Results of the largest exhibition of iGaming - ICE London 2023

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ICE London is the world's leading exhibition dedicated to gambling. This year it was held on the following dates: start - February 7, finish - February 9. For those 3 intensive days ExCeL London was fully booked, with 41 halls of the center (its total area is 51.5 square meters). The conference managed to gather a variety of market players - from providers to users who want to be aware of innovative trends.  Translated with (free version)

Briefly about ICE London 2023

The main goal of ICE London 2023 is thematic quality networking. Every year the conference is visited by more than 100 companies with different positions on the gaming market. The platform is actively used not only for networking, but also for discovering new technologies. 

In 2023 the number of participants exceeded 40 thousand from 150 countries. 650 brands applied for participation in the international event. They occupy a place in different sectors of gambling: payment infrastructure, cybersport, game development, mobile application development. 

This year ICE London has returned to its classic format. Recall: the last time the event was held in 2020 and then managed to gather representatives from 65 countries. Such a big break is connected with pandemic COVID-19. 

The exhibition was organized by Clarion Gaming, and its managing director is Stuart Heinther. ICE London remains an important event for the gambling industry. This is evidenced by the fact that more than 100 mini-events were held during the conference. 

There were 623 companies exhibiting at the show. The geographical diversity was also impressive. Visitors to the exhibition had the opportunity to visit the stands of companies from all over the world. Here, we are talking about Argentina as well as Mexico. 

Show details

The organizers of the fair confirmed that the 2023 event was one of the largest in history. This can be assessed by the area occupied. For comparison, in 2020, the exhibition stands were placed on 49,690 square meters. Then it was an absolute record. In 2023 the area was already 51.5 square meters. 

Thus, 41 halls of the ExCeL exhibition center were occupied by different companies. An affiliate show iGB Affiliate London was held. It occupied the remaining 3 halls. The scale of the exhibition was confirmed by its managing director. According to him every square meter is allocated for ICE London 2023 - from the international conference hall to the southern exhibition halls. 


The program was also affected by the scale. Thus, the largest industry brands had the opportunity to demonstrate their innovations, developments, technologies used, and to remind about themselves. A place was also given to 14 startups, which were able to announce themselves loudly to a wide audience. 

There were several aspects of the program that touched upon different industries:

  1. ICE Wox. A specialized conference devoted to a comprehensive analysis of the industry. Only gambling leaders and executives of big companies can attend it as a speaker.
  2. PITCH ICE. An exhibit hall featuring startup booths and a short conference with an opportunity to showcase their work. 
  3. Esprots Arena. An exhibition hall dedicated to cybersports and sports betting.
  4. IGB London. A mini-conference dedicated to payment solutions. Also deals with data security, player identification and protection, and responsible gaming.
  5. Totally Gaming Academy. Press release about courses for industry professionals from top companies.
  6. Networking. Business breakfasts and dinners for managers of big companies are arranged for representatives of markets. 

Visitors were able to sample the International Casino Conference, watch the High Street Hub and ICE VOX master classes, and appreciate the dynamic exhibition area. Following the program, the priority issues of the gambling industry were:

  • responsible gaming and its regulation;
  • virtual and augmented reality technologies;
  • mobile gaming;
  • blockchain technologies;
  • the use of artificial intelligence. 

Traditionally, product presentations and announcements of new products and project launches took place at the exhibition. Networking events also had their place in the program. They were particularly popular among visitors to ICE London 2023 as they provided an opportunity to meet industry colleagues and exchange contacts and ideas. 

It is worth noting that ICE London kicks off other large-scale exhibitions and conferences devoted to gaming. For example, SBC Summit North America is to be held in May and will touch upon the gaming and betting market in Canada and the United States. The future of the industry will be discussed in September at SBC Summit Barcelona. 

The results of the exhibition on the example of Novomatic

Novomatic is on the gambling market for not the first year and keeps its leadership. It is not by chance that Provider is an important exhibitor at ICE London for the 6th year in a row. 

If you leave aside the success on the show floor, you can see the leadership on the example of two nominations in the main categories of the European Casino Awards. The provider also paid attention to the design of the booth. It was determined as the biggest showcase. This is due to the division of the stand into several specialized areas, taking into account industry segments and markets.

Novomatic emphasized gaming aspects such as: 

  • AWP and land-based casino system products;
  • management systems, including biometric technology;
  • Secure cash handling solutions;
  • sports betting solutions;
  • player access regulation. 

The company's slogan - "Black is Back" is also worth mentioning. It shows that Novomatic is planning the international launch of a new series of slot machines this year. They are presented in three variations based on size and casings. Each of the models (BLACK EDITION II 3.27, BLACK EDITION II XL 3.32 and BLACK EDITION II 1.49) features a sophisticated case design and a clear screen with contrasting LEDs. 

