ICE London 2024 – Key Takeaways

The International Casinos Exhibition (ICE) is a premier global gaming event held annually in London, United Kingdom. It acts as a hub for innovation, drawing over 40,000 attendees from the sports betting and online gaming sectors to showcase their products and service solutions.

This year’s ICE London was held from February 6 to 8 at ExCel London. This marked the last time, at least for now, that the ICE trade show and conference was held in London–the venue has been changed to Barcelona, Spain.

In this blog, we’ll discuss the key takeaways from the ICE London 2024.

What is the ICE London iGaming Trade Show?

ICE London is the global gambling conference for Business-to-Business (B2B) industry experts that covers all forms of gaming, both offline and online. It is a leading gaming technology event that serves as a meeting point for professionals from various gaming and gambling industry sectors and beyond, such as software developers, affiliates, and media partners.

All operators and partners who register for the ICE London event are given booths where they showcase their products and services. The exhibition includes the latest innovations, games, software, features, or any other technology that can transform the iGaming industry.

The ICE London also has a “show and tell” program, allowing business partners and professionals to hold seminars and conferences to discuss the latest trends in the online casino and sports betting industry. These trends include new gaming technology, legislation and regulation, marketing, and privacy and security of players.

Key Insights from the ICE London 2024

Over 40,000 gaming enthusiasts attended the ICE London 2024 trade show, which was held from February 6 to 8 at ExCel London.

The stands at ICE London 2024 were divided into eSports, Sports Betting, Payment, and Casino software providers. This made it easy for attendees to view and interact with products and services designed to enhance their business growth in 2024 and beyond.

The key takeaways from the ICE London 2024 include:

Technology is at the Helm of the iGaming Industry

One new technology and product discussed at almost every stand at ICE London 2024 was crash games. It was clear that more operators were moving quickly to offer crash games on their gambling websites. Gaming experts expect more regulation on the product, with Portugal already having guidelines for crash game operations.

Artificial Intelligence (AI) was another hot topic in the panel discussion. Discussions focused on how to integrate AI into consumer protection and security policies. It was evident that businesses could leverage AI for fraud and money laundering detection, enhancing their overall safety and security.

At the iGB Affiliate conference, speakers insisted on AI as a market solution for content creators and marketers. However, many affiliates were uncertain about the impact of using artificial intelligence to create marketing content, considering the latest Google guidelines on content and SEO ratings.

Brazil’s New Online Gambling Regulation is a Market Niche

Brazil was the focal point for the new jurisdiction and market niche. On 30 December 2023, President Luiz Inácio Lula da Silva signed the Sports Betting Bill into law, legalizing sports betting and online casino gaming in Brazil.

During the event, José Francisco Manssur, head of Brazil’s regulatory agency, announced that the country’s first licensing window will run from March to June 2024. So far, the agency has received more than 134 license application requests.

But companies eyeing a Brazil online gambling license have to wait a little longer. Talks are ongoing on what online casino games should be offered and how the Brazilian ownership rules apply. The secondary legislation will address these questions.

Curiosity Around Licensing

Once again, regulatory and licensing trends were discussed at ICE London 2024. Some stands at the trade show were dedicated to guidance on applying for a Curacao license. Curacao has a new gambling license framework, which, once passed, will allow operators to acquire an online gaming license directly from the Curacao Gaming Control Board (GCB).

The United Kingdom Gambling Commission made no major announcement. In Western Europe, talks were held to establish a licensing and regulation body in Finland, and France is considering regulating online casino platforms.

In the Eastern and Central European markets, Ukraine emerged as a hot topic. As the country continues to deal with security concerns, it is exploring ways to modernize its gambling tax laws to attract investors. Romania and Hungary are tightening restrictions, with the latter adding affiliates to its blocklist.

Stand Out Gaming Studios

At the dedicated game studio stands, several gaming studios showcased their new innovations and exciting gaming products. Outstanding gaming studios at the ICE London 2024 were:

• Evolution
• Playtech
• Big Time Gaming
• NoLimit City
• NetEnt
• Play’n Go
• Pragmatic Play
• Merkur Gaming

ICE London 2024 Top Sponsors

ICE London 2024 had over 40 sponsors, including gaming studios, business affiliates, and payment and software companies.

Gaming studios that sponsored the event include Pragmatic Play, Playtech, Novomatic, Merkur Gaming, Evolution, and Smartsoft Gaming.

Payment processors and software developers that sponsored the ICE expo include Amazon Web Services, PaySafe, Jeton, and Pavilion Payments.

When is the Next ICE London iGaming Expo?

ICE London 2024 was a success. The ExCel London event allowed operators, game studios, and industry experts to reflect on key developments impacting the online gambling landscape. The key insights revolved around technology and how it can be used to move the industry forward.

Looking forward, the ICE London 2024 takeaways will result in new games, regulation frameworks to improve security, and marketing efforts to penetrate emerging markets in Europe, America, Africa, and Asia.

This year marked the last ICE London edition. The international gaming expo has relocated to Barcelona, Spain. For early access to the event, check the information below.

ICE London Conference:

• Date: 6 -8 February 2024
• Location: ExCel Exhibition Center, London
  Book your ticket: ICE London 2024