ICE Barcelona 2027 – Spain

What to expect

ICE Barcelona is a major B2B exhibition and business event for the global gaming industry, bringing together operators, suppliers, regulators, technology companies, payment providers, affiliates, investors and other professionals across the gaming ecosystem. The event covers land-based gaming, online gaming, casino, sports betting, lottery, esports, payments and related technology under one large professional platform. The official organiser describes ICE as a place where the global gaming value chain comes together for business, innovation and networking.

The upcoming edition is expected to attract more than 65,000 attendees, 600-plus global exhibitors, more than 300 verified regulators and more than 200 expert speakers. The organiser also promotes an international audience spanning more than 179 countries, making the exhibition particularly relevant for companies seeking international partnerships, market intelligence and new commercial opportunities.

A major feature is the combination of a large exhibition floor with conferences, networking areas, technology showcases, startup activities, esports content and specialist zones. Visitors can compare gaming platforms, casino systems, payment solutions, sports betting technology, compliance products, security services, artificial intelligence applications and other business technologies in one location.

Technology receives especially strong attention through the dedicated Technology, Innovation & Fintech area in Hall 7. The new hall focuses on enterprise technology, artificial intelligence, payments, infrastructure, data, cybersecurity, compliance and emerging iGaming solutions.

ICE also forms part of World Gaming Week, creating opportunities for additional industry meetings, conferences, networking events and activities across Barcelona beyond the main exhibition itself.

Event dates

Event dates: 18–20 January 2027

Venue: Fira Barcelona Gran Via

Address: Av. Joan Carles I, 64, 08908 L’Hospitalet de Llobregat, Barcelona, Spain

Opening hours: Monday and Tuesday, 10:00 AM–6:00 PM CET; Wednesday, 10:00 AM–4:00 PM CET.

ICE Barcelona takes place as part of World Gaming Week, which extends the professional gaming programme beyond the core exhibition and creates additional opportunities for meetings, conferences and industry gatherings around Barcelona.

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Venue & exhibition site

ICE Barcelona will take place at Fira Barcelona Gran Via, one of Europe’s major exhibition venues. The official ICE address is Av. Joan Carles I, 64, 08908 L’Hospitalet de Llobregat, Barcelona, Spain.

The Gran Via venue is well suited to an exhibition of ICE’s scale because it provides multiple large halls, conference facilities, meeting areas and supporting visitor infrastructure. The exhibition is organised across Halls 1 through 7, with the newly introduced Hall 7 providing a dedicated technology and fintech environment.

The venue also provides dedicated entrances, visitor services and parking arrangements. Exhibitors and contractors have separate access procedures, while professional visitors can enter through the designated visitor registration and accreditation process.

For international attendees, the location within the Barcelona metropolitan area provides access to the city’s airport, hotels, public transport network, restaurants and business districts.

Full event programme

The ICE programme combines exhibition content with conferences, specialist zones, technology demonstrations, networking sessions and business activities.

The upcoming programme includes several major components designed around different areas of the gaming ecosystem:

• ICE Conference
• World Gaming Forum content
• Sustainable Gambling
• La Plaza
• Big Tech in Gaming
• ICE Innovators Challenge
• Startup Accelerator
• ICE Esports Arena
• World Regulatory Briefing
• Casino Leaders Conference
• Innovating Lotteries Conference
• Sport Leaders Conference
• Esports Betting Conference
• Cybercrime and Fraud Workshop
• Safer Gaming Workshop
• Entering New Markets Workshop
• Pitch ICE
• Networking events
• DEIB programme
• Technology and fintech content

The organiser currently promotes more than 100 content sessions and more than 200 networking events across the ICE experience.

The programme is designed to serve different professional groups rather than provide one single conference stream. Operators, suppliers, regulators, technology specialists, affiliates, startups and player-protection professionals can select content relevant to their responsibilities.

Key speakers & keynote speakers

The organiser has opened the speaker programme for the upcoming edition, with an expanding list of industry professionals, executives and specialists. The official speaker directory includes senior figures from gambling policy, safer gaming, technology, operations, marketing and other parts of the gaming industry.

The programme places particular emphasis on senior decision-makers. ICE Conference content is designed around practical business questions involving acquisition, retention, compliance, artificial intelligence, security, market expansion and operational performance.

