Bigger, better and busier: ICE returns for ExCeL for 2020

ICE 2020
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With ICE 2020 truly offering something for everyone, any one of the predicted 35,000 visitors to ICE this year could not fail to be impressed by the investment made by exhibitors in showcasing the full range of what the gaming industry can offer.


ICE landed with a bang back at London’s ExCeL Centre, and judging from the level of investment in their presence by the operators, manufacturers and suppliers exhibiting at the event, the industry is on course to grow from strength to strength.

As a UK show, in the UK capital but with a vast global reach, ICE London was both big and bold. The scale and footprint of the exhibition stands seemed to be magnified for this year’s edition, with multiple operators offering expansive, eye-catching, split-level, booths, filling the 950,00 sq ft event space almost to the rafters with a huge array of products, technology and software.

“Over three days, ICE London helps over 35,000 attendees discover the latest in gaming innovation across all sectors, brought to you by over 600 of the most forward thinking providers in gaming,” said the show’s organisers.

“The exhibition also offers an unrivalled and global platform to find new business and partnership opportunities, with over 150 countries represented on the show floor.”

Though the significant investment may well have been a gamble, it certainly paid off, with the first morning seeing thousands of guests make their way through the ExCeL’s doors.

The venue’s staff were undeniably well-primed by event organisers to make the process of registration smooth as possible, however the sheer number of people attending the show meant lines just to gain access to the mammoth show were inevitable, and yet impressive, signalling the huge appeal of the world’s largest gaming and gambling event.

Within the main halls, the response became even more positive, with operators and delegates from around the world coming together to look toward what is set to be an undeniably positive year.

For the softer side of the industry, the Bingo Pavilion was already beginning to welcome sizeable crowds before lunchtime on the first day.

“The response has been great,” commented one operator in the dedicated zone, demonstrating that the ongoing popularity of the game can easily draw visitors through the crowded pathways to see the latest innovations bingo has to offer.

The organisers of ICE clearly agreed, describing the Bingo Pavilion as home to “the show business of gaming.”

Whether seeking out the showy, flashier end of gaming or the proven community titles, visitors were certainly well served, with ICE proving once again that the gaming industry is a force to be reckoned with.

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