Overall, what are you looking to achieve at ICE?  

ICE is the premier gaming show, certainly on our rotation, and we’ve exhibited there multiple times. Our approach for this conference in particular is to provide a reinforcement of the KingMidas Games brand as a premier iGaming provider, but also to build both new and existing relationships. We’ve reached that pivotal point where our brand is recognisable in many established markets – and we’re now looking to expand into more of the emerging and newly regulated markets. Our mindset remains centred around creating relationships that are more than transactional at conferences and beyond. We want to showcase the brand’s imagery and also sit down with our partners one-to-one – at the exhibition or after hours – to connect on a more personal level. 

How is your strategy going to be different at this particular trade show versus the rest of the year? 

Last year was a very refreshing change for ICE, in my opinion. The scale was mind-blowing – and so was the engagement. This year, ICE for KingMidas Games will be about showcasing the fact that we are more than just a provider. We want to show that we are a premium provider in terms of next generation content solutions that bridge operators and players. When I say next generation, I don’t just mean next gen games, but also the next generation of gamers. For us, our strategy is to provide content that target these new players and markets, which will allow for authentic engagement, meaningful player connection and scalable longevity. We also want to keep our fingers on the regulatory pulse as things continue to change, as we’re looking at LatAm, Europe and maybe North America in 2026.  

What products and content will you be pushing front and centre at the show? 

One will be Chicken Crossy, which exploded in 2025. The other side of that game has been playing to the next gen and the emerging market mindset that we previously touched on. Now, in markets where bet sizes are a lot lower, you still need to make money. In the emerging markets it’s a numbers game and the players are looking for that big win scenario – which this type of game is perfect for. Our Coin Pusher title will also be showcased at ICE, which is a game that is known across generations and brings an arcade feel to a mobile device. 

This combination appeals to the digital mindset of younger generations whilst also appeal to the older players through the arcade nostalgia element. This means it can jump generations and, at the same time, player types. We even have a Jurassic Park themed Coin Pusher that we’re debuting at the show. We’re also incredibly proud to be showcasing our growing portfolio of IP collaborations, particularly our Japanese content. Anime and manga are no longer niche interests – they are now firmly part of mainstream global entertainment. With titles like Toridama, a popular party game in Japan that we’ve thoughtfully reimagined for iGaming, we’re demonstrating how culturally relevant Ips can be adapted in a way that feels authentic and engaging for players. At ICE, we’ll also be debut new IP collaborations that have never been seen in iGaming before, and we invite operators and partners to visit our stand and experience these games firsthand. 

How are you hoping to use ICE to utilise new leads for EU and LatAm markets?  

Yes! The approach is that we have core teams set up for both regions. While we’re looking to build our existing relationships, we will also be targeting new business as it comes across to the stand. There’s quite a lot of sponsorship that we pushed through, so it’s not easy to miss us at the show. At the event itself, we’ll have our representatives from various regions so we can converse in native tongues. We’re very proud of the way we are able to adapt our games regionally really quickly, and that speed to market is something we want to showcase at ICE anyway we can.  We want to make sure that we can build our clients’ brand presence in these two markets, regardless of whether they are growing or already established.  

Finally, what does it take for an exhibitor to have a successful ICE? 

A successful show for me means making sure that whoever you speak to walks away remembering what has been said. It sounds very simple, but as we know, events like ICE mean dozens of meetings, and hundreds of touchpoints – it’s easy to get lost in the paraphernalia. Ambition here is to target key items with our core partners and new clients, and make sure that whatever is discussed is actioned on. Creating long-term relationships with our partners is always the wider goal – and to do that, we have to understand what they need to succeed. At ICE, we want to make sure that when a new or key client walks away, they will remember what we have to offer because it aligns to an objective that they have arrived at the show to try to fulfil. We want to be that partner in empowering their success.