Shakespeare and Banksy inspire World theatre of gaming creative campaign for ICE 2017.
Explaining the thinking behind ICE VOX, Kate Chambers, Managing Director of Clarion's Gaming Division, said: "The learning and knowledge-exchange opportunities that are available at ICE are widely recognised as being amongst the very best in the industry. The ability to engage with the industry's pre-eminent authorities and thought leaders and then meet with the people responsible for creating the very latest on-line and off-line gaming technologies on a show floor of over 500 exhibitors, is unique to ICE.
"ICE VOX will retain all of these stand out credentials at the same time as reaching out to new communities of knowledge hungry gaming professionals. The ICE VOX content team will be introducing dynamic new concepts and approaches which will help re-shape the learning experience for gaming and engage with our stakeholders in a contemporary and compelling way."
"This is part of the on-going programme of initiatives that we undertake in order to keep our brands fresh and relevant."
ICE ranked in top three UK exhibitions - Research agency, Fusion, has ranked ICE amongst the elite of UK-based business-to-business exhibitions. Applying the Net Promoter Score (NPS), a metric which measures the level of customer satisfaction and is used by brands including Apple, Amazon and eBay, ICE 2016 recorded an NPS of +53 amongst exhibitor decision makers and +39 amongst visitors, figures, which according to Fusion, would place ICE 2016 in the top three business exhibitions to have taken place in the UK over the previous 12 months.
Phil Redwood, a Director at Fusion, explained: "Our role is to provide event owners with what is essentially a health check, based on the response of a representative sample of participants, covering both exhibitors and visitors. Whilst we cover a multitude of issues, factors and experiences, from the warmth of the welcome, to the cleanliness of the toilets and the quality of the audience, the Net Promoter Score is a measure of overall satisfaction. Essentially, it rates the willingness of respondents to recommend the event to their peers or colleagues and in scenarios where an event has been deemed unsuccessful, the NPS can be represented as a negative score."
"Clearly, the key take out for our 2016 ICE research was the NPS for exhibitors, which ranked at a huge +53, from +45 (ICE 2015). This figure eclipses all but two other events that we have researched across a diverse range of business sectors in the last 12 months and is way ahead of the event industry average. The NPS for visitors to ICE 2016 was +39, another very impressive rating and one which is consistent with that registered for ICE 2015."
ICE organisers introduce social media options for streamlined registration - Organisers have streamlined the process by which visitors register to attend ICE Totally Gaming.
Acting on responses to the 2016 post show research, the ICE marketing team has introduced auto-population email invites, which make the process significantly quicker for anyone who previously registered in either 2016 or 2015. Answering stakeholder requests to be able to use social media, attendees will also have the ability to register via LinkedIn, Facebook or Twitter and for those visiting icetotallygaming.com the number of mandatory fields has been reduced and contained within a simplified three tier process.
ICE Senior Marketing Manager, Dan Stone, said: "Our commitment is to constantly monitor and improve the customer journey, which begins at the point of registration. This year's programme of customer research that we undertake after each edition of ICE, highlighted the understandable desire to further streamline registration, and to start earlier in the marketing cycle. I am delighted to confirm that we have responded to both of these requests."