As ICE prepares to make its Barcelona debut, Stuart Hunter and his team at Clarion Gaming have masterfully reimagined the event’s future. By choosing a city renowned for its innovation and digital prowess, they have set the stage for ICE to evolve beyond its role as an industry showcase.

With 120,000 square meters of space dedicated to the latest in gaming and technology, complemented by initiatives like the World Gaming Forum and the Association Assembly, Hunter’s vision is clear: to keep ICE indispensable in a rapidly changing industry. The transition to Barcelona isn’t just logistical—it’s symbolic of a bold step forward, driven by listening to the industry’s needs and delivering on an ambitious promise. As attendees converge on the Fira Gran Via, it’s evident that ICE, under Hunter’s stewardship, remains not just a show but a vital catalyst for the gaming world’s future.

Earlier this week, Stuart Hunter spoke with SiGMA and shared insights on what to expect in Barcelona.

LH: Barcelona is celebrated as a hub for innovation and creativity. How do you plan to leverage the city’s unique energy to elevate ICE beyond its traditional scope, and what message does this send to the industry?

Stuart Hunter: The gambling industry is one of the earliest adopters of the new technologies which can improve the customer experience, drive operational excellence and enhance sustainability. Our relocation to a city well known for its digital legacy and home to numerous tech companies, has provided an opportunity to engage with stakeholders who currently operate on the periphery of the sector, but often are its most significant technology providers. For the first time we are staging a VIP ICE Innovation and Technology Guided Tour of the exhibition for tech providers and investors for them to experience the latest advancements and innovations that are redefining the industry.

LH: Clarion Gaming has shaped the global gaming industry for decades. In your tenure, what does Barcelona mean for the brand?

Stuart Hunter: I would like to be very clear that we are facilitators of opportunity. Our role is to help the industry to achieve its objectives, to be on the front foot, to be able to respond at speed, to be responsive and to deliver everything to the highest possible standards of professionalism. Barcelona not only helps us to achieve all of these objectives it also means that we can scale at the pace that our customers want.

LH: What key highlights can attendees look forward to in this year’s ICE event?

Stuart Hunter: The relocation to Fira Gran Via Barcelona has provided us with opportunities to add new features and enhance existing ones. The first ICE ‘Association Assembly’ has been created to enable trade bodies to promote their values and create new opportunities for the gaming community across every sector and geography. It has been welcomed by leading bodies including both the Brussels-based European Casino Association (ECA) and the Association of Gaming Equipment Manufacturers (AGEM), the global trade association for gaming equipment suppliers which has its primary headquarters in Las Vegas.

We have rebranded what was previously ICE VOX which will now be known as The World Gaming Forum (WGF). The name more accurately reflects the credentials of our industry-leading brands comprising the World Regulatory Briefing, the new Casino & Leaders Conference (formerly the ICC), and the new Esports & Games Conference – formerly the Esports Betting Conference. The 2024 Conference Program succeeded in bringing together over 1,210 senior decision makers from 79 countries, including 621 operator C-Level, 87 global CEOs, 72 national and regional regulatory bodies, and 7 government ministers which we hope to a least match.

The enhanced ICE World Gaming Forum will deliver exclusive connections and content, in-depth workshops, high-level roundtable discussions, and tailored networking events, providing a home for the industry’s thought-leaders, innovators, challengers, and policy makers. It will be situated at the heart of the Fira Gran Via Barcelona and feature an exclusive club-style VIP lounge for delegates and speakers, a dedicated networking garden, and access to a range of concierge services, including early access to the show.

LH: The move of ICE from London to Barcelona has been described as a turning point for the event. What does it symbolise for the evolution of ICE?

Stuart Hunter: Essentially Barcelona provides us with the opportunity to scale and to meet the needs of our exhibitors who want more space and who use ICE to showcase their brands. ICE and iGB Affiliate 2024 occupied every square millimetre of exhibition and meeting space at ExCeL London. At 100,000 sqm it was the biggest gambling show on record. Visitors to ICE and iGB Affiliate 2025 will be presented with 120,000 square metres of innovation. We could have filled much more space but our strategy certainly in Year 1 is to align the physical size of the event with a growing attendance. Ultimately over the course of the next five editions our target is to occupy up to 200,000 sqm and attract an audience of 100,000. That would simply not be possible in London.

LH: Relocating a flagship event like ICE involves significant logistical and strategic challenges. What risks have you identified in making this move, and how are you mitigating them to ensure both a successful transition and a strong showing for this year’s event?

Stuart Hunter: Our preparations for the move started as soon as the exhibitor advisory board that we put together to consider the city bids opted for Barcelona which was in August 2023. We launched an extensive orientation programme which saw us host exhibitor teams from all parts of their respective operations, industry journalists, thought leaders and of course our own people responsible for both ICE and iGB Affiliate. It’s a cliché, but it has been a military exercise. The amount of detail involved in moving an event the size of ICE/iGB Affiliate from the UK to Spain is difficult to describe. There are also numerous new relationships which need to be learned – but that’s what organising events is all about. Will everything go perfectly – probably not but we have done everything in our power to help fulfil the vision that our stakeholders have and that we share for both ICE and iGB Affiliate.

LH: ICE has played a significant role through global disruptions and shifts in market trends. Looking back, what milestones and challenges have been most formative in shaping your vision for the event?

Stuart Hunter: It might sound slightly left of field but the lockdown periods during COVID were extremely formative for a number of reasons. They provided time to really engage with our customers, to understand their motivations, their relationship with our shows and the degree of importance they placed on the connections they made at ICE, iGB Affiliate and iGB L!VE. Whilst the pandemic was an awful period for so many people in so many parts of the world it was an opportunity to re-set, re-evaluate and reinforce our commitment to stand with the industry.

LH: What’s your blueprint for the event’s long-term future? Are there plans to diversify further into emerging markets or adopt new formats?

Stuart Hunter: Everything that we do is undertaken in partnership with our customers. We pro-actively seek-out stakeholders to share their hopes and visions for the business. The move to Barcelona is an example of responding to requests, exploring what was possible, undertaking a forensic cost/benefit assessment and delivering accordingly.

LH: As the gaming sector adjusts to rapid advancements in technology, regulation, and player behaviour, how do you foresee ICE staying ahead of the curve to remain indispensable for industry leaders?

Stuart Hunter: Clarion Gaming has invested in all aspects of the industry that we serve. Most significantly we make a point of being active listeners. On the basis that our customers know more about their business and the industry that we ever can it’s vital that we feed every bit of insight and analysis back into the development cycle. The spectacle that attendees will experience at ICE and iGB Affiliate 2025 is the result of listening and acting on what our customers want. It’s a simple and uncomplicated process that’s founded on a passion for this wonderfully dynamic and exciting industry.

8457.me will be joining ICE in Barcelona. Meet the SiGMA team at the SiGMA iGathering —a rare opportunity to connect with the industry’s most dynamic minds. Discover more and secure your spot .

Scheduled for 20-22 January 2025 at Fira Barcelona Gran Via, the new location addresses the growing demand for space and innovation, expanding the exhibition area to 120,000 square meters. Notably, 8457.me, renowned for its influence in the iGaming, betting, and esports sectors, is participating as a supporting partner, bringing some of its top-tier representatives to the event. Stuart Hunter, Managing Director of Clarion Gaming, spoke exclusively with SiGMA. He brings over 18 years of experience in world-class exhibitions across industries, from retail and travel to leisure and the arts. Since 2019, he has led ICE, iGB L!VE, and iGB Affiliate.