ICE London 2024 ran from 6 to 8 February 2024 at ExCeL London, the show's last edition in London before its move to Barcelona.
GameArt exhibited at stand N8-320, the same spot it had already occupied in 2023.
The studio brought two dragon-themed releases, Golden Furong (30 January 2024) and Dragon King Megaways™ (6 February 2024, the show's opening day).
Golden Furong plays on 5 reels, 3 rows and 25 paylines, with medium volatility and Lucky Coins Respins offering three jackpot levels.
Dragon King Megaways™ runs on six cascading reels with up to 117,649 Megaways, up to 25 free spins and a multiplier that can climb to x25.
The showcase also featured Greek Pantheon Megaways™, 40 Super Blazing Sevens, Buffalo Sunset, Frozen Joker and Lucky Coins.
The 2024 Yeet&Sweet season promised ten tournaments and €1,000,000 in prizes, starting with Sweetheart Dragon from 9 to 18 February.
The 2024 edition set a new attendance record with 45,050 unique visitors (+12%) and 52,345 attendees from 164 countries including iGB Affiliate.
Barcelona hosts ICE from 2025 to 2029, and GameArt exhibited there at stand 2B30 in 2025, then at stand 2C40 in 2026.
After the 2025 Rome show, the studio returns to Rome for SiGMA World from 3 to 5 November 2026, on stand H6-6022.
Online casino rules are set country by country, so these slots can only be played for real money where they are legal and at a casino authorised in your country.
ICE London 2024: GameArt at stand N8-320 for the last London show
On 6 February 2024, ExCeL opened its doors to ICE London 2024, the last London edition of the gaming industry's great annual pilgrimage. Everyone in the aisles knew a chapter was closing. Since the summer of 2023, the show had held its ticket to Barcelona, where the first Catalan edition took place in January 2025. Three days of back-to-back business meetings, then the curtain fell on twelve years in the Docklands.
GameArt had already booked its seat at the table. In a press release dated 11 January 2024, the provider announced it would be at stand N8-320 from 6 to 8 February. It was bringing two new games with a Far Eastern flavour: Golden Furong and Dragon King Megaways™. Two slots dressed in gold and scales, launched just days before Chinese New Year.
So what was the studio really showing on that stand? How good were those two dragons, and why did a show at the peak of its attendance pack its bags? Let's replay the hand card by card, with press releases and official figures to back it up.
What was GameArt showing at stand N8-320?
The 11 January release promised the full game library: online slots, table games and crash games. On the stand, trade visitors found five proven titles, the two latest releases and the year's roadmap.
Showcase: Greek Pantheon Megaways™, 40 Super Blazing Sevens, Buffalo Sunset, Frozen Joker and Lucky Coins.
New releases: Golden Furong (live since 30 January 2024) and Dragon King Megaways™ (launched on 6 February, the show's opening day).
Roadmap: the 2024 "Games Roadmap", presented to operators alongside the studio's network promotions and exclusive deals.
Tournaments: the 2024 season of Yeet&Sweet, GameArt's promotional brand, with ten tournaments and €1,000,000 in prizes up for grabs.
Meetings: appointments booked with the sales team, or a simple walk-up visit to the stand.
GameArt's Head of Marketing, Tanja Campolunghi, summed up the stakes in one line. "ICE London is where the whole gaming industry meets, and we can't wait to see everyone there soon." Press release boilerplate, you might say. Yet for an HTML5 game provider registered in Malta, it says it all. At an iGaming trade show like this one, you don't come to win over players. You come to fill your diary with meetings with online casinos and aggregators.
The address itself was nothing new. GameArt had already occupied N8-320 for the 2023 edition of the show, from 7 to 9 February 2023, with a pirate-themed booth and Pirate's Pearl Megaways™ as the headline act. Back then, the same Tanja Campolunghi welcomed the return of ICE "as we know it". Two years in a row at the same stand number: in a hall where it's easy to get lost, regular clients no longer had to hunt for it.
On 6 November 2023, GameArt was defending a double nomination in Rome at the EGR Italy Awards. The ceremony took place at the Cavalieri hotel, and the studio was shortlisted for Employer of the Year and Software Supplier. So the provider didn't arrive in London empty-handed.
On 29 January, a second press release filled in the programme. It mentioned a catalogue of more than 150 games and an on-stand tournament called the Arctic Spin Challenge. It also held a curiosity: the Fury Penguins crash game, developed exclusively for BlueOcean Gaming. That penguin deserves a page of its own. Here, the dragons take centre stage.
Golden Furong and Dragon King Megaways™: two dragons for a farewell
I'll admit I smiled when I lined up the dates. Golden Furong came out on 30 January 2024 and Dragon King Megaways™ on 6 February, the show's opening day. Chinese New Year fell on 10 February, ushering in the Year of the Dragon. For good measure, the 2024 Yeet&Sweet season kicked off on 9 February with a first tournament called Sweetheart Dragon. Three dragons in ten days: hard to put that down to chance.
