Review of ICE Barcelona convention

https://www.icegaming.com

Quick Read: ICE is a key European convention for gaming, e-commerce, and payments. It moved from London to Barcelona in 2025 for more space and better accessibility. The new location is easier to reach and offers improved amenities. Our approach to the event is strategic. We spend the first day exploring and making new contacts. The next two days are reserved for scheduled meetings. We prioritize evening networking and daily debriefs for effective follow-up. We consider the move a success, solidifying ICE as a premier event for building networks and forging new partnerships.

If you wish to meet us one-on-one at the next ICE Barcelona 2026 convention, which will take place from January 19th to 21st, 2026, and discuss how we can assist your business in acquiring new customers with our specific payment solutions, just reach out to us and we’ll set up a meeting with you during these days in Barcelona.

What is ICE Barcelona?

ICE is one of the most important gatherings for gaming, e-commerce, and payment systems in Europe. Up to 2024, the convention took place at the Excel London Exhibition Centre. However, as of 2025, ICE found a new home in Barcelona. The move was driven mainly by the need for more space. Barcelona’s FIRA Convention Halls offer far greater expansion opportunities than London ExCel. Plus, it’s simply easier for many attendees to get to Barcelona from across Europe. Brexit probably didn’t help London’s case, either.

One of ICE’s standout features is that it’s free to attend. This is a major plus compared to several other conventions we’ll review in future blogs. That said, free entry does attract a handful of visitors who are there more out of curiosity than for business. However, this doesn’t take away from the overall value.

Having attended ICE in both London and Barcelona, we can confidently say that Barcelona’s venue truly gives the event room to grow. London had reached its capacity; Barcelona has space to spare and grow.

Advantages of Barcelona as a Venue

Barcelona brings two key advantages compared to the previous location in London:

• Getting Around: No matter where you stay in Barcelona, you’re just a 10- to 30-minute drive from the venue. In London, getting to ExCeL could easily take an hour or more—even with public transport.

• Food and Atmosphere: Barcelona nailed the food situation. There are more food stands at the event, a wider variety, shorter lines, and plenty of places to sit. Lunch felt less like a logistical nightmare and more like a break.

  
  

Our ICE Barcelona Experience

As frequent ICE attendees, we plan our visits carefully in advance. We decide which stands are must-sees for new contacts and business leads. We also identify which ones are important for catching up with existing partners or friends in the industry.

Since ICE Barcelona spans three days, we follow a tried-and-true strategy. We reserve day one for a general walk-through of the entire event. This allows us to make new contacts with the idea of locking in meetings for the next two days. Days two and three are reserved for meetings that were already planned in advance, with enough available time slots open for meetings we manage to arrange during our first-day walk-around. Evenings are usually reserved for business dinners or drinks with contacts. These informal moments are often where the best ideas and connections happen.

While attending conventions might sound glamorous and fun, making the most of them takes real work. Preparation, active participation, and thoughtful follow-up are all essential if you want your time investment to pay off. That’s why we make a point of comparing notes every evening while everything’s still fresh. It’s the best way to ensure effective follow-ups and keep conversations on track after the event.

The Importance of Networking

Networking is a crucial aspect of any convention. It’s not just about meeting new people; it’s about building relationships that can lead to future collaborations. At ICE Barcelona, we focus on creating meaningful connections. We engage in conversations that matter. This approach helps us understand the needs of potential partners and how our payment solutions can meet those needs.

We also take the time to reconnect with existing partners. Strengthening these relationships is just as important as forging new ones. We believe that maintaining strong ties with our current partners can lead to new opportunities and collaborations.

Our Verdict on ICE Barcelona 2025

Moving ICE to Barcelona was absolutely the right call. It’s easier to get to, more affordable than London, and simply a pleasure to attend. The event is well-organized, with clearly defined sections for payment methods, affiliates, operators, and more. ICE remains one of Europe’s top conventions—a fantastic place to build your network, kick off new partnerships, and strengthen existing relationships.

In conclusion, ICE Barcelona is not just an event; it’s an opportunity. An opportunity to connect, collaborate, and innovate in the ever-evolving landscape of gaming and e-commerce. We look forward to seeing you there in January! Contact us!