ICE Barcelona 2026 to preview ‘Growing the Power of Play’ creative theme at iGB L!VE

Clarion Gaming has unveiled ‘Growing the Power of Play’ as the official creative theme for the 2026 edition of ICE Barcelona, with a first look offered to delegates at iGB L!VE 2025, the event’s first outing in London following its relocation from Amsterdam.

The new concept celebrates the global gaming ecosystem, spotlighting the role of exhibitors and visitors in cultivating innovation, ideas, and cross-sector growth across every regulated market. Central to the campaign is a vibrant visual identity featuring an ICE Digital Garden of inspiration, incorporating nods to Catalan culture, including motifs inspired by Sagrada Família and Salvador Dalí.

“Each year we place a lot of emphasis on our creative, which sets the tone for the next edition of what is recognised as the most influential and important B2B gaming technology expo in the world,” said Stuart Hunter, Managing Director at Clarion Gaming.

“Every defining game, every gaming innovation and every adaptation of new technology has been shown at ICE and whether it's planting the seeds of innovation, pollinating ideas or cultivating connections, Growing the Power of Play encapsulates what the ICE experience is all about,” Hunter added.

The creative theme will anchor ICE’s global communications campaign in the lead-up to the January 2026 event, following the successful debut of ICE Barcelona earlier this year.

Hunter noted that the new visual direction is designed to support experiential activations and elevate the in-person show experience. “The creative is both brave and different and has huge potential to be applied to experiential activations on-site,” he said.