ICE Totally Gaming is the "commercial capital" of the international gaming industry, according to event research company Vivid Interface.
Geoffrey Dixon, managing director at Vivid, said: "The research we conducted confirms that ICE is the meeting place of choice for the international gaming community in its broadest sense.
"Its clear that exhibitors come to ICE intent on doing business, with our sample expecting on average, 28 per cent of their meetings to result in positive commercial outcome.
"From my experience gained researching across the exhibition industry, such a level of commercial activity is near the very top of the spectrum with the aggregate value of the deals agreed at ICE being worth many hundreds of millions of dollars.
"ICE is unique in that it is both a business and an information exchange event which results in a very senior tranche of chief executives, thought leaders and buyers with absolute authority."
ICE 2014 is set to take place in London on February 4-6.
