Mastercard and Tech Giants Transforming ICE Barcelona's Hall 7

ICE Barcelona Expands with New Technology Hub in Hall 7

Created as the industry's home for technology, data, payments and innovation, Hall 7 represents a significant expansion of the ICE proposition. Other pioneering brands booked in include Dom-Daniel Microsoft Azure, Shield, Cloudflare, Fingerprint and Radar.

Hall 7 will connect the global gaming industry with companies like Mastercard and technologies transforming how businesses operate, compete and engage with customers.

The new hall will bring together established global technology leaders alongside the next generation of innovators across areas including AI, Fintech, cloud infrastructure, cybersecurity, compliance and game development.

"Gaming is being reshaped by technologies and businesses that increasingly sit beyond the traditional boundaries of the industry," Margaret Dunn, Portfolio Director responsible for ICE Barcelona, said. "Hall 7 has been created to bring those worlds together.

"The calibre of brands already confirmed, including AWS, PayPal, Mastercard, Cloudflare and Aircash, demonstrates enthusiasm among non-endemic technology giants to engage with the industry.

"ICE has always been the place where the gaming industry comes to understand what is changing, meet the companies driving that change and identify the technologies that will define the next generation of the sector. This expansion shows that the wider tech sector wants to be involved as well."

Shaping the Future of the Gaming Ecosystem 

Hall 7 has been developed in consultation with an advisory board of senior technology leaders from gaming and beyond to ensure that its proposition reflects the priorities and challenges facing operators, suppliers and technology businesses.

The expansion reinforces ICE Barcelona's position as the meeting place for the global gaming ecosystem, and its role in combining the established industry with the technologies, investment and new business models influencing its future.

ICE Barcelona 2027 will take place at Fira Barcelona Gran Via from 18 to 20 January, 2027.

For brands interested in exhibiting in Hall 7, contact sales director Greg Saint [greg.saint@worldgamingbusiness.com]