On ICE: eGaming at ICE
By all accounts, the recently held ICE Totally Gaming trade show was a smash—attracting thousands of international gambling executives and equipment suppliers to the ExCel convention complex in London last month.
Although the final attendance figures for ICE are not available as I write this, the event is projected to surpass its 2016 totals of 28,500 attendees and 529 exhibitors from 62 nations. Indeed, it is now fair to say that ICE is on par with Global Gaming Expo (G2E) in terms of importance to the worldwide wagering industry; in fact, ICE is a more substantial event for certain segments of business such as eGaming. This should not come as a surprise… after all, the eGaming marketplace is much more substantial and mature in Europe than anywhere else in the world; it makes sense that online gaming providers would attend ICE to support these operators.
As a result, the eGaming news and product introductions emanating from ICE were truly noteworthy. Here are a few eGaming suppliers that shone above the rest based on various press materials:
NetEnt: This developer of digital casino games was extremely active at ICE 2017 on a number of fronts. The company unveiled Gonzo’s Quest, its first real-money, virtual reality online slot game. NetEnt also showcased a couple of new licensed online slot offerings—Planet of the Apes, derived from an exclusive license agreement with 20th Century Fox Consumer Products and Emojiplanet, a game based on the popular digital icons it developed in partnership with Global Merchandising Services and The emoji Company. Last but not least, NetEnt announced its entrée into the Mexico market, thanks to a recently signed license agreement with Codere, one of the largest casino operators in Mexico with licenses for both land-based and online casino operations.
Yggdrasil Gaming: Much like NetEnt, Gibraltar-based Yggdrasil used ICE as a backdrop for new product introductions and breaking placement news. The company offered a preview of Fusion Realms, a revolutionary new play mechanic that allows different reel sets and features to be seamlessly mixed into one game, creating bigger and more captivating game worlds where features can roam between different environments and reel set-ups in one game. Yggdrasil also announced supplier deals with UK-based Marathonbet and William Hill. The William Hill deal includes access to Yggdrasil’s full suite of slots, including blockbuster titles Joker Millions, Vikings Go Berzerk and Big Blox, as well as the company’s award-winning collection of in-game promotional tools, BOOST and social sharing tool, BRAG.
Quickspin: Swedish slots specialist Quickspin used ICE to showcase its new Achievements Engine concept, which encourages players to keep spinning the reels as they chase tokens and prizes, driving engagement and retention to the next level. Players can track their progress, claim, and use their rewards within an achievements page accessible from each game. The rewards pay out as Quickspin tokens, which can be used to trigger the game feature, most often the free spins bonus round. The company also announced a deal with Danish gaming giant Danske Spil that will allow Quickspin’s mobile-friendly HTML5 games to go live on Danske Spil’s Vegas.dk site. Among the titles featured are commercially successful Big Bad Wolf, The Wild Chase, and Crystal Queen, as well as brand new releases Phoenix Sun and Dragon Shrine.
Of course, this is only a taste of the smorgasbord of online gaming news that came out of ICE. To learn more, visit www.icetotallygaming.com.