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ICE London to Relocate to Barcelona from 2025

ICE London, one of the largest industry shows in the gambling and gaming sector, will be relocating from the UK capital starting in 2025.

ICE London to Relocate to Barcelona from 2025

Clarion Gaming, the organizer of the event, considered several potential locations, including Paris, Madrid, and Barcelona, while also contemplating the possibility of remaining in London. Ultimately, Barcelona emerged as the chosen destination, and ICE will now be hosted in the Catalan capital, bringing together industry players to showcase new products and foster connections over a three-day period.

The iGB Affiliate show, closely associated with ICE, will also be moving to Barcelona, following the main event. Both shows are scheduled to take place at the Fira de Barcelona from January 20 to 22, with iGB's dates set for January 21 to 22.

Clarion Gaming revealed that the decision to explore alternative venues dates back to 2021 when exhibitors and B2B media expressed interest in evaluating different locations. While the move was not unanimously supported by the represented organizations, the strength of the Barcelona bid convinced Clarion Gaming to choose the city.

Noting the significance of ICE and iGB Affiliate as the only major events scheduled for January in Barcelona, Clarion emphasized its aim to create an exclusive and immersive experience for exhibitors and attendees alike. According to the organizer, Barcelona emerged as the preferred host city due to the belief among customers that it is best suited to be their strategic partner for the future.

Alex Pratt, Group Managing Director at Clarion Gaming, acknowledged the challenges involved in moving an event of ICE's scale but reiterated that customer feedback played a crucial role in the decision-making process. Pratt emphasized that exploring alternatives to London was driven by customer demand and the desire to ensure the success and relevance of the event.

Meanwhile, in response to Clarion's decision to move ICE from Amsterdam to Barcelona, iGB Live, another significant industry show, announced its relocation to London, indicating a major shift in the locations of key gambling and gaming events in Europe.



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