The 2016 edition of ICE Totally Gaming is on track to exceed last year’s record attendance, set to be the biggest on record.

The ICE Totally Gaming 2016, which will be held on Feb 2 to 4 at the ExCeL Centre, is set to make another history as it occupies 38,980 square metres (sqm) of net floor space, across 15 of the 20 halls available at the ExCeL Centre, London’s largest purpose-built events and conference venue.

“In the exhibition industry, size is clearly an important issue, however, as guardians of what has become world gaming’s most influential business-to-business event, we are mindful of the need to ensure that the pace of growth is measured and sustainable,” said Kate Chambers, who has directed the development of ICE at ExCeL. “ICE is now part of the fabric of world gaming and Clarion has a development strategy in place designed to ensure that continues to be the case over the long-term.”

ICE 2015 attracted an independently audited record attendance of 25,497. Now, the data, which applies to the period up to Jan. 14, shows that pre-registration is up by 4% at the same stage of the marketing campaign as last year.