World-renowned gaming conference ICE has relocated from London to Barcelona for the first time ever. It’s the world’s biggest annual gaming show, and launched in the Spanish city on Monday for three days of exhibits, workshops, networking events, and more.

expected to welcome more than 55,000 gaming industry attendees

The event, which this year will take place at Fira Barcelona Gran Via, is expected to welcome more than 55,000 gaming industry attendees, 630+ exhibitors, and 384 speakers.

According to Stuart Hunter, the Managing Director of ICE organizer Clarion Gaming, the move from London to Barcelona was in response to exhibitor feedback. He said that exhibitors wanted more space to present product ranges, and were complaining of rising costs in terms of exhibiting in London.

ICE London, which took place at the ExCel, had been held annually since 1999 before its relocation this year. In 2023, the event broke all its own records for attendance and exhibitors, welcoming 40,000 visitors and 650 exhibitors.

Hunter explained that the new Barcelona venue has many benefits, including being located just 10 to 15 minutes from the airport. In contrast, he said, the ExCel was always a challenge to reach from major aiports in London. The Grand Via is also approximately twice the size of the ExCel.