ICE London 2023 is already the most important trade show in the gaming industry and has all the spaces of Excel exhibition center taken over by more than 650 exhibitors from around the world, eager to showcase their news and interact with the global community.
Liliana Costa, LatAm director of Clarion Gaming, organizer of ICE London, detailed to Games Magazine Brasil some points that deserve to be highlighted at the event, among them an area specifically focused on consumer protection, CPZ, as well as the interest that the Brazilian market is arousing in players.
GMB – We are on the eve of ICE London, the most important game fair in the world. How is the event in this final stage? All set for the opening of Excel London?
Liliana Costa – Everything is ready. We are all very excited. We had two months less to prepare, but it will be the best and biggest ICE ever. This is officially the biggest and very complete edition. I am happy to see not only the enthusiasm of the team, but also of exhibitors, operators and regulators. It'll be unforgettable.
We all know the importance of ICE to the global gaming market. What are the main landmarks of this 2023 edition of ICE London?
There is so much news and this ICE represents a lot for the industry. First, because it is the return of the entire industry, which will be gathered in one place, in addition to the return of the land-based sector, such as casinos and bingos and other face-to-face sectors. There was a period when they were not so present, also because of the pandemic of covid-19, but they will be with us and will bring many news in this edition.
The online gaming sector is exploding and all the new technologies we will see in the next three years will be presented at ICE. In the field of eSports will happen the same. The entire gambling industry will be present, including legislators, regulators and those who oversee the activity. All with the aim of making this industry safer, both for the countries and for the consumer.
We are also very proud to point out the CPZ – Consumer Protection Zone, an innovation in this edition, aimed at protecting the player. During all the debates in the three-day program, it will be possible to visit this zone to understand what regulations can be applied, good practices and how technology can ensure that gaming is a safe industry for everyone.
That is, the responsible gaming will be very present in this edition…
Absolutely, and with an area dedicated to it. We were winners as the best initiative in the gaming industry this year. We have a program within ICE where we organize and support charitable organizations that serve consumers on the issue of ludopathy and how we can prevent the player from this problem.
The union of operators, regulators and supervisory bodies promote just that, the demonstration that it is important to take care of the player…
What you mentioned is important. It is one of the focuses, not only at CPZ, but also at masterclasses and conferences, the theme will be very present. In the surveys and studies done to support ICE and what are the relevant topics for ICE 2023, responsible gaming appeared as a priority. And really, as you commented, regulators and control entities can work together and in harmony to make the industry much better and healthier.
In relation to the exhibition area, there was substantial growth this year…
There was. I can say that there is not a square meter available within Excel. The set of events we are holding has exceeded all expectations. We have around 650 exhibitors at the fair and they are working hard to present very different and beautiful booths. They are investing a lot in this to show themselves to the market. It's interesting to see not only the work of our team at Clarion, but the exhibitors, as they are the ones who make ICE an extraordinary event. Now we are looking forward to seeing all the beauty live during the event.
In other words, we have quality content, beauty and an adequate infrastructure, including the start-up of a new subway line, which leads to Excel London.
Exactly. Those arriving on the day of the event can take the Elizabeth Line at Heathrow airport and go straight to Excel. All Gaming Week events will be in this row, which has the same lilac color as ICE.
So everything is very well-organized and ready to receive visitors. So we wait for everyone and talking to Games Magazine Brasil, I speak in private to our region of Latin America that we will see many of our Brazilian compatriots!
You have a little Brazilian heart!
Truth. What I'm trying to say is that a lot of them are going to be at ICE. So, I reinforce the invitation for them to come visit us and to be at the intersection of new markets, especially in Latin America. It will be a meeting point for professionals in the region to meet with those who are interested in expanding or even entering Latin America.
Also because Latin America is growing and there are regulatory processes of several gaming verticals in the region. Many professionals from Chile, Peru and Brazil will be at ICE.
Undoubtedly. In fact, emerging markets are in the American continent, whether north, central or south. Latin America is on the horizons of international investors, as all countries are regulating online or updating their laws. Those advances will be discussed during ICE.
Will specific panels take place on the Brazilian market?
Of course. It will have a lot of content on the Brazilian market and Latin America in general. On Monday (February 6), we will have an important meeting of regulatory entities – World Regulatory Briefing, where we will discuss what is happening in the region. Latin America will be the subject of a panel dedicated to the changes that are happening and we will have roundtables on countries at ICE VOX, such as Brazil, Argentina, Peru, Dominican Republic, Uruguay and Venezuela, among others.
We must not forget that on the same day there will be a "Latin America Time" meeting, when business will take place. On Wednesday (February 8) we will continue with masterclasses on new markets, dedicated to Latin America, the modernization of lotteries and responsible gambling, therefore the fight against illegal gambling. That is, topics of great interest and current of the region. These are similar challenges also in other jurisdictions.
You talked about business. Is it possible to estimate the turnover that can be generated in ICE 2023?
I've been asked a lot about it. We try to find out, but it is very difficult, because numerous deals are closed during ICE, but to evaluate better, we would have to wait until June or July, which is when much of the business comes to fruition. What I can say is that the volume is very high.
No for nothing is that ICE is the industry's most important trade show and has broken all records with over 650 exhibitors. They want to do business!
Undoubtedly. And I recall that it is not only in the exhibition area, but I point out that many of our sponsors, collaborators, exhibitors and operators will be in the rooms of the south gallery, where there are rooms for demonstration, in which they will receive visitors at some moments of the event. That is, they can escape a little from the noise of the fair.
Of course, the fair environment is what attracts the most attention. By the way, I congratulate you on the resumption of face-to-face events, especially ICE, with everything it represents and has acquired over the years.
We work throughout the year to prepare a suitable platform for all exhibitors to have everything they need to do their business. The marketing built around the event is done to make them happen and for exhibitors to present their launches and new releases. And the results are very good.
To finish, I ask you for two messages. One for the global gaming industry, which is knocking on ICE's door, and another specifically for the Brazilian market, which is so much preparing for this vital sector in which we operate.
For those who are going to visit ICE, I can reinforce the Elizabeth Line to move around London, and that they get prepared for the cold! And that they visit our website to know everything that goes on at ICE. See what your goals are when visiting the fair, make a schedule and if you need it, I will be available to answer any questions by email [email protected]. View networking events through MyICE Gateway and set up meetings with whom they need to talk.
For my Brazilian colleagues, I say that Brazil is on the radar of everyone who will be exhibiting with us and that the advice is similar. Everyone wants to know more about state lotteries and opportunities in the country, especially in sports betting. All Brazilians on ICE will be in high demand. Visit CPZ, where you will be surprised by a free and extremely productive program in the area of consumer protection.
Source: Exclusive GMB
