Clarion Events has unveiled the new corporate identity of the London gaming show, ICE, which it says represents more than just a quick makeover.

"What we have developed is a new corporate identity for an international exhibition which has come of age and which now incorporates all strands of the gaming experience comprising casino, remote, street, bingo, betting, online and lottery," said show director, Kate Chambers. "All the research and stakeholder consultations we undertook during the CI process showed how strong the recognition levels were for ICE. However I must stress that this is not a return to the past.

"The ‘new ICE’ is contemporary. It has change, technology and opportunity at its core - all of which are important features of the at-show experience. We’re delighted with the identity, which has also been well received by exhibitors. It gives us a fantastic platform from which to implement the great plans we have to take ICE to a completely new level."

Despite the economic climate, ICE has experienced the fastest take-up off space in the history of the exhibition, resulting in over 90 per cent being sold by mid-July.

Chambers added: "This is a formidable achievement in the current environment and proof that ICE is the event of choice for the gaming industry. It’s the place that operators are guaranteed to see the suppliers, the innovators and the products that will make a difference all located in a venue, Earls Court, and city, London, that independent research, conducted by Vivid Interface, showed the overwhelming majority of visitors like and are happy with.

"The new ICE is an invitation to be part of something really significant. It’s about stakeholders joining, embracing, experiencing and touching the future of gaming at Earls Court in January.””