Stuart Hunter on ICE Barcelona, Technology and Sustainable Gambling

Spain.- December 16, 2025 www.zonadeazar.com Clarion Gaming MD Stuart Hunter outlines how ICE Barcelona is Growing the Power of Play, embracing technology and driving sustainable gambling

Firstly, what’s new for ICE Barcelona 2026 – what should visitors look out for?

The move to Barcelona marked a major milestone for ICE, and in 2026 the event goes even further—extending not only its scale, but the quality and depth of the experience for everyone who attends.

The most immediate change visitors will notice is ICE’s expansion into Hall 1, adding a further 14,000m² of space dedicated to iGaming. This additional footprint enables the co-located sister event, iGB Affiliate, to expand into Halls 8.0 and 8.1, complete with its own dedicated entrance. As a result, the two shows will now span an impressive combined total of 143,000m².

One of the standout additions for 2026 is the Enterprise Stage, our newly rebranded show-floor content hub. Located in Hall 5, the Enterprise Stage will host the industry’s most important conversations around gaming technology. The speaker line-up includes senior figures such as Dan Stillwell, Data & AI Director at Microsoft, alongside leading representatives from AWS and Huawei. By bringing together global technology leaders, innovators and emerging players, the Enterprise Stage will help the industry better understand how AI, cloud and fintech are shaping the next generation of gaming.

On 20 January, the Enterprise Stage will host the final of the Innovator Challenge, delivered in partnership with Microsoft. This marks the first time a global technology leader of this scale has partnered directly with the gaming industry, representing a significant milestone for the sector. With a focus on accelerating innovation in responsible play, the challenge invites operators and their partners to harness AI to help create a safer future for gaming.

The Enterprise Stage will also act as the launch platform for the ICE Accelerator, a new programme designed to support start-ups and scale-ups across the iGaming ecosystem. The ICE Accelerator will deliver a series of workshops and roundtables led by investors, mentors and successful founders. Building on the foundations of the Pitch ICE initiative, the programme focuses on the next stage of the start-up journey, offering a more in-depth, growth-focused experience for businesses ready to scale.

At the heart of the show, visitors will also discover the all-new McLaren x ICE Lifestyle Lounge. Created to elevate the visitor experience, the lounge will feature a McLaren configuration area where attendees can personalise their dream car, alongside an immersive simulator capturing the thrill of driving a McLaren. As part of the collaboration, guests will also have the exclusive opportunity to take part in test drives of the latest McLaren models.

Visitors should also look out for the exclusive ICE x Uplatform special edition beer. This forms part of an exciting new partnership between ICE and the Barcelona Beer Festival, proudly sponsored by Uplatform, offering attendees the chance to enjoy a curated selection of local and international craft beers.

What is the focus on Sports Betting at ICE Barcelona ’26?

The importance of Sports Betting is evident in the introduction of the Sport Leaders Conference which is new for 2026 and part of the highly regarded ICE World Gaming Forum. Taking place on 20 January it features 16 industry leading speakers who will be providing their expert insight across eight dedicated streams.

The Future of Sports Betting: Doing More with Better (11:05 – 11:55) will explore the new innovations driving the growth of the sports betting industry, and which technologies are enabling integration of different digital media with betting and iGaming platforms. As fans continue to look for seamless, hyper-personalised experiences that lead with engaging narratives and visuals how can AI and technology track bettors’ behaviour and preferences as they interact with multi-brand platforms and reach new levels of personalisation and immersion? Speakers include Andrew Wright, Managing Director UK & Ireland – Leovegas, Joey Levy, CEO & Founder – Betr and Vlad Kaltenieks, CEO – BOYLE Sports.

In-play Betting: Curating Participation, Community & Engagement (11:55 – 12:15) In line with the drive towards gamification and hyper-personalisation, Paul Boustead, Vice President of Cloud Product Strategy – Dolby OptiView will highlight the in-play betting features and innovations that are enhancing participation, team loyalty, and immersion in the sports experience including how all forms of in-play betting are enhancing fans’ sense of community, as well as brand and team loyalty?

