Clarion Gaming Director Stuart Hunter confirmed that ICE London remains scheduled for April 2022, with over 450 brands expected to showcase. Thanks to strong visitor demand, robust Covid-19 protocols and the UK government easing restrictions, the event will take place from 12-14 April at ExCeL London.
However, a small number of exhibitors such as Merkur, Novomatic and Scientific Games have announced that they will not be at this year’s rescheduled event. Hunter said this “changed the dynamics of what visitors will experience at ICE London 2022”.
But with more than 450 brands still participating in the show and significant support from all sectors, Hunter said Clarion Gaming remains focused on bringing the industry together. The size of the event still makes it the largest global gambling exhibition on the market, according to the executive.
“As a team, we never like to lose any of our exhibitors, but we will always respect their reasons for deciding not to participate. Ours are lifetime customers and we are working to help some maintain a presence at ICE London through sponsorship and hosting customers at the event, as well as confirming their return in 2023.”
He added: “We always strive to be side by side with the industry and our customers, both in good times and in more challenging times.”
The director noted that the ICE brand has always represented the entire gaming market, including smaller companies that rely on the event for a significant portion of their annual revenue.
Industry backed new ICE London 2022 dates
Support for the new April dates remained strong, with surveys of 1,300 attendees conducted by Explori showing that 74% of respondents still plan to be at the fair April 12-14. The new dates also ensured the support of the European Casino Association, ensuring the presence of a large contingent of European land operators.
This research was carried out before the UK government announced that vaccinated international travelers will not be required to take a Covid-19 test on arrival in England from 11 February. “This is a big step that will encourage more visitors to make the trip to London and be part of the ICE experience,” said Hunter.
“In addition, the UK government has moved to its Covid-19 Response Plan A, which involves significant easing of restrictions, including an end to mandatory face masks and a relaxation of rules applicable to certification passports. In these respects, the UK and ICE London are very open for business.”
In addition, Clarion is committed to the events industry’s All Secure Risk Assessment Framework to provide a best practice guide for holding events when Covid-19 transmission remains a risk.
Clarion wants to offer a safe and business-friendly experience
The protocols have been fully tested through Clarion Events and are flexible enough to respond and adapt to a dynamic and rapidly changing landscape, Hunter explained, to ensure that the ICE London experience can be safe and business-friendly.
“We knew that returning to face-to-face events wouldn’t be simple, but we also know from our experience at iGB Live! in Amsterdam last fall, how much the industry has lost face-to-face events and the ability to interact, network and do business,” he said.
He concluded: “The team is fully focused on the task at hand and will do whatever it takes to deliver an unforgettable celebration of the industry when it comes together in London.”
