Our editorial yesterday included comments made on the plans by the London gaming expo organizers to expand their shows next year. Exhibition organisers Clarion ATE have now released more details about the make up of the new look ATEI, ICE and ICEi shows to take place in January 2007.

Major Changes are to be made to the look, feel and scale of each exhibition. ATEI’s main entrance will be via Level Two, ensuring a majority large flow of traffic upstairs. This means the exhibiting positions at the front of level two will be much sought after. Upon entering ATEI, potential product buyers will be presented with a vast array of new features, spread evenly around the show, signposted clearly so they will fully explore the whole of the new look event, which will feature over 300 exhibitors.

ICE continues to expand naturally with its main area being Earls Court 2. As more space will be available, this will end the past problem that left firms unable to be represented in the casino section of the world’s leading truly international gaming, gambling and amusement event.

Head of Exhibitions Karen Cooke, explained it as a win-win situation “The new front of ATEI will be level two, but there will be such a different show configuration and visitor features that the show will become much more varied and the traffic will be flowing fully through it to reflect that. With added features, rooms, zones and other new designs ATEI will remain very much one show in feel, only better."

Cooke continued, “The major thing this new set up has allowed us to do in ATEI, is group together similar types of product offering. So the visitor looking for AWP’s can go straight to all the leading players’ stands, while those interested in buying plush novelty and family amusements can see these unique products displayed together. ATEI is a massive show but in 2007 it will become more focused and easier for everyone walking round it."

The changes will mean that the two distinct, individual shows remain co-located, separately marked out but with more space for each of them to add a range of exciting and innovative features on the floor. The visitor will be treated to the most convenient possible access at registration, with expanded access making entry simpler and faster.

New show features will include: Restaurants that will offer world-class cuisine and service along with plenty of seating space. Better than seen at most exhibitions of its kind anywhere, American Diner in ATEI will offer quality food served with a birds-eye view of the show.

A fully open-plan show bar will adorn both ICE and ICEi – right at the heart of each show to allow navigation at leisure and meeting points for more formal business conversation, more business lounges; quiet areas dedicated to those who wish to meet and do business away from the frenzied activity of the show floor. Free web access at points throughout each show, as well as improved networking facilities with meeting rooms and methods of contacting fellow visitors, both virtually and onsite, and opportunities for further networking lunches and meetings around the show.

In 2007 ATEI and ICE will take the world of gaming into its arms and build 5 different international pavilions, allowing exhibitors to ‘flag themselves up’ to buyers wishing to look at product and service offerings from a specific region. These pavilions will come from countries around the globe. Current countries to be featured include USA, Italy, Poland and several from the Far East and South America.

ICEi will remain co-located but will become an exhibition in its own right – with its own look, feel, visitor zones, media areas and lounges, enabling a fast growing industry to have a real focus in the UK, one of the first major economies to include remote gaming in it’s core gambling legislation, and home to an international summit on the topic soon.

On the back of these massive enhancements will be an enormous marketing campaign aimed at further increasing on the 112 nations represented by visitors. Clarion ATE will be working even more closely with trade associations and press to ensure ATEI, ICE and ICEi 2007 are the world standards in the market.

“We are starting a new philosophy here at Clarion ATE. ATEI and ICE have always been the major busy and exciting trade shows in their field. We aim to top even that by making them fully fledged business experiences that are both impressive in scale yet propitious to business for the international community; so their week in London is unmatched in the exhibition world,” Cooke concluded. (E-02.01.06.)

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