Stuart Hunter, Managing Director of Clarion Gaming, previews the upcoming ICE Barcelona 2026 and explains some of the key enhancements implemented for the world’s largest annual gaming industry trade show as it returns to Spain for the second time.

IAG: How is ICE Barcelona 2026 shaping up compared to last year’s show, and what headline changes can attendees expect?

Stuart Hunter: ICE Barcelona is set to be the biggest edition yet, with over 65,000 attendees expected across World Gaming Week in January. The move to Barcelona was monumental, but now we’re taking the event even further, not just in terms of size, but in terms of the overall event experience.

The biggest change you’ll notice is that ICE has expanded into Hall 1, adding an additional 14,000 square meters of space dedicated to iGaming. This allows our sister event iGB Affiliate to expand into Halls 8.0 and 8.1, with its own dedicated entrance, with World Gaming Week now occupying an incredible 143,000 square meters.

Once inside, one of the features we’re most excited to showcase is the Enterprise Stage, which is our re-branded show floor content. Located in Hall 5, the Enterprise Stage will be the go-to destination for the most important conversations about technology in gaming.

Speakers on this stage will include the likes of Dan Stillwell, Data & AI Director at Microsoft, as well as senior representatives from AWS and Huawei.

By bringing together global tech leaders, innovators and emerging players, we aim to help the industry understand how technologies like AI, cloud and fintech will shape the next generation of gaming.

It is on this stage on 20 January that visitors will get the opportunity to witness the final of the Innovator Challenge, in partnership with Microsoft. This is the first time a global tech leader of this scale has partnered directly with gaming, and it feels like a real milestone.

Aimed at accelerating innovation in responsible play, the challenge invites operators and their partners to embrace AI to help build a safer future for gaming. Five finalists will be selected to develop MVPs with expert support from Microsoft and its partners, including tech consultancy, with the winner receiving ongoing support to bring their ideas to market.

We will also use the Enterprise Stage to launch the ICE Accelerator, a program designed to support start-ups and scale-ups within the iGaming industry. The ICE Accelerator is a series of workshops and roundtables led by investors, mentors and successful founders. It complements our existing Pitch ICE initiative by focusing on the next stage of the start-up journey, offering a more in-depth, growth-focused experience for businesses ready to scale.

Another feature you won’t want to miss in the heart of the show is the all-new McLaren x ICE Lifestyle Lounge. This feature will elevate the visitor experience, featuring a McLaren configuration area where attendees can personalize their dream car, alongside an interactive simulator that captures the thrill of driving a McLaren. As part of this collaboration, guests will have the exclusive opportunity to experience test drives of the latest McLaren models.

Visitors should also look out for our exclusive ICE x Uplatform special edition beer. This is part of an exciting new partnership between ICE and the Barcelona Beer Festival, proudly sponsored by Uplatform, where visitors can enjoy a selection of local and international craft brews.

IAG: This is the second edition of ICE in Barcelona. What lessons did you learn from last year that you’ve been able to apply for 2026?

SH: The team did an incredible job moving a show the size of ICE to Barcelona. The response from the market was phenomenal, but there are always areas we can improve on. We’ve spent the last nine months listening to feedback from visitors and exhibitors, and we’re now implementing many changes on the back of this.

One of the first things we did was to add a Quiet Zone. With a show as busy as ICE, we always get feedback that there’s never enough space to sit down. So, we’ve introduced an area which gives visitors the opportunity to charge their phone, catch up on emails and host meetings, all without having to leave the show floor.

We’ve also made several other changes such as reverting the opening hours back to those in 2024, creating a new sports betting conference track and adding extra information points to help with navigation.

We have also introduced the Good Neighbour’s Charter, which includes guidelines to reduce friction between exhibitors, relating to, for example, noise control and unauthorized photography.

Some changes are also still ongoing. We had feedback from visitors from Malta for example that there weren’t sufficient direct flights to Barcelona during the event in 2025. So, we are now working closely with airlines such as Vueling to add more routes and make it easier for visitors to travel to and from the event.

IAG: How has the move from London to Barcelona evolved over these two years? Has the new location lived up to expectations in terms of logistics and visitor experience?

SH: Moving to Barcelona was always a customer-led decision. We took direction from the market and I think the outcome was better than any of us has hoped.

The feedback from 2025 was phenomenal – we achieved an NPS (Net Promoter Score) of +67, a really positive number which ranks ICE Barcelona in the top 5% of business events worldwide.

