The 2025 edition of ICE was unprecedented in that it took place, for the first time, away from the city of London, England. Barcelona was chosen as the new headquarters for one of the largest gambling fairs in the world. Alessandro Valente, co-founder of BiS SiGMA Americas, shared his experience in Spain last week.
“I preferred London, I spent more than 80 years in the wonderful city of London. But, he came to Barcelona. In the last conversations, before the fair, there were already expectations. It’s an incredible city, very welcoming. Overall, the change ends up being positive”, he assessed.
However, he highlighted that iGB LIVE, which will be held in London, could be more interesting for the Brazilian industry. “I think that iGB in London will make much more sense for the Brazilian market than ICE itself because we don’t buy much of the equipment on display here. In the digital context, iGB kills the charade”.
BiS SiGMA Americas 2025
Regarding the biggest betting event in Latin America, Valente revealed that preparations are in full swing. BiS SiGMA Americas will take place between April 7th and 10th, at the Transamerica Expo Center, in São Paulo (SP). Advance tickets are on sale now.
“We got two more pavilions to be able to accommodate things that we would like to have, but before we didn’t have the capacity. The Network Lounge is a recurring demand, because it would be a space to sit and talk.”
“So, we will have the Network Lounge and the brand activation area to meet this pent-up demand. Now, we will be able to take this to the public, which is very important”, he concluded.