Golden Furong: lucky coins and giant symbols
On its official game page, Golden Furong is described as a 5-reel, 3-row slot with 25 paylines and medium volatility. The setting plays on treasures of the Orient, guarded by a benevolent dragon. The heart of the game beats to the rhythm of the Lucky Coins Respins. Land six or more lucky coins and three respins kick in, collecting wins and jackpots across three levels. The feature stays active during free spins.
Three Scatters trigger six free spins, with a payout of three times the total bet. Giant Scatters can add more spins, including spins with giant symbols. A Buy Bonus and a Gamble feature complete the toolkit. The coin mechanic is nothing new. It had already given its name to Lucky Coins, released in November 2019 and shown in the same London showcase. GameArt was serving up a house recipe more than four years old, on new plates. In casinos as in kitchens, a dish that works comes back on the menu.
Dragon King Megaways™: 117,649 ways to win
Dragon King Megaways™ plays on a different scale. According to its official page, the game runs on six cascading reels and offers up to 117,649 Megaways, with medium to high volatility. There's no magic in that number. The figure is simply 7 to the power of 6, in other words six reels that can each show up to seven symbols. With every winning combination, the symbols vanish and new ones drop in, for as long as the cascade keeps producing wins.
The Wild lands on every reel except the first, with a random multiplier from x1 to x3. In the base game, a Mystery symbol can turn into a multiplier Wild and change up to three other symbols into x1 Wilds. Three or more Scatters open the bonus. You then pick one of seven options, including a Mystery option drawn at random, for up to 25 free spins and a random multiplier that can climb to x25. Players in a hurry can buy direct access to the free spins.
Side by side, the two dragons don't hunt on the same ground.
Feature
Golden Furong
Dragon King Megaways™
Release
30 January 2024
6 February 2024, opening day of ICE London
Grid
5 reels and 3 rows
6 cascading reels
Ways to win
25 paylines
up to 117,649 Megaways
Stated volatility
Medium
Medium to high
Free spins
6 spins with 3 Scatters
up to 25 spins with 3 or more Scatters
Key feature
Lucky Coins Respins and jackpots on three levels
7 bonus options and a multiplier up to x25
Bonus buy
Yes
Yes
On paper, Golden Furong suits players who like a steady trickle of wins while they wait for a jackpot. Dragon King Megaways™ speaks to those who will accept longer dry spells in exchange for beefier multipliers. The two complement each other. That was probably the message the provider wanted to send operators: a two-speed offer under the same zodiac sign.
Why did ICE leave London after 2024?
The decision came on 1 August 2023. After a six-month bidding process, organiser Clarion Gaming picked Barcelona over the three other shortlisted cities: Madrid, Paris and London. According to iGaming Business, the contract covers the 2025 to 2029 editions at Fira de Barcelona, a 240,000 m² venue. It also brought twelve years at ExCeL London to an end.
The reasons given fit in a handful of words: the scale of the facilities, hotel capacity, logistics, return on investment for customers and room to grow. The organiser had even reserved 40,000 hotel nights for ICE week 2025. London didn't lose everything, though. The same article announced that iGB L!VE would move from Amsterdam to ExCeL from July 2025.
The show left the British capital on a high. Figures published in March 2024 and reported by ASGAM show 45,050 unique visitors, up 12% on 2023. Counting iGB Affiliate, the affiliate show held alongside it, 52,345 people came from 164 countries. Stuart Hunter, Managing Director of Clarion Gaming, put it in a single image: ICE and iGB Affiliate "occupied every square millimeter of exhibition and meeting space available at ExCeL London".
Like a player walking away from the table on their biggest win. In my view, that record was also the best argument for leaving: a show that fills every corner of its hall has no room left to grow.
From ExCeL to Fira Gran Via: GameArt from one ICE to the next
Barcelona was hardly unknown territory for GameArt. The studio had exhibited at SBC Summit there in 2022, and again in 2023. More importantly, the studio's Spanish strategy already rested on a list of games certified for that market. Moving ICE brought it closer to familiar ground.
The table follows GameArt across the last three editions of the show, with official attendance for ICE alone, excluding iGB Affiliate.
Edition
Dates
Venue
GameArt stand
ICE unique visitors
Studio highlight
ICE London 2024
6 to 8 February 2024
ExCeL London
N8-320
45,050
Golden Furong and Dragon King Megaways™
ICE Barcelona 2025
20 to 22 January 2025
Fira Barcelona Gran Via
2B30, shared with BlueOcean Gaming
50,019
3 Headed Dragon and Casino Bonus Tool
ICE Barcelona 2026
19 to 21 January 2026
Fira Barcelona Gran Via
2C40
51,996
Backstreet Mayhem
The dragon clearly follows this studio around. In 2025, the stand shared with BlueOcean Gaming featured 3 Headed Dragon, a card game played with six decks. Next to it was Casino Bonus Tool, a promotional tool built for operators. In 2026, Backstreet Mayhem took over ahead of its launch on 27 January. No dragon this time.
