FBM Director Vitor Francisco explains why ICE Barcelona 2025 exceeded his expectations

How would you describe your experience as an exhibitor at this first edition of ICE in Barcelona?

It was a fantastic edition! The event exceeded our expectations, reinforcing ICE’s position as a global platform that attracts key players from the casino industry worldwide. Over the three days, we welcomed thousands of visitors to our booth, and the feedback on the casino products we showcased was very positive, especially on the debutant Croc’s Lock.

What innovations did you present at the event?  

At this year’s ICE Barcelona, we showcased Croc’s Lock™ and Xing Fú Fortune™ Money Trees as the standout games of a diverse portfolio including video bingo and slots titles.

Croc’s Lock™ was a hit! The engaging storyline starring Super Croc and the Villain resonated with visitors, who were captivated by the Lock feature’s game mechanic and the Extra Spins and Extra Coins accumulators.

Meanwhile, the Xing Fú Fortune™ Money Trees Asian-inspired theme drew operators and players in with its graphics and a bonus offering up to seven winning combinations. The Prosperity, Strength, and Fortune bonsais and their feature delighted the visitors.

Which were the markets that were most interested in your proposal during the tradeshow?

Over the three days of ICE Barcelona, we welcomed visitors from different markets. In addition to meeting with current and potential clients from Asia and LATAM, our products also captured the interest of agents with active operations in Central Europe and Africa

Three key trends for the near future of the industry

There are several trends emerging in the gaming industry, and I selected three that are evident from my perspective.

1. The creation of omnichannel entertainment experiences is a growing trend among providers and operators, as casino agents are trying to build complementary ecosystems. These new solutions aim to please players, allowing them to start their entertainment journey offline or online and continue it in a different environment, getting special benefits for navigating through platforms.

2. Regarding casino game creation, for example, we can see that game providers are using more and more pot features to offer thrilling gaming experiences in their land-based slots portfolio.

3. In terms of technology, Artificial Intelligence keeps growing its presence in casino operations, being present in the game development process, the execution of personalized and tailored marketing strategies, or in the customer services offered by casino operators.

How did you perceive the impact of ICE Barcelona on the LATAM region?

ICE Barcelona had exactly the reach and impact we anticipated among operators from the LATAM, European and Asian regions. We welcomed several current and potential clients from the LATAM universe and had productive conversations to explore future business opportunities in this geography.

To conclude, What upcoming events will you be attending?

The FBM Group will be present along the FBM and FBMDS brands at G2E Las Vegas, and FBMDS will sponsor SBC Rio Summit 2025.