ICE Totally Gaming 2017, to be held at the sprawling ExCel London in the heart of London’s historic Royal Docks again this year from February 7 to 9, will be their biggest show ever with 40,925 sqm (440,513 sq ft) of confirmed floor space so far. ICE is the world’s biggest B2B gaming technology event and covers online as well as land-based gaming.

Nearly 100 new exhibitors are expected to participate this year and attendance is expected to easily surpass the audited record-breaking 28,487 attendees from more than 150 countries that the show saw in February last year. In addition to breaking attendance records, ICE ranked in the top three of all UK events in 2016 for customer satisfaction with Fusion giving the event a Net Promoter Score of +53 among exhibitor decision makers and +39 among visitors. Satisfaction among exhibitors was up 8 points and remained steady among visitors, eclipsing all but two non-gaming industry events for 2016 researched by Fusion.

The super-show is organized and presented by Clarion Events. Organizers are keeping a tight leash on growth to make sure that exhibitors and attendees alike experience best gaming show possible.

Kate Chambers, Managing Director of Clarion’s Gaming Division 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 went on to note that the growth of ICE is down to two particular trends; Returning exhibitors are expanding their presence and the total number of new participants has risen to 91 exhibitors from 34 different countries who will be making the first appearance at an ICE show. She mentions that it is a nice balance of well-established customers with well-known names and reputations along with some new faces and exciting start-ups.

“Our challenge is to provide a professional business environment in which all of our exhibitors, of all sizes, can flourish,” she said.

ICE Totally Gaming features exhibitors from online and offline gaming businesses including casino, sports betting, bingo, lottery, mobile, online, and social gaming sectors.

To learn more or register your interest in the event please visit ICE Totally Gaming.

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