On attendance, Barcelona has kept its promise. According to audited figures reported by Italian Gaming News, ICE 2026 welcomed 51,996 visitors, up 4%. Including iGB Affiliate, 62,988 professionals came from 162 countries. Growth is slowing after +11% in 2025, but the curve isn't heading down. The next edition, ICE Barcelona 2027, is already set for 18 to 20 January 2027 at Fira Barcelona Gran Via. It will open a new 17,000 m² Hall 7 dedicated to technology, data and fintech.
What should players take away from these releases?
A show like ICE is a game played between professionals. At that stage, a slot presented on a stand is only a sales pitch. It reaches players once an online casino authorised in their country adds it to its lobby. Before you fall for a "trade show novelty", four habits are worth more than a long speech.
Release date: the provider's official game page is the reference. Golden Furong dates from 30 January 2024, Dragon King Megaways™ from 6 February 2024.
Volatility: medium volatility promises more frequent, smaller wins, while medium to high volatility brings longer losing streaks in exchange for potentially bigger wins.
RTP: read the return to player shown in the game's help screen at your casino, because that is the figure that applies to your session.
Bonus buy: direct access to the free spins costs a multiple of your stake, so check the displayed price and set your limit before you click.
Then comes the question of where you live. Online gambling rules are set country by country. As the European Commission points out, EU countries organise gambling services as they see fit. Some allow every type of game and others only certain types. Some run state monopolies rather than licensing private operators. Before playing Golden Furong or Dragon King Megaways™ for real money, check the casino's licence with the regulator that issued it and make sure it covers your country.
Where can you find GameArt after London?
As soon as the show closed, the 2024 Yeet&Sweet season took over with Sweetheart Dragon, from 9 to 18 February. Ten stops in all, running until 5 January 2025. The May 2024 tournament, the fourth in the series, went by the name of Lucky Loser. Enough to keep the flame alive for players at partner casinos, month after month.
The trade show calendar hasn't slowed down either. The studio followed up with a return to Malta in November 2024, then the first two Barcelona editions of ICE. The next date is only days away. According to its announcement of 14 October, GameArt is exhibiting at SiGMA World Rome from 3 to 5 November 2026 at Fiera Roma, on stand H6-6022. On the menu is Cat 'n Rat, released on 13 October. Visitors also get a first look at Baccarat Dragon Blaze, due on 24 November. A baccarat game named after a dragon: the circle is complete.
Two and a half years after ExCeL closed its doors on the show, what is left of that last London ICE? An attendance record, for a start, and two slots that are still in the studio's collection. There is also a well-established habit of timing releases to the trade show calendar, which you can follow year after year in the press release archive. I still have one reservation. The bigger the show gets, the louder each stand has to shout to be heard between two giants. Will the Barcelona formula serve mid-sized studios as well as the industry's heavyweights before the contract ends in 2029? The bet is still on the table.
FAQ: GameArt at ICE London 2024
When and where was ICE London 2024 held?
ICE London 2024 took place from 6 to 8 February 2024 at ExCeL London. It was the show's last edition in London. Since January 2025, ICE has been held at Fira Barcelona Gran Via under a contract that runs until 2029.
Which stand did GameArt have at ICE London 2024?
GameArt exhibited at stand N8-320, the same spot as at ICE London 2023. Operators could book a meeting with the sales team or simply drop by.
What new games did GameArt present at ICE London 2024?
Two dragon-themed slots: Golden Furong (released on 30 January 2024) and Dragon King Megaways™ (launched on 6 February 2024). The stand also showed five earlier titles, the 2024 roadmap and the Yeet&Sweet tournament season.
How many visitors did ICE London 2024 attract?
ICE London 2024 drew 45,050 unique visitors, 12% more than in 2023. With iGB Affiliate, which ran alongside it, attendance reached 52,345 people from 164 countries. That was a record at the time.
Why did ICE leave London?
The organiser chose Barcelona on 1 August 2023 after a six-month contest with Madrid, Paris and London. It cited the size of the facilities, hotel capacity, logistics, return on investment and room to grow. The contract covers the 2025 to 2029 editions.
How do the Lucky Coins Respins work in Golden Furong?
Six or more lucky coins trigger three respins, during which the coins collect wins and jackpots on three levels. The feature also stays active during the free spins, which three Scatters trigger.
How many ways to win does Dragon King Megaways™ offer?
Up to 117,649 Megaways on six cascading reels. Three or more Scatters open a bonus with seven options, with up to 25 free spins and a multiplier that can reach x25. Its stated volatility is medium to high.
Can you play Golden Furong and Dragon King Megaways™ for real money?
Only where online casino games are legal, and only at a casino authorised in your country. Rules are set nationally: some countries license private operators, others limit the games allowed or run a state monopoly. Check the casino's licence with the regulator that issued it before you deposit.
When is the next ICE?
ICE Barcelona 2027 will take place from 18 to 20 January 2027 at Fira Barcelona Gran Via, with a new 17,000 m² Hall 7 dedicated to technology, data and fintech.
Where can you meet GameArt after ICE?
GameArt is exhibiting at SiGMA World Rome from 3 to 5 November 2026 at Fiera Roma, on stand H6-6022. The studio is showing Cat 'n Rat, released on 13 October 2026. It also offers a first look at Baccarat Dragon Blaze, due on 24 November.
