Is London the ideal location?

The biggest iGaming event in the world, ICE London 2023, recently concluded in London. The exhibition, which began as a land-based expo in the 1990s, gradually expanded to include companies from online betting and gambling. This year's event drew visitors from all over the world and set a new attendance record with over 40,000 attendees. Despite its success, some questioned whether the organizers should start rotating the ICE event location across European cities. This is due to many factors, including the increasing difficulty for land-based businesses to attend the expo due to uncertain times, Brexit, and customer regulations.

Nevertheless, the event has always been held in London and has grown over the years. And since London is largely regarded as one of the world's major financial capitals, it was widely assumed that the organizers would never consider moving the event elsewhere. However, London remains a popular location for the event, and in this article, we will explore why it has been a favorite spot for so long.

London has remained the best city on earth for the seventh year in a row. The city's rich, diverse culture and thriving economy have aided in the rapid growth of iGaming. A recent report by the UK Gambling Commission (UKGC) shows that the country's betting and gambling market is almost back to where it was before COVID-19. The earnings were confirmed by the nation's tax authority, demonstrating how much money the UK made from gambling last year.

The gambling market in the UK is driven by almost 25 million players. 10.5 million of the 25 million gambles online. Over 45% of Britons gamble each month, according to UK gambling statistics. The value of the betting and gambling industry in the UK is roughly £14.3 billion a year. The indicated percentage puts iGaming at 38.6%. It has long been assumed that most bettors and gamblers are from the Gen X demographic, with an average age of 44 to 64. However, the younger generation in the UK is becoming increasingly familiar with gambling. Most people involved in iGaming are between the ages of 25 and 34. More than 23.1% of them gamble online each month. 22 percent of monthly internet gambling is done by people between the ages of 35 and 54.

Given these facts, it's not surprising that ICE London, the world's largest iGaming event, has only ever been held in London. Originally standing for "International Casinos Exhibition", the event has evolved to cover the entire gambling spectrum, including land-based and online betting and online casino operating platforms. It's a popular and important event for the gaming community, unique in its combination of offline and online gaming. With 150 different nationalities represented, it is also the most attended international business event for betting and gambling on the calendar.

This year, alongside 500+ amazing exhibitors from these 150 nationalities were Uplatform. The Uplatform team pitched at stand S2-150, where they showcased their multiple award-winning sportsbook and gave visitors a chance to speak with their talented team of experts. Visitors participated in the reaction game at their stand and enjoyed Uplatform’s delectable cocktails, bubble tea, edible mist, and many other fun activities.

Although iGaming appears to be on the rise in the UK, the question remains, "What does the future hold for iGaming?" The iGaming industry has always been open to new technologies. After all, it wouldn't exist if it weren't for the internet. Businesses have quickly adapted to market advancements such as smartphones and tablets, thanks to the development of applications and the availability of live casino games.

The global market for online gambling is expected to reach $128 billion by 2027, with the UK market exceeding $80 million by 2024. So, despite potential challenges, the iGaming industry appears to be on the rise.

London has been a great place for the ICE London event because it has a thriving iGaming industry and a wide range of cultural attractions. However, with the industry constantly evolving, no one knows if rotating the event location would be beneficial to iGaming development. This leaves many to wonder; should this event be rotated?


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