ICE

On display at Novomatic: the V.I.P. X Galaxy Lounge!

Despite a terrible start and a shocking average... I landed a double 4 to finish in style at the Novomatic stand - much to the delight of the crowd...

Great catching up with Data.Bet CEO Yurii Berest at ICE today! One more exhibitor spotlight locked and loaded...

We proudly showcase the ICE Landmark Award presented to our Editor-In-Chief Julian Perry for his contribution to gaming.

Our team meeting with Silviya from Amusnet! Check out their stand at 3L54.

ICE’s Day 3 ESG panel moves on to the topic of sustainability and ESG marketing. Betsson’s Head of ESG Jonna Danlund explains that the gambling industry in general markets less aggressively than it used to, and operators underlining the fact that they are legal and regulated has now become a strategy in some markets.

 

There is a perception that the customer doesn’t care in the industry,

she explains,

this is not true for the majority. They want to know that they are playing with a legal provider.

 

JVH Gaming’ Head of ESG Liesbeth Oost jumps in to contribute to the marketing discussion - stating that five years ago you wouldn’t have imagined gambling and ESG being in the same conversation. She agrees that the road is a long one, but it has to start somewhere. Providing the US perspective once again, Noah Horton - Chief Growth Officer of Greater Good Charities - concurs that the customer absolutely care about ESG, and that through strong ESG marketing, you can create an element of trust and value with players, helping to improve the bottom line at the end of the day.

Driving on in this panel discussion around the cost of ESG, moderator David da Silva poses the question of public perception within the gambling industry and how they feel it has changed in recent years. Brandie E Black, Co-Founder of ESG iGaming explains that she feels public perception taken a dip in recent times and requires more work to help improve again.

 

She believes that operators need to own their narrative and promote their role as licensed and regulated entities to ensure transparency as a starting point - so they can then begin working on closing the knowledge gap and tackle ESG misconceptions around the industry.

 

Betsson’s Hear of ESG Jonna Danlund builds on this by stating that many people outside of the industry still do not realise how heavily regulated it is.

There’s always headwind, and it is going to be a long journey. But progress is always being made.

ESG can be defined by running a business that benefits all of its stakeholders

- Betsson’s Head of ESG Joanna Danlund underlines the core purpose and definition of ESG in the modern era, stating the importance of retaining this definition as ESG evolves in the gaming world.

 

The conversation around the cost of ESG and sustainability continues as Noah Horton, Chief Growth Officer of Greater Good Charities explains the US perspective, where he says businesses want to deliver ESG not because it’s a regulatory requirement, but because they know consumers care about it.

 

Liesbeth Oost of EVH Gaming builds on this by saying that, within the EU the industry and the companies within it are very much changing their approaches to ensure they remain more environmentally vigilant - consistent attempting to go far beyond what is legally required.

Always lovely to meet Elena Mihajloska from Aristocrat Interactive!

The Greentube stand looking very cool (and will now be much busier as we took the pic before 10am!)

Come visit iGP today at stand 2R30. We brought them a copy of our CEO Special issue, in which iGP CEO Jovana Popovic Canaki featured on the cover!

Blink and you'll miss it at the Altenar stand!

Daniel Xavier, BetMGM Brazil COO, spoke all things Brazil on the Huddle earlier today! It was great to meet him 👍🏻

Italian footballing legend, Alessandro Del Piero, tried hard to explain to Global Gaming Insider why there are fewer players in the modern game as good at free kicks as him.

He asks his fellow Digitain ambassador Luis Figo:

Remember when each team you played used their own ball?

 And in the end, he concludes that really, it should be much easier for players these days. 

“Lawmakers still need educating on prediction markets!” - Quote of the day from David Bean, Chairman of the Indian Gaming Association?

 

Discussing the imminent battle between the Tribal gaming sector and prediction markets, Bean explains that what he is hearing out of Washington - one of the most heavily guarded jurisdictions in the US regarding gambling regulations - is that lawmakers need to be educated on prediction markets.

He believes that many still don’t understand how powerful prediction markets currently are and are potentially fearful of the current administration, which is largely pro-predictions.

Food for thought…

 

 

Stars at the Betby stand ? Blindfold chess, anyone? ♟️

Marek Plota, Global Gaming Insider contributor, joins us at the stand!

The Bundesliga Meisterschale on dispay at Sportradar's stand.

Everyone will complain that tax rises are unfair. But if they're unfair and ineffective, what's the point?

Long-time Global Gaming Insider contributor Paul Sculpher joins us on the Huddle!

Jesper Svensson, the Global Gaming Awards EXECUTIVE OF THE YEAR, joins us for a Huddle!

