Barcelona once again plays host to the International Casino Exhibition, or ICE, as innovators, regulators and iGaming entrepreneurs gather to discuss the future of the industry. After 24 consecutive years in London, the ICE moved to the Catalan city in 2025, marking a new chapter for the event that usually kicks off the gambling sector’s calendar year.
Held from 19 to 21 January, the ICE Barcelona 2026 brings together over 65,000 industry professionals from approximately 186 countries to drive engagements about the future of gaming. This year’s edition, themed “Growing the Power of Play,” focuses on collaboration and sustainable growth for the global casino ecosystem.
With approximately 200 speakers offering insights into the state of the iGaming market and more than 600 exhibitors presenting technology-driven innovations, ICE is expected to see over 25,000 products launched across its three-day programme.
Not only that, ICE Barcelona 2026 runs alongside iGB Affiliate Barcelona 2026, scheduled for 20–21 January, with both events forming part of World Gaming Week 2026, taking place from 18 to 23 January. All three events are organized by Clarion Gaming whose managing director, Stuart Hunter, projects that the week will feature 1.5 million business engagements.
«There’s no doubt that Fira Gran Via Barcelona is hosting the best ever line-up of international gaming exhibitors, comprising the biggest and most respected innovator brands covering every vertical. Aligned to this, Barcelona will welcome gambling industry executives from throughout the world for what will be the biggest ever gathering of the global industry,» Hunter said.
Spotlighting Major Discussion Points and Programmes at ICE Barcelona 2026
According to Casino.com, the 2026 event reflects industry priorities, with focal engagement points being safe and sustainable gambling, esports and AI. In addition, there are major agenda programmes that will potentially prove important for the industry in the year ahead. Below is a quick look at the top engagement agenda for ICE Barcelona 2026.
Sustainable Gambling
Every year, sustainable gambling has been a focal point at the ICE, but in this edition, discussions around the topic enjoy renewed focus. In fact, from the opening day, the event’s organizers opened the Sustainable Gambling Zone with a more prime location on the floor plan.
At the Zone, industry leaders, regulators and other stakeholders gather to explore the effect of emerging technologies on the gambling industry as well as measures to promote safer gambling.
Esports and VR/AR
The convergence of gaming and immersive experience technology features prominently on the agenda. ICE Barcelona 2026 highlights the growing role of esports, alongside the integration of virtual and augmented reality into casino gaming and live entertainment. These sessions examine how immersive platforms are reshaping user interaction and expanding new revenue opportunities.
Artificial Intelligence
Since the launch of ChatGPT nearly four years ago, AI has proven to be a disruptive force in the global gambling value chain. That’s why at ICE, lots of discussion revolves around the regulation of AI adoption, especially in fraud detection, customer analytics, game development and personalization.
ICE Innovators Challenge
Organized in partnership with Microsoft, the ICE Innovators Challenge invites industry professionals from across the world to develop and submit AI-driven tech ideas that contribute to a safer gaming ecosystem. Winners will get over £15,000 worth of Microsoft consultancy and technology access. There’s also an opportunity for participants to showcase their solutions at the ICE Enterprise stage.
World Regulatory Briefing
Known as one of the most highly anticipated programs at the ICE, the World Regulatory Briefing is the forum for policymakers, legislators and representatives of regulatory agencies to engage in debates around gambling compliance. This year’s edition focuses on shaping the future of iGaming and payment solutions.
Casa Brazil
Current global gaming priorities include focusing on the Latin American gaming sector. And as part of efforts to support the growth of one of the fastest-growing regulated markets globally, Casa Brazil goes live at ICE Barcelona 2026. The innovation brings together service providers and executives to engage in dialogue that will expand opportunities for the advancement of iGaming in Brazil.
Concluding Remarks: What the Future Holds for the iGaming Industry in 2026
ICE Barcelona 2026 is the first major international event in the year, and its direction almost always charts the course for the global gaming industry’s policy direction. With this year’s focus on sustainable gambling practices amid the rapid growth of AI and immersive tech, the conversations will definitely not end in Spain.
Stakeholders are encouraged to leverage the takeaways from ICE Barcelona 2026 to develop innovative products while also preparing for any regulatory changes and disruptions that conversations during the event may trigger. Looking ahead, there is much promise for the industry in 2026 and beyond, starting with immersive gaming, responsible gambling regulation and startups-driven innovation.
