SUPPLIER SPECIAL REPORT 54
ICE 2020
Step into the future ICE Totally Gaming 2020 is set to showcase everything that’s new in the gaming industry - from augmented reality to artificial intelligence, to esports.
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panning over three days from 4-6 February at London’s ExCel, ICE Totally Gaming is one of the largest gaming exhibitions in the world attracting more than 36,000 visitors, and more than 600 exhibitors. This year, ICE has announced a total of 73 new exhibitors to join its line-up - from 37 different jurisdictions. Clarion Gaming’s Dan Stone said that many of these first-time exhibitors hail from the payments and securities sector. “As well as existing exhibitors taking additional space, we are delighted to welcome those companies who will be attending ICE London for the first time. It’s an important part of what keeps ICE London fresh and exciting and we know the ability to meet with potential new suppliers resonates with our international visitor base,” he said. Visitors attending the exhibition will be in for a treat. This year, ICE London has partnered with SPARK, a leading AR, CGI, and VR agency to create a ‘revolutionary’ AR treasure hunt to entertain and delight visitors. Attendees will be able to take part in the AR experience by using their smartphones to interact with futuristic content as well as engage with an AI floorplan. Using themes from the “Step, Look, Dive and Leap into the Future” creative, users will be able to interact with the ICE London dancer as well as futuristic robots, cars and even a spaceship in order to enhance their experience at ExCeL London and navigate the gaming innovation exhibition. The exhibition is also set to feature its own $250,000 eSports tournament to an online audience of over 5 million viewers. The ground-breaking initiative, which is being undertaken in partnership with GG.Bet. will comprise an
Asia Gaming Briefings | November 2019
800sqm state-of-the-art Esports Arena featuring a custombuilt stage, an educational auditorium, commentator ICE box, partner data.bet lounge, a themed bar and a betting hatch allowing players to ‘bet’ ICE and GG.Bet dollars in order to simulate esports wagering. Described by Clarion’s recently appointed head of esports, William Harding, as representing a ‘global industry-first’, ICE London’s Esports Arena will provide visitors with the practical tool kit and strategic insights to take full commercial advantage of what is one of the industry’s fastest-growing wagering sectors. “Clarion Gaming’s mandate is to provide platforms to inform the entire industry and I believe the addition of the Esports Arena fits into that model perfectly,” explained Harding. “ICE London has a phenomenal reputation and is at the forefront of innovation not just across gaming but in the entire events industry and this new feature will truly allow visitors to ‘Dive into the future’. Of course, the show is not complete without its wellrespected ICE VOX Conference, held on 3-4 February. Six individual concurrent conferences make up this paid section of the show, including World Regulatory Briefing, International Casino Conference, Modernising Lotteries, Hospitality Technology, Advertising and Marketing, and Cybercrime and Security. More than 200 speakers will take part in the course of two days. Passes to these conferences can be booked online ahead of time, or on-site. Over the next few pages, we’ve curated some of the key gaming suppliers that are exhibiting at ICE Totally Gaming 2020. The team at Asia Gaming Brief will be at the show - to set up a meeting, contact us at ICE@AGBRIEF.COM.
