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ICE 2016

Warm welcome for new ICE exhibitors Organizers of ICE 2017 have unveiled a new, never before seen feature of the show. Named the ‘innovation quarter’, the ICE organizing team says it has secured an additional hall at the ExCeL Centre, enabling new exhibitors to have their own designated home and identity.

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he new hall will be supported by a dedicated pre-show and in-venue marketing and promotional programme. Explaining the thinking behind the initiative, Kate Chambers, said: “The additional space we have invested in means that all first time and returning exhibitors can be hosted in what we are describing as an ‘innovation quarter’, enabling them to demonstrate their products/ services and represent their brand personality in what is gaming’s most popular and prominent shop window.” She added: “It’s often said that new exhibitors are the lifeblood of established events and we want to ensure that, alongside initiatives such as the Pitch ICE competition for gaming start-ups, we provide a positive and nurturing environment for companies of all sizes and at all stages of their development.” The show, held at the ExCel Center in London from February 7-9, will also introduce for the first time introduce Clarion’s ICE VOX, the gaming industry’s newest knowledge-exchange and educational brand. ICE VOX, which replaces conferences, will comprise a programme of paid for learning and networking modules which will take place at London’s ExCeL Centre alongside the ICE Totally Gaming exhibition. Explaining the thinking behind ICE VOX, Chambers, said: “The learning and knowledge-exchange opportunities that are available at ICE are widely recognized as being amongst the very best in the industry. The ability to engage with the industry’s preeminent authorities and thought leaders and then meet with the people responsible for creating the very latest online and offline gaming technologies on a show floor of over 500 exhibitors, is unique to ICE. “ICE VOX will retain all of these stand out credentials at the same time as reaching out to new communities

Asia Gaming Briefings | November 2016

of knowledge hungry gaming professionals. The ICE VOX content team will be introducing dynamic new concepts and approaches which will help re-shape the learning experience for gaming and engage with our stakeholders in a contemporary and compelling way.” “This is part of the on-going programme of initiatives that we undertake in order to keep our brands fresh and relevant.” The show has also embarked in a new creative campaign - using unconventional cultural sources of William Shakespeare and graffiti artist Banksy as inspiration for the campaign in support of the 2017 show. The ICE 2017 ‘World theatre of gaming’ campaign, which features a Banksy style treatment depicting the world’s most famous dramatist, was unveiled at a special photo shoot featuring an ICE liveried London taxi and attended by senior members of the team responsible for delivering what is gaming’s biggest and most influential business event. “Gaming, whether it is online or land-based is about theatre, about entertainment and in the process, delivering a compelling customer experience. The message I would like to extend the industry, is that with over 500 leading commercial players occupying a stage of 39,000 square metres (420,000 square feet) the world theatre of gaming is coming to London in February, said Chambers. Bringing together the online and offline gaming sectors, ICE Totally Gaming features world-leading innovators drawn from the casino, betting, bingo, lottery, mobile, online and street sectors, ICE provides the most comprehensive shop window on world gaming. Gaming professionals wishing to secure their place at ICE Totally Gaming 2017 can register at icetotallygaming.com.


AGBriefings November 2016