Clarion Gaming unveils “ICE Gives You MORE” creative for 2024 ICE London expo

Clarion Gaming has unveiled a new creative and tagline for the upcoming 2024 edition of ICE London.

UK-based Clarion said ‘ICE Gives you MORE’ is the pledge adopted for the 2024 edition of the international business-to-business gaming expo. The creative will appear across all media channels and on all marketing assets in the lead-up to ICE 2024, the company said in a statement.

Scheduled to take place from February 6-8, the event marks the final installment of the show to be held at ExCeL London before it relocates to Barcelona in 2025.

“I am delighted to unveil our MORE campaign in support of ICE 2024. Every year we undertake extensive post-show research among our various stakeholder communities and a consistent theme in their feedback is the sheer scale of the ICE experience measured both in a quantitative and a qualitative sense,” Stuart Hunter, Managing Director at Clarion Gaming, said. 

For Hunter, the new tagline and campaign refer to the opportunity the event delivers to engage with “a huge number of exhibitors” who choose to show at ICE as well as the quality of the business enhancing opportunities arising from those connections.

MORE: is a proud statement, a pledge to the entire industry to deliver in a way that only ICE can achieve by connecting the entire gaming community of suppliers, operators, legislators, and regulators. Our mission is to provide the industry with the most professional, authentic, and business-centric environment fuelled by MORE: connections, MORE: inspiration and MORE: learning,” he added.

Putting an end to the 12-year stay at ExCeL London, ICE will move to the 240,000 square meter Fira de Barcelona on a five-year contract from 2025 to 2029. The 2025 edition will run on 20-22 January that year

Barcelona was selected from a four-city shortlist, competing alongside Madrid, Paris and ICE’s long-term home, London. 

The ICE relocation project, run in partnership with event strategy and location specialist Equimore, factored more than 30 variables into its decision-making process. Venue visits, city presentations, and detailed negotiations also took place.