Clarion Gaming Managing Director Stuart Hunter provides a personal insight to January’s edition of ICE Barcelona and previews what’s in store for the 65,000 global gaming professionals who are expected to gather in the host city.
Where the world of gaming goes to do business
Throughout World Gaming Week ’26 an estimated 25,000 products will be launched and somewhere in excess of 1.25 million business meetings and engagements will take place. The combination of product launches and a million+ meetings make ICE Barcelona the most important gaming technology event anywhere in the world. The first edition of ICE Barcelona and the co-located iGB Affiliate Barcelona set new records for attendance (+13%), visitation (for the first time over 100,000) and customer satisfaction – the net promoter score of +67 put ICE in the top 5% of business events worldwide. Following our first edition in Barcelona we have been working in close collaboration with the global industry to build on these foundations and continue our commitment to continuous improvement.
Our partnership with Microsoft is a ‘landmark moment’
ICE is recognised as the number one gaming technology show in the world. A major focal point at ICE Barcelona 2026 will be the Enterprise Stage in Hall 5, where speakers include Dan Stillwell, Data & AI Director at Microsoft, alongside senior leaders from AWS and Huawei. On 20 January, visitors will also be able to watch the live final of the ICE Innovator Challenge, delivered in partnership with Microsoft. The challenge is geared toward accelerating innovation in responsible play and encouraging operators and partners to harness AI to build a safer and sustainable future. It marks the first time a global tech giant of Microsoft’s scale and status has partnered directly with the gaming sector, making it a truly landmark moment.
The Enterprise Stage will also host the launch of the ICE Accelerator, a new programme supporting start-ups and scale-ups. Through workshops and roundtables led by investors, mentors and experienced founders, the Accelerator complements Pitch ICE by taking participants further into their growth journey and helping them scale with confidence.
Discussing, debating and dissecting gaming policy at the World Gaming Forum
The ICE World Gaming Forum is the most significant global gathering of leaders from across the gaming ecosystem. Soo Kim, Chairman of Bally’s Corporation, will headline the 2026 edition as the opening keynote on Monday 19 January, sharing exclusive insight into the company’s ‘Always-On’ vision. His participation underscores the Forum’s reputation for being the industry’s most influential platform for strategic policy discussion. In 2025, the Forum attracted 1,200 delegates from 79 countries, including CEOs, regulators, politicians, and industry associations. For 2026, the content has been carefully curated with industry input to address the most pressing cross-vertical challenges and opportunities. Speakers will explore topics including Combatting the Illegal Market, Land-Based Growth in Europe, Collaboration in Sports Betting, iGaming Personalisation, Lottery Technology and Innovation, Bonus Abuse and Cyberattacks.
The full agenda is available at: https://www.icegaming.com/wgf/choose-pass
Fostering a progressive dialogue with global regulators
Regulation continues to sit at the heart of every sector-wide conversation. To reflect its importance we have established a Regulatory Advisory Board to guide how ICE can serve the industry more effectively. This helped shape the expanded Regulatory Programme, which includes discounted access for regulators, private sessions, working lunches, and several new initiatives. Our commitment to strengthening regulated gaming is stronger than ever. ICE 2025 hosted more than 300 regulators—one of the largest global gatherings of regulatory professionals—and our goal for 2026 is to exceed 400. By bringing together regulators, policymakers, operators, suppliers, banks and even social media experts, ICE offers a uniquely powerful environment to foster collaboration and achieve meaningful progress.
At the vanguard of Sustainable Gambling
ICE became the first gaming exhibition to formally incorporate responsible gambling with the launch of the Consumer Protection Zone in 2018. Now known as the Sustainable Gambling Zone (SGZ) it reflects the latest thinking on safer, more sustainable gambling practices. For 2026, the SGZ takes centre stage with a prominent new location in the main corridor between Halls 4 and 5 and a more open, engaging layout. Visitors will discover new technology trends—including AI applications—connect with charities and individuals with lived experience, and join essential discussions on the future of safer gambling regulation. Our commitment to advancing sustainable gambling is unwavering.
McLaren, the Barcelona Beer Festival and World Gaming Week
Delivering an outstanding visitor experience is our number 1 priority, and one of the standout additions for 2026 is the McLaren x ICE Lifestyle Lounge. Just a month after McLaren secured F1’s first drivers and constructors title double since 1998, guests will be invited to customise their ideal McLaren, explore an immersive racing simulator, and even test-drive the manufacturer’s latest models. We’re also introducing a limited-edition ICE x Uplatform beer, created in partnership with the Barcelona Beer Festival and Uplatform—offering an expertly curated range of international and local craft beers.
Our enhanced Day Zero programme means that networking begins on the Sunday before ICE opens and continues through the week. World Gaming Week kicks off at Barcelona’s iconic Time Out Market, followed by the invitation-only World Gaming Gala at the historic Casa Llotja de Mar. It will be a prestige evening designed to forge new connections and set the tone for the week ahead. New for 2026, visitors can take part in Run the Ramblas, a walk-jog-run event offering a refreshing way to network while enjoying Barcelona’s famous boulevard. We’ll close the week with UnWind—a relaxed brunch at a beach bar, complete with entertainment and panoramic sea views.
ICE – the industry’s show
ICE has always been shaped by the global gaming community in all of its guises. Every idea we receive is fed directly into our development process, ensuring the event reflects the needs and ambitions of the industry across every sector and every jurisdiction. We work closely with trade associations and strategic partners worldwide, meaning ICE Barcelona is the product of tens of thousands of conversations. Often described as the place where the world of gaming comes to do business—and where the future is shaped—ICE Barcelona 2026 promises to be our most international, most innovative, most connected edition yet. We look forward to welcoming gaming professionals to one of the world’s greatest cities for the greatest global gaming technology event anywhere.
To register for ICE Barcelona, Fira Barcelona Gran Via, 19 -21 January 2026 and be part of the world’s biggest celebration of gaming visit: https://www.icegaming.com