7 reasons why this was the best ever ICE!

It had its doubters due to timings and good old Covid with several companies pulling out as a result, but from the many people I spoke to at the event it was their best ever ICE. Of course, some won’t agree, but here’s why so many gaming industry pros were so positive: 

Re-connecting was awesome: Let’s face it, it was brilliant to re-connect face-to-face with people we hadn’t seen for so many years (and to quickly dart into a random payment provider’s stand or the loos if you saw someone you wanted to avoid!). The halls of the Excel were filled with smiles, even from the most cynical of execs. It was great to amongst friends again. 

ICE lives up to its name: It was the most informal, arguably even more dressed down, and relaxed ICE I’ve ever been to with delegates more at ease and more willing to stop for a constructive catch up at almost every opportunity. More of the same next year please.

The right people: The quality of attendees did not suffer one jot, in fact I found there to be an even higher level of attendee this year than in ‘I’ll give you a £100 for that hand gel’ 2020. It was easier to find people, easier to connect and when we did business got done. The people who wanted to be there were there. 

Sounds good! Yes, we missed the marzipan chocolates on the Novomatic stand (often mistaken for the second runway at City Airport) and pressing a few random buttons on Vegas slot machines as we wandered the halls, but the lack of land-based exhibitors, flashing lights and the constant sound of spinning reels meant we could at least hear each other speak… and I even avoided a migraine on day 1 which was a record. The land-based side of the industry add huge value and they’ll be back with a bang next year in what I fully expect to be the biggest ICE ever.

High stand-ards: Several mainstay exhibitors weren’t present this year but the quality of stands was as high as ever with the likes of Sportradar, Pronet Gaming and BetConstruct leading the way with fresh and innovative designs, excellent networking spaces and on point branding and messaging. Perhaps next year though we can talk to each other about hiring so many seaside basketball games.

Timing isn’t everything: Let’s be honest, the London Docklands in February in a vast hall can be freezing cold, no, worse, it can be seriously grim, and to have this must-attend event in April was a blessing in disguise. Yes, it clashed with school and upcoming Easter hols but we managed, the sun was out and we all gladly left our coats, gloves, hand warmers, thermals and woolly socks at home. Not everyone will agree but can we keep the date please?

Receptional means business: We’ve been attending ICE for a number of years but this year marked our first when we could proudly say we have a full service offering of digital marketing and digital PR services including SEO, PPC/Paid media, link building, content, B2C and B2B PR and a wide range of creative services that eclipse anything else out there. (B2B and creative were the last pieces of the puzzle in 2021/22) 

We’ve been doing this longer than any one else in this space (20 years) and are able to deliver more than just coverage and brand awareness; we deliver proven, measurable digital results and reporting that no other agency can match (no matter what they say) so it’s high time we put ourselves more on the map. Therefore, throughout 2022 and beyond we will be at ALL the key events, shows and awards presenting exclusive research and thought leadership, sponsoring strategic events and elements of events, networking like never before and showcasing just what we’ve done in this space for two decades and continue to do for some of the biggest brands in the game. Watch this space!