Swedish casino games developer NetEnt is preparing to open up an interactive innovation experience at ICE in London later today, with virtual reality slots to feature as a key component of its exhibit.

This will be available for visitors to try out alongside a range of other innovations the supplier believes will shape how players gamble in coming years, such as 3D sound for mobile devices and a detailed breakdown of how playing habits will evolve.

NetEnt says that since its inception in 1996 it has established itself as a pioneer in the online casino space, and is using its 20th anniversary as an opportunity to show how it believes innovation will power online gaming’s future.

Part of this will be a virtual reality offering in which players enter and experience the world of the company’s popular Jack and the Beanstalk game. NetEnt has been exploring VR technology, it says, believing it to offer an immersive experience and a true indication of how future slots will be played.

It will also exhibit its 3D sound technology, which can be included as a feature in NetEnt’s portfolio of mobile games. With on-the-go gaming becoming an increasingly popular way to play, the supplier believes sound will be key to enhancing this experience.

The company’s 20 years of experience will also be tapped for a display of five concepts describing who future gamblers are, their needs and demands, and how their behaviour will change. This is based on NetEnt’s latest research, with the company believing that this will offer insights on what such players will want in gambling products.

“NetEnt always likes to bring excitement to ICE and this year, as we celebrate our 20th birthday, we’re going bigger and better than ever,” NetEnt CEO Per Eriksson said.

“Our stand is an immersive experience demonstrating how we are constantly working with innovation, looking at how we can implement the cutting edge of virtual reality and sound technology to take our products into the future, while remaining true to the values and beliefs that have given us so much success during the past two decades.”

Shares in NetEnt AB (Co. Data) (OMX:NET-B) were trading at SEK426.00 per share in Stockholm Tuesday.