Clarion increases net space by 5% for biggest ICE in 2017

ICE 2017 will occupy a total net space of 40,925 sqm compared to the 38,980 sqm in 2016, making it the biggest ICE on record.

The additional 1,945 sqm represents a 5% increase in space for the only B2B gaming event in the world that brings together the online and offline gaming sectors. The 2016 event attracted a record 28,487 visitors drawn from 150 nations.

Kate Chambers, Managing Director of Clarion’s Gaming Division and the person responsible for the development of ICE since it moved to its current home at the ExCeL, said: “Whilst it is obviously positive to be able to talk about the growth of ICE in this way, equally we are very aware of the need to control and manage the brand’s development rather than pursue a full-out expansion strategy.

“What this means in practice is that we are working hard to try and mirror expansion on the show floor with a concomitant increase in visitors, a task that we continue to invest in through enhanced marketing and communications.

“We are only guardians of the ICE brand and it’s essential for us to manage the growth strategy in a sensible, pragmatic and, most importantly, sustainable way. Relocating to ExCeL has allowed us to grow the brand, but at the right pace.”

She added: “The growth of ICE is the result of two trends. Firstly, our existing customers have been keen to expand their stand presence and secondly, we have a total of 91 exhibitors from 34 nations who will be making their first appearance with us in February.

“It’s a nice, balanced combination of established, well known gaming innovators alongside some new faces and gaming industry start-ups. Our challenge is to provide a professional business environment in which all of our exhibitors, of all sizes, can flourish.”