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ICE London 2024

ICE London 2024 is the highly anticipated event that gaming and gambling professionals worldwide have been waiting for. As the leading business-to-business gaming event, it serves as a dynamic platform for networking and collaboration. With an impressive attendance of over 35,000 and 600+ exhibitors, ICE London 2024 promises to surpass expectations.

ICE London 2024

Originally known as the "International Casinos Exhibition," ICE London has evolved to encompass the entire gaming spectrum, embracing both land-based and digital channels. It is the ultimate showcase for the latest advancements, products, and services in the industry. Whether you're a technology provider, regulator, investor, marketer, consultant, academic, media representative, or affiliate marketer, ICE London offers valuable networking opportunities.

Since its modest beginnings in 1990, ICE London has experienced remarkable growth, attracting top-tier exhibitors and attendees. Today, it stands as the pinnacle event for gaming and gambling professionals, providing an unparalleled platform to stay ahead of industry trends and forge meaningful connections. ICE London 2024 is set to be the most remarkable edition yet, and this article will provide an overview of what attendees can expect from this immersive experience.

What's in Store for Attendees?

ICE London 2024 is set to offer attendees a wealth of opportunities to explore the latest technologies, discover cutting-edge products and services, and learn from industry professionals. Whether you're an established player or a startup looking to make your mark, this event provides an ideal platform to showcase your brand, forge connections, and unlock new business possibilities. By engaging with industry leaders, participating in expert-led seminars, and staying informed about industry trends and technologies, you can immerse yourself in the gaming and gambling world.

Key features and attractions of ICE London

ICE London boasts a wide range of features and attractions that make it a must-attend event for industry professionals. From the ICE Esports Arena to the Ampersand community and the Consumer Protection Zone, there is something for everyone. Here are some highlights to look forward to:

  • ICE Esports Arena: Experience the excitement of professional esports racing, virtual reality driving simulations, team challenges, and a pit stop challenge. The Game Bar also offers a chance to relax and enjoy craft beers.
  • Ampersand at ICE 2024: This exclusive, invite-only community brings together gaming industry experts, fostering collaboration and driving positive change and innovation. Members gain access to exclusive events, a dedicated lounge, and ongoing digital platforms for peer engagement.
  • Consumer Protection Zone: Explore the agenda focused on responsible gambling, regulatory drivers, global perspectives, compliance, marketing for positive play, problem gambling detection, and more. Gain insights into ensuring consumer protection in new markets.
  • Growth Markets Zone: This zone provides invaluable opportunities for businesses interested in expanding into Latin America and Africa. With unparalleled networking, market intelligence, and regulatory navigation, attendees can confidently navigate these lucrative markets.

Attending ICE London 2024 is an excellent way to stay at the forefront of the gaming and gambling industry. With numerous attractions, seminars, and networking opportunities, you can gain valuable insights, forge strategic partnerships, and ensure compliance in this rapidly evolving field. Don't miss out on this immersive and informative experience.

ICE London 2024 Panel Discussion and Conference

ICE London 2024 boasts an impressive lineup of exhibitors and sponsors, ranging from established industry giants to innovative startups. Attendees can expect to see leading gaming operators, software providers, payment solutions, and many other companies showcasing their latest offerings as elucidated below.

Casino Industry:

Bill Hornbuckle, CEO of MGM Resorts, with over 30 years of experience, will discuss MGM's expansion into online gaming, sports betting, and growth in emerging markets, highlighting how technology is shaping the casino industry.

Alex Dixon, President & CEO of Q Casino & DRA, with his extensive experience in tribal gaming, will talk about sustainable gaming businesses that boost local economies. He'll focus on casinos contributing to community development and responsible gambling, discussing strategies for customer attraction, job creation, and positive local stakeholder relationships.

Corey Plummer, CEO of Olympic Entertainment & Olybet, will address the European gaming market's challenges and opportunities. His talk "Tackling illegal gambling in the industry, new markets, M&A, omni channel and sports partnerships with Olympic Entertainment" will cover illegal gambling, new market expansions, mergers, omnichannel strategies, and sports betting partnerships.

World Regulatory Briefing:

Vasiliki Panousi, Manager for EU Affairs at EGBA, will discuss European gambling regulation updates. Her session focuses on establishing a European standard for markers of gambling harm, relevant to those in the European market.

In the panel "Weighing the Risks of Operating in the Grey Market," Hilary Stewart-Jones, Ismail Vali, and James Scicluna will discuss the challenges in unregulated markets. Stewart-Jones offers a regulatory viewpoint, Vali focuses on technology and fraud risks, and Scicluna gives a financial perspective on risks and rewards.

David Yatom Hay, Victoria Vilela Fernandes, and Laura Da Silva will discuss gambling compliance and its business value in a panel. Yatom Hay focuses on legal and ethical aspects of responsible gambling, Fernandes brings insights on regulatory compliance, and Da Silva emphasizes the importance of sustainability in the industry, including environmental and social governance.

