaming, wagering and lottery industries.
ICE Stand Number: N3-160
GTECH, with its Interactive, Betting, Lottery, and SPIELO Gaming divisions, will be presenting its comprehensive portfolio at ICE Totally Gaming Exhibition. Featuring the “All Together GTECH” theme, visitors to the booth will experience a full array of games, cabinets, systems and interactive solutions, including an expanded library of TRUE 3D titles.
Using patented, award-winning 3D display technology, GTECH´s innovative TRUE 3D product line provides an unrivalled gaming experience. The SPHINX 3D game has won three industry awards and is live in numerous casinos across Europe, the United States and Latin America, enjoying success and generating excitement among players.
Emphasizing its expertise in linked gaming products, GTECH will be featuring several new linked products in its booth. PERUVIAN RICHESand SECRETS OF THE SEA are two powerful multi-level mystery jackpots. These concepts allow operators to select nearly any title from GTECH’s core game library and insert them into a progressive bank.
INTERNATIONAL GAME TECHNOLOGY (IGT)
ICE Stand Number: N2-240
IGT, a GTECH company, is a global leader in casino gaming entertainment and continues to transform the industry by translating casino player experiences to social, mobile and interactive environments for regulated markets around the world. Recent new product introductions by the company include two Ellen DeGeneres Showthemed video slots—The Ellen DeGeneres Show Featuring Ellen’s Dance Party and The Ellen DeGeneres Show Featuring 12 Days of Giveaways.
IGT has also unveiled a slot based on Tokidoki, a cast of animated characters used on a line of apparel, handbags, cosmetics, accessories and other products that has morphed into a lifestyle brand, primarily in Asia.
ICE Stand Number: S5-110
At this year’s ICE Totally Gaming show, Konami Gaming will showcase a broad selection of international product launches spanning video slots, multi-game cabinets, standalone and linked progressive games, systems technology. The Konami exhibit features the latest game titles, as well as a demo environment for SYNKROS casino management system, available for more than 23,000 worldwide ICE attendees spanning upwards of 100 sovereign gaming jurisdictions to see and explore first-hand.
Featuring up to eight game themes, Konami’s unique SeleXionmulti-game cabinet switches instantaneously between games, denominations and languages; even down to its dynamic button panel. At ICE 2015, the Konami booth will showcase both its upright and slant SeleXion machines, each displaying unique game packages, for Spain, Sweden, Holland, Switzerland and other specific configurations by jurisdiction.
ICE Stand Number: N3-360
Ortiz Gaming “Raised Expectations” in 2014. The multinational gaming manufacture started the year with expansions into new countries and aiming to maintain their strong presence globally. As 2014 comes to a close, Ortiz Gaming has exceeded these goals and is positioned to set even higher expectations for 2015.
The gaming company also made news in late 2014 with their concept the Ortiz Standard, which increases win-per-unit, slot floor average, and time-in-chair. Ortiz Gaming released a white paper outlining how the Ortiz Standard’s combination of complex mathematical models and engaging player-centric features increase slot floor revenue. The Ortiz Standard, found on Ortiz gaming machines, has redefined slot floor metrics and as a result has created additional demand for the Ortiz Gaming products.
The company also recently launched its cutting-edge O-Circle cabinet, which will go to market in early 2015.
ICE Stand Number: N6-245
Zitro is getting ready to revolutionize ICE Totally Gaming 2015. In London, Zitro will exhibit the phenomenon which is currently “all the rage” around the world, Zitro Revolution, packed with major advances never seen before in the sector, such as more community games, more exciting functionality and, of course, exhilarating new titles.
Zitro’s Interactive Division will also display their new products designed for the online market as well as the social sensation www.worldofbingo.com, the leading video bingo site on Facebook, which is currently played in more than 160 countries.
Another of Zitro’s “star turns” at ICE will be their electronic bingo system, BET, a unique product offering an innovative alternative to conventional bingo. BET gives players a fresh, enjoyable gaming experience combined with the thrill of participating in a large network of prizes.