Barcelona will host Clarion Gaming‘s ICE and iGB Affiliate conferences starting in 2025, following an extensive six-month bidding process, while iGB L!VE will move to London that same year.
The city was chosen from a list of four cities, competing alongside Madrid, Paris and ICE’s longtime home of London.
ICE’s relocation project, carried out in partnership with event strategy and location specialist Equimore, considered more than 30 variables in its decision-making process.
Site visits, city presentations and detailed negotiations also took place.
ICE’s advisory board, comprised of several international brands active in the online and face-to-face gaming sectors, endorsed the decision.
ICE will take place in Barcelona from 2025
As a result, ICE will leave its longtime home in London. This also brings to an end a 12 year tenure at ExCeL London.
The event will move to the 240,000 square meter space at the Fira de Barcelona, with a five-year contract running from 2025 to 2029. The 2025 edition will take place from January 20 to 22 of that year.
ICE and iGB Affiliate will be the only major events taking place in Barcelona during the month of January, which will create a unique experience for ICE 2025 exhibitors and attendees.
Clarion Gaming has booked 40,000 hotel nights for ICE week in 2025.
Communications updating those interested in the plans will be released from September of this year.
Reasons for moving to Barcelona
The Barcelona proposal was notable for the scale of its world-class facilities, exceptional hospitality infrastructure, logistics, return on investment for customers and scalability, explained Alex Pratt, managing director of Clarion Gaming.
Furthermore, he added that this will create a partnership between the international gaming industry, Fira de Barcelona and public and private stakeholders from Barcelona, Catalonia and Spain.
“We have a great opportunity to create an important legacy for the future,” said Pratt.
“Now that this process is complete, our sole focus is on continuing the success stories of ICE and iGB Affiliate by partnering with our international stakeholders and delivering an incredible London experience in 2024.”
iGB L!VE will move to ExCeL London in 2025
The detailed revision also means that iGB L!VE will move from Amsterdam to ExCeL London in 2025.
“Speaking on behalf of Clarion Events, I would also like to thank the ExCeL London team for their support over the past 12 years,” said Pratt.
ICE and iGB Affiliate enlisted the help of ExCeL London to develop, support the business needs of stakeholders and ultimately grow each exposure in the B2B and affiliate sectors, he added.
“We remain committed to ExCeL London as a great destination and look forward to bringing iGB L!VE to London in July 2025 to continue that legacy and provide the perfect backdrop for the future of this rapidly growing event in key gaming territory. .”
Next year, ICE will take place from 6th to 8th February, while the iGB Affiliate London exhibition will take place on 7th and 8th February.
