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ICE Barcelona 2026 marks a new chapter for the world’s most influential gaming event. With record-breaking projections, a strong focus on technology, responsible play, and regulated market growth, and an increasingly prominent role for Latin America, the event positions Barcelona as a strategic meeting point for the future of the global iGaming industry. In this exclusive interview with Digital Gaming News, Liliana Costa, Latin America Manager, shares her insights on the evolution of ICE, the key trends shaping the 2026 edition, and the opportunities emerging for Europe and Latin America.

• What does ICE Barcelona 2026 represent for the global iGaming industry in this new stage of the event?

ICE is the event where the world comes to do business and where the future of the gaming industry is shaped. Gambling industry executives will be arriving in Barcelona in record numbers, as the event is on course to become the largest international gathering the industry has ever seen.

Visitors from more than 180 countries are expected to take part in activities running from January 18–23, hosted by a world-class international city uniquely positioned at the intersection of commerce, culture, and creativity. Barcelona will welcome the industry’s leading innovators, operators, policymakers, and thought leaders.

World Gaming Week will be packed with opportunities to foster the connections and collaborations that power regulated gaming globally. Based on the number of meetings already organised through the ICE app, we are projecting that the week will generate around 1.5 million pre-arranged and impromptu business engagements, along with approximately 25,000 product launches.

• Which do you believe will be the main trends shaping the 2026 edition?

There are many important trends, but I would particularly highlight technology—especially its intersection with responsible play—as well as the continued strengthening of regulated gaming.

ICE is the number one gaming technology show in the world, and one of the focal points of ICE Barcelona 2026 will be the Enterprise Stage, located in Hall 5. Speakers appearing on this stage include Dan Stillwell, Data & AI Director at Microsoft, along with senior representatives from AWS and Huawei.

On January 20, ICE visitors will also have the opportunity to witness the final of the ICE Innovator Challenge, run in partnership with Microsoft. The initiative is designed to accelerate innovation in responsible play, inviting operators and their partners to embrace AI to help build a safer future for gaming. This marks the first time a global technology leader of this scale has partnered directly with the gaming industry, making it a major milestone.

We are also fully committed to strengthening the regulated gaming landscape. ICE 2025 welcomed more than 300 regulators, making it one of the most significant global gatherings of regulatory professionals. For 2026, our goal is to exceed 400.

• How has the move to Barcelona influenced the profile of attendees and exhibitors?

Relocating to Barcelona has significantly broadened the event’s appeal and allowed ICE to engage with a larger global audience. In 2025, 83% of attendees travelled from outside Spain, compared to 62% when the event was hosted in the UK.

Latin America continues to be a strong growth region for 2026, alongside Central and Eastern Europe, Africa, and Asia. Italy, Europe’s largest gambling market, recorded a 55% increase in attendance at ICE 2025. Its proximity to Spain and its market dynamics make it a particularly important jurisdiction.

Spanish attendance also surged by 603% in 2025, and we are working closely with relevant associations and strategic bodies to drive this growth even further in future editions.

• What opportunities does ICE 2026 offer for companies looking to expand in Europe and Latin America?

At its core, ICE is about bringing together exhibitors from around the world with visitors from around the world, fostering international trade in the process. Beyond that, we work closely with a wide range of associations and organisations to address the specific needs of individual jurisdictions.

A clear example is our collaboration with ANJL, Brazil’s National Association of Games and Lotteries. As a result, ICE Barcelona will feature a strengthened focus on Latin America, with Brazil at the centre of a dedicated programme including seminars, regulatory updates, networking sessions, and strategic discussions.

ICE Barcelona 2026 will also see the launch of Academia Latin America, an entry-level seminar designed for Latin American and Brazil-based attendees. The programme will be delivered in Spanish and Portuguese and will feature local lawyers, government representatives, exhibitors, and association partners.

In addition, we have reinforced our long-standing strategic alliance with CIBELAE, the Ibero-American regional association of the World Lottery Association (WLA), which represents government-regulated lotteries across Latin America, Spain, and Portugal.

From a European perspective, we have entered into a strategic partnership with GN Media, the organisers of IGE and IGA, to support the Italian market. Throughout the year, we will collaborate on editorial content, communication campaigns, and joint projects that connect operators from ICE Barcelona to IGE, increasing Italian participation at ICE and attracting more international stakeholders to Italy.

In Spain, we have spent 2025 listening, engaging, and demonstrating our commitment to the domestic industry. This has resulted in La Plaza, a dedicated hub on the ICE show floor that will host an industry-led programme co-curated with Spanish associations. The space will feature bespoke content sessions, networking events, and collaborative initiatives that place Spain’s gaming community at the very heart of ICE Barcelona.

Another key addition is Casa Brasil, an exclusive space for Brazilian gaming representatives, offering unique insights and in-depth perspectives on the local market.

• Why does ICE continue to be a must-attend event for decision-makers in the gaming industry?

ICE has always worked closely with its international stakeholders. Every suggestion and idea we receive from the market is fed back into the development of the event. We keep our finger on the pulse of the industry across all sectors and jurisdictions, collaborating continuously with trade associations and strategic bodies worldwide.

What visitors will experience in Barcelona is the result of tens of thousands of conversations. That is how we keep the exhibition fresh, relevant, and constantly evolving—and why ICE remains such a vital event for the global gaming industry.

ICE Barcelona 2026 is shaping up to be a landmark edition, defined by technological innovation, a strong regulatory focus, and a clear commitment to integrating key markets such as Europe and Latin America. At Digital Gaming News, we will continue to provide in-depth coverage of the events and conversations that are shaping the future of the global iGaming industry.