"In 2017 the industry will discuss key requeriments to entry the new Brazilian market"

After a great 2016 edition, which are your expectations for 2017?
Each year, we set out a strategic plan of objectives when the entire team gets together, away from the office, for a couple of days to talk about the brand and to shape our thinking around the next event. Our theme in preparation for 2017 was ‘marginal gains’ and how, if we all upped our game by just 1%, the event would continue to improve and set new standards. Attendance figures are the end result of delivering a good event, but they are not a goal in themselves. We always take a long-term view and the most important metric is the post-show research that we undertake and, in particular, the result of our Net Promoter Score. This measures the willingness of attendees to recommend the event to a friend or colleague – the higher the score, the better the event. To answer your main point, I want to have delivered an edition of ICE that people have enjoyed and that has contributed in a meaningful way to their business. How that might translate into visitor numbers is an impossible question to answer, I’m afraid.

Whatare the the highlights of this year's ICE Totally Gaming? Whatnew features will the show introduce?
A brand the size of ICE is constantly evolving to meet the needs of the industry. As such, there are many, many changes and refinements that people will experience. However, the main change relates to the launch of ICE VOX, which replaces ICEConferences. ICE VOX is more than a name change: it heralds a new way of learning and networking. It’s slightly non-conformist, it challenges the status quo and the way in which we all approach the exchange ofknowledge. We’ve stepped outside of the comfort zone with ICE VOX and the response from delegates and sponsors alike has been very positive. I’m looking forward to the feedback.

Can you outline the "X Factor" in a few sentences?
We’ve talked about this within the team many times. It’s intuitive and it's subjective, because it means different things to different people.The nearest we got to a definition is a Eureka moment, when everything just slips into place. Each person’s Eureka moment is individual to them.

Clarion announced 2017's ICE to be thebiggest on record. What does that representfor exhibitors, visitors and for youasorganizers?
We are merely guardians of ICE and I’ve always said our legacy is the creation of a robust gaming brand that has longevity. We will only grow ICE if it delivers for all of our stakeholders. We will never pursue growth for growth’s sake. 2017 is 5% bigger than 2016, so we are not talking huge gains. Growing the show has allowed us to assist our existing exhibitors to grow their presence and to accommodate new exhibitors, of which we have 91 from 34 nations.

How many countries will be represented atthe show?
We have exhibitors from 67 jurisdictions/sovereign states, which is a record for ICE. In 2016 the overall number of countries represented by attendees was 150. These figures make ICE the most international gaming event on the calendar, by some distance.

It was announced that ICE 2017 is set to be one of the most reported on events in gaming industry history. What doesit mean to you asorganizers?
My entire team really values the support of the international gaming media. I know how much they have contributed to where we are now. We don’t always agree on absolutely everything, but I hope we have never fallen out. The international community of gaming journalists will be at ICE in great numbers, many with their own booths and I’m delighted that David Snook of InterGamehas accepted our invitation to open the 2017 show. David is celebrating, (if that’s the right word!) 50 years reporting on ICE and its predecessor, ATEI. He is what I would define as a ‘critical friend’ as are all of our colleagues whose job it is to report on the industry.

New markets are getting ready to develop a gaming industry. Japan is one of them and Clarion has announced the JapanGaming Congress (JgC). What can you tell me about it? Do you expect more visitors from there in ICE 2017?
In 2016, after almost 15 years of deliberation,we were delighted to see Japan pass the "promotion bill" last December which wouldleagalise casino gambling in the country and pave the way for large scale Integrated Resorts.

With Japan set tobecome one of the next gambling superpowers,it is great that JgCwill offer the opportunity for stakeholders to join key government officials, global gaming groups, constructors, financial institutions and legal experts, as the event will provide first-hand advice and experiences on the proposed regulatory frameworks. With such interest in Japan, we expect to have an increased number of visitors from the region as they look to connect with suppliers and operators who will be key in the successful development of IRs in years to come.

As a new Brazilian media I must ask you about it. You've had a great experience with the Brazilian Gaming Congress (BgC) last year. What is your vision and future plans for this upcoming market? Do you expect visitors and exhibitors from Brazil at ICE 2017?
Yes we were fortunate to run two successful BgCs last year due to the pace of legislative change. It was great to see a number of international and local businesses come together to discuss and debate the future of gaming in the country. 2017 in Brazil will provide further opportunity to discuss critical information on commercial and product requirements necessary to prepare for entry into a new market. We have seen a steady increase in Latin American attendees ever since our inaugural BgCin 2013 and we will look to develop this further as Brazil/Latin America progresses.

Source: GMB