Kate Chambers, Managing Director of Clarion’s Gaming Division and the person responsible for the development of ICE since it took residence at its current home at the ExCeL Centre, said:"Whilst it is obviously positive to be able to talk about the growth of ICE in this way, equally we are very aware of the need to control and manage the brand’s development rather than pursue a full-out expansion strategy.
"What this means in practice is that we are working hard to try and
mirror expansion on the show floor with a concomitant increase in visitors, a
task that we continue to invest in through enhanced marketing and
communications. We are only guardians of the ICE brand and it’s essential
for us to manage the growth strategy in a sensible, pragmatic and, most
importantly, sustainable way. Relocating to ExCeL has allowed us to grow
the brand, but at the right pace.”
She added: "The growth of ICE is the result of two trends. Firstly, a
number of our existing customers have been keen to expand their stand presence
and secondly we have a total of 91 exhibitors from 34 nations who will be
making their first appearance with us in February. It’s a nice, balanced
combination of established, well known gaming innovators alongside some new
faces and gaming industry start-ups. Our challenge is to provide a
professional business environment in which all of our exhibitors, of all sizes,
can flourish."
Featuring exhibitors drawn from the casino, betting, bingo, lottery, mobile,
online, street, sports and social gaming sectors, ICE provides the most
comprehensive shop window on world gaming and in 2016 attracted a record 28,487
visitors drawn from 150 nations.
Source: GMB
