I had a great time at ICE London!
Toward the end of the last day, Clarion’s Kate Chambers and Dan Stone asked me what I liked and disliked about the show. I gave them a few quick thoughts at the time, but I thought I might put together a slightly more detailed list upon my return. So here goes.
I loved:
ExCel – The ExCel London Exhibition Centre is extraordinary, and very user-friendly. It is relatively easy to get there via public transportation from anywhere in London, and that will improve when the Elizabeth Line finally opens, which will connect the center directly to Heathrow Airport. The event halls are laid out as two large rectangles with a thoroughfare down the middle, allowing easy access to even the far corners of the hall. The automated check-in process is quick, the Wi-Fi is excellent, there are plenty of charging stands for electronic devices, and the venue features several well-priced selections of eateries for either a quick bite or a longer lunch.
Exhibits – The large, totally blank canvas event halls, which have no pillars and no awkward corners, allow for top grade creativity, and the ICE London exhibitors used them to show the newest and best of the gaming industry using remarkable presentations and layouts. Anyone associated with gaming would be proud.
Printed materials (signs, brochure, daily newsletter, etc.) – What I really liked about ICE London’s printed materials is the variety and quality. There were small pocket guides, medium-sized quick reference guides, and an encyclopedic Exhibition Guide. Everything was very well-designed and well-distributed.
Clarion Gaming – Being a first-time visitor meant that I had a lot of questions for very busy people that I did not know well. Every piece of information I ask for I received. Every interaction I had with a Clarion team member, from top management to the press room staff and everyone else, was friendly and efficient. Based upon a couple of recommendations I’ve received over the years about Clarion, I set the professional bar high – and they surpassed it.
I liked:
ICE VOX – How to present auxiliary seminars and other programs is an on-going discussion among almost all trade show organizers, gaming or otherwise. With the vast increase in shows – not to mention webinars, academic programs and the wide swaths of overall information now available on the web – organizers struggle to keep their seminar programs fresh, relevant and appealing. This year, Clarion tried something new by presenting the programs in four distinct settings: The HIVE, Counsel, Boardroom, and Elevator. This allowed participants to zero in on and actively discuss the topics and information most important to them. For the most part it worked, except that the area was a bit too small, and noise from one activity or panel would drift into the other. I am excited to see ICE VOX next year.
Press Room – Chris Jones and the press room staff were great, the food was absolutely first rate, the location was great. The problem was that due to the successful effort in gathering the worldwide gaming press, the room was too small by half.
I disliked:
Evaluated Exhibit Areas – In an attempt to set apart their exhibit space (i.e., add drama) many of the large exhibits were on elevated platforms 1-3” off the floor. I know one 64-year-old visitor who tripped a few times, and I am sure there were others.
London Weather – I got to London a week early to take some meetings, but also to play tourist. Unfortunately, low London temperatures (though nothing like what the US was going through) and a cold I brought with me from Las Vegas kept me confined to quarters for several days.
Being asked which show I preferred, ICE London or G2E – Trying to compare these shows is akin to holding, say, the Broadway musical 1776 up against Hamilton. Both are an expression of the same artistic genre, both cover similar topics (the founding of the United States), and both are excellent. Each has its fans and detractors. In other words, ICE London and G2E are incomparable.
