Clarion ATE, organisers of January’s ICEi (23-25 January 2007, Earls Court, London), have further increased the interactive gaming expo’s profile as an event in its own right. The exhibition now has its own dedicated website (www.icei-exhibition.com) and online registration facility – live from mid September – representing an evolution from the initial dual marketing strategy under the wing of bricks and mortar gaming sister show, ICE.

Plans for the 2007 edition reveal a migration of ICEi from Earls Court 2 into the larger Earls Court 1 hall, with net stand space occupying an area of 1,500 square metres (1,640sq.ft.) – a 70 per cent increase on the 2006 show. Located at the cross-over between ICE (traditional casino) and ATEI (soft gaming), ICEi will be differentiated with strong branding and will benefit from its own bar and seating area.

Nikki Lazenby, Clarion ATE marketing manager, commented: “ICEi has proved itself as a stand-alone proposition over the last two years. Indeed, no less than 45 per cent of visitors to last January’s ICE/ICEi stated a primary interest in online gaming, with 29 per cent citing mobile games and 18 per cent interactive TV applications. The new dedicated website, coupled with a targeted marketing campaign, will offer igaming industry professionals a clear message that ICEi has really come of age. Our new ICEi registration mechanic will also provide us with more accurate data on visitors and their needs, allowing us to analyse year-on-year trends.”

The online presence of ATEI and ICE as well as ICEi has been refreshed with updated looks and new URLs. The show-specific websites, which went live at the beginning of August, are located at www.atei-exhibition.com, www.ice-exhibition.com and www.icei-exhibition.com respectively.

The new websites, styled to complement the design theme of this year’s suite of marketing materials for each respective show, provide a comprehensive breakdown of the January exhibitions, with sections tailored specifically for visitors, exhibitors and the media. Primary content for visitors comprises exhibitor lists, product sectors, floor plans, show news, accommodation, travel and venue information and online registration (live mid September) including automated visa application helpers.

Nikki Lazenby said: “Over 79% of pre-registration for the London Shows is now carried out online and e-marketing is rapidly becoming the preferred media channel for many of our customers. It is therefore vital to have an online presence which is easy to find, easy to navigate and provides all the vital information for industry professionals, many of whom will travel thousands, if not tens of thousands, of miles to visit the show in January.” (E-08.01.06)

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