The findings, which were based on responses to an online survey completed between 25 June and 14 July 2021, cited ease of travel (61%), the convenience for international visitors/exhibitors (59%) and the ability to attract the right mix of customers and suppliers (53%) as the key benefits of holding the world’s most popular international business-to-business gaming expo in London.
Among the 10% of respondents who felt that London did not constitute the best host city, the most frequently cited reason surrounded the impact of Brexit, in particular concerns regarding regulations and export considerations. Over half of this group (51%) expressed a preference for Amsterdam as a potential alternative host.
Clive Morris, Research Director at Explori, believes the number of completed responses was particularly healthy for a study of this kind undertaken outside of the regular event cycle.
“The ICE London Location Review survey was completed by 684 gaming professionals, with representation from across the globe and from both online and offline gaming operators across all the main categories. With half of respondents at C-Suite or VP level and 91 per cent involved in purchasing decisions, the survey provides detailed insight from a robust cross-section of senior industry figures,” he said.
Stuart Hunter, Managing Director of Clarion Gaming, said the research demonstrated the importance that ICE attendees place on the choice of host city. “London is much more than just the venue for ICE. The research has shown that while visiting London, 82% of respondents also participate in at least one other business or social activity,” he stated.
“These range from participating in meetings away from the ExCeL Exhibition Centre and attending sponsored events to visiting tourism sites and meeting with family and friends,” Hunter added.
In a positive news for the industry, 81% of survey respondents said they would be comfortable returning to in-person events once restrictions have been lifted, with more than 72% saying they planned to attend ICE in February. Twenty-five percent said they were undecided with 3% stating they would not be attending.
“Our sole objective is to provide the best possible platform for the international industry to meet, network and do business – sense checking our host city with our stakeholders is central to achieving this,” Hunter concluded.
Source: GMB
