Altenar looks back at a record-breaking ICE Barcelona 2026

ICE Barcelona 2026 drew a record crowd as the recent relocation to Spain was further justified at the latest edition of the biggest expo in iGaming. Having moved from London following the 2024 conference, Barcelona is proving to be a popular location with visitors from across Europe and around the world.

More than 65,000 people from 186 countries headed through the doors of the Fira Gran Via across three days and had plenty to keep them entertained once they made it inside. We look back at some of the ICE 2026 highlights…

Stands that delivered

Simply seeing everything on offer was a difficult task given the size of the event, with a new hall added at the South Entrance increasing the exhibition space by 14,000 square metres to more than 100,000. The organisers announced complex builds increased by 35% compared to the 2025 expo as more than 750 exhibitors adopted a range of tactics to attract the attention of visitors.

Among the stands that stood out was Endorphina’s bug-inspired ‘House of Roaches’, where visitors could take part in a cockroach race and enjoy plenty more hidden surprises at a booth aimed at encouraging informal conversations rather than formal meetings.

Pragmatic Play catered to those with a sweet tooth due to a candy cascade featuring more than one tonne of treats, while those who like to live in the fast lane could experience the thrill of driving a McLaren sports car on an interactive simulator.

Visitors looking to pick up souvenirs of their time at ICE 2026 had plenty of options, with many exhibitors giving away free merchandise or offering prizes for competition winners. Power banks, playing cards, baseball caps, tote bags, chocolates and mints were just some of the branded goods on offer, while Agreegain’s raincoats were an inspired choice given the wet weather.

Football fever

Several companies used celebrities to attract visitors to their booths and, in a year when the World Cup will dominate the sporting calendar, it was little surprise that famous footballers were a popular choice.

The ICE 2026 line-up featured some of the biggest names in the game from the past two decades, and visitors were eager to see their idols up close. Fans of Juventus chanted ‘Il Capitano’ during Alessandro del Piero’s appearance at the Digitain stand alongside Portugal legend Luis Figo.

Former Chelsea and England defender John Terry was the star attraction a short distance away at the LSports stand, while Pragmatic Play brought Dutch star Clarence Seedorf to the party.

ICE passes the taste test

All tastes were catered for at the expo, starting on the eve of the conference at the Official Opening Party held at the famous Time Out Market in the Port Vell area of the city.

Once the expo doors were open, visitors had a range of options to choose from, including outlets serving pizzas, burgers, tacos, paninis, pastries and sandwiches, despite the inclement weather limiting the appeal of outdoor dining.

Many stands opted to serve free refreshments to entice visitors. Altenar maintained its reputation for the best coffee in the industry, serving around 3,200 cups to delegates in need of a caffeine boost.

Other exhibitors allowed attendees to get into the party mood with stands featuring bars serving beers and cocktails, while the Barcelona Beer Festival — sponsored by Uplatform — also proved a popular destination as the days passed.

Side events add colour

As well as the exhibitor stands on the expo floor, a number of additional events added to the entertainment and allowed visitors to enhance their knowledge of the industry or keep an eye on the latest trends.

The growth of online gaming was highlighted by an esports tournament at the ICE Esports Arena, where pro players from eight countries competed in EAFC for a $10,000 prize pool.

The European Casino Floor Excellence Awards were held for the first time, while a new Enterprise Stage hosted a programme of tech-focused presentations and exhibitor demonstrations.

Casa Brazil provided an invitation-only space for representatives from Brazil as focus remained on the newly regulated South American market, while the Sustainable Gambling Zone promoted a safe and sustainable gaming experience, with a new location this year improving visibility.

Pitch ICE gave start-ups the chance to showcase their products to potential investors — and perhaps some of the best ideas will become major talking points at future expos.

ICE: The hottest ticket in town

ICE 2026 cemented the event’s status as the leading iGaming conference in the world due to both its scale and its popularity with visitors and exhibitors from across the globe.

The expo offers something for everyone, regardless of which sector of the industry they are involved in, while the noise and colour generate a true festival feel for all attendees.

The dates for next year’s edition are already confirmed, and January 18–20 will be marked in the calendars of many across the industry, with ICE 2027 expected to be even bigger and better than before.

Original article: https://www.yogonet.com/international/news/2026/02/20/117692-altenar-looks-back-at-a-recordbreaking-ice-barcelona-2026