ICE 2025 Round-Up: Key Trends and Conversations from Barcelona

The Conexus team has returned from ICE 2025, and what a show it was! The new location and venue in Barcelona was amazing, and the event lived up to its reputation as the world’s largest and most influential gaming show. From insightful discussions to exciting innovations, this year’s ICE was packed with conversations that set the tone for the future of iGaming. Here’s our firsthand account of the key trends and topics shaping the industry, as discussed at our stand and throughout the event.

Emerging Markets and Regulatory Developments

One of the most talked-about themes at ICE 2025 was the expansion into emerging markets such as LATAM, Africa, and MEA, where regulatory frameworks continue to evolve. These regions represent significant opportunities for operators looking to grow, with markets like Brazil and Peru leading the way in Latin America. Visitors to our stand shared their plans for entering these high-growth territories and discussed the complexities of navigating local regulations and player preferences.

Regulatory compliance also remained a hot topic. Many attendees, including senior legal and compliance professionals, highlighted the challenges of adapting to ever-changing compliance landscapes. Forums like the World Regulatory Briefing provided valuable insights into managing these complexities, and conversations reinforced why there’s growing demand for RegTech solutions to ensure businesses can operate smoothly in multiple jurisdictions.

AI, Gamification, and Player Engagement

Artificial intelligence (AI) was another dominant theme, no surprise there, particularly in its ability to transform operational efficiency and customer engagement. Conversations at ICE explored how AI-powered tools, like our own ProgramGenie, are enabling operators to accelerate technical development, overcoming skills shortages or capacity issues while streamlining processes and delivering innovative solutions.

Gamification, underpinned by real-time data, emerged as a critical strategy for enhancing lifetime customer value (LTV). Attendees discussed the growing alignment of iGaming with sectors like banking and telecom, where lifetime value is a key metric for success. By balancing acquisition costs with long-term player retention, businesses are finding ways to optimise profitability.

Localisation also featured heavily in our discussions. Delegates shared their approaches to tailoring gaming experiences to specific demographics, cultural preferences, and regional demands, reinforcing the importance of delivering personalised solutions that resonate with players globally.

Web3, Crypto, and Digital Assets

The influence of Web3 technologies, crypto, and digital assets was unmistakable at ICE 2025. Operators expressed growing interest in how blockchain-based solutions can enhance transparency, security, and player trust. These technologies are increasingly integrated into gaming ecosystems, offering new opportunities for innovation and differentiation.

Our team also had insightful conversations about sweepstakes casinos and iLottery, both of which continue to gain momentum as innovative ways to engage players and diversify revenue streams. These models offer scalable solutions that allow operators to capture new audiences, particularly in markets where traditional iGaming faces regulatory hurdles.

Optimism and Market Growth

Amid the excitement around new technologies and markets, there was a palpable sense of optimism among attendees. With market growth expected to accelerate in 2025, operators are doubling down on strategies to scale their businesses, enhance performance, and seize opportunities in emerging regions.

A Collaborative Vision for Growth

What stood out most at ICE 2025 was the collective drive to innovate, adapt, and thrive in an ever-changing industry. At The Conexus Group, we were proud to contribute to these conversations, showcasing how our solutions in human capital, managed services, and strategic consultancy can help businesses achieve their goals. Whether it was discussing performance improvement, planning market expansion, or discussing skills challenges, we engaged with industry leaders eager to shape the future of iGaming.

If you missed us at ICE or would like to explore these topics further, we’d love to connect. Get in touch to start a conversation about how we can support your growth in 2025 and beyond.