Clarion Gaming has announced the official rebranding of the Consumer Protection Zone (CPZ) to become the Sustainable Gambling Zone (SGZ). According to the events company, the CPZ has developed to become “the highest profile feature” on the ICE show floor since its launch in 2018.
The ICE organizer stated that the strategic decision was taken following “extensive stakeholder consultation” and is set against the heightened importance placed on proactive customer interventions at earlier stages of the player journey.
SGZ will debut at July’s iGB LIVE prior to its official launch at ICE 2025, the first edition of the B2B gaming show to be held at its new home in Barcelona.
Clarion Gaming’s Director of Industry Insight and Engagement, Ewa Bakun, said: “I must stress that this is much more than just a cosmetic exercise. Instead, the Sustainable Gambling Zone, with its refreshed focus, will engage with the broader stakeholder group of operators who are focused on long-term sustainability, something that goes way beyond simply meeting the regulatory mandate.”
Since its inception, the CPZ has developed to become “the key platform for the industry to advance its understanding and implementation of safer gambling measures” and raise its standards, according to Clarion.
Bakun added: “The overarching objective of the Sustainable Gambling Zone is to be at the vanguard of initiatives to help develop healthy play from the outset which includes the incorporation of safer gambling considerations from the very start rather than as a compliance requirement.
“While not yet standard across the whole of the industry, this more holistic approach underpins the safer gambling dynamic. Its goal is to create a more sustainable business in which players continue to enjoy their gambling entertainment experience with the small proportion who are at risk of developing problems proactively identified and assisted by operators.”
Clarion Gaming Managing Director Stuart Hunter said: “The relocation to Barcelona will enable us to expand the ICE and iGB Affiliate offerings but also raise the bar in terms of what we already deliver on behalf of the international industry.
“The intended broader appeal of the Sustainable Gambling Zone dovetails with our relocation and will bring the SGZ closer geographically to continental Europe and closer culturally to the Latin American markets that we serve. Barcelona will open a new chapter for ICE/iGB Affiliate and their respective features, not least the Sustainable Gambling Zone.”
Ahead of ICE and iGB Affiliate’s relocation to Barcelona, organizer Clarion Gaming shared a specially commissioned virtual tour and exhibitor orientation video last month. The video can be viewed at this link.
The 10-minute exhibitor film is narrated by Hunter and takes viewers on a tour of the venue, beginning with an introduction to Fira Gran Via’s integrated metro station, which is located between the El Prat International Airport (12 KM) and the city center (3 KM).