Back in the mix, and back at the Sustainable Gambling Zone, where Ladipo Abiose Akolade, Founder of the Gamble Pause Initiative Africa, is painting a troubling picture of addiction across the continent.

He has no issue with gambling as entertainment, but the problem he sees is a growing trend of seeing it as a form of income.

The Global Gaming Insider team is ready for a day of back-to-back Huddle interviews! Visit us at stand 2Z22.

What will day 2 bring?

Congratulations to Players Publishing COO and Founder Julian Perry for his well deserved recognition for contributions to gaming industry media and commentary over the past 15 years! 

The Global Gaming Insider team is at the Enterprise Stage ahead of Clarion's Landmark Awards ceremomy, celebrating 15 years of working in gaming media as Players Publishing... with a very special honouree! 👀

Creepy times at Endorphina! An interesting approach... yay or nay? #ICE2026

Plenty going on at the Delasport stand (5P20), including the launch of Betiator - which we posted about earlier. Stay tuned on the Huddle channel after ICE to watch our Exhibitor Spotlight video with Delasport CEO Oren Cohen Shwartz!

At the Sustainable Gambling Zone, the Entain Group's Director of International Regulatory Affairs has just illustrated how bold black market operators are getting infringing on IP.

In Spain, one unlicensed operator, he tells us, created an app which had the name of the regulator itself (the DGOJ).

Novomatic's ICE 2026 stand looking gargantuan from above! 

ICE, though, is not without it's cool bonuses. Va va voom...

They say if you love your job, you never work a day in your life...

Check out the FIFA tournament taking place at the ICE Esports Arena (right next to Media City and Hall 5).

Instasoft Announces January Launch

Instasoft has confirmed the upcoming January launch of its new turnkey iGaming platform, marking the company’s official entry into the global B2B market with a technology-driven proposition aimed at modern operators.

The platform brings together casino, sportsbook and poker within a single, unified ecosystem, designed to significantly reduce time-to-market while enhancing flexibility, scalability and player engagement. Built as a complete end-to-end solution, Instasoft enables operators to deploy a fully branded and operational iGaming product in as little as seven days.

Positioned as a next-generation alternative to traditional platform builds, Instasoft addresses long-standing industry challenges related to complex integrations, fragmented technology stacks and limited differentiation. By consolidating core products, payments and compliance into one modular infrastructure, operators can focus on growth, retention and long-term player value.

Boyan Todorov, CEO of Instasoft, commented:

For years, the industry has accepted slow, expensive and overly complex platform launches as the standard. With Instasoft, we set out to change that mindset. Our platform is built to be fast, secure and scalable from day one – without compromising on innovation or player experience.

He added:

January represents a major milestone for us. We are excited to officially launch the platform and to give the industry its first hands-on look at what makes Instasoft one step ahead of the competition.

Focus on Engagement and Retention

A key differentiator of the Instasoft platform lies in its approach to player engagement, loyalty and retention. Rather than relying on traditional bonus mechanics, the platform introduces a new generation of engagement tools designed to reward player activity across all verticals and encourage long-term interaction in more dynamic and personalised ways.

While Instasoft is keeping specific details under wraps ahead of launch, the company confirms that its loyalty and engagement framework has been designed to support future-ready mechanics that go beyond what is currently available on the market.

Instasoft platform include:

• Fully customisable sportsbook
• Integrated 240 + casino providers
• Complete poker solution
• Unified multi-currency wallet supporting both crypto and fiat
• Built-in compliance, AML and security features
• Modular architecture enabling rapid scaling and localisation

Global Reach and Deployment

Instasoft’s infrastructure supports operators across Europe, South America, Asia, Africa and beyond, with a focus on low latency, high availability and regulatory readiness. The platform is designed to perform consistently even during peak traffic periods.

First Public Showcase at ICE Barcelona

Following its January launch, Instasoft will present the platform publicly for the first time at ICE Barcelona, where attendees will be able to explore the full solution and book live demos at Stand 1K32, Hall 1.

Operators, partners and industry stakeholders are invited to visit the stand to discover how Instasoft is redefining speed-to-market and player engagement in iGaming.

Delasport Revolutionizes Sports Betting and Launches Betiator: The World’s First Crash-Style Game Built for Sports Betting

 

January 19th, 2026 - Barcelona, Spain

 

Today, during the biggest industry expo - ICE Barcelona - Delasport, an award-winning Sport, Casino, and Platform provider, revealed its revolutionary new innovation: Betiator, a category-defining product that changes live sports betting forever.

Betiator is the first-ever crash-style game designed exclusively for sportsbook, merging the raw drama of live sports with the heart-pounding tension of crash mechanics.

