GMB – We’re practically on the eve of ICE Barcelona. How are the final preparations going for what promises to be a fantastic 2026 edition?
Liliana Costa – It’s going to be fantastic. Preparations are moving fast—January is right around the corner. ICE will be even bigger, better, and full of new collaborations and connections. We’re expecting over 14,000 operators this year, along with more than 300 regulators and strong institutional representation. All the programs we’ve prepared for lawmakers and regulators are nearly complete.
Once again, Latin America will play a key role at the event, with exciting new initiatives such as a Masterclass on emerging markets and the launch of Casa Brasil, a special space dedicated to Brazil, where associations, legislators, regulators, and operators will gather. We’ll also have the Latin America Academy, a brand-new feature at the heart of the show, which will include the Brazil Seminar.
The Sustainable Gaming area will again focus on Responsible Gaming, specifically for Brazil, as well as Ibero-American collaborations, bringing together Latin American, European, and other international stakeholders to discuss not only Responsible Gaming but also anti–money laundering measures. So more than ever, Latin America will take center stage at ICE.
Given everything you’ve mentioned, would you say Clarion and ICE Barcelona increasingly view Brazil as a global business model?
It can’t be ignored. Brazil, because of its size and potential, is an unavoidable force. We’re seeing exponential growth there, and we need to listen to our audience. One of ICE’s commitments is to engage with every segment of the industry and truly listen. Since global interest for the next three to five years is centered on Brazil and Latin America, our responsibility is to provide the best possible platform to educate and connect the world with Brazil and the region.
As you know, Brazil has been one of our main focuses for the past 15 years. It’s the future of the industry, and the entire sector is looking toward Brazil. There are still many developments to come—adjustments in regulation, Responsible Gaming, advertising, taxation—so we must stay attentive and committed to delivering the information, education, and connections the market needs.
When ICE was born in London, it was a casino-focused exhibition. Now, Brazil is about to vote on a bill to legalize land-based casinos. What are Clarion’s expectations regarding that?
They’re very high. I’ll give you my personal opinion because it’s hard to predict what will happen. It’s unpredictable, and we have to respect that Brazil’s legislative process is lengthy and complex. It’s an old bill, but I believe casinos will eventually be legalized, maybe not as quickly as the industry would like. It’s a one-way path—inevitable. The question is not if, but when. Without a doubt, I expect physical casinos to be regulated in Brazil.
And is Clarion ready to embrace this “new Brazil”?
Absolutely—we’re more than ready, and not just now. One of the reasons we’ve been working so closely with Brazil—I just came back from Brasília—is precisely because we’re prepared. If casino legislation were approved tomorrow, Clarion would be ready to engage with the relevant entities and support this development.
To sum up, please remind our readers of the ICE Barcelona dates so they can plan ahead.
It will take place in the third week of January, from the 19th to the 21st. Those are the official show dates, but the entire week will be dedicated to the Gaming Festival in Barcelona. There will be plenty of activities in and around ICE, as the city fully transforms to welcome the event and our guests.
Source: Exclusive GMB
