Merkur to showcase expanded portfolio and new brand direction at ICE Barcelona 2026

Merkur Group will use ICE Barcelona 2026 as a key platform to present its expanded international portfolio and refreshed brand identity, as the global gaming industry gathers in Spain from January 19 to 21, 2026.

The event, hosted at the Fira Barcelona Gran Via, is expected to attract more than 600 exhibitors and over 65,000 visitors from 186 countries, with exhibition space exceeding 100,000 square meters under the theme “Growing the Power of Play.”

The Germany-based gaming group will exhibit at booths 3F40 and 3F70, where Merkur Gaming will appear alongside multiple subsidiaries. The presence reflects Merkur’s strategy to position itself as a fully integrated global gaming and entertainment group, combining land-based, digital, and gaming technology offerings under a single brand umbrella.

“The year 2026 marks the beginning of a new era for us, and ICE is where it all starts. Visitors to the trade fair in Barcelona can look forward not only to exciting innovations ‘made by Merkur’ but also to an entirely new and dynamic booth design that brings the Merkur World to life like never before,” said Dominik Raasch, Management Board Member, Merkur Games at Merkur.com AG.

“In addition to our outstanding new games and hardware solutions, we will be demonstrating the full breadth of our group thanks to our extensive network of subsidiaries.”

Merkur’s exhibition concept centers on a two-story stand designed to encourage engagement and extended interaction. The booth will feature visitor lounges, catering areas, multimedia displays, and live entertainment, creating a setting aimed at supporting product demonstrations, meetings, and networking with operators, partners, and industry stakeholders.

Product launches will form a central part of Merkur Gaming’s presentation. The company plans to introduce Dimension Link, a six-level jackpot system themed around ancient Egypt, featuring Sticky Spins and multiple bonus mechanics. ICE 2026 will also mark the debut of an enhanced version of the Mod Ex cabinet, which incorporates a redesigned console and updated lighting features.

The group’s recent acquisition of Las Vegas-based Gaming Arts will be reflected in the portfolio on display, with nine titles from the studio, including Glory of Giza and Eternal Riches, set to be showcased. Merkur will also highlight its established M-Prime and Prime Line multigame packages, offering extensive game libraries tailored to different player segments and market requirements.

Beyond Merkur Gaming, several subsidiaries will present their offerings at ICE 2026. adp Merkur will showcase products developed for the German market, including the M-Box Giga.

Blueprint Operations and Merkur Dosniha will focus on land-based gaming solutions for the UK and Spanish markets, while Bede Gaming and Blueprint Gaming will underline the group’s digital gaming capabilities. Cash-handling solutions from GeWeTe and roulette and live gaming products, including Spintec’s Charisma line, will also feature.

Marcel Heutmekers, Senior Vice President, Merkur Games International, said the company views ICE as a major industry touchpoint. “We can hardly wait and are eagerly anticipating ICE 2026. Our team has spent months working tirelessly on the preparations – now it is time to reveal the results and reap the rewards of our hard work. With renewed enthusiasm and great optimism, we look forward to January and to engaging exchanges with customers, partners, industry experts and the media.”