For decades, sportsbook innovation has revolved around the same core ingredients: odds, markets, and bonuses. Betiator breaks that cycle with a whole new way to play - it’s all about timing. Every second matters. Every moment builds suspense. And every decision feels immediate, emotional, and alive.

Inspired by the explosive popularity of crash games in casino, Betiator brings that same simplicity and adrenaline into live sports. Players follow real in-play action through a highly visual interface, decide when to jump in, and choose when to cash out - before the moment hits. The result is a fast, intuitive, and thrilling experience that feels as exciting to watch as it is to play.

Betiator is not an add-on, and it’s not another market,

said Oren Cohen Shwartz, CEO of Delasport.

It’s a revolutionary new Sports product. We’ve taken the tension people love in crash games and fused it with the emotional peaks of live sports. This is the next evolution of gambling in general and of in-play betting in particular.

For operators, Betiator delivers more than excitement. It unlocks higher engagement, longer sessions, increased bet frequency, and new cross-sell opportunities, while attracting audiences that traditional sportsbooks struggle to convert - especially bingo, casino-first and younger, mobile-native players.

With Betiator, Delasport redefines live sports betting - elevating it from static odds into a fast, visual, emotion-driven entertainment experience.

Betiator made its official debut at ICE Barcelona 2026, where partners and operators can experience the future of live betting firsthand.

Alex Tomic, Co-Founder of Alea is giving a keynote at the Enterprise Stage. 

Soon at this stage we'll find out where the smart money is being invested at the moment. But in advance of that, Tomic just told the gathered crowd why he makes hires directly from hospitality.

He stands by the idea that by going into a bar or restaurant over a period of weeks, you can really get to know people's characters, shake their hand and understand their potential, before the idea of recruitment even makes its way into that person's thinking. 

That's one way to do it!

Heart of day 1... plenty going on.

Alison Grinnell and Tariq Bsharat, Group Chief Strategy Officers of Marjan Hospitality review Wynn’s UAE Al Marjan Island casino resort development almost 4 years to the day for its announcement.

Lisa Corti is the Head of Safer Gambling at BVGroup and appeared at the Sustainable Gambling Zone to speak powerfully on the tools that the operator is using to get ahead of problem gambling.

I see that our whole purpose is to get to the customer before there is a need to take any strong action. People should be using a deposit limit not because they have a problem but because why wouldn't they?

Corti rounds off her thought with a fairly compelling rollercoaster analogy, comparing innovative safer gambling financial tools to a seatbelt on a rollercoaster. An essential precaution.

Plínio Lemos Jorge, President of the National Association of Games and Lotteries (ANJL), discusses the growth of sports betting in Brazil.

As the golden ball on display indicates, football is of course the most popular sport in the country, making up 54% of the sports betting market.

Basketball and futsal are its closest competitors with 11% market share each.

A little more on the Novomatic press conference. There was plenty to say about South Africa and Germany.

We heard that Stargame is the second largest German online casino brand and that, promisingly for Novomatic, stake limits could be lifted in the mid-term, easing the unfavourable regulatory conditions. On this, Graf said:

We hope regulators realise they have to speed up the process of making the industry more attractive.

While South Africa seems to have surprised Novomatic officials with the level of success the company has achieved there, there's clearly still significant ambition to build on that situation.

Graf also took a moment to address the “elephant in the room” that is Brazil, reassuring investors that with the market in the fragmented state that it is, a longer-term, staggered outlook on integration is required.

Digitain prepped and ready for some big guests this week ?

Novomatic kicked off Day 1 at ICE with a press conference at the Alexandre Hotel. From left to right we were faced with VP of Global Sales & Product Management Thomas Schmalzer, Greentube CEO Thomas Graf, Executive Board Member Stefan Krenn and Managing Director of Product and Technology for Spain Bernhard Teuchmann.

While full-year results won’t emerge until around March, Krenn was keen to stress the group’s confidence that they could reach or even exceed 2024’s €3.5bn ($4.07bn) revenue figure.

France was an area of particular discussion in this regard, given Novomatic's acquisition of Vikings Casinos. Graf, son of Novomatic Founder Johan, also expressed his hopes that new online casino licence procedures will re-emerge from their legislative mothballing later in 2026. In the meantime however, Greentube and Novomatic are going to be focused on growing their social casino product:

Why? We want to build our database so we can launch with a critical mass of players when we get the licence.

Novomatic kicked off Day 1 at ICE with a press conference at the Alexandre Hotel. From left to right we were faced with VP of Global Sales & Product Management Thomas Schmalzer, Greentube CEO Thomas Graf, Executive Board Member Stefan Krenn and Managing Director of Product and Technology for Spain Bernhard Teuchmann.

