Gaming professionals planning their annual visit to ICE Totally Gaming in London will need to allocate some additional time on the show floor.
As of the end of December, ICE 2017 will occupy a total of 40,925sq.m compared to the 2016 figure of 38,980sq.m. The five per cent increase in space makes the 2017 event the biggest ICE on record.
Kate Chambers, managing director of Clarion’s gaming division, said: “While it is obviously positive to be able to talk about the growth of ICE in this way, equally we are very aware of the need to control and manage the brand’s development rather than pursue a full-out expansion strategy.”
Chambers explained that the growth in the show is related to the show’s move to ExCeL, which “has allowed us to grow the brand, but at the right pace.”