ICE Barcelona

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Colorful lights, wide screens, a bustling atmosphere, and impressive presentations – these are but a few of the features that make the International Casino Exhibition (ICE) one of the more dazzling trade shows of the year.

Organized by Clarion Gaming, a leader in producing innovative and high-quality events for the gaming sector, ICE Barcelona stands as a pivotal gathering for professionals across all spheres of gaming and gambling. The show is also renowned for its comprehensive showcase of cutting-edge innovations in gaming, spanning from traditional casino games to advanced digital technology.

As a nexus for leadership, the ICE show attracts renowned international marketing managers, CEOs, and event planners in the gaming industry; it guarantees unparalleled opportunities for networking, professional development, and news about future market trends.

Dates and venue

Formerly hosted in the UK at the ExCeL Centre in London, the 2026 ICE show will break new ground by moving to the FIRA Barcelona Gran Via in Spain. It will be held from January 19 to January 21 with the support of the Barcelona city council, which is part of the FIRA de Barcelona group. Don’t forget, visitor entrance is free!

Designed by Pritzker Architecture Prize winner Toyo Ito, the FIRA Barcelona Gran Via is a modern pavilion that is as practical as it is breathtaking. Visitors will notice the active water features, Carmel drinking fountains, and gently curved stone reliefs that help recall the elegance of a fluctuating ocean panorama. The calming visual effect will inspire visitors to take a step back and admire the sheer size of the venue, which spans 2 million square feet over eight exhibition halls.

Event outline and history

The ICE gaming show is the brainchild of Clarion Gaming, a company part of the Clarion Events Group that seeks to bring together people and businesses within the gaming and gambling industry through curated shows and conferences. Clarion Gaming also hosts important seminars that provide exclusive access to companies associated with gaming technology, sports betting, mobile platforms, and regulatory updates.

ICE is considered the premier gaming show of the year in Europe, and the 2024 London event welcomed over 45,000 unique attendees.

What to Expect from the ICE Gaming exhibition

As an event rooted in the gaming and gambling industry, ICE Barcelona caters to both traditional and more modern gambling experiences. Companies from more emerging sectors, like online sports betting, can be expected to join those from the classic Casino industry on the show floor. Supporting companies, like those in the security sector, will also be present and contribute to the feeling that there is something for everyone to discover.

As part of its commitment to technological advancement, the 2024 London ICE show introduced a revolutionary downloadable companion app called “ICE More”. The app, which is available on the app store and ICE website, allows visitors to seamlessly navigate the event and make more meaningful connections with exhibitors.

Products and services

Despite its focus specifically on the world of gambling, ICE Barcelona still features a truly extensive range of interesting products and services. These are typically divided between physical products and services and those that are exclusively digital.

Amongst the more traditional products, classic slot machines and lottery terminals are a common sight. Not only do they stand out in displays, but they are often demonstrated to potential customers and the gaming global community. In addition, some other physical products will be on display, including related equipment like card shufflers, roulette wheels, and bespoke play tables.

Digital products and services are also a big part of ICE, and there is a particularly large market for game software that can be incorporated into the machines. Beyond this, the non-physical category further includes digital programs that deal with security, betting, analytics, marketing, fraud detection, and electronic payments; all of these maintain a prominent position at ICE shows.

Events

It is often said that good things come to those who wait, and the year-long wait for every ICE show is always worth it for the exhilarating events. The 2026 ICE show in Barcelona will surely provide even more magic; to get a glimpse of what might be on offer, take a look at some of the hit events that made the 2024 show stand out:

Esports Arena

Accompanied by a live betting conference and news from the world of competitive gaming, the Esports arena saw gamers compete against each other while live odds were displayed around the arena.

Consumer Protection Zone

At the heart of the gaming business are the consumers, who were represented at the special consumer protection zone dedicated to the latest innovations in safer gambling.

Growth Markets Zone

A new addition to the ICE Show London in 2024, the Growth Markets zone served as a networking gateway into the world of gaming in key emerging international markets.

Final thoughts

If you have a keen interest in gaming and gambling, whether it be online or in person, then ICE Barcelona is one of those upcoming events you cannot miss. So save the date and join us for an incredible journey in Spain at this renowned exhibition event.

If you’re just as excited as we are and want to participate, why not contact our team? Booth Exhibits™ is a renowned exhibition stand builder that can assist you in creating the quality displays you need to make a difference in Barcelona. We would love to hear from you!

Patrick Wells
Founder & CEO, Booth Exhibits™

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