The thrill of attending ICE Barcelona tends to linger long after getting back home. Time crawls back, with people filling their inboxes, but the conversations from the event are still very much top of mind.
The ICE has always served as a centerpiece of the industry calendar. This year in Barcelona was no exception. What was truly different this year compared to other shows was not the size of the buildings or the number of meetings booked, but the quality of the conversations across the floor.
From the early morning coffees to packed meeting schedules to impromptu discussions between sessions, one observation that really stood out was the industry entering into a more focused and intentional timeframe.
Professionally Mature State of Mind in the Industry
ICE 2026 felt different, in every good possible way. Less noise, more substance. Conversations were fast-tracked through introductions and landed directly on real issues-sustainability, scalability, compliance, long-term value creation.
While many other industries chase trends and fast-moving developments, these companies have either come equipped with clear strategies or with mature questions. It felt like an alignment moment where experience and innovation finally met on an equal basis.
What We Saw on the Ground
ICE Barcelona represented a time to reconnect with long-standing partners, meet new faces, and listen intently to current market needs.
The emphasis wasn't only on how fast businesses can grow, but how favorably they can function. In all layers, whether operators, platforms, or service providers, the interest was in solutions, as opposed to being fit for the short term-one that provided reliable technology, enduring partnerships, and massive understandings in the teams behind it.
You could see that shift reflected in almost every serious discussion we had.
ICE Barcelona on Same Thought Lines
It was quite an experience that our team shared at ICE Barcelona, one from which we captured a clearer atmosphere.
Yahale Meltzer, COO, on what he thinks the future of the industry looks like:
The majority of discussions at ICE Barcelona centered on establishing scalable digital solutions as opposed to rebuilding sites, apps and platforms on a continual basis. What was interesting is how many professionals within the industry noted that they had already identified scalability as a key challenge and how naturally Groove’s approach is directly aligned with current market needs.
What We’re Taking Forward
For Groove, events like ICE Barcelona are not just a reflection of where the industry stands today, but a clear indicator of where it’s heading. A common thread throughout each conversation I had with operators at ICE was the increasing desire for flexible and scalable solutions. Operators are actively seeking out partnerships that provide them with the infrastructure to grow their businesses sustainably without the burden of unnecessary complexity.
With so many conversations revealing how closely Groove's business model aligns with the wants and needs of our operator customers, it was very rewarding to be able to demonstrate how Groove simplifies operators' access to content and facilitates their ability to grow efficiently across multiple jurisdictions. By providing a flexible solution that supports operators' ability to quickly expand into new markets, Groove gives operators the tools they need to overcome the real challenges they face today and achieve sustainable growth.
In an ever-evolving gaming marketplace, strong relationships, a well-defined strategy, and long-term alignment between operators and their suppliers will continue to be vital to success. ICE Barcelona once again reminded us that the most meaningful outcomes are created beyond the exhibition floor - through open conversations that truly matter.
