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ICE London shows what the future of the casino gaming world could be

ICE London 2020 brought together online casino real money operators and designers from around the world to explore how casino gaming is growing and how casino owners can optimize  both old and new opportunities.

The annual ICE London exhibition took place in early February 2020 in London. It brought together more than 35,000 professionals from all sectors of the gaming world. Representatives came representing gaming operators, design companies, technological firms, banking institutions and other businesses that are involved in determining the future of gaming.

This year’s ICE London was the biggest event in the history of the exposition. Participants hoped to share insights into the future of Gaming whilst driving revenue. . 

The show floor featured 633 exhibitor brands and included participants from 65 nations. The exhibition occupied 49,500 square meters of net space and took over almost all of  Excel’s 44 halls. This year a record 73 first time exhibitors arrived to show their wares including representatives from Lithuania, Singapore, Armenia, Curacao others.


ICE London is the recognized global gathering for gaming professionals from around the world.  The three-day conference/exhibition serves those looking to source product and/or service solutions.

Representatives of all gaming sectors including  land-based, online, bingo; lottery; mobile; social; sports betting, and other gambling venues come to  ExCeL London to discuss, compare, explore and learn. .

Many of the attendees at ICE London come to meet each other and learn from each other. These attendees come from all gaming types and all levels of seniority. The goal of these meetings is to allow the representatives to meet each other, build relationships and discuss issues ranging from how to overcome challenges to different ways that gaming operators can capitalize on market opportunities..


One major theme on everyone’s mind at this year’s ICE London event involved the question of social responsibility in gaming. The term refers to the responsibility that gaming companies have for their impact on society – in particular, gaming companies’ responsibility to limit problem gamblers who often play excessively and wager money that they don’t have or can ill-afford to lose.  Workshops and panel discussions focused on how casinos  can demonstrate their commitment to the safety and well-being of their customers.


Esports,  one of the most exciting innovations in the world of gaming, was well represented at ICE London. This year the esports arena expanded and featured a $250,000 prize Counter-Strike Global Offensive tournament where 8 of the world’s greatest teams competed.  The esports arena included  a custom built stage, commentator box and themed bar.


Much of the 3 day conference is taken up with the exhibitions which feature product launches and innovative technologies that assist operators achieve business goals. There are more than 600 solution experts with booths at ICE London and they cover both land- based and online verticals.

For an idea of what attendees can see in the exhibition hall, a summary of  some of the exhibitors:

  • Aardvark Technologies  which specializes in betting and screen management system for bookmakers.
  • Shift Technologies, offering solutions for trading services, online payments and cryptocurrency payments
  • Real Time Gaming provides gaming solutions for downloadable, mobile and Instant Play casino entertainment - including for Sloto'Cash!
  • KirolSoft creates gaming software for land-based casinos with game development and implementation
  • FastPlay offers business intelligence and fraud protection services


ICE VOX runs prior to Ice London and provides a series of conferences that explore the key issues affecting senior gaming professionals.  Ice Vox is a separate event and requires pre-booking and payment. The conference brings in leading thinkers of the gaming industry to offer updates, insights and critiques of the industry. 

Some of the Ice Vox 2020 speakers included Tom Watson, former Deputy Leader of the UK Labour Party, Harold Neumann, CEO of Novomatic AG, Danny Rogers, Editor in chief of PR Weekly, Ulrik Bengtsson, CEO of William Hill, Itai Pazner, CEO of 888 and Pontus Lindwall, CEO of Betsson.

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