When we talk to visitors and exhibitors, they all say the same. The show floor, carefully laid out in different zones identifying areas such as iGaming, land-based and sports betting, makes the show much easier to navigate. The weather also allows networking in outside spaces, which would never have been possible in London – and it goes without saying that the food is better!

We’ve been really impressed with the metro system – you can get to all the major districts in Barcelona within 25 minutes, and we will again be providing free travel passes so that everyone can benefit from this.

On the hotel side, we have a great partnership with BNetwork. They have been able to secure hotel rooms 30% cheaper than booking them directly, so accommodation costs are significantly lower than in London.

On top of all benefits, one of the biggest opportunities moving to Barcelona has opened up is the space to grow. We’re really excited to showcase the companies exhibiting for the first time in Barcelona.

Moving ICE and iGB Affiliate to Barcelona was more than just a change of city. It was an opportunity to reset how we think about the future of gaming together as an industry.

IAG: What are some of the key innovations being introduced at ICE Barcelona this year, be they layout, technology or programming?

SH: For 2026 we’ll continue to use the blue dot technology that was so successful in 2025. By using bluetooth technology, we were able to create a heatmap showing visitors’ dwell time and how and where they move throughout the show.

We’ve just introduced a new AI assistant called Chip which will answer any questions visitors have before and during the event.

The AI Assistant is designed to give exhibitors and visitors instant, accurate answers to their most common questions, helping them navigate the event experience smoothly and efficiently. It provides real-time support 24/7, meaning visitors don’t need to wait for an email reply or search through manuals, the answer is available immediately.

Alongside outstanding product, ICE also features the World Gaming Forum (WGF), recognized as being the industry’s largest and most influential gathering of leaders drawn from across the global gaming ecosystem. In 2025 WGF succeeded in bringing together 1,200 delegates from 79 countries, underlining its reputation for offering the highest-level thought leadership in gaming and for being the event where the big issues of the day are debated while in the process helping to grow the power of play. The line-up of speakers – which will be announced shortly – will dissect and debate big-ticket industry topics comprising Combatting the Illegal Market, Land-Based growth in Europe, Collaboration in Sports Betting, iGaming Personalization, Lottery Technology and Innovation, Bonus Abuse and Cyberattacks.

IAG: Are there any new verticals, regions, or industry segments being targeted for growth at ICE 2026?

SH: Moving to Barcelona has undoubtedly made the event more accessible to a wider international audience. In 2025, 83% of the visitors came from outside the host country (Spain) compared to 62% when the event was located in the UK. Latam remains a key growth market for 2026, as well as Central and Eastern Europe, Africa and Asia.

As Europe’s largest gambling market, Italy saw a 55% increase in attendance at ICE 2025. Its proximity to Spain and regulatory policy make it a prime target for further growth

Perhaps unsurprisingly, 2025 saw a 603% increase in Spanish visitors, and we continue to work closely with associations to grow this further for 2026 and attract even more local Spanish operators.

IAG: Sustainability and responsible gaming are increasingly important topics in the industry. How is ICE incorporating these themes into the 2026 show?

SH: The Sustainable Gambling Zone is one of the most important features of the show. For 2026 we’ve given it more prominence by moving it next to the main thoroughfare between halls 4 and 5 and giving it a more open plan layout to increase its visibility.

Visitors to the Sustainable Gambling Zone can expect to learn about emerging tech trends such as AI, hear from charities and individuals with lived experience and contribute to discussions around the development of safer gaming regulation.

For 2026 we have also further enhanced our work with the ICE Research Institute which funds research on gambling harm prevention and sustainability.

As part of our relocation to Barcelona, we set up an annual investment fund in partnership with the FIRA Gran Via, offering grants to scientific and academic institutions.

On the topic of sustainability, we run a range of initiatives that aim to minimize the environmental impact of ICE, as well as encouraging exhibitors to reduce the environmental impact of their stand constructions. For the first time this year, ICE has joined a global program designed to reduce waste in the exhibition industry by promoting the use of reusable exhibition stands. The scheme is called the Better Stands Initiative. All space, only stands at ICE 2026 will be assessed and certified for stand sustainability with bronze, silver and gold levels awarded based on reusability.

We have also introduced an exhibitor award for 2026 for the Most Sustainable Stand to further encourage exhibitors to demonstrate sustainable onsite practices.

We’re aware there’s still a long way to go, but we have to start somewhere. In 2025, 47% of the waste generated from ICE was recycled. And in 2026 we’re introducing eco-friendly badges for the first time. Following the 2026 event, we’ll produce a report to show our carbon impact, and we’ll use the report as a stepping stone to take further steps for 2027 onwards.