Esports Betting Conference:

David King and Andre Nogueira from Rivalry will discuss attracting Gen Z to esports betting in their session "Gen Z & Sports Betting." They'll share insights on Gen Z's preferences, gaming habits, and betting experiences, along with the challenges and opportunities in marketing to this demographic.

Innovations and Product Launches:

The Casino Industry Summit is set to showcase exciting innovations and product launches that will revolutionize the gaming experience. Here's a sneak peek into innovations that are set to steal the show.

VR/AR Takes Center Stage will take center stage, offering players immersive and hyper-realistic environments. VR casinos will transport players to stunning virtual worlds with lifelike avatars, interactive games, and social experiences. Augmented Reality overlays will transform the physical casino floor with interactive promotions, treasure hunts, and captivating marketing displays. Additionally, new iGaming-focused headsets will be introduced, designed for comfort and featuring enhanced haptic feedback, intuitive controls, and lightweight designs for extended gaming sessions. These innovations promise to create personalized and engaging experiences for players in the casino industry.

Blockchain and Crypto Advancements Say goodbye to clunky payment gateways. Secure and transparent crypto transactions will become the norm, with simplified integrations and even in-game crypto economies emerging.

From personalized avatars and in-game items to virtual land ownership in metaverse casinos, NFTs are poised to revolutionize the industry. Get ready for exciting announcements and integrations.

Decentralized Gaming Platforms: Watch out for blockchain-powered gaming platforms that challenge traditional casino models. These platforms could offer greater transparency, fairness, and player control over their gaming experience.

AI Powering Personalization and Automation Artificial Intelligence (AI) will play a crucial role in personalization and automation. AI algorithms will curate personalized gaming experiences, recommending games based on individual preferences and dynamically adjusting game content to keep players engaged. Real-time marketing campaigns driven by AI will adapt to players' behavior, delivering targeted promotions and bonuses tailored to their interests. AI-powered chatbots and virtual assistants will provide seamless customer support, enhancing the overall player experience. Players will have instant access to assistance, with AI assistants ready to answer questions and resolve issues with a simple voice command.

Esports Betting Booms Dedicated Platforms and Integrations: Get ready for a surge in dedicated esports betting platforms offering a wide range of betting options on individual matches, player performance, and even virtual esports leagues. Expect existing iGaming operators to integrate esports betting into their platforms to cater to this growing market.

Beyond Traditional Sports Betting: Innovative betting formats will emerge, allowing you to wager on specific in-game events, team compositions, and even individual player actions, adding a whole new layer of excitement to esports betting.

Responsible Gambling Takes the Lead The future of gaming will prioritize responsible gambling practices, with a focus on player protection and self-awareness. Prominent displays of tools for self-exclusion, risk assessment, and responsible gaming education will be showcased. These tools will empower players to make informed decisions and set limits for their gaming activity, ensuring a safe and enjoyable experience.

Workshops and Educational Sessions:

The conference offers a variety of workshops and training sessions to help participants stay ahead in the industry and gain a competitive edge. Here are some highlights:

"Gambling Reform: Transforming Compliance into Industry Commitment": Industry leaders Brigid Simmonds OBE and Dr. Ekaterina Hartmann will provide insights on how compliance can become a strategic advantage in the evolving regulatory landscape. "Market Disruption: Revolutionize CX with Omnichannel": Casumo CEO Francesco Postiglione will share strategies for mastering omnichannel approaches to deliver seamless customer experiences and stand out in a crowded market.

"How to Action the Algorithm? Navigating the Shift from Player Safety to Product Solutions": Stefano De Vita (Sisal) and Tanja Sveen (Norsk Tipping) will explore innovative approaches to responsible gaming, leveraging technology for proactive intervention and personalized support. "Are Chatbots the Future? How Real-Time Interaction and Machine Learning Can Enhance Intervention": Daniel Brookes (Rdentify), Clare Hancock, and Tom Penney (Grace Media) will discuss the potential of AI-powered chatbots in responsible gaming.

"Win-win Situation: Align with Sustainable or Charitable Goals to Gain Market Share": David McMorrow (MBC Lotteries) and Anders K. Holst (Varelotteriet) will highlight the benefits of integrating sustainability and social responsibility into lottery operations. "Is Advertising a Barrier to Market Entry? How to Build Brand Awareness in Highly Regulated European Markets": Aviv Sher (Codere Online) will provide crucial tips for navigating advertising restrictions in Europe.

"How Can Sponsorship Win the Game? Replicating the Results of Sports Partnerships in Brazil and Beyond": Javier Troncoso (Futbol Sites) will explore the power of sports sponsorships and how to leverage them for global brand recognition. "KYC in Africa: How to Build Trust Without Traditional Identity Verification?": Maha Otu (Betwinner Nigeria) and Olabimpe Akingba (Association of Nigerian Bookmakers) will share expert advice on navigating KYC challenges in emerging African markets.

Exhibitor Insights:

With over 580 exhibitors present, participants can immerse themselves in the latest advancements in VR/AR technology, interactive casino experiences, innovative payment solutions, AI-powered marketing tools, and cutting-edge data analytics platforms. These exhibitors will provide exclusive demonstrations, product launches, and special deals, offering attendees a chance to stay at the forefront of industry developments.