The Hall 7 advisory board also provides an indication of the technology expertise associated with the event. Its members include senior technology and AI professionals connected with organisations such as Entain, Microsoft, Future Anthem, SOFTSWISS, Continent 8 Technologies, Kaizen Gaming, Playtech Services and Novibet.

The final speaker schedule should be checked through the official speaker directory and conference agenda because additional speakers and session assignments can be added as the programme develops.

Conference sessions & tracks

ICE Conference is designed primarily for operators and focuses on practical commercial and operational issues affecting gaming businesses.

Compliance and regulation

Sessions examine the real cost of compliance, regulatory developments, responsible business practices and how operators can respond to changing requirements across different markets.

Advertising and customer acquisition

The programme explores advertising restrictions, acquisition strategies, customer engagement and the changing relationship between marketing, regulation and player expectations.

Retention and reactivation

Operator-focused sessions examine customer retention, reactivation programmes and the performance measures that determine whether these initiatives deliver meaningful commercial returns.

Artificial intelligence and platform security

AI, data, cybersecurity, platform resilience and technology infrastructure are increasingly important themes. Hall 7 expands this focus with a dedicated environment for technology, data, fintech and security solutions.

Latin American market entry

The organiser highlights practical discussion around what works when entering Latin American markets, making regional expansion an important part of the operator programme.

Sports betting and esports

Dedicated conference content addresses sports betting, esports and the crossover between gaming, betting and interactive entertainment.

Lottery and casino leadership

Specialist leadership programmes provide focused discussions for lottery and casino professionals, allowing participants to concentrate on sector-specific challenges rather than general gaming topics.

Session times & schedule

The official exhibition opening schedule is published, while individual conference sessions are organised through the event agenda and specialist programme pages.

The conference programme contains multiple locations and stages, allowing several activities to run during the same exhibition period. Previous programme structures have included the Enterprise Stage, Pitch ICE Stage, ICE Esports Arena, Sustainable Gambling Zone and specialist conference rooms.

Visitors should plan their schedule in advance because the large number of simultaneous sessions can make it difficult to move between distant halls and stages without preparation.

The official ICE website and event app should be used to check the latest session times, room assignments, speaker information and programme changes.

The organiser also provides a floor plan and digital event information to help visitors identify exhibition halls, exhibitors and conference locations.

Ticket types & registration

ICE distinguishes between different professional visitor groups, so registration requirements depend on the visitor’s role.

General professional registration

ICE states that the exhibition is free to attend for eligible professional visitors. Registration is required so that attendees can receive the appropriate accreditation and access information.

Conference Pass

The Conference Pass is designed for operators who want access to the ICE Conference programme as well as the exhibition. The organiser states that the Conference Pass includes the Expo and conference programme.

MeetMe Pass

Suppliers and sellers have a separate MeetMe option. The MeetMe pass provides access to the exhibition and dedicated meeting facilities, including bookable meeting tables in three MeetMe Districts and AI-supported meeting suggestions.

Exhibitor registration

Exhibitors must register through the organiser’s eZone system so that their accreditation is correctly assigned to exhibitor status.

The official visitor admission price is $0 for eligible professional attendees. Paid options apply to specific enhanced access products rather than ordinary exhibition attendance; where the organiser has not published a current dollar price, visitors should check the official registration portal rather than relying on an estimated figure.

Registration deadlines

The official visitor registration page is already available for the upcoming edition, allowing professionals to register their interest or proceed through the organiser’s registration system.

No separate final deadline for ordinary visitor registration has been stated on the official event pages. Visitors should register as early as possible because ICE is a high-volume professional event and early registration provides time to arrange travel, accommodation, meetings and conference access.

Exhibitors and contractors have separate deadlines and procedures covering stand design, access passes, logistics, health and safety and technical documentation. The contractor zone states that exhibitors and contractors should follow the event’s specific regulations and registration procedures.

For sellers using MeetMe, advance registration is particularly important because the pass is designed around scheduled business meetings and dedicated meeting facilities.

Exhibitor list & major companies

The official ICE exhibitor directory already contains a substantial list of confirmed participants for the upcoming edition. The organiser states that more than 600 exhibitors are expected across the event, representing a broad selection of gaming verticals.