While full-year results won’t emerge until around March, Krenn was keen to stress the group’s confidence that they could reach or even exceed 2024’s €3.5bn ($4.07bn) revenue figure.

France was an area of particular discussion in this regard, given Novomatic's acquisition of Vikings Casinos. Graf, son of Novomatic Founder Johan, also expressed his hopes that new online casino licence procedures will re-emerge from their legislative mothballing later in 2026. In the meantime however, Greentube and Novomatic are going to be focused on growing their social casino product:

Why? We want to build our database so we can launch with a critical mass of players when we get the licence.

Novomatic kicked off Day 1 at ICE with a press conference at the Alexandre Hotel. From left to right we were faced with VP of Global Sales & Product Management Thomas Schmalzer, Greentube CEO Thomas Graf, Executive Board Member Stefan Krenn and Managing Director of Product and Technology for Spain Bernhard Teuchmann.

While full-year results won’t emerge until around March, Krenn was keen to stress the group’s confidence that they could reach or even exceed 2024’s €3.5bn ($4.07bn) revenue figure.

France was an area of particular discussion in this regard, given Novomatic's acquisition of Vikings Casinos. Graf, son of Novomatic Founder Johan, also expressed his hopes that new online casino licence procedures will re-emerge from their legislative mothballing later in 2026. In the meantime however, Greentube and Novomatic are going to be focused on growing their social casino product:

Why? We want to build our database so we can launch with a critical mass of players when we get the licence.

Day 1 at ICE Barcelona 2026 is roaring and ready to go in the sports betting hall! 

Some big names in Hall 2.

The crowds are gathering!

Stop by Media City stand MC10 to grab a copy of our CEO Special edition. 📰

The Huddle studio is all set at stand 2Z22 and ready to welcome various industry executives for in-depth interviews. Stay tuned! 🎤

¡Hola Barcelona! Team GGI has arrived. 

Trueigtech, a global technology provider specialising in iGaming solutions development, will announce the launch of its prediction market platform at ICE.

You can find them at Booth 2C62, Hall 2 for a demonstration.

Fast Track has just introduced 'Tournaments,' a new feature within Rewards, its AI-driven gamification platform.The company will be demonstrating 'Tournaments' live at ICE and has invited operators interested in seeing AI-driven gamification in action to visit Stand 2H70A.

Now live: the ICE Preview 2026 issue from Global Gaming Insider.As the industry convenes in Barcelona, hear from some of the exhibitors about what to expect at this year's ICE. Check out all articles in our magazine section.

Visitors to the EGT Digital stand at ICE Barcelona 2026 (Hall 1, Stand 1D30) can experience EGT Lounge in action and get an early hands-on look at Ola Diego, while exploring how both fit into the company’s broader online casino portfolio.Together, the two showcases reflect EGT Digital’s focus on expanding its casino ecosystem through authentic experiences and scalable online content.

Amusnet will celebrate a decade of growth at ICE Barcelona 2026 with a high-impact presence focused on its latest games, tech and market expansion.

N1 Partners arrives at ICE 2026 following a year of rapid growth, highlighting its expanding partner network and technological solutions.

Gaming in Finland will make its ICE 2026 debut, bringing a national showcase of Finnish insight to Barcelona.

JDB Gaming is heading to ICE 2026 with its Voyage of Treasure trilogy, showcasing its titles, new features and immersive gameplay experiences.

Interblock is set for ICE Barcelona 2026 with a bold showcase of next-gen electronic table games as it turns up the heat on the exhibition floor.

World Gaming Week will bring a record-breaking global gambling audience to Barcelona, with more than 65,000 delegates from over 180 countries gathering for ICE and iGB Affiliate, the industry’s most important annual events. The week is expected to generate around 1.5 million business meetings and feature 750+ exhibitors unveiling an estimated 25,000 new products and services, highlighting the latest innovations across all gaming sectors. With a strong focus on technology, responsible play, and future-facing collaboration, the events will help shape the global gaming landscape for 2026 and beyond.

GR8 Tech is stepping into ICE 2026, booth 1C50, with Champions Club—an ecosystem built to shape, create, and bring together iGaming champions.

