BEST OF ICE – in this short series of articles, we want to present some of the highlights of this year’s key industry event.

BETBY’s cooperation with Magnus Carlsen really stands out, and how can you top last year’s appearance of Magnus at ICE? Probably one of the hardest questions for the BETBY marketing team. But they found an answer and added two other chess legends: Hikaru Nakamura and Levy Rozman. These are the ingredients for an outstanding event.

BETBY last week delivered a live chess-focused activation at ICE Barcelona, centred on a blindfold exhibition match between Magnus Carlsen and Hikaru Nakamura. The appearance followed the supplier’s ongoing brand campaign with Carlsen (“Leaders choose Leaders”).

  • We liked that the BETBY showcase focused on live entertainment rather than product demonstrations.

  • BETBY also hosted on-stage discussions featuring Carlsen, Nakamura and Rozman. The sessions covered decision-making under pressure, emotional control and the development of chess as a digital entertainment product. Delegates were able to engage with the speakers during the live conversations.

  • BETBY’s presence at ICE Barcelona last week was also marked by industry recognition, with the supplier picking up two awards during the event. The company was named Breakthrough Company of the Year at the Global Gaming Awards and Sports Betting Platform of the Year at the European iGaming Awards.

  • The supplier was among the most visible exhibitors at the show, hosting partners and media at its largest stand to date. BETBY occupied a 200-square-metre space at Fira Barcelona Gran Via throughout the exhibition. The stand served as the main hub for meetings, live sessions and the chess activation.

  • Outside the exhibition floor, BETBY also hosted a Social Run ahead of ICE Barcelona in partnership with Guru Pay. The initiative supported Special Olympics Catalunya and brought industry participants together in an informal setting. The run formed part of BETBY’s wider focus on community and inclusion during the week.

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Betby Impressions