Research confirms that ICE is the 'world's favourite gaming exhibition'

www.cardandpaymentjobs.com was delighted to partenr with ICE 2014 and despite the difficulties caused by a London-wide transport strike, ICE Totally Gaming 2014 succeeded in attracting attendees from a record 156 nations, a statistic which puts the world's biggest gaming event amongst the elite of UK-hosted exhibitions. The figure, part of a comprehensive external audit commissioned by ICE, underlines the brand's status as the only truly global event at which exhibitors can engage with buyers from every conceivable gaming jurisdiction.

Reflecting on the stand out statistic, Portfolio Director Kate Chambers said: "I think these stats show that ICE is most definitely the world's favourite gaming exhibition! We worked hard on our communications campaign and once again raised the bar in terms of the resource and the investment we allocate to attracting buyers to ICE Totally Gaming. The spread of attendees in 2014 stretched from Belarus to Brazil, Cambodia to Curacao and Vietnam to Venezuela, clear and compelling evidence of the reach of our marketing which engaged directly with over 200,000 potential visitors, featured adverts in 90 print and digital media channels and also included an integrated social media campaign."  

She added: "Our task now is to develop further the undoubted international appeal of ICE Totally Gaming and in the process deliver another vintage edition at our home in ExCeL London.  Following the announcement that IMA 2015 is being postponed due to pending changes in the gaming law, we look forward to hosting large numbers of German gaming operators as we did in similar circumstances in 2013. Buoyed by the experience of 2014 the entire ICE team is focused on delivering another successful blockbuster event for all sectors of the international gaming industry."

The audit also confirmed that ICE 2014 attracted a total of 23,506 attendees of which 56% were from outside the UK, 79% were key decision makers, and 38% were either classed as C-Level executives or Directors. Attitudinal research conducted by an independent agency at ICE showed that 88% of respondents rated their overall show visiting experience as either excellent or good with 86% classing ICE as a 'must-attend' event. 89% of respondents rated the quality of the 515 ICE exhibitors as being either excellent or good.

ICE 2015 will be returning to ExCel from 3-5th February. Visit the website at www.icetotallygaming.com for all the latest information and updates. To download a copy of ICE 2014 statistical review visit icetotallygaming.com/review.

ICE unveils brand scent behind the industry's greatest event!

Sensational ICE unveils the sweet smell of success as campaign breaks new ground

 

LONDON (11 December) – The marketing team behind ICE Totally Gaming has deployed a groundbreaking tactic as part of its ‘SENSATIONAL' campaign in support of the 2014 edition taking place across the 4th, 5th and 6th February at ExCeL London. ICE Totally Gaming has harnessed the sense of smell as a method of engaging with its stakeholders, having commissioned a brand scent which is being used both in the lead-up to and during the world's biggest gaming event. The first appearance of the ICE brand scent will be prior to Christmas when postcards immersed in the smell of ICE will land on desks as part of the event's extensive visitor direct mail campaign.

 

Christopher Pratt, Managing Director at the aroma's creator, Scent Air UK, explained: “The sense of smell is the most direct and memorable of the five senses, and is an extremely crucial way to deepen ones brand with their clients. Physical experiences and human senses are very important tools in marketing. Adding the sense of smell to a property/brand leaves a lasting emotional impression on everyone who enters that space.”

 

Discussing the creation of ICE’s signature aroma, Christopher, whose company has been working with scent marketing for many years, said: "Clarion had a very strong idea of its brand values and identity, and we were able to work with them quickly and clearly to develop a bespoke fragrance that represents their brand but also associates themselves with the event. We created a fresh, clean and sophisticated floral aroma, with warm, citrus-based notes. In all the fragrance took about four weeks to create, and the response has been overwhelmingly positive.”

 

He added: "Stage two will see us scenting the event, which is a first. We've had individual exhibiting companies requesting an aroma in order to create a mood or reflect a design on their stand, but to have an event organiser specify a brand scent at their exhibition is definitely breaking new ground.”

 

ICE Totally Gaming is the world’s largest business-to-business gaming event occupying 55,000 sqm. Taking place at ExCeL London (4-6th February) ICE is on course to welcome in excess of 20,000 gaming professionals from over 100 countries. For more information, and to register for free, go to www.icetotallygaming.com

For the latest jobs in gaming and across the entire payments sector, go to www.cardandpaymentjobs.com