Sarah Blackburn, Director and Founder at GameOn
ICE 2026 was one of those events that reminds you exactly why this industry is so special. We travelled out with members of our PR and CMO teams, ready for a busy few days of meetings, events, and reconnecting — although I don’t think any of us quite predicted how it would all unfold.
It all began gently enough with a quiet dinner on Sunday night. A chance to catch our breath, set intentions for the week, and ease ourselves into what was to come. Fast forward a few hours and that same evening ended with us doing a conga line through a flamenco restaurant. If that doesn’t sum up ICE energy, I’m not sure what does.
One of the standout highlights of the week was catching up with clients and seeing first-hand the incredible investment being made into their stands. The creativity, scale, and ambition on display were impressive, and it was genuinely exciting to see brands bringing their visions to life in such a bold way. There’s something powerful about seeing that level of commitment in person, it reinforces the momentum and confidence across the industry.
We were also delighted to help host an affiliate event for Gaming Corps. It was brilliantly executed (well done Michela Pace) and a great opportunity to meet some fantastic streamers and affiliates that have been supporting Gaming Corps with its B2C strategy.
A special mention has to go to Neosurf, who joined us for a lovely dinner and were incredibly generous throughout the show. They kindly allowed us to host meetings on their stand, which quickly became a favourite spot thanks to their superb coffee. Fuel like that is essential during a week like ICE.
Meeting clients face to face for the first time was another real highlight. There’s no substitute for in-person conversations, and it was just as great to reconnect with industry friends we don’t get to see often due to time and distance.
The show itself was buzzing, busier than ever, and flawlessly organised. But then, you’d expect nothing less from the Clarion team. This really is a well-oiled machine.
And finally… I think I might be starting to enjoy Barcelona a little more. The conga definitely helped.
Until next year.
