ICE 2017 explores impact of AI and VR on gaming

A delegation from Macau is in London for international gaming event “ICE Totally Gaming”, which ends tomorrow.

The delegation includes senior officials from eight commercial gaming organizations and is led by Jay Chun, the president of the Macau Gaming Equipment Manufacturers Association (MGEMA).

Participants from Macau include Aruze Gaming Macau Ltd., gaming magazine Inside Asian Gaming and the Macao Gaming Show.

The delegation plans to explore advances in artificial intelligence (AI) and virtual reality (VR) and how these impact gaming.

Software casino provider Join Games Malta Ltd. will also launch its Kleopatra VR at the three-day event at ExCel in east London.

The Kleopatra VR has been described as “the industry’s first immersive and interactive virtual reality slots iGame.”

“2017 marks an important step up in innovation […] together with our technology partner Parallel66, we will deliver at ICE the world’s first reveal of the industry’s first immersive and interactive Virtual Reality Slots iGame: Kleopatra VR,” Join Games Malta said in a statement.

According to CalvinAyre, software company BtoBet will also present a campaign dedicated to its player-centered solutions.

The campaign features three tools: artificial intelligence for players, marketing tools like augmented reality and virtual assistants, and a recommendation engine that aims to give players the best possible gaming experience.

“Having the player at the center, independent of the channel he uses, has become fundamental for licensees nowadays. They need all data sources integration and a single point of contact to trace all customer activities,” said BtoBet CMO Sabrina Soldá in a statement.

Event organizer Clarion Events claimed that last year’s edition, according to an independent audit, had a record turnout of more than 28,500 visitors and organizations from approximately 150 nations.

There are up to 500 exhibitors at this year’s event, a quarter of which will be first-time participants.