Strategic Preparation of Industry Decision Makers for ICE London Expo

A recent research project conducted by Explori surveyed 1,211 ICE registrants. The study revealed that 74% of the respondents plan to attend the upcoming ICE show at ExCeL London on 12-14 April. Among these attendees, 77% have decision-making power or influence over purchasing decisions for their businesses. The majority (81%) consider the show to be important to attend, with 67% attending to find new suppliers or partners. Additionally, 56% of the attendees visit the show to gain insights into the gaming market, while 53% seek inspiration from new ideas presented at ExCeL. Clarion Gaming managing director, Stuart Hunter, emphasized the strong interest in the show’s return after a hiatus of over two years. However, he clarified that the decision to hold the show in April was a one-time occurrence due to the lack of alternative dates for such a large-scale exhibition like ICE. The move also addressed concerns related to the Covid-19 pandemic, and the recent announcement by the UK government regarding eased travel restrictions has further boosted attendance expectations. The lifting of Covid restrictions, including the relaxation of rules regarding face masks and Covid Certification Passports, signals a positive step towards normality for the UK and ICE London, according to Hunter. While some prominent exhibitors have withdrawn from this year’s event, ICE remains the largest gaming event in the industry calendar, with approximately 450 businesses exhibiting this year. An additional 150 businesses are participating in InnovateChange Affiliate London, held alongside ICE. Notably, over the past two weeks, 15 new exhibitors have signed up, occupying more than 1,000 square meters of exhibition space. Hunter highlighted the inclusive nature of the ICE brand, aiming to represent the entire gaming ecosystem, including smaller businesses that heavily rely on ICE London for a significant portion of their annual turnover. After a prolonged period without face-to-face meetings, the team is eagerly anticipating the safe and secure environment of the show, bringing together industry professionals to celebrate the resurgence of the gaming industry. To register for ICE London, taking place from 12-14 April at ExCeL London, click here. For more information on the ICE VOX conference, held from 11-13 April, click here. Registration for InnovateChange Affiliate London, which has grown by 28% compared to the 2020 edition, can be found here.