A momentous occasion unfolded at the ExCeL London from February 6-8, 2024, as ICE and the concurrent iGB Affiliate exhibition, which extended to February 9, collectively garnered a phenomenal turnout, setting new milestones with a combined 52,345 unique visitors. This record-breaking attendance not only reflects a significant surge of participants but also highlights the growing global influence and innovative spirit at the heart of the gaming industry.
ICE, a cornerstone in the gaming sector, witnessed a remarkable 12% uptick in attendance, boasting 45,050 unique attendees—a figure unparalleled in its history. Parallel to this, iGB Affiliate, a leading event dedicated to affiliate marketing within the gaming domain, experienced a notable 27% increase in its crowd, drawing in 7,295 unique visitors compared to the previous year. This fourth consecutive year of double-digit growth underlines the event’s burgeoning significance in connecting affiliates with key industry players.
A noteworthy metric indicative of interest and engagement, the visitation figures, reached over 100,000 person-days, marking a first for the exhibition. Visitors travelled from across the globe, with a total of 164 nations represented. The international flavor of the events was evident as Malta, the United States, and Bulgaria were among the top contributors to the international visitor count, signifying the expansive reach and appeal of ICE and iGB Affiliate to the broader gaming community.
Stuart Hunter, Managing Director of Clarion Gaming, encapsulated the events’ achievements by characterizing them as ‘I was there’ moments. Commentary highlighted how both ICE and the iGB Affiliate occupied the entirety of ExCeL London’s available exhibition and meeting space, confirming the extensive growth and scale of these events.
Hunter expressed his profound gratitude to industry stakeholders who came together to create a spectacular experience brimming with energy, excitement, and a forward-looking attitude. The collective accomplishment was substantiated by independent research that presented an impressive satisfaction rating of 96 out of 100 for the events, far exceeding the UK average of 50 for B2B occasions.
As ICE prepares for an exciting move to Barcelona in 2025 after a comprehensive six-month selection process, Hunter conveyed a mix of satisfaction and anticipation. Despite the high standards set by the London events, the team remains confident in their mission to uphold and even surpass this benchmark in Barcelona, ensuring that the forthcoming editions will be just as, if not more, invigorating.
Meanwhile, as London passes the torch to Barcelona for future ICE events, the city will welcome the iGB L!VE from 2025, adding a new chapter to its event-hosting repertoire. The shift promises to maintain the city’s prominent role in facilitating significant industry gatherings.
The farewell to London from an exhibition perspective was executed with a herculean effort by exhibitors that resonated well with attendees, as evidenced by the widespread positive feedback and impassioned celebratory atmosphere that enveloped the venue.
In tandem with ICE’s success, iGB Affiliate, as noted by Portfolio Director Naomi Barton, had rewritten history. Exhibitor and sponsor numbers rose by 11% to a total of 250, while the event’s spatial footprint expanded by 16%, coming in at a vast 13,647 square meters.
Record-breaking satisfaction ratings and a flush of re-bookings for the upcoming iGB Affiliate in Barcelona underscored the vigorous health of the event series. Barton reflected on the current robust status of iGB Affiliate with enthusiasm, foreshadowing an even brighter future for these market-leading event brands.
The historic editions of ICE and iGB Affiliate in 2024 will be remembered as watershed moments, marking a period of triumph and ambitious vision for the gaming industry. As stakeholders across the globe look ahead, there is a palpable excitement for what lies on the horizon for these ground-breaking events.
