Merkur Launches Its New Corporate Strategy at ICE 2026

With over 600 exhibitors from around the globe, more than 65,000 guests from 186 countries, and over 100,000 square metres of exhibition space, Barcelona will once again become the centre of the international gaming industry from 19 to 21 January 2026.

Under this year’s motto “Growing the Power of Play”, ICE invites the world’s largest industry gathering to the Fira Barcelona Gran Via convention centre. When the most important global showcase for gaming, technology and innovation opens its doors, Merkur will be there as one of the biggest and most renowned exhibitors, presenting its diverse and innovative product portfolio to the curious eyes of entertainment enthusiasts. 

With Merkur Gaming and numerous other subsidiaries, the German gaming giant will appear on booth 3F40 and 3F70 with a new look, presenting itself more than ever as a global, fully integrated gaming and entertainment brand.

“The year 2026 marks the beginning of a new era for us, and ICE is where it all starts. Visitors to the trade fair in Barcelona can look forward not only to exciting innovations ‘made by Merkur’ but also to an entirely new and dynamic booth design that brings the Merkur World to life like never before,” says Dominik Raasch, Management Board Member, Merkur Games at Merkur.com AG, with great anticipation. “In addition to our outstanding new games and hardware solutions, we will be demonstrating the full breadth of our Group thanks to our extensive network of subsidiaries.”

At the heart of the booth is the idea of an immersive Merkur World: an environment characterised by colour, light and emotion. The two-storey exhibition space, featuring visitor lounges, a catering area, a show stage and various LED walls, promises an impressive visual impact and a lively ambiance, providing an ideal setting for relaxed conversations and networking. To make the trade fair experience even more engaging, Merkur is complementing its product and brand presentation with high-quality entertainment. Guests can look forward to first-class catering with Slovenian and Spanish delicacies, captivating live shows and DJ sets accompanied by a daily happy hour.

As always, Merkur Gaming will present a vibrant display of new and proven products for the international gaming industry at ICE 2026. The spotlight is on the new six-level jackpot system Dimension Link, which takes players on a mystical journey into ancient Egypt and immerses them in exciting Sticky Spins and gripping bonus features. On top of that, Merkur is unveiling an enhanced version of the Mod Ex cabinet for the first time. The new variant stands out thanks to an innovative console and lighting concept. With nine game titles developed by recently acquired Gaming Arts in Las Vegas, Merkur strengthens its portfolio with a diverse lineup highlighted by hits such as Glory of Giza and Eternal Riches. Further main attractions include the M-Prime and Prime Line multigame packages, which impress with a comprehensive games library tailored seamlessly to all types of players.

In addition to Merkur Gaming, ten other subsidiaries of the Merkur Group will showcase their offerings on the exhibition platform in Barcelona: adp Merkur will provide exclusive insights into its product range for the German market with the M-Box Giga, while Blueprint Operations and Merkur Dosniha will highlight their successful land-based portfolios for UK and Spanish customers. With Bede Gaming and Blueprint Gaming, the Group also reinforces its wide digital competence. Alongside Bede Gaming and Blueprint Gaming, cash-handling specialists GeWeTe will also be present, offering a comprehensive range of machine-compatible solutions for the validation, dispensing and recycling of banknotes and coins. The line-up is rounded off by an extensive range of roulette and live gaming products, including the popular Charisma line from ETG expert Spintec.

Marcel Heutmekers, Senior Vice President Merkur Games International, looks ahead with excitement to the upcoming trade fair highlight: “We can hardly wait and are eagerly anticipating ICE 2026. Our team has spent months working tirelessly on the preparations – now it is time to reveal the results and reap the rewards of our hard work. With renewed enthusiasm and great optimism, we look forward to January and to engaging exchanges with customers, partners, industry experts and the media.”