Clarion Events, the organiser of the ICE Totally Gaming show, is to launch a new awards programme with the inaugural event taking place on January 23, 2012 - the same evening as the International Gaming Awards.
The Totally Gaming Awards event is being organised in partnership with the European Casino Association and the National Casino Industry Forum to acknowledge best practice and innovation in the gaming industry.
The awards, which will be presented across a variety of categories, will be staged at 8 Northumberland Avenue, close to Trafalgar Square.
The International Gaming Awards, meanwhile, are organised by Clever Duck Media.
Kate Chambers, portfolio director of Clarion Events, said: "We are very close to our stakeholders and the message coming through loud and clear is their desire for a prestigious awards programme that is for the industry, by the industry, and in conjunction with our partner associations that is exactly what we have created.
"The Totally Gaming Awards will provide an ideal way to launch what is the most comprehensive and international gaming event on the planet."
