ICE London is one of the global iGaming industry’s biggest B2B sector events. Despite recent false reports of a move to Germany, this year’s ICE exhibition will take place at its home in the United Kingdom, ExCeL London. The event takes place Feb. 4-6, 2020, and in preparation for the event, we’re bringing you a few reasons why you need to be there.


With over 35,000 attendees, ICE London is the biggest gathering of gaming industry experts and executives in the world. It’s the perfect place to look for revenue innovations and invaluable relationships. The exhibition draws people working in different sectors at every level of the global gaming industry - especially top decision makers - so whoever you’re looking for, you’ll have better odds of meeting them there than anywhere else. With attendees from over 150 countries, ICE London is the right place to look for new content and networking opportunities, but make sure to book your appointments in advance.


As the gaming industry’s premier event, it stands to reason that countless companies would make it their mission to display the best of what they have to offer on the exhibition floor. Developers and suppliers from all sectors of the iGaming industry will be presenting their latest products and solutions, meaning that ICE London 2020 is the best place to engage with the latest industry innovations and get a head start on the future of iGaming.

Quality and Quantity

Gaming professionals from all the different sectors of the industry will be there, from bingo to sports betting and everything in between. But not only will the world’s top gaming industry experts be there, the exhibition is one of the largest of its kind. The floor space occupied by the exhibition doubled in size between 2012 and 2019, each year adding more and more presenters and attendees. At such a large exhibition, there’s guaranteed to be something for everyone. Events like networking lunches are largely organized by segment to help attendees navigate the massive exhibition. Now that you know it’s the biggest, why not go find out why it’s the best?

The spectacle

ICE London is famous for the amount of money that companies are willing to spend on erecting their exhibition booths. With over 500 exhibitors, standing out is a challenge, so companies make it a mission to set themselves apart from the crowd however they can. Some companies spend as much as GBP 1 million on extravagant booths to showcase their business - despite the fact that the booths stand for only three days before being disassembled.

In the past, some exhibitors really pushed the envelope with their promotional tactics. Before the organizers, Clarion Gaming, introduced strict rules forbidding overtly sexualized displays, it was a regular practice of the industry to feature “hostesses” in skimpy outfits and to attract attendees’ attention. While organizers are now aiming for a more professional atmosphere, visitors can still expect exhibitors to be beyond creative in their promotional tactics.


Totally Gaming Academy, the gambling industry’s leading training and personal development provider, will be offering their services during the exhibition. Additionally, ICE London 2020 will feature seven presentations as a part of ICE VOX, an international gaming conference. The presentations will cover a wide range of content and be delivered by a lineup of industry leaders. The topics covered will include worldwide regulations, cybercrime and security, advertising and marketing, hospitality technology, international casinos, and the modernization of lotteries. ICE London 2020 is the perfect place to gain industry insights and sharpen your skills.

What’s new in 2020

If you’ve ever wondered what esports are all about, ICE London 2020 is the place to find out. The top six Counter-Strike: Global Offensive teams have been invited for a closed tournament, where they’ll compete for a prize pool of $250,000. The most famous shout casters (sports announcers) in the esports world will be there to help audiences appreciate the action. If the shout casters aren’t your thing, you can listen to expert analysis of both the game itself and why esports is becoming increasingly relevant in the gaming industry.

The tournament, cosponsored by GG.Bet, will take place in an 800-square-meter arena custom built for the event that will house a stage, commentator box, educational auditorium, lounge, bar, and betting station where players can simulate esports betting with ICE and GG.Bet dollars. The tournament’s online audience is expected to be over 5 million. Clarion Gaming’s head of esports, William Harding, has described the event as a “global industry first.”

Oh, and the last reason to attend ICE London is probably the best - the Slotegrator team will be there at booth N4-321. See you in London!