The evolution of ICE – from past to present

The online gambling market continues to expand at a rapid pace. According to Statista, global iGaming revenue is projected to reach €114 billion by 2027, driven by a compound annual growth rate of 9.02%. Over the past four years, the online gambling industry has more than doubled, attracting over 176 million users worldwide.

As money continues to circulate within the industry, drawing in more players, fraudsters are also attracted by the earning opportunities presented by iGaming. This growing risk is why verification has taken centre stage at ICE Barcelona 2026, with a clear focus on combating the illegal market.

ICE has a long history that closely mirrors the evolution of the gambling industry itself. Today, with more than 65,000 attendees across 100,000 square metres, it has established itself as a leading international platform for the global gambling industry. Its influence spans technology, game development, responsible gambling, and verification, reflecting the industry’s shifting priorities over time.

From beginnings to global authority: The origin of ICE

ICE did not begin as the giant it is today.

Originally launched in the 1990s as the International Casino Exhibition, the event offered a focused platform for land based casino solutions. As online gaming began to grow in the early 2000s, the industry required a new kind of meeting place: one that connected traditional gaming with digital transformation. Over time, ICE expanded its remit beyond casino technology into every vertical that fuels today’s iGaming ecosystem.

This evolution mirrored the direction of the industry. Online platforms were scaling across borders, and regulators were beginning to formalise frameworks for digital gambling. Providers were introducing portfolios of innovative games. Players were moving online with increasing confidence and convenience. ICE responded by widening its scope and audience, ensuring it remained the first major industry event of every year where global decisions and partnerships were shaped.

By the mid-2010s, ICE had become the core marketplace for international business development. It was no longer only about exhibitions. It was about policy making, platform innovation, cross border compliance, payments, cybersecurity, and responsible gaming. The ICE VOX conference, the World Regulatory Briefing, and later the World Gaming Forum cemented the event as the educational and regulatory brain of the sector.

Who runs ICE and why it matters

Today, ICE is organised by Clarion Gaming, an events brand recognised globally for its role in connecting regulated gaming markets. Clarion oversees the entire programme including the exhibition, the conference tracks, hospitality, networking, and the World Gaming Forum. Their events have a clear focus: to elevate professional standards through transparency, evidence based discussion, and industry wide collaboration.

This consistency in vision is why ICE remains trusted across all major markets. Regulators attend because it provides a global perspective on policy. Providers attend because it is the most efficient route to introducing new technology to operators. Operators attend because ICE is where strategic partnerships are formed for the coming year. And solution providers such as Gamecheck attend because independence and verification now sit at the heart of how the market intends to move forward in 2026.

A global audience: Where ICE attendees come from

Part of ICE’s influence comes from the diversity of its audience.

The event attracts decision makers from more than 150 countries every year. Historically, attendance has been strongest from Europe, the United Kingdom, Malta, Gibraltar, the Nordics, North America, Africa, and Asia. In recent years, however, LATAM and the Western Balkans have emerged as fast growing markets sending increasing numbers of operators, payment providers, and regulators.

This diversification aligns with broader market expansion. LATAM is experiencing rapid digital growth and regulatory developments. Eastern Europe and the Western Balkans are building modern frameworks for online gaming. Africa is opening new regulated markets. Meanwhile, mature markets such as the United Kingdom, Canada, and parts of the European Union continue to set global benchmarks for responsible gambling, advertising rules, and technology standards.

The result is a uniquely international event where new and established markets converge. For Gamecheck, whose verification mission supports both emerging and mature markets, this global audience is a natural fit.

Why ICE expanded and how it became the industry’s strategic hub

Over three decades, ICE has grown for three reasons.

1. Market demand increased

The scale of global iGaming required a platform where providers, operators, regulators, and technology innovators could meet in one place. As online gaming matured, these groups needed annual alignment on shared challenges such as responsible gambling.

2. Regulation became more complex

The rise of regulated markets created the need for transparent, multi-jurisdictional discussion. ICE provided the only stage that brought regulators from hundreds of markets together to share insight and create consistent expectations.

3. Technology innovation accelerated

From RNG improvements to live casino infrastructure, mobile gaming, AI driven risk analysis, and now verification tools such as the Gamecheck SEAL, ICE became the place where the future of the industry is first revealed.

This steady growth is the reason ICE eventually outgrew its home in London.

The historic shift: Why ICE moved from London to Barcelona

For more than a decade, London’s ExCeL Centre was synonymous with ICE. However, as the exhibition expanded, the event needed more space and a location that reflected the global distribution of attendees. After extensive consultation, Clarion Gaming announced that ICE 2025 and onwards would move to Fira Barcelona Gran Via.

