World Gaming Week Draws 62,988 Attendees in Barcelona
World Gaming Week in Barcelona pulled in 62,988 people this January. That’s the official number from Clarion Gaming, which runs ICE and iGB Affiliate. Attendees came from 162 countries. For context, that’s the highest figure the event has reported so far, and it’s the first full edition after leaving London.
ICE drew the largest share, with over 50,000 visitors, while iGB Affiliate brought in more than 10,000 people focused on traffic and partnerships. In total, the event hosted over 800 exhibitors. The move to Barcelona played a key role, as London had limited space for further growth. Barcelona offered more room, which allowed for more stands and higher attendance.
Clarion Gaming also pointed out that the numbers were independently checked, which matters at this scale. They also flagged a broader mix of attendees this year, not just Europe, but from Latin America and parts of Asia as well.
Stuart Hunter, who runs Clarion Gaming, said the new setup allowed them to expand both the exhibition area and the overall capacity. The relocation itself was announced back in 2024, and at the time, the reasoning was pretty direct. London couldn’t handle the next step. Barcelona could.
One thing that hasn’t changed is the role of the event. It still brings operators, suppliers, and affiliates into the same place at the same time. That combination is harder to find elsewhere, especially at this scale.
But the bigger size comes with trade-offs. If you’re a supplier, just being there doesn’t mean much anymore. With 800-plus brands on the floor, it’s easy to get lost. The real question becomes how you appeared, not if you attended.
For affiliates, the steady growth of iGB Affiliate says something, too. Operators are still putting weight on partnerships. Paid channels haven’t replaced that. If anything, this suggests they’re doubling down on it, even with higher acquisition costs.
TGJ Take
The headline number looks strong, but it mostly confirms something we already knew. Demand was never the issue. Space was, and Barcelona fixed that. Now the pressure shifts elsewhere. More exhibitors means less attention per brand, and that hits smaller suppliers first. On the affiliate side, the direction is clear. Operators still rely on partnerships, which means more competition and tighter deals. Having more partners won’t be enough. Choosing the right ones will matter more.
