A Review of ICE (Casino Gambling Event in London)
The interactive section at Clarion's International Casino Exhibition in London is popularly known as ICE(i). Online gambling software suppliers, licensing jurisdictions and payment processors use this exhibition to offer previews of their prospective products and services. This year saw a record 99 exhibitors, which was an increase of almost 50% over last year. Judging by the euphoria of the exhibitors and the visitors alike no one would say that the economy is in recession.
Some broad trends across service providers were apparent. Live dealer games and mini versions of table games were in the forefront. The popularity of online bingo was also evident. In online casino games slots continued to rule the roost with better animation, more winning opportunities through special features and branded slot games.
The Microgaming stall was buzzing with two names – MySlot and Spin3. MySlot was the innovative slot game released in December, which allowed players to import images and music and create their own theme. Foviance, the customer experience consultancy, was assessing the customer response to this slot and concluded that MySlot scored high with users because it engaged the users beyond mere gaming. Spin3 is Microgaming's mobile gambling associate. Spin3 was demonstrating its new iPhone and iPod capability as well as its new mobile game Thunderstruck.
The Cryptologic stall displayed a huge Spiderman blow up, a celebration of its most popular branded slot game. Several products that were on the immediate release list were being featured. On top of the list was Call to Duty branded slot based on the world famous action video game. Cryptologic's leading progressive slot, Millionaire's Club, is undergoing its third makeover with two bonus levels of spins and 3D graphics. Samba Nights will be Cryptologic's first 50 payline slot. It promises all the raunchiness of the Brazilian carnival. Other immediate releases include Bonus Pack 17 and 17b, Penguins in Paradise slot game and an online version of the popular game Jenga. The longer term plans include branded games on books and revamping the graphics in order to exploit the increasing uses of widescreen monitors.
Licensing jurisdictions like Alderney, Malta, the Isle of Man, Kahnawake and Antigua and Barbuda had stalls. The Isle of Man has come out with a new and benevolent tax regime, multi-purpose gambling licensing and an efficient approval process. Antigua and Barbuda was at the ICE(i) for the first time.
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