Pitch ICE applications are up 200 percent since the ICE moved from London. 12 start-ups from nine countries have been shortlisted to pitch their gaming tech innovations live at ICE Barcelona 2026. Finalists will present to a high-profile panel of investors and industry leaders, competing for the Pitch ICE 2026 Trophy and €15,000 in AWS credits. From AI and compliance to gamification and next-gen player experiences, the showcase highlights the future of gaming innovation. Pitch ICE takes place Tuesday 20 January, 11:00 to 12:30, with all shortlisted start-ups also exhibiting on the show floor between Halls 4 and 5. The shortlisted businesses are: eyeDP, Whizdom AI, Tugi Tark OÜ, The Casino Factory with Longford International College, PROMOFY, Research iGaming, Complianceplay AI, THNDR, Master Affiliates Network, Swiss Shufflers Ltd, Fantasy Gambling League, Inc. and Loserball.

Soo Kim, Chairman of Bally’s Corporation, will share exclusive insight into the company’s ‘Always-On’ vision when he delivers the 2026 opening keynote for ICE’s World Gaming Forum on Monday, 19 January. His appearance underscores the Forum’s expanding status as the industry’s leading strategic platform for high-level debate, analysis and policy discussion among senior gaming leaders and regulators.

ICE Barcelona 25 Sustainable Gambling Zone donors including Cirsa, Acordjoc, Grupo Orenes, Novomatic Spain, Novomatic Group, Betsson Group and ALEA have funded the launch of a new educational programme in Catalonia aimed at preventing behavioural addiction and digital dependency among teenagers. The initiative, Proyecto FES, was created by the non profit Plataforma del Juego Sostenible, an industry organisation focused on advancing sustainability. The programme provides schools and families with educational tools and resources designed to highlight the risks tied to digital media use. Working with FECACEN, the Catalan Federation of Educational Centers, Proyecto FES has already seen success in several other regions of Spain. It officially launched in Barcelona on 13 November, supported by Catalan language materials made possible through donations from the ICE Barcelona 2025 Sustainable Gambling Zone sponsors.

ICE has renewed and strengthened its long-standing partnership with CIBELAE to further promote responsible gaming and sustainability across Latin America. The collaboration builds on more than a decade of cooperation with the association representing government-regulated lotteries in the Ibero-American region.

Gaming Compliance International (GCI) has been announced as the headline sponsor of the ICE World Gaming Forum as the industry intensifies efforts to combat the black market. The partnership highlights GCI’s mission to support regulators and operators with AI-driven intelligence and promote a safer, more transparent global gaming environment. The Forum, taking place 19–21 January in Barcelona, will provide a high-level platform for strategic dialogue on responsible governance and industry integrity.

Clarion Gaming has revealed the first three judges for the ICE Innovators Challenge 2026 (in partnership with Microsoft) - Alon Ben David, Chief Technology Officer at Super Group; Dan Stillwell, Director of AI & Data at Microsoft, and Simo Dragicevic, Safer Gaming Specialist. Companies can still submit their entries until 21 November.

The first speakers for ICE World Gaming Forum 2026 have been revealed.

New hall to explore at ICE. 🚨 For its 2026 edition, ICE is expanding and is taking over a whole new Hall, adding 8,000 sqm of space. Hall 1 at the South Entrance (formerly home to iGB Affiliate) will feature new exhibitors and top-tier iGaming brands including EGT Digital, SPRIBE, RedCore, Hub88 and more.

Clarion Gaming, the organizer of ICE, has opened applications for its next Sustainable Gambling Charity Partner for the 2025/2026 event cycle. Organisations from across the globe can put themselves forward for the partnership. The chosen applicant will become an integral part of the industry conversation at ICE Barcelona, iGB Affiliate Barcelona, and iGB L!VE London.

Clarion Gaming, the organizer of ICE, has announced a ground-breaking safer gambling AI partnership with tech giant Microsoft. Taking place at ICE Barcelona, the world’s biggest gaming technology event, the ICE Innovators Challenge invites operators and their partners to submit AI-powered concepts designed to promote responsible play. From all submissions, five finalists will be chosen to build MVPs with expert guidance from Microsoft and its partners, including tailored tech consultancy and coaching. The competition will kick off online, culminating in a live showdown on the main stage at ICE 2026, where the finalists will present their solutions head-to-head. The winning team will receive £15,000 worth of consultancy, visibility, and continued support to help bring their idea to market.

Registration for ICE 2026 is NOW OPEN! ✅ 65,000+ gaming professionals ✅ 3 days of business & exciting networking events ✅ Cutting-edge innovation & market insights 📍 19–21 January 2026 | Fira Barcelona Gran Via

On 10 September, Global Gaming Insider attended a press event, hosted by the ICE and iGB Affiliate teams at Fira Barcelona Gran Via, to unveil their plans for World Gaming Week 2026. The organizers outlined their ambitions, new initiatives and commitment to sustainable growth.