London Docklands plays host to the international gaming industry this week at the 24th edition of ICE Totally Gaming. 503 exhibitors from 57 countries showcase a wealth of innovation across land-based, online, mobile and social sectors to more than 20,000 attendees expected over the next three days.
Clarion Events launched its Sensational campaign leading up to the show, which runs throughout this year’s ICE, appearing throughout gaming media. Reflecting on last year’s exhibition as the first ICE show at the new venue, Kate Chambers, ICE Totally Gaming Portfolio Director, explained, “2013 was a ‘sensational’ edition of ICE and the commitment we are making to stakeholders is to build on that success with a far reaching and truly ‘sensational’ multi-media campaign.”
Gaming suppliers are making the exhibition truly sensational with innovations lining the huge Excel exhibition centre for the second time. Products range from simple mobile slots to a complex casino management system connecting the stand of Novomatic, the largest exhibitor, with 42km of networked cables. Products come to life on the with a giant dinosaur straight out of Microgaming’s Jurassic Park slot machine and zombies from Aristocrat’s Walking Dead game.
“One of the greatest things about ICE is that it never fails to surprise,” expressed Jo Mayer, ICE Totally Gaming Marketing Director. “There is always a stand out product or innovation which appears on the show floor without any fan fare of publicity or advance notice.”
Branding fills the walkways, leading visitors to the major stands. Land-based and interactive converges more than ever before at ICE 2014, filling both halls. Novomatic dominates the south hall with product areas comprised of the Group’s international subsidiaries. Other prominent stands making up the hall include the likes of Aristocrat, Interblock, as well as one of two Bally stands, showing the products of the newly acquired SHFL Technologies.
Over in the North Hall, visitors first meet online gaming supplier Microgaming, which is surrounded by interactive companies such as iSoftBet, Amaya and Playtech. Moving down the hall, IGT, Bally, GTECH and WMS Industries are just a few companies boldly showcasing their latest mix of land-based and online products. As visitors get lost amidst the wealth of new products, they have access to 67 new exhibitor’s debuting at this year’s show.
ICE Totally Gaming – Website: ICETotallyGaming.com