Stuart Hunter, Managing Director of Clarion Gaming

The next edition of ICE London, taking place from February 7-9 at ExCel London, will be special for the leading gaming expo because it promises not only to take the event back to its pre-pandemic glory days but also to surpass them. With a record 51.466 square meters of net space, occupying 41 halls, ICE 2023 will be the largest on record, recovering stronger than ever and showcasing many renowned land-based game vendors who were absent from last year's gathering.

Ahead of the annual event, Yogonet conducted an exclusive interview with Stuart Hunter, Managing Director of Clarion Gaming, about the highlights of the exhibition, what to expect this time, and the profile of the exhibitors. In addition, Hunter discusses the trends that will be in the spotlight this year, as well as unmissable features such as ICE VOX, the Consumer Protection Zone, the International Casino Conference, and much more.

What will the ICE London 2023 experience be like, and what are your expectations in terms of audience?

The industry in its broadest sense will occupy all the exhibition halls on the north and south sides, all the meeting rooms, and the entire International Conference Centre at ExCeL, which will host ICE VOX, the World Regulatory Briefing, and the International Casino Conference. Having so many of the world's most successful brands from all gaming verticals and all jurisdictions together in one place is a phenomenal and unmissable opportunity for everyone involved in the gambling industry.

I've been involved in the events industry long enough to know that it's never a wise decision to start predicting audience numbers! What I can say is that all the metrics we use to measure a show are in positive territory, and I predict the atmosphere will reflect the excitement of having the industry reunited in one place again.

How would you describe the profile of this year's exhibitors?

The great news is that ICE 2023 will see the return of all the major supplier brands to the land-based sector after what will be a three-year absence imposed by Covid. I think one of the main characteristics of ICE is the fact that it attracts exhibitors of all sizes, covering all gaming verticals and coming from all jurisdictions.

In addition to providing a professional home for leading brands in the industry, Clarion Gaming's Pitch ICE program offers startups the opportunity to showcase their innovative solutions and approaches to investors and visitors at ICE London. Successful companies secure a free pod in the Pitch ICE Pavilion during the show and the opportunity to take the ICE stage and present to potential investors. We are delighted to host startups and help them become the major players of the future.

What industry issues and developments should we expect to gain traction at ICE this time?

We discussed this with our ICE Ambassador group of industry thought leaders, who provide us with their insights and advice on an honorary basis. The consensus was that advancements in safer gaming and consumer protection would be high on the agenda, as would the interface between regulation and technology, the use of technology to reduce the number of employees in a casino, web3, blockchain payment processing, as well as equality, diversity, and inclusion in the gaming space.

Whatever the hot topics may be, I am absolutely certain that they will be brought up in the ICE London showroom, debated on ICE VOX, and discussed throughout the show.

The Consumer Protection Zone at ICE London will have a record 20 stands this year. What makes this feature so important for ICE?

The Consumer Protection Zone (CPZ) first appeared in the ICE London exhibition hall in 2018, when it hosted eight exhibitors, including a mix of technology providers and safer gambling charities. Since then, it has grown in size and adopted a new high-profile, drop-high-foot location adjacent to the central avenue at ExCeL London. The 20 exhibitors include charities, treatment facilities, and non-profit organisations to which we have donated the space alongside commercial organisations, including suppliers of Responsible Gaming tools, solutions and technology.

CPZ was recognized by the industry at the 2022 Global Regulatory Awards, where it won the Responsible Approach to Advertising/Marketing category, and is highly regarded throughout the international industry and is the ideal resource for anyone wishing to learn about the latest news and developments in safer gambling.

As Jonna Danlund, Head of Sustainability at Betsson Group, argued, it is essential that the industry works together to promote responsible gambling and showcase the work being done, as it is fundamental to the long-term sustainability of the industry and the well-being of customers. It is a focal point for many visitors and its continued success demonstrates the importance of Safer Gambling to the industry.

Could you explain a little more about the ICE VOX conferences?

ICE VOX comprises our two leading global conferences – the World Regulatory Briefing (WRB) and the International Casino Conference (ICC) – as well as four in-depth masterclasses. The new masterclass format was introduced in 2022 and enhanced in 2023 to offer exclusive content and a more comprehensive ICE experience.

Masterclasses are targeted, participatory events of limited scope and focused on the segments they represent. Masterclass topics include 'Modernizing Lotteries', 'Enhancing the iGaming Customer Journey', 'Entering New Markets', and 'The Evolution of Safer Gaming'. Tickets and more information can be found here.

A new exhibition space dedicated exclusively to licensed street games was announced ahead of the event. What led to the curatorial decision for this new space, and what are its main features?

Whenever possible, we work in partnership with the industry, and we were approached by the Gambling Business Group to create an at-show dedicated to the street sector. We listened to what they had to say, assessed how it could work, and collaborated with GBG to bring their vision to life.

He will present a program of activities addressing key issues, including the far-reaching work being done by operators in delivering responsible gaming, the use of technology in street operations, including digital payments and the deployment of facial recognition, recruitment, retention and development of staff, the use of contemporary retail disciplines to enhance the customer journey, as well as practical issues related to licensing and law.

I know that the Gambling Business Group will seek to meet with government agencies involved with the sector and will invite the many international regulators attending ICE London to engage with business leaders operating in the high street sector.

This edition sees ICE London return to its traditional dates, under the creative theme “Stronger Together,” as the world has now left the pandemic behind. Why shouldn't industry stakeholders miss this edition?

Although ICE London 2022 was a tremendous success, nothing compares to the return of a full-scale ICE edition showcasing all the major supplier brands in the land-based industry. Having ExCeL bursting with the creativity and energy that drives the international gaming industry is a fantastic prospect. A dynamic, full-scale ICE on its traditional dates is something all sectors of the industry are eager to participate in.

Visitors know that when they make the investment to be part of the ICE experience, they do so with confidence, knowing that their week in London will be pivotal for the year. The common denominator, whether it's a South American operator, a European machine developer, an Australian regulator, or a safer gaming charity working in London, is the power ICE has to help stakeholders make the connections that fuel the industry.

Visitors to ICE will have access to a dynamic program of events, offering opportunities to connect and engage as soon as they take that short walk down the Elizabeth line into the Custom House and through the doors of ExCeL London. It's set to be a wonderful and emotionally charged celebration of the global industry and an unmissable experience!