Certification Opportunities:

Additionally, the Summit offers certification programs for professionals looking to validate their skills and knowledge. Obtaining specialized certifications in responsible gaming, sports betting, or lottery operations can enhance career prospects and demonstrate expertise in specific areas.

By investing in professional development, attending valuable workshops, and embracing learning opportunities, attendees can reap the rewards long after the Summit concludes. It is a chance to expand knowledge, network with industry leaders, and stay ahead in the ever-evolving casino industry.

Essential Guide to a Smooth Experience


ICE London takes place from 6th February to 8th February at ExCeL London, Royal Victoria Dock, 1 Western Gateway, London E16 1XL. Remember, ExCeL is vast, so check your event details to identify the nearest entrance (West Wing for Custom House DLR, East Wing for Prince Regent DLR).

Getting There:

  • Trains: Numerous train stations connect to Canning Town, the nearest underground station. From there, take the DLR (Dockland's Light Railway) towards Beckton and alight at Custom House or Prince Regent DLR, depending on your event location.
  • Underground: Take the Jubilee Line to Canning Town station. Transfer to the DLR and follow the instructions above.
  • Walking: If you're feeling energetic, it's a 20-minute walk from Canning Town station to ExCeL.


Book your stay early to secure the best options. Hotels near ExCeL include Royal Victoria Dock Premier Inn, Aloft London ExCeL, and Novotel London Excel. Consider your budget and proximity to desired restaurants or nightlife.

Transportation Tips:

  • Purchase an Oyster card for convenient travel on public transport.
  • Taxis are readily available outside ExCeL, but expect higher fares during peak hours.
  • Consider ride-sharing apps like Uber or Lyft for door-to-door convenience.

Practical Advice:

  • Download the ExCeL London app for maps, event schedules, and exhibitor information.
  • Pack comfortable shoes, as you'll be doing plenty of walking.
  • Bring business cards for networking opportunities.
  • Dress professionally for workshops and conferences, but pack business casual attire for evening events.
  • Check the weather forecast and dress accordingly.
  • Download offline maps in case of limited Wi-Fi access.
  • Don't forget your charger and portable battery pack!
  • Bonus Tip: Utilize the ExCeL floor plan to plan your route and locate exhibitors, sessions, and amenities before arriving.

Game-Changing Moments from Past ICE London Events

Each year, the event has served as a launchpad for revolutionary products, technologies, and partnerships that redefine the way we experience gambling. Let's revisit some of the most impactful moments from past ICE London events:

2003: Live Dealer Games Debut

Evolution Gaming's live dealer platform redefined online blackjack, infusing it with the excitement of in-person interaction.

2014: Rise of Mobile Gaming

ICE London 2014 showcased the prominence of mobile gaming, with NetEnt's Touch platform leading the way. This marked a pivotal shift toward mobile-first gaming experiences.

2019: Virtual Reality Casinos

VR casinos emerged at ICE London 2019, offering immersive experiences where players could enter realistic virtual environments. This technology hinted at the potential for unprecedented player engagement.

2021: Blockchain for Transparency

ICE London 2021 showcased blockchain's impact on iGaming, introducing decentralized casino games. Platforms like Decentraland and FunFair demonstrated blockchain's potential for creating transparent and fair gaming experiences.

What does the future hold

Attendees, whether industry leaders, startups, or curious newcomers, have a unique opportunity to engage with the latest trends and contribute to the evolving landscape of the gaming industry.

  • VR/AR Domination: The Summit focuses on VR/AR, showcasing immersive experiences with realistic avatars and interactive games, aligning perfectly with the trend of these technologies becoming mainstream in gaming.
  • Blockchain Revolution: Recognizing the growing influence of cryptocurrencies and decentralized platforms, the Summit spotlights blockchain advancements and explores NFTs and decentralized gaming, reflecting industry awareness of this transformative trend.
  • AI-Powered Personalization: With AI set to personalize gaming experiences through algorithms, recommendations, and dynamic content, the Summit's emphasis on AI-powered technologies, including marketing automation and chatbots, mirrors the industry's trajectory toward tailored player journeys.
  • Esports Betting Surge: Acknowledging the rising popularity of esports, the Summit hosts an Esports Betting Conference, anticipating the boom in dedicated platforms and innovative betting options tied to individual matches, player performance, and virtual esports leagues.
  • Responsible Gambling Focus: The Summit addresses responsible gaming with workshops and sessions, aligning with the industry's commitment to player safety. This includes AI-powered detection of problem gambling, proactive interventions, and tools for self-exclusion and education.

Why ICE London 2024 is a must-attend event for industry professionals

ICE London 2024 is undoubtedly the highlight of the gaming and gambling industry calendar. It offers an unparalleled platform for professionals to discover the latest trends, engage with industry leaders, and forge valuable connections. Whether you're an industry veteran or a newcomer looking to make your mark, ICE London 2024 is an event you can't afford to miss. Mark your calendar, book your tickets, pack your bags, grab your business cards, and get ready to encounter an unforgettable experience that will shape the future of your business.