Record attendance for ICE 2015

Record attendance for ICE 2015

Thursday, April 16, 2015 Totally Gaming

ICE Totally Gaming attracted a record total of 25,497 attendees for its 2015 edition at the ExCeL London Exhibition and Conference Centre, independent research from BPA has found.

The audited figure represents an eight-per-cent increase on 2014 and a 15-per-cent uplift from 2013.  

Whilst 10,717 of the visitors were from the UK, 59 per cent of the attendees came from abroad, confirming ICE’s status as the most international gathering of gaming entrepreneurs anywhere in the world.

More than 1,000 attendees came from Germany and the US, followed by more than 500 from Austria, Italy, Malta, Spain, Sweden, Netherlands and Bulgaria.

Nine of the top 10 countries represented at ICE reported a year-on-year increase in visitor numbers, with Germany (22 per cent), Spain (20 per cent), US (15 per cent) and Malta (14 per cent) all recording double-digit growth.

Reflecting on the figures, Kate Chambers, Director responsible for Clarion's portfolio of gaming brands, which includes ICE, said: “On behalf of the entire Clarion team I would like to place on record our sincere thanks to the exhibitors, visitors, trade association partners, speakers, delegates, regulators and  our friends in the international gaming media community, who all played significant roles in making ICE 2015 not only the best edition in the event's history but also the best event that I have ever worked on in any sector.

“We marked the 21st anniversary of ICE in February and I think everyone who was part of that celebration of gaming will agree that the brand has certainly come of age!

“However, whilst it is gratifying to reflect on a job well done, exhibitions are judged on the here and now and not on the past. Our job is to focus on ICE 2016 and continue to make the improvements and enhancements which will help the brand that the industry has created to remain international gaming's most favourite exhibition.”

Jo Mayer, Marketing Director responsible for delivering ICE 2015's Discover campaign, added: “All of our key performance indicators including the number of pre-registrations, the conversion rate and ultimately the attendance, saw increases year-on-year, some of which were pronounced.

“The campaign targeted Germany and the US, both of which saw a double-digit increase in attendance. Similarly Asia and Latin America were both regions targeted for growth.”

Attendance from Asia was up 41 per cent, with Latin America registering a nine-per-cent uplift. In total, 133 different countries were represented at ICE, including Suriname, Somalia, Swaziland, the Marshall Islands and Gabon – all making the journey to London. 

“Through our marketing we work extremely hard to deliver the right calibre audience for our exhibitors and the 2015 figures confirm that over 8,000 operators were in attendance, representing 46 per cent of the overall audience – a 10 per cent increase year-on-year,” Mayer added.

“Similarly the number of final decision makers at ICE grew by 13 per cent in 2015, registering 28 per cent of the overall audience.

“In preparation for ICE 2016, we are in the process of looking at all of our activities, assessing what worked, what didn't and what we could have been done better. Marketing such a valuable, respected brand and one which is so important to the global industry, is a big responsibility and one that we don't take lightly.”

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