Protecting Growth, Safety and Integrity in Global Sports Markets (12:15 – 13:00) This stream asks how can regulators, rights holders and operators collaborate to ensure that the highest standards of fixture and betting integrity are adhered to, and how data and technology can identify early indicators of problem gaming, reward responsible behaviour, and protect sports players and bettors? Topics include the role of regulators and international sports leagues in championing integrity in mature and emerging markets? How can high standards of integrity and co-operation be embedded into rapidly expanding emerging markets, to enable the growth of safe, sustainable gaming industries and for tapping into huge markets of highly engaged, tech-savvy sports fans? What are the regional and national market specificities international operators need to attune with when entering emerging markets? Speakers include Gossy Ukanwoke, Managing Director – KingMakers (BetKing), John Hagan, Partner – Harris Hagan and Tom Santos, Chief Commercial Officer – Bet da Sorte

Changing the Game: AI Transformation in Sports Betting (14:00 – 14:50) Speakers including Behshad Behzadi, CPTO & Chief AI Officer – Sportradar; Deb Lee, Data & AI Operations Director – Entain; Konstantinos Papakonstantinou, Senior Head of AI – Kaizen Gaming and  Mark Langdon, Group Sports Director – Spotlight Sports Group will unravel how partnerships between sports technology, media platforms and operators are re-defining the mechanics of betting, and offering ultra-convenient services as part of users’ wider digital media experience. It will ask what are the possibilities for AI in terms of enriched viewing experiences – not least live in-match infographics – and how can AI optimise data analytics and provide highly granulated customer profiles in the process enabling operators to optimally engage bettors?

Preparing for Worldwide Sport in 2026: Decoding Fan Behaviour (14:50 – 15:10) Looking ahead to the 2026 Football World Cup the issue is what are bettors’ expectations for biggest sporting events and how can operators adapt their offerings to their fan demographics and amplify the informational and entertainment value of their digital content. It will highlight the innovations that are helping operators to engage with hyper-engaged, young adult fans?

Driving New Forms of Fan Engagement: Tech, Media, and Entertainment Integration (15:10 – 16:00) The big question is how are integrations between sports media, social media and betting platforms enhancing the bettor experience via augmented broadcasting? Which sports content is the most immediate and resonant, and what other in-app offerings help convert viewers to bettors? What do the convergences between betting and sports media mean for betting platforms’ brand identity and how can segmenting bettor and fan profiles lead to more profitable sponsorships, and increase sponsorship ROI? The expert panel includes Britt Boeskov, Board Member – Better Collective. G1 Group. MindwayAI. RMG; Ian Hunter, Head of Gaming & RMG – Snap Inc; Jeremy Stein, CEO & Co-Founder – SportsGrid; Mark Phillip, CEO & Founder – MetaBet and Stefan Kovach, Co-Founder & Strategist – FanCentric.

Sportsbooks x Stadiums: Defining a Journey to Success (16:20 – 17:00). In the US market, in-venue, real time sports betting on live games is enhancing fans’ live viewing experience. So, what are fans’ expectations for in-venue sports betting, and how is it influencing their engagement? What makes for successfully integrated live viewing and betting experiences, and how can stadiums deliver memorable live experiences, given the popularity of remote mobile sports viewing and betting? Why might operators want to move away from the digital transactional betting experience to the in-person betting experience and what are other retail revenue opportunities available as part of the fan experience in stadiums?

Driving Predictions Growth: Attention x Volume x Liquidity (17:00 – 17:30) With predictions markets and sports betting becoming increasingly integrated and accelerating innovation in fan community experiences and engagement this stream will ask three big questions: what is driving the huge increase in demand for sports predictions markets, what are the participatory models, mechanics and content streams driving engagement in sport forecasts and insights and how are integrations building interconnected sport predictions and media ecosystems?

How has ICE been working with trade associations and strategic bodies in different parts of the world?

If you map the history of ICE, every major strategic decision has been taken in close partnership with the industry sectors the show serves. Collaboration and partnership sit at the heart of our strategy, ensuring that ICE consistently reflects the evolving needs and priorities of the global gaming industry. To meet the specific requirements of international jurisdictions, we work closely with a wide range of associations and organisations active across markets worldwide.

Our collaboration with ANJL, Brazil’s National Association of Games and Lotteries, is a clear example of this approach. Through our work with ANJL, ICE Barcelona will place a renewed and energised focus on Latin America, with Brazil at the centre of a dedicated programme encompassing seminars, regulatory briefings, networking opportunities, and strategic discussions.

