The 2025 edition of the ICE gaming conference marked a significant moment in the history of the event, being the first time it was held outside of London.
Relocating to the Fira Gran Via in Barcelona, ICE opened its doors to an estimated 55,000 attendees from 170 countries, defending its position as not only one of the longest running but also biggest gambling industry events. Spread across 120,000 square meters, the conference hosted nearly 1,000 exhibitors from the world of land-based and online gambling, as well as regulators and auxiliary suppliers, refracting the global reach and influence of the industry.

The move from London to Barcelona was met with both anticipation and scrutiny. The larger venue offered new opportunities for expansion, with features such as the rebranded World Gaming Forum (formerly ICE VOX), an exclusive VIP lounge, and a dedicated networking garden. Visitors also benefited from tools like ICE AI, a WhatsApp-based bot designed to enhance the attendee experience by providing detailed information about the event’s offerings.
However, despite these advancements, there was a notable lack of groundbreaking innovation showcased on the floor. Instead, the event highlighted the industry’s ongoing shift toward a more corporate and regulated environment, emphasizing compliance, sustainability, and player protection.
Regulators from jurisdictions including the Isle of Man, Curaçao, Malta, Kahnawake, Tobique, Anjouan and the Philippines were present, underscoring the event’s importance as a meeting point for global regulatory bodies.
The rebranded Sustainable Gambling Zone, sponsored by major operators like Flutter Entertainment, featured 26 safer gambling organizations and distributed EUR65,000 ($67,000) in donations to charities such as Gordon Moody, Fejar, and FES. This initiative reinforced the industry’s commitment to sustainability and player protection, aligning with the broader regulatory focus observed throughout the event.

The decision to host ICE in Barcelona was not without controversy. Catalonia’s health department and the city’s Ombudsman expressed concerns about the potential normalization of addictive behaviors, calling into question the appropriateness of hosting such a high-profile gaming event. The Ombudsman’s criticism highlighted what was perceived as a contradiction between governmental efforts to combat gambling addiction and the hosting of a global gaming showcase. These voices added a critical dimension to the otherwise celebratory tone of the conference.
Despite these concerns, most industry professionals welcomed the move to Barcelona, even if many likely spent the first day trying to find their bearings in the vast halls of the new location. Duncan Garvie from gambling charity BetBlocker described the new venue as offering fantastic opportunities for networking and heightening awareness of responsible gambling, while Harmen Brenninkmeijer from global sales and advisory firm NYCE noted how he and his team recorded the busiest ICE conference ever, a fact he also attributed partially to the new location.

Clarion Gaming, the event’s organizer, reported that both ICE and iGB Affiliate were sold out, with a waiting list already in place for 2026. The economic impact of the event on Barcelona was estimated at EUR300 million ($312.7 million), positioning ICE among the city’s most significant trade fairs alongside events like the Mobile World Congress.
A notable theme throughout the conference was the industry’s pivot toward regulation and corporate responsibility. The World Regulatory Briefing and new Esports & Games Conference highlighted the increasing importance of compliance and governance. While some attendees lamented the absence of groundbreaking technological advancements, others viewed the focus on regulation as a necessary step toward a more sustainable and professional industry.

The relocation of ICE to Barcelona also marked a shift in the event’s cultural and logistical dynamics. The expansive layout of Fira Gran Via allowed for a more streamlined experience, with features like the Skywalk providing easy access to various zones. However, the new location also brought challenges, particularly for those accustomed to the event’s long-standing presence in London. Long taxi waiting times and confusing ingress procedures were noted by some.

In its inaugural year in Barcelona, ICE successfully brought together a diverse array of stakeholders, from regulators and operators to technology providers and safer gambling advocates. While the event’s transition was not without its challenges, it underscored the gaming industry’s resilience and adaptability. As ICE continues to evolve, it remains a vital platform for collaboration, innovation, and dialogue in a rapidly changing global landscape.