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CasinoWow’s impressions of ICE London 2022 and LAC 2022

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CasinoWow's team attended the iGB London Conference in April 2022 and we are here to share our insights and impressions of the event.

This April, part of CasinoWow's team was once again part of some of the biggest conferences in the gaming industry - ICE London 2022 and the London Affiliate Conference (LAC) 2022.

ICE London was a long-awaited event that had to shift from one date to another due to Covid restrictions, but finally, in the week of the 12th to the 14th of April, it took place in London, UK. LAC occurred on the 13th and 14th of April 2022.

ICE London brand presence

We were able to get a lot of insights into the event and dive deep into the networking part of the exhibition which influenced our impressions, comparing the conference to previous ones. We can safely say it was a lot smaller as a scale. There were fewer participants, stands, and visitors than the years before.

However, we still managed to meet a lot of affiliate friends, get in touch with our favourite brands, meet partners we haven’t seen in a long time, and meet new and exciting representatives of the iGaming world.

There were not only affiliate representatives and casino brands (CasinoFriday, Casumo, LeoVegas, etc.), but also game providers (Thunderkick, Endorphina, Play’n GO), payment providers (such as Trustly), regulators (MGA, Kahnawake), and a lot of other visitors to the gambling industry.

Kahnawake attending ICE London 2022
Kahnawake attending the London conference in April 2022.

With a little disappointment, we found out that many of the big gaming providers did not attend ICE London or were present but with no stands and corners. Play’n GO, Microgaming, NetEnt, Novomatic, Betsoft, EGT - some of our favourite and biggest software providers unfortunately didn’t participate.

EGT announced a withdrawal of the event due to “health risks and unfavourable allocation of dates”. Merkur also reported pulling out of the conference because of numerous reasons, but mainly due to the lack of return on the investment needed.

Following their steps, Novomatic also released a statement about not participating in ICE London 2022. Because of the many changes in the dates of the event, its spirit had been lost and many leading companies decided to pull back believing the organisers had to stick to the right time and conditions.

We were happy to see Thunderkick attending the event with a stand. Аlso, we met our friends from Play’n GO who did not have a corner or a stand as in previous years but still attended.

A representative from the big game provider, Play'n GO, shared with us exciting info that they will no longer display their brand at conferences such as ICE, but will, however, focus on "Play'n Show" - their own event with invitations only. It will be exclusive and exciting, occurring in different countries, and we cannot wait to see it ourselves! We were happy meeting them and looking forward to long term collaboration with this great game provider!

Exciting attendance and presentations

A lot of the stands we visited had been well-prepared and representatives were excited to present their brands.

We were impressed by Betsson’s presence - they had a giant Plinko game! We dropped chips into the board and they landed a reward slot at the bottom. The prizes varied from iPads to smartwatches and other smaller surprises. There were no slots without a prize, so no one left empty-handed!

LeoVegas Casino also had a great stand that we loved! It was not only beautiful and entertaining but they were also really prepared with merchandise and gifts.

Another fascinating corner to visit was Casumo Casino. They had a dance machine! We were happy to join the party while also connecting with our friends and catching up.

Casumo Casino at the conference
Casumo Casino's stand at the conference and their impressive corner.

The biggest stands had 888 and bet365 which impressed us greatly but if we have to sum up, most of the brands had chosen to present themselves with smaller stands than in previous years.

We’ve also learned that MGA will start accepting cryptocurrency payments for brands this April!

More information on this news, expect in CasinoWow’s News Section very soon!

Published: April 18, 2022

Anything incorrect or missing?

Article by Stelly

CasinoWow Contributor

Hey there! I am Stelly, and happily, I'm part of CasinoWow's content team. It excites me to be able to write and share with all gambling enthusiasts unbiased reviews and news that contribute to the gambling community and industry. Thankfully, I also have the chance to help you make an informed choice for casino brands and games, as well as provide interesting guides and news.

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