ICE Barcelona 2026 will also mark the launch of Academia America Latina, an entry-level seminar designed for Latin American and Brazil-based ICE attendees. Delivered in Spanish and Portuguese, Academia America Latina will feature local lawyers, government representatives, exhibitors, and association partners, providing an accessible and regionally relevant introduction to the market.

The programme has been curated through extensive consultation with the National Police and multiple regulatory authorities from jurisdictions including Peru, Colombia, Argentina, Puerto Rico, Panama, and Ecuador, among others. It will deliver in-depth, actionable insights on key topics such as combating the black market, sports integrity, the ongoing challenges facing Brazil, and guidance on building competitive, compliant platforms that resonate with Latin American users. Each session is designed to encourage meaningful engagement, combining expert-led presentations with interactive dialogue.

ICE Barcelona has also strengthened its long-standing strategic alliance with CIBELAE, the Ibero-American regional association of the World Lottery Association (WLA). CIBELAE represents government-regulated lotteries across Latin America, Spain, and Portugal, further reinforcing ICE’s role as a platform connecting regulated markets across regions.

With regard to the Italian market, ICE has entered into a strategic partnership with Gn Media, the organisers of IGE and IGA. Throughout the year, we will collaborate on editorial content, communication campaigns, and joint initiatives that connect operators from ICE Barcelona through to IGE. This dynamic partnership is focused on delivering practical outcomes, expanding Italian participation at ICE, and attracting greater international engagement with the Italian market.

In Spain, we have spent 2025 actively listening, engaging, and demonstrating our long-term commitment to the domestic industry. These discussions have been constructive and forward-looking. La Plaza—a dedicated hub on the ICE show floor—will host an industry-led programme co-curated with Spanish associations, featuring tailored content sessions, networking events, and collaborative initiatives. This platform places the voice of Spain’s gaming community at the centre of ICE Barcelona, reflecting the strong enthusiasm to showcase Spain’s capabilities on a global stage while contributing meaningfully to the wider strategic conversations shaping the future of the industry.

Can you outline how ICE Barcelona is advancing safer gambling and regulatory collaboration?

ICE was the first gaming exhibition to champion safer gambling with the introduction of the Consumer Protection Zone in 2018, and this commitment remains central to our mission today. The now named Sustainable Gambling Zone, a title that reflects current thinking,  continues to be one of the show’s most significant features. For 2026, its prominence has been further enhanced through its relocation to the main thoroughfare between Halls 4 and 5, prominent with a more open and accessible design.

Within the Sustainable Gambling Zone, attendees will be able to explore emerging technological developments—including the expanding role of AI—engage with charities and individuals with lived experience, and take part in critical discussions shaping the future of safer gambling regulation. Our dedication to advancing sustainable and responsible gambling practices remains unwavering.

We also recognise the vital importance of supporting the regulated market and have developed an enhanced Regulatory Programme, which we expect will attract approximately 400 regulators to ICE Barcelona, up from the record 300 who attended in 2025.

International stakeholders consistently emphasise the urgent need to address the illegal gambling market, a challenge that impacts consumers, governments, and legitimate operators worldwide. ICE has always stood alongside the industry and is leveraging the scale and international reach of its brand to help drive a coordinated, sector-wide response to illegal gambling.

To ensure these efforts are both informed and effective, we have established a Regulatory Advisory Board whose insights have directly shaped a series of targeted initiatives. Acting on its  guidance, ICE has introduced an expanded Regulator Programme offering exclusive benefits, including access to the ICE World Gaming Gala, regulator-specific discounts, closed-door sessions, and dedicated working lunches.

Our commitment to advancing regulated gaming extends across every vertical and jurisdiction. As the only event that convenes the entire global gaming ecosystem, ICE is uniquely positioned to champion meaningful, positive, and lasting change.

Finally, what would you say to someone debating whether to attend ICE Barcelona?

During World Gaming Week, more than 25,000 products are launched and over 1.25 million business meetings and engagements take place. That unmatched concentration of innovation and deal-making makes ICE Barcelona so important. Our customers say it best: ICE is where the global gaming industry comes to do business – and if you’re not there, you won’t be part of the conversation. We can’t wait to welcome you to one of the finest cities in the world hosting the biggest and most international gaming technology expo found anywhere in the world.

To register for ICE Barcelona, Fira Barcelona Gran Via, 19 -21 January 2026 and be part of the world’s biggest celebration of gaming visit: https://www.icegaming.com

Edited by @pererarte   www.zonadeazar.com