Examples of exhibitors currently listed include:

• Digitain
• Evolution
• GR8_TECH
• MERKUR
• NOVOMATIC Group of Companies
• Pragmatic Play
• Soft2Bet
• Sportradar
• Advansys
• Amatic
• BetGames
• BETSOFT
• BGaming
• Booming Games
• Comtrade Gaming
• Delasport
• Endorphina
• EveryMatrix
• Evoplay
• Flutter Entertainment
• Greentube
• LSports
• Mascot Gaming

The official directory allows visitors to filter companies by hall, product category and sector, including casino, sports betting, payments, platforms, games, slots, security, cybersecurity, professional services and casino equipment.

The exhibitor list will continue to develop, so visitors should use the official directory when planning meetings and checking individual stand locations.

Exhibition halls & floor plan

ICE is hosted across Halls 1 through 7 at Fira Barcelona Gran Via. The organiser’s contractor information confirms that the exhibition uses Halls 1–7, while Hall 7 has been introduced as a dedicated technology and fintech environment.

The current exhibitor directory shows companies distributed across Halls 1, 2, 3, 4, 5 and 7, with additional meeting and suite areas. The largest concentration of exhibitors is spread across the principal gaming halls, while Hall 7 provides a more focused technology environment.

Hall 7

Hall 7 is the dedicated Technology, Innovation & Fintech environment. It brings together enterprise technology, artificial intelligence, payments, infrastructure, data, cybersecurity, compliance and innovative iGaming solutions.

Main exhibition halls

The other halls accommodate the wider gaming ecosystem, including casino, sports betting, slots, games, payments, platforms, lottery, esports, professional services and related products.

The official floor plan should be used to plan routes between stands because the exhibition is extensive and several halls operate simultaneously.

Networking & business meetings

Networking is one of the central purposes of ICE. The organiser promotes the event as a place where operators, suppliers, regulators and industry professionals can turn product demonstrations and industry conversations into commercial relationships.

MeetMe is the main dedicated business-meeting platform for suppliers. It provides 2,000 square metres of dedicated meeting space and allows ticket holders to arrange meetings with relevant buyers.

The MeetMe system also uses AI-supported meeting suggestions through the event application, helping suppliers identify potential contacts before and during the exhibition. This is particularly useful for exhibitors who need to maximise the number of qualified commercial conversations rather than relying only on walk-in visitors.

Regulators are another important part of the networking environment. ICE promotes more than 300 verified regulators and dedicated opportunities for regulatory professionals to connect with operators and other stakeholders.

Startups can also use Pitch ICE and the Startup Accelerator to meet investors, operators and industry specialists. These programmes give emerging businesses opportunities to demonstrate new products and ideas to an industry audience.

Industry sectors & highlights

ICE covers almost the entire regulated gaming value chain.

Online gaming

Online casino, iGaming platforms, games, player engagement systems and supporting technologies are central to the exhibition.

Casino and land-based gaming

Casino equipment, gaming machines, slots, systems and operational solutions are represented across the exhibition floor.

Sports betting

Sports betting technology, data, trading solutions, platforms and related services form one of the largest professional categories.

Lottery

Lottery operators, technology providers and specialist services are represented through dedicated industry content.

Payments and fintech

Payments, financial technology, fraud prevention and transaction infrastructure are major areas of development, particularly within Hall 7.

Artificial intelligence and data

AI, data platforms, customer analytics and automation are increasingly important to operators seeking better efficiency and more personalised customer experiences.

Cybersecurity and compliance

Security, regulatory technology and compliance solutions are designed to help gaming businesses manage operational and regulatory risk.

Esports

The Esports Arena connects esports, gaming and betting, providing a more interactive environment for examining the crossover between these sectors.

Sustainable gambling

Player protection and responsible gambling receive dedicated attention through the Sustainable Gambling Zone and related professional content.

Event rules & visitor information

ICE is a professional B2B gaming event and visitors must follow the organiser’s registration, accreditation and venue rules.

Under-18s are not permitted to enter the exhibition during show opening hours, and visitors may be required to provide proof of age. The organiser also states that anyone considered to be under the influence of alcohol, drugs or other substances and creating a safety risk may be removed from the venue.

Exhibitors and contractors have additional health, safety and stand-design requirements. These include compliance with venue regulations, technical building requirements, stand-access procedures and relevant safety documentation.

Visitors should keep their accreditation available and follow instructions from event security, Fira Barcelona personnel and ICE staff.

