World Gaming (WG), the organiser of ICE Barcelona, has announced a new Indie Game Zone for the 2027 edition.
The zone is built for independent and early-stage studios. It gives them a dedicated space to show casino and iGaming content to operators and industry delegates.
Applications are now open.
What the Indie Game Zone Offers
The zone will be located in the Technology and Innovation Hall.
Studios can present:
- Prototypes
- Live game builds
- Intellectual property
They will have the opportunity to show their work to operators and other delegates attending the event.
Who Can Apply
The initiative targets younger studios that have not yet reached the scale of established suppliers.
To qualify, a studio must:
- Have been operating for 10 years or less
- Not be exhibiting at ICE or iGB L!VE
- Not be a subsidiary of a larger casino game provider
- Have games or concepts ready to demonstrate
What’s Included
Exhibition pods start from €12,500.
Each pod includes:
- A branded cabinet
- A TV display
- Logo placement
- Stools and electrical access
- An exhibitor profile on the ICE website
Participating studios also get extra promotion:
- Inclusion in guided stand tours
- ICE marketing activity
- A three-game feature in an Indie Games Showcase campaign
- Exposure through the Slots News newsletter
Why WG Is Launching It
Alex Pratt, group managing director at WG, said the aim is to boost the visibility of emerging developers.
He described the zone as a way to give new studios visibility that used to take years to earn.
Pratt added that the industry’s next big hit often comes from teams few people know yet. In his view, ICE should be where operators and decision makers find them first.
A New Home in Hall 7
The Indie Game Zone will be located in the new Hall 7.
The hall will focus on gaming technology and innovation. Its themes include:
- Enterprise technology
- Artificial intelligence
- Payments
- Infrastructure
- Fintech
- Emerging iGaming technology
What This Means for Indie Studios
For small teams, access to operators is often the hardest part.
A dedicated zone, a ready-made stand and built-in promotion lower that barrier. Studios with a working demo now have a clear route to the people who decide which games get signed.
