Supplier News
UK – ICE staying at Excel London to at least 2022
By Phil - 24 October 2019
Clarion Gaming Managing Director, Kate Chambers has confirmed that ICE London, the world’s largest gaming technology event, has a contract to remain at its ExCeL London home through to at least 2022.
The confirmation has been issued to quash social media reports that have emerged suggesting a possible relocation to Hannover. She stated: “ICE London is experiencing the most successful period in its history. Since we moved from Earls Court to our home at ExCeL London the brand has undergone a phase of exponential growth with attendance increasing from 21,336 in 2012, (the last edition of ICE to be held at the Earls Court Exhibition Centre, London) to 36,093 (2019). Over the same period the number of exhibitors has increased from 430 to 612 and the net floor space has grown from 22,500 sqm to 47,500 sqm. While we are always looking to and planning for the future it’s important to confirm that there are no plans to relocate. Everything that we do is undertaken in partnership with our ICE London stakeholders based throughout the 155 nations that travelled to ExCeL London in February this year.”
The marketing team at Clarion Gaming will be using the combined reach and influence of established and new media to consolidate ICE London’s status as the most international gaming event on the industry calendar.
Using the annual United Nations Day celebrations (24 October) to confirm the integrated global campaign, Head of Marketing Dan Stone said: “ICE London attracts more visitors from more countries than any other B2B gaming event held anywhere in the world. Gaming professionals from a record 155 countries were represented at the 2019 edition and our objective is to consolidate and, if at all possible, to grow that figure in 2020 even though the number of countries recognised by the UN is marginally higher standing at 197. Our ‘Into The Future’ campaign narrative resonates with audiences in every one of our gaming verticals and we will be working with the international community of digital and print specialist gaming media as well as utilising the influence of social media to maximise the brand’s reach.”
He added: “Very few business exhibitions in any sector can compare with the internationalism of ICE London: it is something that we have worked hard to achieve over the last decade and a brand characteristic that our stakeholders place great emphasis on. Having access to the entire gaming universe in one place is a huge benefit and it is unique to ICE London.”
The campaign in support of ICE London 2020 will comprise extensive through-the-line marketing activities including print and online advertising, post and digital communications, social media, PPC, content marketing, referral efforts and, with the international scope of the event, an expansion of the partner network focusing on key regional outlets.
