International edition
July 26, 2021

UK event is seen as the industry’s commercial capital

Research confirms ICE as the world centre of gaming commerce

(UK).- Visitors to ICE Totally Gaming are being encouraged to pre-plan their meetings with exhibitors to ensure that they don’t miss out on the huge commercial opportunities available at the London event. The advice comes as research conducted by Vivid Interface amongst exhibiting companies at the 2013 show, confirms that ICE London is the international gaming industry’s commercial capital.


he Vivid Interface research showed that exhibitors held on average 52 business meetings at ICE, a figure, which when applied across the 481 exhibiting companies, totals some 25,012 commercial gatherings over the duration of the exhibition.  Whilst the mean number of meetings stood at 52, the most active 3 percent of exhibitors packed in more than 200 business meetings over the duration of the three days. 

Geoffrey Dixon, Managing Director at Vivid, said: “The research we conducted confirms that ICE is the meeting place of choice for the international gaming community in its broadest sense. It’s clear that exhibitors come to ICE intent on doing business, with our sample expecting on average 28 percent of their meetings to result in a positive commercial outcome. The challenge for visitors is to ensure that they are able to meet with the exhibitors they want to do business with and clearly the best way to achieve that is to arrange meetings in advance of the exhibition opening rather than simply leaving it to chance on arrival. ICE is simply too popular an event to stage meetings at to risk missing out.”

He added: “From my experience gained researching across the exhibition industry, such a level of commercial activity is near the very top of the spectrum, with the aggregate value of the deals agreed at ICE being worth many hundreds of millions of dollars. ICE is unique in that it is both a business and an information exchange event which results in a very senior tranche of Chief Executives, thought leaders and buyers with absolute authority. The exhibitors told us in interviews that this is a very potent audience profile and one that sets ICE apart from other events in the gaming space”.

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