New blood rushes to ICE - 1 in 5 exhibitors new to ICE 2002

London,
8th November, 2001

    With more space sold than ever before, the highest proportion of first-time exhibitors and representation on the exhibition floor from 28 nations, visitors planning to attend January’s International Casino Exhibition (ICE) should prepare for what promises to be one of the most outstanding on record.
 
    As of 22 October, three months ahead of the show opening, exhibitors had booked 5,632 square metres of stand space, a figure which is nearly nine per cent ahead of the total sold at ICE 2001.
 
    The growth in booked stand space is a result of both existing exhibitors expanding their presence and new companies seeking to take advantage of the business opportunities generated at ICE. 
 
     Alongside established exhibitors such as Austrian Gaming Industries (511 square metre stand), John Huxley (256 sq.m.), and Atronic (220 sq. m.), ICE 2002 will also feature 21 organisations (20 per cent of the total) making their first ever appearance at the London show.
 
    An additional 14 first-time exhibitors are at advanced stage of discussions with show organisers, which could result in the proportion of show debutantes rising to 29% of the total.
 
    The 21 confirmed first time exhibitors are drawn from the United Kingdom (10), South Africa (2), Japan (2) and one each from Finland, France, Israel, Netherlands, Peru, Slovenia and the USA.
 
    The international nature of ICE is a key driver behind UK specialist law firm Steptoe Johnson Rakison’s decision to exhibit in London. The firm's Managing Partner, Tony Wollenberg explained: "The huge reach enjoyed by ICE will allow us to enhance our profile not just in Europe but throughout the world. International marketing can be something of a hit and miss exercise, so it’s important to maximise the few opportunities that exist to communicate with the right calibre of international targets." 
 
    Mr Wollenberg also believes that the inclusion of lawyers with expertise in the gaming industry will be of benefit to the exhibition: "ICE is already a well-rounded show covering a comprehensive range of casino products. However, the addition of professional services firms such as ours, exhibiting intellectual wares will, I believe, add to the profile of the
event."
 
    Explaining the rationale for making his first exhibition appearance at ICE Michael Bird, director of UK-based Andromica Video Systems, was quick to identify the business potential offered by the exhibition as being the key influencer: “Quite simply I expect to obtain over 60% of my annual turnover at ICE 2002,” he said. “I anticipate gaining this from established casino operators as well as new entrants to the business”.
 
    The international make-up of the exhibition is also an important feature. “The high number of overseas visitors is another motivating factor,” explained Michael Bird. “Every year there are visitors from all over the world who are new to the industry and are visiting to educate themselves and to establish budgets for their proposed ventures. It is these
visitors which I want most.”
 
    For a comprehensive preview of ICE 2002, including details on the i-Gaming Zone, Machine Components Zone, the Recruitment Zone as well as on-line fast track ticket registration, visit www.ice-london.co.uk
 

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