ICE Totally Gaming, often simply referred to as ICE, is a forum in which all members of the B2B gaming industry from around the world come together. It includes everything from the land-based casino world to online gaming operators, and everyone connected to the industry. Each year, there is an ICE gathering in London and from Feb. 5-7 ICE London 2019 brought everyone together for seminars, exhibits, and networking.
The official attendance numbers have not been released yet. However, ICE London 2018 recorded 33,536 unique visitors from 153 nations, with attendance up 11% from the previous year. The numbers should be up yet again in 2019.
Microgaming presented one of the largest exhibits on the floor this year. The company even referred to it as a showcase, complete with game introductions, live performances, and even specialty lighting.
Microgaming took the opportunity at ICE London 2019 to reveal new titles and innovations, and display its best casino games, as well as explain some of its policies and initiatives.
New Games for 2019
One of the ways that Microgaming attracted visitors to its floorspace at ICE London 2019 was to play engaging music, give away merchandise, and even organize a flash mob.
The first of three days brought two games and independent studio partners to the fore.
One was a new branded six-reel slot called Village People® Macho Moves, an online slot from Fortune Factory Studios. The set-up was a given head-turner for attendees, complete with Village People music, dancing, and merchandise shot from mini-cannons into the crowds. The space became a dance floor of sorts. All to highlight the six members of the Village People and their still-popular disco songs.
The other announcement of the day involved Agent Jane Blonde, a popular spy character from past slot hits from Stormcraft Studios. The new title is Agent Jane Blond Returns, and it is set to be released in late March 2019.
– ICE London 2019: Day 2 Showcases Two More New Games
Shogun of Time is a new slot that was ushered in to ICE by samurai warriors with moves choreographed to blend with the game’s music. The manga-themed slot from developer Just For The Win starts with four reels and turns into five reels during the feature round.
Happy hour was the time to show off the new branded title in the Lara Croft series called Lara Croft® Temples and Tombs. It was also a chance to celebrate the 15th anniversary of the branding relationship. Triple Edge Studios will have the game ready for release later in 2019, complete with rolling reels and a jackpot.
The big reveal on the final day of ICE this year was Banana Odyssey. The game is described as an intergalactic voyage in a space-themed online slot. Slingshot Studios developed the game as a result of winning a gaming concept contest, and the slot features astronaut chimps. Dancers on stage brought the music of the game to life. It will released later this year. Players on Twin will subsequently be the first to try the game. And after that exclusive two-month trial, more online casino operators will be able to offer it.
Finally, the company teased a new release from Stormcraft Studios, as Jungle Jim and the Lost Sphinx will be on the launching pad later this year to bring the familiar character back to players.
Microgaming Goes Green
Many companies have adopted environmentally conscious and socially responsible initiatives in the past decade. But Microgaming felt it important to highlight some of their improvements at ICE.
There were numerous ways that Microgaming showed the value it places on recycling. This includes providing recycling cans for ICE attendees, using compostable cups and reusable water cans at their exhibit, and discussing recycling the exhibit materials after ICE. Future events will feature structures that will be more than 75% recyclable.
All of it was part of its PlayItForward program that is in place at its Isle of Man headquarters. The program has earned an “excellent” sustainability rating from a building environment assessment group. Employees also demonstrated some of the ways that their Eco Warriors program at Microgaming helps its local IOM community with various “green” initiatives.
PlayItForward also focuses on health, education, and charitable initiatives. Activities from soapbox races to marathon runs help it to mingle with the community. While the initiative began in 2014, it has significantly increased its presence in the past few years. These days, it hires more employees and play a bigger role in the larger Isle of Man community.