London will no longer be home to the world’s biggest annual gaming industry trade show, with ICE set to move to Barcelona from 2025, organizer Clarion Gaming has announced.
The Spanish city emerged as the location of choice following a six-month competitive bid process that also included London, Madrid and Paris. The initial contract will run for five years through 2029, with the inaugural editions of ICE Barcelona and iGB Affiliate Barcelonato be held at the 240,000 sqm capacity Fira de Barcelona from 20 to 22 January 2025.
Clarion said the decision was endorsed by the ICE Advisory Board, comprising a cross-section of major international brands active in both online and land-based gaming.
The selection process included an evaluation of more than 30 variables, venue visits, city presentations and detailed negotiations, the organizer added, and considered all aspects of attending, exhibiting at and organizing the two events in addition to longer-term strategic factors impacting the development of ICE and iGB Affiliate.
“I would like to open by recording my thanks to our panel of global industry stakeholders, who represented all of the key gaming sectors and geographies represented at ICE, for their insight and contributions to the selection process; to the four shortlisted cities for what were highly professional and impressive bids; and to our independent agency for creating and overseeing every detail throughout each stage of the process,” said Managing Director at Clarion Gaming, Alex Pratt.
“This was a complex, customer-led undertaking. The process enabled us to identify the city that our customers believe is best equipped to be our strategic partner for the future and is able to host two world-class events which meet the needs of businesses of all sizes and locations across every part of the gaming and ICE Community.
“The successful bid by Barcelona was notable for the scale of its world-class facilities, outstanding hospitality infrastructure, logistics, ROI for our customers and ability to scale. By forging a progressive partnership comprising the international industry, Fira de Barcelona and public and private stakeholders in Barcelona, Catalonia and Spain we have a huge opportunity to create an important legacy for the future.”
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