International edition
September 22, 2021

Stand 3401 at ICE features ISA Guide

Technology show also embraces gaming heritage at ICE 2011

(UK).- ICE, which has established a hard-earned reputation for being a hot bed of gaming innovation, will also feature a stand dedicated to gaming heritage when it welcomes an anticipated 20,000 buyers from 100-plus nations to London’s Earls Court Exhibition Centre (January 25-27).


tand 3401 at ICE features ISA Guide, the well-known German-language gaming & gambling internet platform. This year, renowned industry journalist and editor-in-chief at ISA Guide, Reinhold Schmitt, will present his newest project. In his online jeton museum he exhibits more than 3,000 jetons from over 15 different countries, among them a number of old and exceptional high class commemorative jetons that evoke interesting histories of rich periods in time.

“Unfortunately we are not able to physically present the jetons at ICE this year, but we are bringing plenty of posters with great pictures of selected jetons. All exhibits are online on our new site We are optimistic of bringing our museum live to the ICE show in 2012 and are actively seeking partners who help finance the project”, explained Reinhold.

Reinhold has visited some of the grandest casinos on the planet and this is evident in his extensive collection. Lovingly referring to them as his ‘little museum’, his chips evoke memories of days gone by. He explained: “My jetons remind me of different times and places I’ve visited throughout my career in the casino business. Of course, some currencies no longer exist, like the Franc, Deutsche Mark and the Peseta, so this gives you a feeling of yesteryear and what the industry was like before the Euro.”

He added: “I really must thank casino owners from Germany, Switzerland, Czech Republic, Austria and the United States for their generous contributions to my collection. Without their help, it wouldn’t be possible.” Reinhold is looking forward to finding further jetons from around the world.

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