Over 700 exhibitors, 25,000 product launches, an unstinting commitment to sustainable gambling and one million-plus business meetings – Clarion Gaming managing director Stuart Hunter provides a taste of what visitors can expect at ICE Barcelona ’26.
Working with the Industry
Relocating ICE to Barcelona was a true game-changer. Visitor numbers jumped by an impressive 11 per cent, and the city attracted an even broader international audience. As we return for our second edition in our new home, we’re ready to once again showcase its global significance.
Over the past 12 months, the Clarion Gaming team has been busy shaping new ideas, forging partnerships across key markets and actively listening to the global gaming community to ensure that ICE continues to be the industry’s most influential gaming technology expo.
Outstanding products and standout content
Alongside a world-class showcase comprising 25,000 product launches delivered by 750 exhibitors, ICE also proudly hosts the World Gaming Forum (WGF), the largest and most influential gathering of leaders across the global gaming ecosystem.
In 2025, the WGF welcomed 1,200 delegates from 79 countries, underscoring its status as the premier platform for top-tier thought leadership.
Speakers will dive into the industry’s most pressing topics, including combatting the illegal market, land-based growth in Europe, collaboration in sports betting, igaming personalisation, lottery technology and innovation, bonus abuse and cyber attacks.
Sustainable gambling commitments
ICE pioneered player protection on the show floor in 2018 with the launch of the Consumer Protection Zone. Today, reimagined as the Sustainable Gambling Zone (SGZ), it has become one of the event’s most visited and forward-thinking features.
For 2026, we’ve elevated its visibility by positioning it along the main walkway between halls four and five and introducing an open-plan layout. Visitors will discover emerging technologies including AI, hear from charities and individuals with lived experience and join discussions shaping the future of safer gambling.
The ICE Barcelona ’25 Sustainable Gambling Zone donors comprising Cirsa, Acordjoc, Grupo Orenes, Novomatic Spain, Novomatic Group, Betsson Group and Alea have supported the launch in Catalonia of an industry-led educational initiative to help prevent behavioural addiction and digital dependency in adolescents.
The Proyecto FES, which has been developed by the not-for-profit Plataforma del Juego Sostenible, an industry body which aims to drive sustainability, is raising awareness of the risks associated with digital media through the provision of educational materials and tools for use by schools and families alike.
Our commitment extends beyond the event itself. As part of our move to Barcelona, we founded the ICE Research Institute in partnership with Fira Gran Via, funding academic research focused on harm prevention and sustainable gambling practices.
Supporting enterprise
The aptly named Enterprise Stage is the launchpad for the ICE Accelerator, a new programme dedicated to helping start-ups and scale-ups grow. The Accelerator offers a series of hands-on workshops and roundtables led by investors, founders and industry mentors.
It builds on the success of Pitch ICE by supporting businesses that are ready for the next phase, offering deeper guidance and a more growth-focused learning experience.
Elevating the visitor experience
At the heart of the show, visitors will find the exciting new McLaren x ICE Lifestyle Lounge. This feature enhances the visitor experience with a McLaren configuration zone where guests can design their dream car and an immersive driving simulator that delivers the full McLaren thrill.
Attendees will also enjoy the rare opportunity to test drive the latest McLaren models.
In addition, be sure to look out for the ICE x Uplatform special edition beer, created in partnership with the Barcelona Beer Festival and proudly sponsored by Uplatform. Visitors can enjoy a curated selection of premium local and international craft brews.
Chip – the AI assistant for ICE delegates
We’re excited to introduce Chip, our new AI-powered assistant, designed to answer questions before and during the show. Chip delivers instant, accurate information – no searching, no waiting, no email delays. With 24/7 real-time support, navigating ICE has never been smoother or more efficient
To register for ICE Barcelona, Fira Barcelona Gran Via, 19 -21 January 2026 click here.