ICE Barcelona 2025, the leading international event in the gaming industry, successfully concluded its annual edition in Barcelona, consolidating itself as an epicentre of technological innovation, market opportunities and global networking.
The event, held at the iconic Fira de Barcelona, attracted thousands of visitors and industry professionals, offering a unique showcase of the latest trends and innovations in gaming, artificial intelligence and emerging markets.
With a notable participation of delegations from Canada, Europe, Africa and Latin America, ICE reaffirmed its role as a global bridge for the exchange of ideas and business.
Highlights from ICE Barcelona 2025
• Empower Your Play triumphs: Philanthropic startup Empower Your Play won $50,000 at the ICE Pitch competition, sponsored by NYCE International, thanks to its innovative technology proposal for sustainable gaming.
• Notable Canadian participation: A significant delegation of Canadian companies and representatives were present this year, standing out for their leadership in responsible and sustainable gaming technology. Notable participants included Sarah Mitchell, CEO of Gaming Innovation Canada, and Michael O'Hara, expert in international regulations.
• Focus on emerging markets: African and Latin American markets were highlighted as key to the global growth of the industry. ICE organized roundtables, workshops and networking sessions dedicated to exploring opportunities in these regions, with a special emphasis on regulation and technological infrastructure.
• Technological advances and AI in gaming: The influence of artificial intelligence and technology was a central theme in debates and presentations, marking the future of the user experience and the industry. Speakers including Jane Rutherford, Head of Innovation at Playtech, and Samuel Adeyemi, technology expert for emerging markets in Africa, shared key insights on real-time personalisation, predictive analytics for users and the role of automation in operational management.
• Unique attendee experiences: Visitors enjoyed iconic pieces in the ICE Sports Bar, such as Lionel Messi’s Ballon d’Or, the Champions League Cup and Pelé’s golden footprints. One lucky winner won a photo autographed by Cristiano Ronaldo, generating great excitement among attendees.
Recap of Days 1 and 2 of the event.
Day 1 of ICE Barcelona 2025 began with a spectacular opening that highlighted the presentation of emerging technologies, such as virtual reality platforms and interactive gamification systems. Opening presentations included an analysis of the impact of NFTs and blockchain on gaming business models, with experts such as Clara Bautista from CryptoGaming Solutions leading the discussion.
Day 2 focused on international collaboration opportunities, highlighting strategic agreements signed between European and African operators. In addition, practical workshops on digital marketing in gaming were held, moderated by experts such as Alex Paredes from Global Gaming Strategies. One of the most talked-about moments was the panel on the evolution of mobile gaming, with speakers from companies such as NetEnt and Evolution Gaming sharing growth statistics.
Explosive Statements
At the ICE Barcelona 2025 conference, Ismail Vali, CEO of Yield Sec, addressed the issue of illegal gambling, labelling all providers in this sector as “criminal”. He stressed that there is no “grey market” in gambling; it is simply a matter of legal and illegal betting. Vali highlighted the increasing prevalence of illegal gambling, linking it to the rise of cryptocurrency betting and illegal sports streaming services.
He noted that consumers should not be blamed for unwittingly participating in these offerings, as they are often targeted by illegal operators for advertising. He also noted that illegal operators siphon off substantial revenue from the legitimate gambling sector, with estimates indicating that up to 73% of the market operates illegally, leaving only 27% legally regulated.
Vali mentioned that his direct approach has even led to death threats.
ICE's role in transforming the gaming industry
This year's edition also placed a strong emphasis on international regulation and sustainable initiatives.
Panel sessions highlighted how operators are adapting to growing consumer demands for ethical and responsible practices. In addition, public-private collaboration models were explored to strengthen regulations in emerging markets.
HERE ARE PHOTOS OF THE FAIR
