London ICE, what to expect?

The countdown towards one of the biggest iGaming Conference in the world has started. Indeed, in less than 2 weeks, so on February 4th to 6th, the Excel Centre in London will once again open its doors to tech giants. According to the event organisers, this year, over 35,000 industry professionals will rub elbows to discuss industry trends. Plus, many will have the chance to discuss with the event sponsors (White Hat Gaming, Scientific Games, Red Tiger, and Microgaming, to name but a few) too.

But what can we expect at London ICE this year, besides the iconic Fire and ICE party? Well, let’s find out.

It’s all about customer engagement

Without a doubt, with market regulations evolving, one of the big topics will be engagement. In fact, many will look to answer the burning question “How to balance compelling user experience and responsible gambling”? For some, like Julian Steinwender CPO of CompetitionLabs, the answer is simple. “It’s all about finding the right balance”. As he puts it, a players’ journey needs to go beyond rewards and bonuses.

For him, engagement is mostly offering a “soft gambling UX with daily quests”. But it’s also a question of attitude because as he pointed out “introducing a new site feature is very different from introducing a new game”. And he added that more operators should look for engaging tech that provides analyses and metrics too. This way, casinos can better understand the impact of the integration on the users’ behaviour.

The big news

Undeniably, London ICE is a perfect platform to make big announcements for those who are looking to revolutionise the industry. In fact, if you remember last year, NetEnt announced an agreement with Ozzy Osbourne at ICE. And Microgaming also revealed a deal with the Village People at the same time. So we expect more news of this genre this year as well.

But stay tuned to know what went down at ICE. As always, we’ll do a follow-up piece to give you all the juicy and “ICEY” details.