Clarion Events, the organizer of the February ICE Totally Gaming trade show at ExCeL London, say the 2017 edition of the event will be the largest ever, thanks to an additional 1,945 square meters (nearly 21,000 square feet) of net space.
As of the end of December, ICE 2017 will occupy a total of 40,925 square meters, compared to the 2016 figure of 38,980 square meters. The 5 percent increase in space makes the 2017 event the biggest ICE on record, according to show organizers.
“While it is obviously positive to be able to talk about the growth of ICE in this way, equally we are very aware of the need to control and manage the brand’s development rather than pursue a full-out expansion strategy,” said Kate Chambers, managing director of Clarion’s Gaming Division and the person responsible for the development of ICE since it took residence at its current home at the ExCeL London venue.
“What this means in practice is that we are working hard to try and mirror expansion on the show floor with a concomitant increase in visitors, a task that we continue to invest in through enhanced marketing and communications. We are only guardians of the ICE brand, and it’s essential for us to manage the growth strategy in a sensible, pragmatic and, most importantly, sustainable way. Relocating to ExCeL has allowed us to grow the brand, but at the right pace.
“The growth of ICE is the result of two trends. Firstly, a number of our existing customers have been keen to expand their stand presence, and secondly, we have a total of 91 exhibitors from 34 nations who will be making their first appearance with us in February. It’s a nice, balanced combination of established, well-known gaming innovators alongside some new faces and gaming industry startups. Our challenge is to provide a professional business environment in which all of our exhibitors, of all sizes, can flourish.”
