• 52.345 unique participants • 100.000+ visitor days • 164 nations represented • “Perfect platform” to seize the opportunities offered by Barcelona
The international gaming industry turned out in large numbers to celebrate the latest editions of ICE and iGB Affiliate held in London with a record 52.345 gaming professionals attending both trade shows.
New records were set across the board ahead of the move to Barcelona in January 2025. ICE's unique attendances of 45.050 represented a 12% increase on the previous year, with iGB Affiliate recording a total of 7.295 unique visitors, an increase of 27% compared to the previous high set at the 2023 fair.
Visitor figures, which measure the number of in-person days spent by gaming industry professionals at London's ExCeL, topped 100.000 for the first time in the exhibition's nearly nine-decade history.
The international appeal of ICE and affiliate iGB was very evident, with representatives traveling to London from 164 nations stretching from the United States to Uruguay, from Brazil to Botswana, from Spain to Singapore.
Excluding the host country, the United Kingdom, the nations that recorded a four-digit attendance were: Malta (3.364 visitors), United States (1.913), Bulgaria (1.659), Cyprus (1.658), Spain (1.483), Germany (1.235) and Brazil (1.134).
Stuart Hunter, Managing Director of Clarion Gaming, said: "The historic February editions of ICE and iGB Affiliate were what I would describe as 'I was there' events. ICE and iGB Affiliate occupied every square millimeter of exhibition and meeting space available at ExCeL London and I am enormously grateful to everyone in the industry for creating an experience full of energy, enthusiasm and optimism for the future.
Our exhibitors made a Herculean effort to say goodbye to London in style and from all the feedback received at the show and subsequent emails and conversations, the celebratory atmosphere connected with everyone in attendance".
He added: "Each year we commission an extensive and independent program of research conducted among both exhibitors and visitors. This process is currently underway and must run its course for me to share the results. What I can say is that the headline data is extremely encouraging. The response rates are unprecedented, demonstrating a customer community truly engaged with the brand.
In terms of approval rating, ICE is enjoying an approval rating of 95 (out of 100) compared to the average for all UK-based business-to-business events of around 50. While this is really satisfactory, we are well aware that the bar has been set for Barcelona 2025. The entire team is confident that they can maintain and improve on what London has achieved. Make no mistake, these are extremely exciting times for everyone involved with ICE and iGB Affiliate".
Naomi Barton, Portfolio Directors who led the team responsible for delivering iGB Affiliate, described the response to the show as “phenomenal”. She confirmed: “The 2024 edition of iGB Affiliate rewrote the record books with more participants than at any other time in the history of the event. The 7.295 unique visitors increased 27% from 2023 and represented the fourth consecutive year of double-digit growth.
All the key performance indicators that we apply were positive, with a number of exhibitors and sponsors equal to 250 (+11% compared to the previous year) occupying a total of 13.647 m16 of surface area (+XNUMX% compared to the previous year). We're seeing our best satisfaction ratings ever and the volume of rebookings for iGB Affiliate in Barcelona is off the charts.
I don't think an iGB event has ever been in such a healthy position, as we all look forward to an even brighter future for our market-leading event brands".