IAG: Barcelona is known for its vibrant business and cultural scene. How are you leveraging the city’s appeal to enhance the overall ICE experience?

SH: Now we have got a flavor of what Barcelona has to offer, we’re really capitalizing on this for 2026.

We’ve enhanced our Day Zero program for 2026 so that visitors get the chance to start networking on the Sunday before the show opens.

We will kick off World Gaming Week in style as ICE takes over “Time Out Market”, Barcelona’s iconic food and drink destination. This will be followed by the exclusive invite-only World Gaming Gala, being held at the brand-new location of Barcelona’s iconic Casa Llotja de Mar.

Regulators, operators and VIPs will get the opportunity to celebrate the start of the week in this unique setting that brings together the city’s best culinary experiences, live entertainment and exceptional networking opportunities. This exclusive, must-attend event is the perfect place to make new connections, strengthen relationships and set the tone for an incredible week ahead.

We also have various other networking events throughout the week. For the first time in 2026, we are offering visitors the opportunity to enjoy the stunning views of Barcelona, including the world famous “Rambla”, while networking with industry peers.

Officially called Run the Ramblas, participants will be able to walk, jog or run at this new event designed to help visitors, connect, recharge and stay energized during an otherwise hectic week.

We will then round off the week with our UnWind party, an informal brunch complete with views and entertainment at a Spanish beach bar – the perfect way to end a productive week.

IAG: Given increasing competition among international gaming events, how does ICE maintain its position as the industry’s flagship show?

SH: ICE has long been the largest and most influential and respected show in the industry and the only event to bring together the entire gaming ecosystem. No other brand has the same ability to connect and support the industry, to the point that our loyal customers base their business plans for their year around ICE.

We maintain this position by working closely with industry stakeholders. We have exclusive partnerships with many of the key industry associations such as the European Casino Association, AGEM, EUROMAT and the Indian Gaming Association.

Our partners use ICE as a launchpad for the next generation of ideas shaping the future of gaming. For example, in 2026, the ECA are using ICE to host the second edition of their Slot Floor Excellence Awards. These awards are dedicated exclusively to recognizing the outstanding people behind Europe’s casino slot floors.

We also use a data-driven approach to measure our success. We use an external auditor to ensure we are always fully transparent with our visitor numbers, and we use external analysts to collect and collate feedback. From this, we are able to independently report that over 85% of attendees position ICE as a critical-to-attend event, and 69% of attendees will make a purchase from an exhibitor seen at ICE 2025.

IAG: How do you see ICE’s role evolving as the global gaming landscape continues to shift toward regulation, convergence and digitalization?

SH: Great question. From speaking to our visitors and ICE Ambassadors on a regular basis, we know that the top item on the agenda is often regulation and the challenge of tackling the illegal market.

We’ve put together a Regulatory Advisory Board who are offering us guidance on how we can better support the industry. As a result, we’ve introduced our enhanced Regulatory Programme, which includes exclusive access to our World Gaming Gala, discounts for regulators, closed-door sessions, working lunches and much more.

We are 100% committed to the growth of the regulated gaming industry, and in 2026 we are making this a bigger priority than ever. In 2025 there were over 300 regulators at ICE, which is already one of the largest gatherings of regulators. For 2026, we plan to increase this number to over 400.

We know that by being the only event to bring together the entire global gaming ecosystem, including regulators, policy makers, banks and social media professionals, we’re in a unique position where we can support the industry to effect change.

IAG: Finally, Stuart, there may be some from Asia who have not attended ICE and may be wary of the relevance of visiting a “European” trade show. What would be your message to anyone considering attending from Asia for the first time?

SH: ICE may take place in Europe, but it enjoys an international profile eclipsing every event in the gaming space. In 2025, industry professionals from 186 countries were represented at ICE Barcelona – to give that figure some context the United Nations has 193 member states.

To ensure that we meet the specific needs of international jurisdictions we work in partnership with a myriad of associations and organizations active throughout the world. Our collaboration with ANJL, Brazil’s National Association of Games and Lotteries, is a case in point. As a result of working with ANJL, ICE Barcelona will have an energized focus on Latin America, with Brazil at the center of a dedicated program that will include seminars, regulatory updates, networking and strategic discussions. Those conversations that take place in Barcelona will set your business up for the rest of the year.

Throughout World Gaming Week over 25,000 products are launched, and we estimate somewhere in excess of 1.25 million business meetings and engagements will take place. The combination of product launches and a million-plus meetings make ICE Barcelona the most important gaming technology event anywhere in the world. Our customers always say that ICE is the place the world of gaming goes to do business – if you’re not there, you’re going to miss out.