Barcelona, Spain. Three days were enough for the global gaming industry to confirm something that, in 2026, is no longer up for debate: the biggest announcements don’t happen in press releases—they happen on the show floor. ICE Barcelona 2026 took over Fira Gran Via from 19 to 21 January, with a record 143,000 m² exhibition footprint and an estimated attendance of 65,000+ professionals, in an atmosphere where every aisle felt like a moving calendar of meetings.
The event served as the beating heart of World Gaming Week (18–23 January)—a full week of forums, networking and private meetings, with delegates from 180+ countries and an expectation of 1.5 million business meetings (scheduled and spontaneous). Organisers also projected 750+ exhibitors and the rollout of approximately 25,000 products and services across the week—a brutal indicator of how much R&D gets “synced” to ICE.
From “pretty booths” to booths that sell: commercial intent became the new luxury
The dominant conversation wasn’t just technology—it was conversion. Multiple exhibitors noted that footfall stayed consistent, but what truly rose was the quality of dialogue: less window-shopping, more closing. That “last meeting before the flight” energy was strongest on the final day, when the show shifted from spectacle mode to consolidation mode.
A name change that moved the board: Clarion Gaming became World Gaming
Among the corporate headlines, one captured the narrative: the rebrand from Clarion Gaming to World Gaming, framed as a more connected ecosystem combining events, market intelligence, digital platforms, and year-round presence. The takeaway for the sector is clear: it’s no longer enough to “run a trade show”—the competition is to become infrastructure for the industry.
Live marketing got its moment (and more room to scale)
ICE debuted the StandOut Awards, spotlighting booths that stood out for innovation, sustainability, and marketing activation. In parallel, the expansion of Hall 1 added 16,000+ m², enabling more ambitious builds and bringing new players onto the floor. Among the cited winners were Gamecheck (Best Newcomer), Digitain (Most Innovative Stand), Merkur (Best In-Stand Activation), Endorphina (Best Pre-Show Marketing Campaign), and Internet Vikings (Most Sustainable Stand).
LatAm on the radar—and celebrity cameos as credibility magnets
The regional storyline also gained weight: Casa Brasil stood out as a hub to debate market direction, best practices, and iGaming regulation—reinforcing the idea that Latin America is no longer “promise,” but agenda. And like any major show, ICE had recognisable faces that pulled cameras and attention: Luis Figo, Alessandro Del Piero, Magnus Carlsen, and Hikaru Nakamura became part of the event’s media pulse.
The final balance was simple: ICE Barcelona 2026 didn’t feel like a fair—it felt like a market running at full speed, where every innovation competed for two things: attention and adoption.
For operators, the takeaway was direct: 2026 will be a year of tougher decisions—technology, yes, but with narrative, control, and measurable profitability. Unbeatable. A never-before-seen success. A safe investment.
And to close it out: paella time—
and a walk through La Boqueria in search of the prized jamón ibérico de bellota.
Here are the best images:
