ICE London sees well-attended first day, increased presence of iGaming, crypto and payment firms

ICE London on Tuesday successfully gathered the international gambling industry at large after a 26-month hiatus, and Yogonet saw high attendance levelsand a particularly prominent presence of companies specialized in payment and crypto technologies, as well as online gaming. The forced and April dates and other special circumstances this year brought about a significant absence of suppliers that are mainly focused on products and services for the land-based casino business.

ICE London Esports Arena returned bigger this year, and on Tuesday hosted a live Apex Legends showcaseand a £25,000 ($33,000) prize pool Rocket League tournamentcontested on the Hyper X Esports Truck (“Big Betty”), featuring top tier esports teams Dignitas, 00 Nation, Rix. GG, and SMPR esports. The increased space also hosted keynote speeches from Lee Willows, Founder & Executive Chair at ESG Gaming & Esports Community; Peter Ivanov, Head of Trading at UltraPlay; and Dan Houl, Vice President of Sales at

The Consumer Protection Zone also came back larger with 14 exhibitors, and was opened Tuesday by Tim Miller, Executive Director of the UK Gambling Commission, who was also a moderator of the education panels sides Ewa Bakun, Director of Industry Insight and Engagement, Clarion Gaming. Speakers included Martin LyckaSVP for American Regulatory Affairs and Responsible Gambling, Entain; Andrew BanisterAssistant Safer Gambling Manager, Les Ambassadeurs Club; Ben WrightHead of Safer Gambling, Flutter Entertainment; among others.

Also on Tuesday, the Pitch ICE program at booth N7-460 saw 14 entrepreneurs from all corners of the gaming industry share their ideas with investors and partners at Pitch ICE. Many of the startups featured on Pitch ICE have secured important investments and acquisition partners following their presentations and participation at ICE.

The start-ups are: Bespot; Better Change; Mobi Funds Inc; My Lotto Hub; Neesan Labs Parlay Poker; OneUpOneDown Ltd; Pokerload; Power Gaming; Racing Stars; Rubik Talent; Sparket; SMAT Virtual; Touch-LESS Gaming and We The Bookie.

Furthermore, the ICE VOX program delivered five Masterclasses comprising customer journey land-based and online; responsible gambling; customer acquisition; and global market roundtables. The International Legislators’ Agenda (ILA) also offered educational and networking activities on Tuesday, including UKGC Deputy chief executive Sarah Gardner‘s speech.

Agenda for Day Two: Wednesday, April 13

iGB Affiliate London Conference program is returning to ExCeL London on Wednesday after a two-year absence, with the show 28% bigger compared to 2020comprising 160 exhibitors occupying 6,265 square meters of net floor space. Atendees will have the opportunity to participate in a total of 13 Conference Streams delivered across two days by some of the industry’s authorities.

The iGB Conference includes sessions dedicated to the 2022 Fifa World Cup, Geo/Vertical market segmentation, SEO Disasters, Social Media Branding and Design, International Digital Marketing and Localisation, Mobile Marketing in the US, Responsible Gambling, Best Practice, App Store Optimization, Casino Live-Streaming and a panel session dedicated to the development of the affiliate sector in the United States.

  • MASTERCLASS 6: Vertical integration – How to successfully operate a full product portfolio
    09:20 am – 1:10 pm

Speakers include Thomas AllenManaging Director – Morgan Stanley; Rob Heller, CEO of Spectrum Gaming Capital; Adi Dhandhania, COO Bally’s Interactive North America – Bally’s; Ulrich Gilot, Head of Media – Betsson Group; Thomas Rosander, CEO – Luckbox – Real Luck Group; among others.

  • Gaming Regulators European Forum (GREF) Meeting (By Invitation)
    South Gallery Room
    10am – 6.30pm
  • Influential Women in Gaming (By Invitation)
    ICC room 11 & 12
    10am – 5pm
  • Launch of ASCEND (Open)
    ICC Capital Suite
    12.45pm – 2.30pm

ASCEND is the new mentorship initiative created to provide a network of support as well as guidance on personal and professional development. The launch will take the form of a networking buffet comprising hosted round tables. The ASCEND program will help mentees working across the entire gaming ecosystem to enhance their leadership skills, gain confidence and network with other like-minded women. iGB Portfolio Director Naomi Barton, who will be responsible for driving the initiative explained: “In order to be meaningful and effective ASCEND has to reflect the real needs of women in the industry. The intention is to use the launch event to listen to the experiences of women working in gaming, and in the process ensure that we are addressing the issues that matter to them and that will help unlock the next steps in their career paths.

  • MASTERCLASS 7: Creating the next Starburst: How to build a blockbuster slot
    2:00 pm – 5:35 pm

Speakers include Ofir Gal-Mor, Director of Gaming Content – 888 Holdings; Jan Chircop, Head of Gaming Projects – Betsson; Kurt Hansen, Head of Digital – GameCo; among others.

  • MASTERCLASS 8: Crime, fraud and esports: Managing risk in the esports landscape
    2:00 pm – 5:35 pm

Speakers include Ian Smith, Commissioner – UKGC; Paul Mendelsohn, Director of Strategy & Transformation – Entain; Adam Savinson, Esports Director – Betway; Thomas Rosander, CEO – Luckbox – Real Luck Group; Antonio Zerafa, Sports Betting Integrity Manager – Malta Gaming Authority; among others.

  • MASTERCLASS 9: LatAm masterclass: The operational, strategic and regulatory ‘musts’ of doing business in LatAm
    2 pm – 5:35 pm

Speakers include Itamar Pereira; IT Manager, Ministry Economy, Brazil; Karen Sierra-HughesVice President of Latin America & Caribbean – Gaming Laboratories International; Sebastian Vivot, CTO – Buenos Aires City Lottery (LOTBA); Andre Gelfi, Managing Partner Brazil – Betsson; among others.

  • YGAM – consumer protection zone – drinks reception (Open)
    Consumer Protection Zone
    4pm – 5pm
  • Associations’ Lunch (By Invitation)
    ICC room 7 & 8
    12 – 4pm
  • ICE Landmark Awards (Open)
    Clarion Sales Lounge
    4pm – 5pm
  • Ampersand Drinks Reception (By Invitation)
    VIP lounge
    5.30pm – 7.30pm
  • LatAm Networking Drinks Reception – Open to all ICE attendees
    The World Pavilion at ICE VOX, Capital Suite
    5.30pm – 6.30pm
  • LatAm Dinner (By Invitation)
    7.30pm – 11pm
  • iGB Awards 2022 (Ticket entry)
    The Troxy, a Grade 11-listed Art Deco music venue in bohemian east London
    7.30pm – 2.00am

This year’s awards categories are 14 and comprise Affiliate Employer of the Year; Best Affiliate Manager; Best Affiliate Program; Best Bingo Affiliate; Best Casino Affiliate; Best Sports Betting Affiliate; Best Tech Affiliate; Best Tech: Affiliate Program; Best Digital Agency; Game of the Year (Public Vote); Innovation Award; Marketing Campaign of the Year; Best Newcomer and Rising Star.

  • iGB Awards After Party (Ticket entry)
    The Troxy
    10.30pm – 2.00am

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