ICE 2027: Quality-Focused Growth and World Gaming Week

ICE is preparing for its third edition in Barcelona. World Gaming Managing Director Stuart Hunter said the first year showed that moving from London could work, and the second year was built on that foundation. According to Hunter, the sector has come to Barcelona with full commitment. The creative direction for 2027 has been set as “Welcome to the Playvolution.”

Executive Director Margaret Dunn said this year's goal is not to maximize visitor numbers but to increase quality. Hall 7 brings together carefully selected established technology companies, new startups and innovative game suppliers. Dunn stressed that as the product range expands, the participation of decision makers such as CTOs, CIOs, IT directors, CFOs and data officers should also increase.

Hunter said growth will be driven by the needs of the sector, not by whether space happens to be available. He said technology is the next complementary area, while accommodation technology could be considered in the future. Arguing that ICE should remain a single community, Hunter noted that World Gaming Week brings together the gaming, betting, lottery, payments and regulation sectors.

Dunn announced that special areas such as Canada House and content aimed at the African market are planned for 2027. The fair will again run for three days, but rather than adding a day, the goal is to use the existing three days more efficiently. A live billiards tournament with Matchroom and a charity boxing event with Behind the Gloves are also on the programme.

Dunn said the most frequently requested thing from exhibitors is more space for meetings. She noted that some exhibitors unable to find suitable space have left the fair area and gone to hotels and other venues. The details of the measures to solve this problem are not included in the article.