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ICE Totally Gaming 2017: 1st day review

February 8, 2017
3 min

February 7 was marked by the grand opening of a world - famous exhibition ICE Totally Gaming 2017. Hosted in London, this glorious event called together the representatives of 67 independent states, among whom there could be seen world´s gambling experts willing to introduce their innovative products, discuss the latest changes in the area of online gambling and make further projections upon the development of the said industry.


The event started around 9:50 a.m. (London time). The first day was dedicated to presentations of unique products developed by such providers as NetEnt, IGT, Heber Haming and performances of various speakers in terms of ICE VOX.

The company IGT presented a brand new version of their game of skill called Race Ace Arcade with its reclined seats and a new slot named Ocean Magic. Within the scope of the opening day, the developer held a couple of tournaments under the general name of SpinSplosion. The winner was announced every other hour. The majority of guests were awarded with valuable prizes provided by the company.

The developer NetEnt surprised audiences with its outstanding VR gimmick, a revolutionary VR slot enabling gamblers to play on real money. Broadly speaking, it was based on the old, but extremely popular, version of the game called Gonzo's Guest, released in 2010.


The gaming company Playtech made a revolutionary announcement on concluding a multimillion contract with Warner Brothers Studios (Consumer Products) for the development of a multiplex gaming infrastructure. Moreover, developers informed about their purchase of $62 million -worth Eyecon bingo provider.


In terms of a whole range of presentations united under the general name of ICE VOX, a lot of attention has been paid to such a group of consumers as ¨millennials¨, as well as to the growing numbers of innovations resulting in the critical demand for specific products. Such an approach will allow consumers understand and accept the innovations popping on the current market.

Experts characterized millennials as ¨people who need to build trust with their providers¨. It means that traditional marketing campaigns are not effective anymore and it is instrumental to pay more attention to some of the new marketing tools aimed at attracting customers. This group of consumers is extremely interested in the direct contact with their providers. Those operators willing to meet the needs of their target audiences are strongly recommended to take into account this important fact.

A very important role nowadays is given to personalized experience and personalized features in gaming platforms. Personalization gives millennials a feeling of complete freedom. Gaming providers should turn their attention to development of exclusively personalized platforms.

The UK and Malta in the center of discussion

The CEO of the UK Gambling Commission (UKGC) Sarah Harrison spoke at the briefing presenting UKGC´s plans for the current year. According to Sarah Harrison, in 2017 the regulator aims at changing the type of collaboration between operators and business communities creating a balanced internal environment.

Additionally, Harrison pointed out that during the current year the UKGC is going to focus more on establishing better ties between operators and customers, building up more trust. The head of the regulatory body appealed to providers in order to make them open up long-term relations with their consumers by assuring them of high quality of their products and services.

Moreover, Malta has also become one of the most expected guests at ICE, being an important player on the gambling market. According to the official data, 10% out of state GDP is made of funds coming from gambling. Malta’s economy is characterized by existence of such gambling stars as Betsson, Paddy Power Betfair, Interwetten, Unibet, Tipico. Around 10 thousand of people are involved into the Maltese gambling industry, including 490 issued online gambling licenses and 250 registered gambling operators.

Note, please: ICE Totally Gaming 2017 lasts up to February 9. It means that the main news are still to be covered. Keep up with Slotegrator and stay informed!

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