Case Study - ICE with IGT

The Brief

ICE Gaming is a three-day B2B exhibition at FIRA Barcelona, attracting over 65,000 visitors from 186 countries and more than 600 exhibitors representing every sector of the global gaming industry.

For IGT, the world’s leading end-to-end gaming company, ICE is an important date in the calendar. It is the global platform where new products, technologies and strategies are unveiled to the market for the year ahead.

Solutions2 has been working with IGT for over 20 years, delivering engaging and interactive spaces for ICE year after year. While the brief evolves with each edition, the core objective remains the same: to create a high-impact, highly functional environment that positions IGT at the forefront of gaming innovation, supports product launches and showcases the vast IGT range. 

Each stand design requires a balance of brand presence, operational efficiency and client hospitality, while remaining unmistakably IGT.

These images are from ICE 2018.

The Stand

Rather than a single solution, the IGT stand at ICE is best described as an ongoing evolution.

Across more than two decades, Solutions2 has delivered multiple versions of the stand, varying in size, layout and architectural design, while consistently meeting the evolving brief.

Key features include:

• Capacity and infrastructure for up to 200 gaming machines and 10–15 unique gaming  kiosks

• Clear zoning to support multiple product categories and demos simultaneously

• Dedicated VIP hospitality areas alongside informal meeting spaces

• A welcoming bar and reception area designed to attract and manage high footfall

• Up to nine separate enclosed rooms for meetings, presentations and private demonstrations

• Functional offices to help deliver secure admin spaces and on-stand storage for collateral and equipment

The Results

The length of our partnership speaks for itself. Delivering for IGT at ICE for over 20 years, taking them from London to Barcelona, requires more than creative design and a polished final stand, it represents a long-standing, close working partnership and deep brand understanding with the ability to adapt at scale, year after year.

These images are from ICE 2026 in Barcelona.

IGT at ICE 2026 Scroll to walk through the stand

For us, the best way to measure our success is through client feedback – here’s what IGT had to say about their stand:

“We had the pleasure of working with Solutions2 during the ICE Gaming Show. From the first stages of their employment to be IGT’s provider, Solutions2 were proactive, enthusiastic and organised everything to the highest standards.

Throughout our time of preparing what is our industry’s biggest event, Solutions2 demonstrated their understanding of all key disciplines, the production processes involved, and how they can dovetail together to present a client facing offering that would ensure IGT were seen as the main player.”