In the middle of the showroom Novomatic showed some highlights. We are talking about the slot "Candelas de los Muertos". Especially for the presentation was created a photo booth with the characters of the game Señorita and Señor in an authentic Mexican style. This slot became part of a new progressive mix of NOVO LINE CASH CONNECTION. 

The MASTER SL video slot has also been affected by innovations. It is presented in two versions 2.32 and 3.32 and is complemented by a huge flip top. For casino owners, this gives an opportunity to diversify the layout of the gaming room. The Provider also won the "Best Slot Machine award" from the European Casino Awards. It was given for the Charming Lady's Boom slot. 

The developer also managed to win in the category "Best CMS or software product". The award was given for the management system "Novovision". The system was demonstrated in the center of the booth, where everyone could get acquainted with the tools for efficient casino management. There were several features of the system:

  • a wide range of automation capabilities;
  • performance analytics;
  • performance optimization;
  • analysis of casino operations requirements;
  • protection of players and compliance with the rules of responsible gaming;
  • biometric solutions for casino entry. 

In addition to the fact that Novomatic managed to win 2 awards in important categories, there is another significant advantage. That is that the company received the most positive feedback from visitors at ICE London. This is guaranteed to secure her a place in next year's show.

Evoplay brand new products presentation

A place at the exhibition was also given to Evolution Group holding. Recall that it includes several large and world-renowned brands. We are talking about Nolimit City, Red Tiger, NetEnt, Ezugi. Each of these providers showed new products at the exhibition. 

So, one of the main premieres was the game show "Funky Time", created by Evolution. Over time, "Crazy Time" it became one of the biggest. This is due to the bonus variety and an abundance of multipliers. From the same developer was shown slot "Extra Chilli Epic Spins". It is implemented in a format that is original because it combines the usual slot machine and live casino. This adds interactive and social elements to the game. 

This year the company Ezugi celebrates a mini-birthday (10 years on the market), which is associated with the release of the machine "Video Blackjack". Its highlight is an innovative in-game video. It will be broadcast from user to user. The developer's collection is also being enriched with the first live show, Ultimate Roulette. 

The holding company plans to release a series of new titles in 2023:

  • "Gifts of Fortune" from Big Time Gaming;
  • "Max Megaways 2" by Big Time Gaming;
  • "The Race" by Big Time Gaming;
  • "Over the Moon" by Big Time Gaming;
  • "Dead Canary" by Nolimit City;
  • "Buster's Bones" by NetEnt;
  • "Wrigley's World" by Red Tiger.

The holding company director stated that 2023 will be an extremely successful year in terms of new slot machines. New game shows are planned for release, and detailed work continues to be done to improve technology. We are talking about combining classic slots with a live format. 

Innovative solutions from Slotegrator

Slotegrator company successfully announced itself at ICE London. Part of it was the release of an innovative gaming platform. It provides a number of novelties: 

  1. Casino Builder. A module for fast and easy creation of the external interface of the game system.
  2. Business Intelligence System. This is an administrative component with the help of which a full analysis of data and statistics of the platform is carried out.
  3. Risk management program. It can be used to prevent fraudulent and suspicious activities.
  4. Bonus module. Casino operators will be able to create and adjust bonuses, promotions, loyalty programs.
  5. KYC module. This is a component that can simplify the process of data verification during authorization. 

Slotegrator stood out at the conference and Telegram Casino, which drew a positive response from the audience. The provider described it as an innovative solution that combines elements of a live and mobile casino. 

The company briefly shared its plans at the show. Already next year, at ICE London 2024 Slotegrator plans to release a fully updated program and an expanded set of software products for business. 

Conclusion on ICE London 2023

ICE London 2023 set a record for attendance. Foreign media reports that during 3 days of the event it was visited by about 40 thousand users. 

The greatest interest was shown to the casino sector. It was visited by about 20 thousand people. Betting and sports betting attracted about 13 thousand people. Another 5 thousand users visited the exhibition to learn more about the field of payment solutions. This is preliminary data, but according to the organizers really managed to set a new record for attendance.

The event in London was a record for the number of countries, from which the participants were present. Totally 69 countries were represented including 20 European countries.

About 27% of the guests of the exhibition were senior executives of companies, payment systems, the organizers. The number of gaming operators is also impressive. Developments have demonstrated 9000+ providers. According to the feedback, 85% of visitors plan to return to the exhibition next year. 

ICE London remains the largest exhibition on the gambling market. Every year the number of representatives grows exponentially. This can also be said about the number of visitors. Companies and developers every year make more and more stylish and extravagant stands trying to attract new audiences. This excitement from all sides is a confirmation that ICE London 2024 will also be a success and will receive a huge response from all sides. 

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