'Everywhere you look at Ice there's something new to interact with'

Reigning Racing Post/SIS Betting Shop Manager of the Year Lorraine Archibald describes her first experience of the Ice gaming conference

My first impression when walking around Ice is the sheer scale of this three-day event. The place is buzzing with visitors keen to view a veritable cornucopia of the industry's latest digital technologies and solutions.

My first stop is the Racing Post B2B cafe, which feels like the central hub of the ExCeL and is where I am introduced to some of the latest products for betting.

Racing Post cards and form display in a digital format with a fully interactive companion screen where customers can access in-depth form, tips and predictor. These look set to replace the current newspapers on magnetic boards and not only look great, but also cater for those shops who struggle to display full form due to space restrictions.

I would be extremely keen to see technology like this installed in my shop, it would have a really positive impact on the customers in-store experience so yes, I am volunteering to be a guinea pig!

The Racing Post B2B stand at Ice

Next on my list is the nearby SIS stand, showcasing the launch of their innovative competitive gaming product. Players are rated on previous performance and priced up accordingly before commencing battle on a digital platform. The games consist of familiar sports such as ice hockey and basketball, with markets including match betting and correct score as well as numerous in-play offerings.

I feel this content is completely relevant as it not only encompasses the digital world but also familiar sports-based content – it simply blew my mind.

I enjoy something of a reunion next with the previous two Racing Post/SIS Betting Shop Managers of The Year, Ron Hearn and Rob Mabbett.

This is my first meeting with Rob who, for the last six months, has worked tirelessly to provide education and support to those affected by gambling addiction. I had previously met Ron during my manager of the year journey, and he gives me a guided tour of the event in his usual down-to-earth style.

It is great to catch up and share some insight into each other’s experiences, all of which I am sure will prove invaluable on both a personal and professional level.

Everywhere you look at Ice there is something new to interact with, from all singing, all dancing roulette wheels to virtual reality motorsport.

Each stand is eager to stand out and use varying tactics grab your attention. Most offer as many freebies as you can fill your boots with, some offer chances to win mobile phones or cash, while others put on hugely impressive displays with some of the biggest video walls I’ve ever seen.

As day one draws to a close the three of us take an opportunity to grab a group photo and a chance to wind down with a much needed coffee.

Roll on day two!

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