internationalcasinoreview FREE ticket registration for the world’s leading betting


& gaming show at www.icetotallygaming.com earls court, london | 25th - 27th january 2011


ICE set to stimulate the market as industry converges on London


londoncalling ICE 2011


On the back of a successful G2E the industry’s focus now switches to the smaller - 400 exhibitors compared to G2E’s 520 - but much more international ICE. The fact that ICE attracts exhibitors from 54 coun- tries - more than twice those represented at G2E - makes it a much more accurate bell wether for the business and the signs from both exhibitors and visitors remain cautiously positive. ICE show director Kate Chambers, who has intro- duced a programme of regular attitudinal sound- ings with stakeholders as part of the root and branch review of the show’s market intelligence said: “Whilst no one is hanging out the flags the signs are that the casino operators we’ve been engaging with will be


coming to London with a bit more confidence and more of a spring in their step than they have in recent years. Of course the market is still tough there’s no doubt denying it but the feeling is that ICE with its symbolic slot at the beginning of the year could kick start 2011.” She added: There’s over 50 exhibitors showing in London for the first time which in itself is an encour- aging sign.”


The optimistic outlook


was echoed by Jens Halle, managing director AGI, who set the tone for the upcom- ing ICE Totally Gaming event by stating: “The present weather in the UK may be extremely cold but the climate of anticipation for ICE is red hot!” Recent events regarding trade shows he said proved, “that the industry can put aside its inter-company issues and come together to act in the


wider interests of global gaming. AGI is at ‘full speed ahead’ to ensure that our customers and business partners will enjoy a great ICE experience.” Referring to the broader trading envi- ronment he asserted: “We


clearly must all act together to nurture and grow the coming economic recovery that we have already pre- dicted. It is sure that Novo- matic will be playing a significant part in this process: starting by ensur-


ing that January will produce what everyone hopes will be, and what the industry both deserves and needs; the best ICE ever.” Mark


Smith, whose


company Gamesman has made a considerable invest-


ment in ICE 2011 where it will be taking its biggest ever stand presence at a gaming expo said: “It’s very difficult to be precise about the value of the business generated by the major exhibitions such as ICE and G2E. Of course many of the exhibitors go to ICE with sales targets to achieve and measure their success by the size of the order book. For us it’s slightly different in so far as it’s a relationship building opportunity and the commercial benefits may not become apparent for many months if indeed ever. Having said that and taking a broad view of the process I think you could track the majority of our annual sales back to a rela- tionship or contact started at ICE. Of course the casino industry could survive without the major exhibi- tions but I think it would be in a poorer state of health.”


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January 2011 • businessnews 69


Meet us at ICE, London, 25. - 27. 1. 2011 stand 3370.


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