There were several strategic reasons for the move:

1. Space and infrastructure

Barcelona’s modern, expansive venue can accommodate the growing number of exhibitors and attendees while providing large scale demonstration zones.

2. Geographic advantage

Barcelona sits at the crossroads of Europe, LATAM, and the Mediterranean. This positioning reinforces ICE’s ambition to serve markets beyond Western Europe and reach fast growing regions.

3. Market opportunity

Spain is one of Europe’s most significant regulated markets. The city also has a thriving technology sector. Barcelona’s capacity to support a 300 million EUR economic impact created a long term, sustainable base for future expansion.

For the iGaming industry, the move represents a strategic rebalancing towards emerging markets that are shaping the future of global online gaming.

Barcelona: The gateway to LATAM and emerging markets

Barcelona’s cultural and geographic proximity to LATAM gives ICE a direct connection to one of the fastest growing global regions. Spanish speaking operators, providers, regulators, and solution vendors find Barcelona more accessible for travel, partnership building, and market entry discussions.

Additionally, LATAM’s digital adoption curve, combined with ongoing regulatory progress in Brazil, Argentina, Chile, Peru, and Colombia, makes it an essential region for 2026. Emerging markets such as Turkey and the Western Balkans share similar characteristics. They are expanding rapidly, attracting players, and navigating the challenges of oversight, game authenticity, and platform integrity.

Barcelona’s selection acknowledges this shift and positions ICE as the central hub linking Europe, LATAM, and other emerging regions.

The theme shaping ICE 2026: Combating the illegal market

Each year, ICE aligns its agenda with the most urgent challenges facing the industry. In 2026, that challenge is clear: illegal market activity that threatens player trust and undermines regulated ecosystems. The 2026 World Gaming Forum’s headline theme is ‘The Black Market Challenge’. Panels will focus on:

• Improving transparency across digital gaming.
• Protecting players from misleading platforms.
• Supporting regulators with reliable data.

This theme aligns directly with Gamecheck’s mission. As fraudsters increasingly target markets where regulation is new or developing, the industry requires independent verification that confirms whether an online casino offers real games in operation. That clarity helps players stay safe, helps regulators identify risk patterns, and helps operators demonstrate their commitment to integrity. ICE Barcelona 2026 is therefore not just a showcase of technology. It is a call for industry wide responsibility.

Gamecheck: headline sponsor of the Sustainable Gambling Zone

For the first time, Gamecheck will exhibit at ICE with a dedicated booth located in the Sustainable Gambling Zone. Booth SG21 will provide operators, providers, and regulators with direct access to the team that drives verification forward globally.

As the headline sponsor of the Sustainable Gambling Zone, Gamecheck joins an award winning hub for responsibility, transparency, and player protection. This positioning is intentional. Verification is no longer a technical feature. It is becoming a sustainability standard for the iGaming industry.

Gamecheck’s participation is timely for three reasons:

1. Our expansion into LATAM and emerging markets

As verification requests increase in regions such as Brazil, and the Western Balkans, Gamecheck brings multi region insight that complements ICE’s strategic direction.

2. Our alignment with the event’s core theme

Combating the black market starts with confirming game authenticity. Players deserve real games when they deposit real money. Operators that embrace verification demonstrate leadership, while those without proof face growing pressure from players and regulators.

3. Our commitment to supporting global integrity

Gamecheck is building a trusted, independent infrastructure that strengthens the digital gaming environment. Exhibiting at ICE allows us to collaborate with partners whose long term strategies depend on transparency and player protection.

From past to present: ICE’s evolution reflects the future of iGaming

ICE has transformed from a small industry gathering into the world’s most influential gambling exhibition. Its journey mirrors the evolution of the online gambling industry itself - from early digital experimentation to a globally regulated ecosystem built on cross-border collaboration and a growing focus on trust.

As gambling expanded online, ICE became a central meeting point for operators, suppliers, regulators, and technology providers working to shape safer, fairer, and more transparent markets. The move to Barcelona represents the start of a new chapter. As ICE becomes the bridge between Europe, LATAM, and the world’s fastest growing markets, verification and transparency will define the next decade of progress.

Gamecheck is ready to play its role in this future. Through our presence at booth SG21 and sponsorship of the Sustainable Gambling Zone, we support an industry where players are protected, operators can prove the integrity of their platforms, and emerging markets can grow with confidence.

ICE has always been the place where the industry aligns on what comes next. In 2026, that future is clear: real games, verification, and a united response to the illegal market.

Meet us at booth SG21 to see how the Gamecheck SEAL builds trust

📍 ICE Barcelona 2026
📅 19–21 January 2026
📍 Fira Barcelona Gran Via
📍 SG21 – Sustainable Gambling Zone