As the page turned on another year and a return to the workplace after a Christmas and new year break ensued, industry attention quickly focused on London’s ExCeL and a return to the traditional early February slot for ICE.

With industry interest in the event plentiful across the land-based and online gaming ecosystems, as well as further afield, CasinoBeats is going to delve into experiences of a select few before the annual descent on England’s capital city ensues.

Nadiya Attard, Chief Commercial Officer of Relax Gaming, becomes the latest to detail anticipation at the start of an undoubtedly hectic week, with excitement at product showcases and setting the tone for the remainder of the year also touched upon.

CasinoBeats: How do you prepare for an event as important as ICE?

Nadiya Attard: ICE is one of the most anticipated shows on the igaming agenda for Relax Gaming. It’s a guarantee that we’ll always be attending this event in some capacity every year. 

A lot goes into preparing for ICE. Firstly, we decide on our collective goals, then it’s all about booking meetings, and preparing our presentation materials. We always like to have additional information up our sleeves to surprise our clients, whether it’s a new game release, upcoming innovation or new market entry to discuss, so we take time to orchestrate sneak peeks while at the expo. 

Interestingly, this year we’ve decided to capitalise on a physical presence for the first time and utilise a pop-up hub (stand N4-300), as opposed to a series of meeting rooms that we’ve used in the past. Having this sort of presence will meet the needs of our commercial team during the event, whilst also creating a space that allows the wider Relax team to casually catch up with existing customers. Of course, we’ll also use this space to showcase our world-class range of products and services.

CB: What will be your main duties and priorities at ICE?

NA: We’re going into this event with the goal of ensuring our commercial team shakes as many hands as possible! Ultimately, we want to meet enough new and existing customers to maintain our steep growth trajectory.

If you’re hoping to speak to us during ICE, reach out at [email protected]. There’s a great appetite for what Relax has to offer and our diaries are almost full.

CB: What are you looking forward to most at this year’s event?

NA: I’m looking forward to seeing many old faces that haven’t been to the ExCel in some time, as well as some new faces, including those from outside of Europe, we’ve got big plans to discuss!

CB: What can attendees expect in terms of any product showcases from yourselves during ICE?

NA: We’re going to be shining a spotlight on products that have been top performers in the last twelve months, such as Relax Rush and our legendary Dream Drop Jackpot series – which has surpassed all expectations. We’ll also be releasing our latest jackpot slot Beellionaires Dream Drop in the not-so-distant future so that’s certainly something we’re all very excited to shout about. 

Looking ahead, our 2023 roadmap is jam-packed with innovative new titles, so swing by our stand and you’ll be able to find out exactly what we’ve got prepared to delight players this year! 

CB: What do you believe those in attendance should be looking for at the event from an igaming perspective?

NA: ICE is one of the first shows of the calendar year, so ultimately it sets the conversation that will run throughout the next twelve months within the wider industry. 

As is usually the case, the focus will likely be on innovation and networking. As previously mentioned, I’m also hopeful that we’ll see an increase in the number of attendees from outside of Europe who might not have attended in previous years due to travel restrictions. This should be particularly exciting considering all of the new markets that opened up in 2022 – the US being a key example.  

CB: What’s your favourite ICE memory? 

NA: My favourite memory would have to be returning to the ExCel last April and being reunited with all our clients in person after a long time apart. The excitement was palpable and the event signaled a return to normality, let’s hope this year matches that energy.  

CB: In terms of typical post-ICE activity, what are you doing right after the exhibition? 

NA: Any other year I would have mentioned the tremendous amount of post-ICE meetings we’ve all managed to squeeze into our busy schedules, but this year we’re doing things differently. Relax Gaming will be treating all staff in attendance to a night off with a lovely team dinner to get some well-earned downtime after the ICE rush. 

Our CEO, Simon Hammon, has emphasised the importance of nurturing team relationships whilst on company trips, especially for those who work remotely, and believes that taking time out to refuel after marathon weeks like those of ICE will have beneficial results all round. We’re looking forward to being together as a full sales team and this dinner promises to polish off the event perfectly.