‘Growing the Power of Play’ unveiled as creative proposition for 2026 edition of ICE Barcelona

Delegates attending iGB L!VE 2025, the first edition to be held in London following its relocation from Amsterdam will receive a sneak preview of the new creative which has been produced in support of the January 2026 edition of ICE Barcelona.

The ‘Growing the Power of Play’ creative embraces gaming’s ecosystem and serves as a celebration of the role played by ICE exhibitors and visitors in cultivating, nurturing and growing all aspects of the industry across every gaming sector and in every jurisdiction.  The visual depicts an ICE Digital Garden of inspiration with the broader creative including subtle nods to key cultural icons including the Sagrada da Familia and the work of Salvador Dali.

Outlining the narrative Clarion Gaming Managing Director Stuart Hunter said: “Each year we place a lot of emphasis on our creative which sets the tone for the next edition of what is recognised as the most influential and important b2b gaming technology expo in the world. Every defining game, every gaming innovation and every adaptation of new technology has been shown at ICE and whether it’s planting the seeds of innovation, pollinating ideas or cultivating connections Growing the Power of Play encapsulates what the ICE experience is all about. The creative is both brave and different and has huge potential to be applied to experiential activations on-site.”

“It will underpin our global comms campaign as we focus on building on what was a hugely successful debut edition of ICE Barcelona.”