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A bigger and better ICE: EGT's Nadia Popova on prioritising face-to-face events

Nadia Popova, Chief Revenue Officer and VP Sales & Marketing at EGT, unpacks the supplier’s game plan for ICE Barcelona 2026 – exploring the importance of face-to-face industry events for effective expansion and development.

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58-60-egt

Ahead of ICE 2026, what are the key lessons you have taken from previous industry events that you hope to take with you into this event?

I have learned quite a few lessons over the years in the gaming industry. One of the most important among them is that exhibitions on the scale of ICE Barcelona provide a comprehensive picture of the state of the sector, its strengths, weaknesses and where there is room for work and improvement. With this in mind, I personally always find it exciting to be part of this event as it reveals to me so many diverse perspectives, approaches, solutions and opportunities.  

From a business perspective I also highly appreciate the chance to have in-person communication with our clients and partners. As we humans are social beings, face-to-face interaction is indispensable in both personal and business relationships. 

What can people attending the show expect to see from EGT that they have never seen before?    

People have grown used to seeing EGT present large-scale stands with an attractive and stylish design, where attendees can explore our new gaming solutions and get answers to all their questions, as well as enjoy various surprises. In 2026, we will remain true to ourselves and be sure to not disappoint.  

In addition to the fact that our stand will traditionally be one of the largest at ICE Barcelona, for our participation at this year’s show we have prepared an impressive new concept that will, in an original and interesting way, highlight the fascinating novelties from our portfolio. I will not give away more, but I of course invite guests to come and see for themselves what it is all about.  

Let’s just say that all “eyes will be on us.” 

What are your top three key ICE Barcelona 2026 goals for EGT?  

First of all, we would like to present our latest developments. On the one hand, we plan to hold a series of meetings with our current clients, who are well familiar with the numerous advantages of cooperation with us and want to further build on it. On the other hand, we will be happy to welcome operators who are not yet working with us, but are willing to develop their business and need a stable and reliable partner to achieve this goal. EGT can offer them the perfect solution. 

In addition, ICE Barcelona will give us an excellent opportunity to demonstrate the enormous potential of our product portfolio to representatives of markets where we intend to enter and establish a solid presence in the near future. 

Last but not least, we will be able to exchange valuable experiences and ideas with industry professionals on various topics. One of the most important among them is how all participants in the ecosystem can collaborate effectively in order to provide players with a safe gaming environment. 

Overall, what is exciting you most about showcasing your products at the exhibition?   

ICE Barcelona is among the largest and most significant exhibitions in the gaming industry globally. As such, this event enables us to have conversations with our partners and customers that are not only focused on specific products and the good results of using them in the short term, but also consider our relationships from a long-term perspective, placing them in a strategic context.