ICE Barcelona 2026: Latin America Takes Centre Stage

Over the last decade, Latin America has emerged as a key player in the global gambling arena, fueled by its impressive growth. The region boasts well-established regulatory frameworks, advanced technological solutions, and a strategic vision for the industry’s development.

As the 2nd edition of ICE in Barcelona approaches (January 19th–21st, 2026), this influence is more prominent than ever. The market is central to the event's programme and is particularly important for the creation of professional networks.

Liliana Costa, Clarion Gaming’s Latin America Liaison, explained why the destination is becoming increasingly appealing. The firm works actively with local legal authorities, agencies, and business owners to guarantee the participation of national delegations and thematic groups.

Significance of LatAm for ICE 2026

The event's organisers are cooperating closely with industry representatives throughout all South and Central American states, including regulatory bodies, providers, and specialised entities. This approach enables input from business professionals across different fields and helps tailor the expo and conference agenda to better reflect local market specificities.

In Barcelona, ​​regional participation will be even more significant. National pavilions and thematic panels will await attendees, and a greater presence of prominent delegates from key countries is also anticipated.

Influential figures from the following states will join the forthcoming event:

• Brazil;
• Mexico;
• Argentina;
• Colombia, etc.

Ms Costa highlights that ICE’s organisers consider Latin America not just a participant but also a vital source of valuable knowledge and practices that shape the exhibition’s concept.

Reinforcing Cross-Border Ties

The business event is steadily evolving into an international centre, where industry experts from across the globe join forces to form a shared agenda.

Regarding the region, this aspect manifests through the implementation of the following initiatives:

1. Specialised programmes designed for lawmakers, regulators, and operators, which address domestic issues and investment opportunities.
2. A restricted zone designated for high-tier gatherings, providing a venue for guests to deliberate on strategic challenges and forge valuable business ties.
3. Collaborations with local associations, such as ALEA, CIBELAE, and ABRAGAMING, to broaden interaction and facilitate the exchange of experiences.
4. Targeted campaigns aimed at emerging markets, with a primary focus on Brazil, to enable national brands and authorities to connect with global stakeholders.

Ms Costa emphasised that ICE is a platform where Latin American ideas are considered and help shape international strategies. This approach makes the region’s involvement crucial for the gambling sphere as a whole.

Key Topics for Discussion at the Event

The 2026 programme concentrates on challenges currently influencing the industry’s development across the 2 continents. The organisers have pinpointed 5 key fields, each reflecting market needs and delegate expectations.

These areas encompass the following:

1. Transition to a new legislative framework in Brazil. Thematic discussions are planned in Barcelona on the latest regulatory updates in online gaming and betting, and their impact on the sphere.
2. International collaboration. Specialists from Colombia, Peru, and Chile will share effective methods to improve transparency and consistency of approaches.
3. Digital transformation and service adaptation. Special panels will be dedicated to artificial intelligence, payment systems, and customer security, with a particular focus on local demands.
4. Sustainable growth. The main emphasis will be placed on marketing standards, responsible gambling practices, and the steady development of regulated verticals.
5. The role of niche institutions. Premier authorities from Latin America and Europe will gather at roundtables to bolster business connections and share knowledge.

Ms Costa highlighted that these discussions elevate the value of the event for international experts, making it more targeted and practical. The expo’s agenda serves as an instrument that allows ICE’s specialists to observe the overall development direction and identify shared perspectives.

Brazil’s Potential and the Future of Localised Event Formats

The show’s organisers have well-established links with the LatAm industry. The agency has previously hosted events in Colombia and neighbouring countries and remains committed to facilitating information exchange with regional associations.

The primary objective for the upcoming year is to reinforce ICE Barcelona’s standing as a leading international meeting point. However, the team remains open to returning to localised formats if it helps connect with rapidly expanding markets.

The Brazilian gambling sphere is particularly prominent. Due to its size and actively evolving regulations, this sector has the potential to emerge as one of the global industry’s centres. The sphere is on the verge of significant change and is drawing more interest from international stakeholders. Ms Costa mentions that for ICE, the state goes beyond just a geographical location. It is viewed as a driving force influencing the industry discussions.

Key Aspects Shaping Current Trends in the Sector

The region’s ecosystem is currently undergoing a difficult period. Market representatives are compelled to adapt to circumstances that affect their daily work and long-term strategies.

Among the major challenges are:

• pressure from the shadow sector, which is eroding trust in the industry;
• the emergence of new regulations and tax policies requiring swift adaptation;
• the competing efforts of institutions and associations that hinder coordination;
• the necessity to bolster the presence of specialised brands and authorities globally;
• a deficiency of dependable data and clear benchmarks for making informed decisions.

The ICE event serves as a valuable platform for open dialogue and sharing best approaches and methods to tackle these issues.

The annual gathering offers:

• access to industry analytics and comparative investigation;
• a neutral place for exchanging opinions and coordinating strategies;
• direct communication with legislators, niche agencies, and international partners;
• opportunities for recognition and enhancement of the professional standing of domestic companies.

According to Ms Costa, ICE is a key event where LatAm showcases its genuine influence, and the global community can observe the region’s full potential.

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