International edition
September 23, 2021

Both markets seem to enter in a definite way of union

ICE 2012 achieved to combine the best of land based casinos and iGaming industry

(UK, exclusive Internet betting and the traditional casino market held hands in ICE 2012, reaffirming the trend that seems to combine these two big and growing segments in one industry, according to statements by the main executives of the sector that assisted to London event.


he exhibitors of both pavilions, traditionally divided physically in Earls Court 1 and 2, agreed on saying that visitors’ interest seems to be wider and all-encompassing for both types of gaming. They remarked that it seems that it is not a so marked difference, but they begin to be understood as parts of the same business, both by operators and big manufacturers, which base part of their proposal in the different ways to mix traditional slots with online developments.

Walter Bugno, CEO of Spielo, made a good summary of the event pointing that this year it offers a better balance between iGaming products and traditional casino games, because not only specialized companies offered online gaming developments, but also most of the big international manufacturers allocated part of their production to this thriving segment of the industry.

Inspired surprised the audience with one of the most spectacular developments of the event, which received the award as Best Betting Product. It is 3D Virtual Sports, a development that, together with Sabre Multi Win Roulette, were the higlights of the most visited booth of the second pavilion of Earls Court, together with Playtech’s.

When talking about novelties in the slots segment, a great part of the innovations were presented by big manufacturers, which managed to catch the attention of visitors with latest-generation developments.

Some of the highlights are the presence of titles such as Wizard of Oz and Alice, both presented by WMS Gaming in London, which attracted the massive public, together with developments like new CPU-NXT3, and games BattleShip and Pirates Battle, both putting a strong stress in grupal game concept.

Besides, IGT showcased the big franchises that it gathers under its brand, presenting new games based in Sex and the City, Breakfast at Tiffany’s, Godzilla, the impressive big screen Texas Tea and strong titles recently showcased in Las Vegas: Ghostbusters, Elvis The King, Batman The Dark Knight and Wheel of Fortune Triple Extreme Spin. Besides, its stand had a big space reserved for its IGT Cloud solution, another leading actor of ICE 2012.

Besides, during the show, the authorities of the company informed that they renewed their deals with Hasbro, so they will continue developing games based in the franchises  Monopoly, Cluedo, Battleship, Transformers and Dungeon’s and Dragon’s, at least until 2014.

Close to IGT’s stand it is located Bally Technologies, which also showcases its latest developments recently presented at G2E 2011, like Grease and Michael Jackson, no doubt the two main attractions of the huge exhibition space of the US company in London. Another novelty released yesterday during the show was the joint work of Bally with ComTrade, a company that will support the initiatives of Bally Interactive division.

Aristocrat based its presence in a wide range of games and part of the attention was concentrated in special developments for Spanish Class B games, which were previewed in ICE and will be officially launched to the Spanish market in upcoming Fer-Interazar, in Madrid, next March.

Alfastreet presented its new Derby, and Albert Radman pointed that, in his view, “the show counted with the same assistance of public that in previous years, but that exceeded the expectations”, because it was thought that the European crisis would cause a significant decrease in public assistance.

When talking about the public and the great exhibition spaces, it is impossible to overlook Novomatic, which, as usual, offered its products to the public in an unbeatable way, with the largest and most visited booth of the show, in which tens of new developments were released, among them, its new “Marilyn”, based on the Hollywood diva.

Atronic definitely left behind its name and presented itself for the first time in London under Spielo name, as it did in Las Vegas last November. The firm highlighted two new developments: Egyptian Gold and Mermaid Spell, both very celebrated by present operators.

And during the first day, JCM Global presented its expansion towards the European market. The Japanese company has a very strong presence in the US market, and now decided to diversify its offer towards the Old Continent with state-of-the-art monitors, taking advantage of the agreements with companies such as Samsung, LG and ViewSonic.

Today, another edition of International Casino Exhibition (ICE) will conclude, leaving behind Earls Court exhibition center and marking –with its arrival to ExCel next year-, a change in the paradigm of the gaming industry, which definitely is joining iGaming with the most traditional international gaming offer.

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