ICE organisers have announced the introduction of a new feature for 2017, developed to help first time and returning exhibitors maximise the benefits of participating in the world’s largest international gaming technology event.

The ICE organising team has secured an additional hall at the ExCeL Centre, enabling new exhibitors to have their own designated home and identity. The new hall will be supported by a dedicated pre-show and in-venue marketing and promotional programme.

Explaining the thinking behind the initiative, Kate Chambers, Managing Director of Clarion’s Gaming Division, said: “Despite the continued programme of mergers and acquisitions taking place in the industry, ICE continues to grow both in terms of the net floor space it occupies and the number of exhibiting companies which choose London as the place to launch products and services to an international audience, which in 2016 comprised over 28,000 visitors drawn from 150 nations.

“We know from our research that one of the most popular features of ICE is the opportunity the show delivers for visitors to meet new, fledgling suppliers with fresh and invigorating ideas.