ICE and iGB Affiliate reveal record attendance figures in 2024

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ICE took place at the ExCeL London from 6-8 February and iGB Affiliate 6-9 February at the same venue. Together, the 2024 events drew a record 52,345 unique attendees in total.

Unique attendance at ICE reached an all-time high of 45,050, up 12% from the previous year. Meanwhile, iGB Affiliate attracted 7,295 unique visitors, representing a new record and a 27% increase on 2023’s total.

Visitation figures, which measure the number of person days attendees spent at the ExCeL, topped 100,000 for the first time in the exhibition’s history.

The events recorded visitors from 164 nations worldwide. Excluding host country the UK, Malta had the most visitors at 3,364. The US followed on 1,913 and Bulgaria with 1,659.

“February’s historic editions of ICE and iGB Affiliate were what I would describe as ‘I was there’ events,” Clarion Gaming managing director Stuart Hunter said. “ICE and iGB Affiliate occupied every square millimetre of exhibition and meeting space available at ExCeL London.

“I am hugely grateful to everyone in the industry for creating an experience which was full of energy, excitement and optimism for the future.”

High satisfaction rating for ICE ahead of Barcelona move

Hunter also noted a positive response from those who attended. Independent research has found the event had a satisfaction rating of 96 out of 100. This compares to an average of 50 for all UK-based B2B events.

Hunter said this is encouraging ahead of the event’s move to Barcelona in 2025. Relocation comes after a six-month bidding process, with Barcelona selected from a four-city shortlist ahead of Madrid, Paris and London. 

“While that’s really satisfying, we are very aware that the bar has been set for Barcelona 2025,” Hunter said. “The entire team is confident that we can maintain and improve on what London has delivered. Make no mistake these are hugely exciting times for everyone that’s involved with ICE and iGB Affiliate.”

London will, meanwhile, become the new host city for sister event iGB L!VE. This takes effect from 2025.

“Our exhibitors made a herculean effort to bid farewell to London in style and from all of the feedback received at the show and from subsequent emails and conversations the celebratory mood connected with everyone who was present.”

“Phenomenal” success for iGB Affiliate

ICE’s success was mirrored by iGB Affiliate, with portfolio director Naomi Barton saying this year’s event “re-wrote” the history books. 

“The 7,295 unique visitors was 27% up on 2023 and represented the fourth consecutive year of double digit growth,” Barton said.

“All of the key performance indicators that we apply came out in positive territory with the number of exhibitors and sponsors totalling 250, up 11% year-on-year, occupying a total of 13,647sqm of space, up 16% year-on-year.  

“We are recording best ever satisfaction ratings and the volume of re-bookings for iGB Affiliate in Barcelona is off the scale.

“I don’t believe an iGB event has ever been in such a healthy position. We all look forward to an even brighter future for our market-leading event brands.”

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