Because ICE is a professional business event, visitors should also respect exhibitor privacy, restricted areas and meeting arrangements. Professional conduct is particularly important when accessing demonstrations, private meeting areas and business lounges.

How to get there

Fira Barcelona Gran Via is located in L’Hospitalet de Llobregat, immediately southwest of central Barcelona.

The venue is well connected to Barcelona’s metropolitan transport system, making it accessible from the city centre, airport and surrounding areas.

International visitors can arrive through Barcelona-El Prat Airport and continue to the exhibition centre by public transport, taxi or private transfer.

The Gran Via site is also accessible by road, although visitors should allow additional travel time during major exhibition periods because traffic around the venue can be heavy.

For visitors staying in central Barcelona, public transport is generally the most practical way to reach the exhibition rather than relying on private vehicles.

Public transport & parking

Fira Barcelona Gran Via is served by Barcelona’s public transport network, including metro and bus connections. Visitors should check the latest Transport Metropolità de Barcelona information before travelling because the most convenient route depends on the hotel location.

The exhibition centre also provides parking facilities. ICE’s official venue-access information directs visitors to the Fira Store for parking tickets and parking arrangements.

Visitors arriving by car should plan ahead because parking demand can be high during major trade exhibitions. Booking parking in advance can help avoid delays.

Exhibitor and contractor vehicles have separate traffic and loading-bay procedures. Vehicles requiring access to loading areas must be pre-booked through the organiser’s traffic system, and unbooked vehicles may be refused loading-bay access.

Accommodation areas

Central Barcelona is the most convenient accommodation base for many ICE visitors because it provides a wide range of hotels, restaurants, business facilities and public transport connections.

Areas around Plaça d’Espanya, Sants, Eixample and the central city can be practical for visitors who want easy access to both the exhibition centre and Barcelona’s major attractions.

L’Hospitalet de Llobregat is another useful accommodation option because it is closer to Fira Barcelona Gran Via. Staying near the venue can reduce daily commuting time, especially for exhibitors and visitors with early meetings.

Visitors should consider their meeting schedule when choosing accommodation. Professionals using MeetMe appointments or attending early conference sessions may benefit from staying closer to the venue, while visitors combining ICE with city sightseeing may prefer central Barcelona.

Barcelona also provides extensive dining, cultural and entertainment options, allowing visitors to extend their professional trip beyond the exhibition environment.

Previous year’s highlights

The previous edition demonstrated the scale of ICE as an international gaming business platform. The organiser reported tens of thousands of visitors, hundreds of exhibitors, more than 300 verified regulators and a highly international audience spanning numerous gaming markets.

Technology was a particularly important theme, with the Enterprise Stage providing a dedicated hub for technology presentations, demonstrations, networking and innovation-focused content. The programme also included startup activities, regulatory discussions, sustainable gambling content and specialist industry sessions.

The event’s international reach was another major highlight. ICE brings together operators, suppliers, regulators and technology businesses from markets across the world, creating opportunities for cross-border business development.

Startup activity has also become increasingly visible. Pitch ICE provides an opportunity for emerging companies to present their concepts to industry judges and the wider gaming community, while the Startup Accelerator connects founders with investors and experienced professionals.

The expansion into dedicated technology and fintech content represents another important development. Hall 7 creates a concentrated environment for enterprise technology, AI, payments, cybersecurity, data and infrastructure, reflecting the growing importance of technology in modern gaming operations.

Official registration & tickets

ICE Barcelona registration should be completed through the official ICE website. The organiser states that general professional attendance is free, while specific access products such as Conference and MeetMe options provide additional benefits for particular professional groups.

Visitors should select the registration option that corresponds with their professional role. Suppliers and sellers should pay particular attention to the MeetMe requirements, while operators interested in conference content should review the Conference Pass information.

Exhibitors must use the organiser’s eZone system for exhibitor accreditation. Contractor passes are also handled through the dedicated contractor-registration process.

Official event: ICE Barcelona

Venue: Fira Barcelona Gran Via

Email: ice.support@clariongaming.com

General visitor admission: $0 for eligible professional visitors

Official registration: ICE Barcelona official registration and event information (https://www.icegaming.com/)

Visitors should rely on the official ICE website for registration, exhibitor information, conference updates, floor plans and access requirements.