ICE Barcelona 2026: A Different Kind of Stand Experience

Barcelona.- 30 de Enero de 2026 www.zonadeazar.com At ICE Barcelona 2026, where packed calendars and rapid-fire meetings are the norm, a few stands managed to change the pace of the room. One of them was Stand 1C30, hosted by Uplatform.

From the moment visitors approached, it was clear this was not a stand built for quick walkthroughs. The sculptural design, bold colours, floral elements, and open layout created a space that invited people in rather than pushing messages out. Some attendees arrived planning a brief stop. Many stayed longer than expected. Conversations unfolded naturally, without pressure or formality.

Rather than relying on loud calls to action or rigid demo flows, Uplatform focused on creating an environment that felt comfortable and intentional. While meetings were taking place, the large flowers slowly opened and lit up, creating small moments that caught people’s attention. Visual details drew attention without overwhelming it. The stand felt less like a checkpoint and more like a place to spend time.

That approach extended to the on-stand experience. Interactive activities brought energy throughout the day, from dice games at the Beer Bar that gathered a crowd to instant prize moments that kept people coming back. Floral ice cream stations added a playful, unexpected touch, while the flower-themed dancers quickly became a visual signature, drawing cameras and sparking spontaneous conversations. Branded games and giveaways circulated beyond the stand, carrying the experience into the surrounding halls.

Their signature Blooming IPA, created in partnership with ICE, did exactly what it was meant to do. It set the pace, created memorable moments, and turned casual visits into real conversations. The craft beer bar, brought to life by Uplatform, became a natural meeting point, with 14 taps pouring selected beers from different parts of the world. It was less about the drink itself and more about creating a natural place to meet, talk, and spend a bit more time than planned.

Between activities, discussions naturally moved toward substance. In a calm, unhurried setting, visitors spoke with the Uplatform team about scale, technology, and the practical realities of running iGaming operations long term. Conversations covered Uplatform’s in-house sportsbook with wide sports and Esports coverage, its extensive casino portfolio across slots, live casino, and popular game formats, and a CRM designed to support retention rather than short-term acquisition alone.

What stood out in these discussions was the emphasis on continuity. The focus remained on helping operators optimise performance, enter new markets with confidence, and build resilient businesses capable of evolving over time.

Commenting on Uplatform’s presence at ICE Barcelona 2026, Maria, Head of Marketing at Uplatform, said:

“ICE once again proved why it remains one of the most important events in the iGaming calendar. Our agenda was packed with meetings and meaningful discussions, many of which we believe will grow into strong, long-term partnerships.

Our presence truly reflected this year’s concept, Bloom Beyond Expectations. That mindset was evident not only in how our solutions resonated with the market, but also in the scale and quality of interest we received. From a marketing perspective, it was an outstanding show, and I’m incredibly proud of the Uplatform team for the energy, creativity, and professionalism they brought to the floor. Even challenging weather couldn’t slow our momentum.”

As the event drew to a close, traffic figures told only part of the story. The more telling indicators were the meetings that ran over time, the quick introductions that turned into in-depth discussions, and the returning visitors who came back to continue conversations that started earlier in the week.

ICE Barcelona 2026 demonstrated that presence, preparation, and atmosphere still matter. When the setting is right, conversations slow down, ideas take shape, and growth stops being a slogan and starts becoming a plan.