The ICE Totally Gaming show been on an upwards trajectory for the past few years, and Clarion Events, the show’s organizer, hopes to carry this momentum into the 2016 version of the exposition, which will take place Feb. 2-4 at the ExCeL Center in London.

Building on last year’s success may be easier said than done considering ICE Totally Gaming drew a record 25,497 attendees from 133 countries, an 8 percent increase over the previous year’s figures. “The opening day set the standard with some 18,000 visitors coming through the doors at ExCeL,” said Kate Chambers, portfolio director for ICE last year after the show’s attendance figures were officially released. “The enthusiasm for ICE was evident across the board from exhibitors and visitors alike. There’s no doubt that the industry has created a winning formula, with ICE proving the ideal showcase for international gaming in all of its guises.”

To insure this year’s edition of ICE Totally Gaming—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—continued to set growth records, Clarion has come up with a new marketing theme for the event as well as a strengthened conference and seminar program.

“Enter The Gaming Technopolis,” the creative campaign for ICE Totally Gaming 2016, is set in a surreal gaming city of the future, with industry professionals wanting to see the very latest innovations and solutions.

“We know from the visitor research that we conduct after each edition of ICE that the single most important reason that thousands and thousands of industry professionals travel vast distances to be in London each year, is the opportunity that ICE delivers to see the very latest innovations and advances in gaming technology,” said Jo Mayer, marketing director responsible for ICE.  “Such is the case; many of our 500 plus exhibitors timetable product launches around the dates for ICE.”

So far the “Enter The Gaming Technopolis” campaign seems to be a success and has passed its first landmark, with more than 1,000 international attendees committing to the event by Mid-October 2015.

No doubt, these attendees are also attracted to the fortified ICE Totally Gaming 2016 conference agenda that comprises of over 64 hours of learning opportunities, delivered by 140 thought leaders drawn from both within and outside the international gaming community.

According to ICE press materials, the eight part program opens with the International Casino Conference (ICC) on Monday, Feb. 1.  Organized in partnership with the European Casino Association (ECA), the ICC is being held at the Hippodrome, one of the the UK’s busiest and most popular casinos, and is located in Leicester Square, central London. 

The ICC is followed by Modernizing Lotteries: Retail & Digital; Data Insight & Business Intelligence and a program dedicated to Cross-Platform & Multi-ChannelGaming, both of which will take place on Feb. 2. February 3, the final full day of ICE conferences, will feature Game Design & Development; World Regulatory Briefing (organized in partnership with IAGA); Betmarkets (organized in partnership with SBCNews) and Cybercrime, Security & Regulatory Compliance (organized in partnership with GAMSHIELD).  The threat of cybercrime and the importance of combatting it are reflected in the decision to include an add-on workshop led by the specialist Organized Crime Command based at New Scotland Yard.  The workshop will run on Thursday, Feb. 4.

ICE will also host a six part program of topical, free to enter seminars. The ICE Seminars, which are being run in addition to the ICE Conference program, include sessions dedicated to U.S. Tribal Gaming, Millennials, Affiliates as well as individual briefings on gaming in India, Latin America and Sports Betting in Africa.

“We know from our customer research, that our visitors value the opportunity to learn about the key contemporary issues impacting gaming via ICE Conferences, and then being able to meet with the industry in action on the show floor,” Mayer said. “… The subject matter and content is designed to help prepare international business for the technological, regulatory and social challenges and opportunities which lie ahead.”

ICE has also created content to target specific gaming industry sectors. For example, ICE has teamed with organizations such as IAGA, IAGR, ECA and NCF to create the World Regulatory Assembly (WrA), a program of four events delivering high-level networking and providing a forum for knowledge exchange, covering all aspects of current and future gaming regulation.

The program begins with the WrA Cocktail Reception (Feb. 1), which is taking place at The Painted Hall in Greenwich. The reception is followed on Feb. 2 by the World Regulatory Briefing, part of the celebrated ICE Conferences program and the Annual Regulators Lunch, which constitutes the best opportunity to share thinking and to learn about current issues courtesy of keynote addresses from industry leaders.  The WrA program is completed on Feb. 4 with the IMGL Masterclass, a full-day, free-to-attend session at which key regulatory stakeholders will have the opportunity to share knowledge on current industry issues.

Meanwhile, the Totally Gaming Academy, a range of training courses inspired by industry personality Lucien Wijsman and developed in order to enhance bottom-line revenues for both gaming operators and suppliers, will be using its debut appearance at ICE to showcase its portfolio of courses with a series of one hour. The presentations will be held in the Totally Gaming Academy Theatre throughout the three days of ICE.

Delivered by experts in their respective fields, the four courses comprise: The Slot Academy, a land-based and online casino management training program (presented by Lucien Wijsman); The Online Masterclass, an interactive course for online operators and suppliers (Igor Samardziski); Sport Betting Academy—a course which provides best practice implementation in order to drastically improve revenue margins (Jonathan Smith) and Casino Marketing—a practical course equipping delegates with the tools to build and implement a 12-month marketing plan (Arjan Korstjens).

For the vendor community, GamCrowd and Clarion Events are again looking for start-ups in the online gambling sector to enter the Pitch ICE competition taking place during ICE. Entrepreneurs are also invited to participate in a day of curated presentations and discussions designed to give start-ups the very best advice about launching a business in the sector.

Pitch ICE is now in its second successful year. It gives start-ups the platform to present their ideas and innovations to attendees from the global gambling industry direct from the stage.

“The Pitch ICE show has evolved this year to and is more content-rich than ever,” said Chris North, founder and chief executive at GamCrowd. “We are hoping not only to showcase the best new ideas, but also to provide information and advice from a range of advisors with knowledge of how to get a business up-and-running in this sector.”

For more information on ICE 2016, visit