ICE and iGB Affiliate smash all records ahead of next chapter opening in Barcelona

52,345 unique attendees, 100,000+ visitor days, 164 nations represented, ‘Perfect platform’ to grasp opportunities offered by Barcelona

 ICE and iGB Affiliate smash all records ahead of next chapter opening in Barcelona

The international gaming industry turned out in significant numbers for the final editions of ICE and iGB Affiliate held in London, setting a record with 52,345 gaming professionals attending both shows.

New records were established across various metrics ahead of the January 2025 relocation to Barcelona. The ICE unique attendance of 45,050 marked a 12% year-on-year increase, while iGB Affiliate saw a total of 7,295 unique visitors, a 27% rise compared to the previous highest attendance set in 2023.

Visitation figures, measuring the number of person-days gaming industry professionals spent at ExCeL London, surpassed 100,000 for the first time in the exhibition’s nearly nine-decade history.

The international appeal of ICE and iGB Affiliate was evident, with representatives traveling to London from 164 nations spanning the globe, from the United States to Uruguay, Brazil to Botswana, and Spain to Singapore. Excluding the host country, the United Kingdom, nations with a four-figure attendance included Malta (3,364 visitors), the United States (1,913), Bulgaria (1,659), Cyprus (1,658), Spain (1,483), Germany (1,235), and Brazil (1,134).

Stuart Hunter, Managing Director of Clarion Gaming, described February’s editions of ICE and iGB Affiliate as “I was there” events, expressing gratitude to everyone in the industry for creating an experience full of energy, excitement, and optimism for the future.

He emphasized the monumental effort made by exhibitors to bid farewell to London in style and highlighted the overwhelmingly positive feedback received, indicating that the celebratory mood resonated with everyone present.

In terms of research, an extensive and independent program is conducted among both exhibitors and visitors annually. While specific findings are yet to be shared, initial responses have been highly encouraging, with ICE enjoying an approval score of 95 out of 100, compared to the average for all UK-based business-to-business events of around 50.

Looking ahead to Barcelona 2025, Hunter expressed confidence in maintaining and surpassing the successes of London, describing the current period as hugely exciting for everyone involved with ICE and iGB Affiliate.

Naomi Barton, Portfolio Director leading the iGB Affiliate team, described the response to the 2024 edition as “phenomenal.” She noted that the event rewrote the record books with more attendees than ever before, marking the fourth consecutive year of double-digit growth. Key performance indicators such as the number of exhibitors and sponsors, as well as satisfaction ratings, have reached all-time highs, with an unprecedented volume of re-bookings for iGB Affiliate in Barcelona signaling a bright future for the event brands.

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