Billed as the largest gaming technology trade show in the world, the 2018 ICE Totally Gaming expo in London concluded February 8 after three days of demos and displays.
Official attendance numbers for this year’s edition haven’t been tabulated as of yet, but the exhibition was widely expected to top last year’s record mark of 30,000 guests.
ICE Totally Gaming is the modern incarnation of the International Casinos Exhibition, which parent company Clarion Gaming updated to include the iGaming space. Among the sectors covered in this year’s show were Casino, Lottery, Sports Betting, Online, Social, and Payments.
Over 500 exhibitors were on hand, including leading iGaming product developers like NetEnt, Scientific Games, Real Time Gaming (RTG), Microgaming, Playtech, Novomatic, Konami Gaming, Pragmatic Play, and Habanero.
In a press release issued ahead of the expo, Clarion Gaming’s managing director Kate Chambers offered a glimpse into the event’s consistent growth over the years:
“We have been very careful to grow ICE at a manageable pace and avoid the boom bust scenario you might associate with an overheating economy.
The expansion of ICE has been driven by demand and reflects the dynamics of the international market, which views London as the once-in-the-year opportunity to engage with a really significant and influential community of buyers and influencers.
This is great news for gaming organisations who we know want a flagship event that showcases the world’s leading innovators from every gaming vertical. Gaming is a global industry and ICE is its global event.”
One cornerstone of ICE Totally Gaming is the annual Gaming Intelligence Awards, where Las Vegas-based Scientific Games bagged two of the industry’s highest honors. The company – which consists of major subsidiaries like Bally Technologies and WMS Industries – took home “Lottery Supplier of the Year” for the fourth time in as many years, while adding “Social Casino Supplier of the Year” to their haul.
Kevin Sheehan, who serves as president and chief executive officer of Scientific Games, issued a statement celebrating the company’s achivements:
“It’s a great honor to win so many awards from such distinguished industry award programs.
We are extremely proud that our hard work and industry-leading innovation continues to be recognized throughout the international gaming, lottery and digital industries.
We are building momentum as an industry leader, offering our customers the broadest gaming portfolio, engaging content, innovative technology platforms and excellent service.”
ICE Totally Gaming also provides a venue for iGaming operators to showcase their latest product launches, and U.K.-based upstart Blue Print Gaming didn’t disappoint.
Speaking from a display booth with industry outlet Calvin Ayre, Blue Print Gaming’s chief executive officer Matt Cole hyped the company’s plan to fuse live dealer gaming with online slots:
“We’ve got a game called ‘Flames of the Phoenix’ live multi-play.
It’s all about multiple players getting the same result, it’s bringing live play to slot environment, so if you imagine mixing live dealer with slots, that’s what we’re trying to achieve.”
Swedish payment processing titan Trustly was also on hand to demonstrate Pay ‘N Play, a new product designed to streamline deposits and withdrawals made to iGaming sites.
Trustly’s chief product officer Josef Darmark commented on Pay ‘N Play’s potential impact on the iGaming industry in an interview with Calvin Ayre:
“The Pay ‘N Play product is our latest innovation and it’s extremely interesting to launch it because it changes the way companies and people experience payments, removing the payment part away from the cashier on to the first thing that happens on the site.
And we also remove the fact that you have to register to start playing on a betting site.”
Trustly is utilized by online casinos such as Mr. Green, Betsson, and SlotsMillion.