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ChiefsClash | ICE Barcelona, JAN 2025

Writer's picture: Shahar AttiasShahar Attias


ChiefsClash takes a different turn: this time we are interviewing industry leaders in their natural habitats- exhibiting at their booths at ICE Barcelona. We have Ollie Castleman - Managing Director at Hub88, Sarafina Wolde Gabriel - CEO of Rightlander, CEO of BGaming - Marina Ostrovtsova, CEO of EvenBet Gaming - Dmitry Starostenkov and Ai Ishii, Regional Sales Director at Continent 8.



  1. What's different between the previous ICE events in London and this time in Barcelona?


  • Marina: I think the scale is even bigger here in Barcelona, but from my perspective, it still does not have this London feel. You need to adjust yourself so that it's actually a Spanish event. It's still London style.

  • Ai: So this is my sixth ICE. 've been in the industry for quite some time. And yeah, ICE is always a place where everyone meets, so it's the most exciting conference for me. But Barcelona, is great, its a new city and it feels fresh and bigger. And the stands feel also are bigger.

  • Dmitriy: Point number one is bigger than Excel. Point number two, I think navigation is a bit more complicated, Excel was easier. The outcomes of this is that I think traffic is not great even right now. So I see some locations which are full of people and some locations are not. Maybe just because people still need to get used to this.

  • Sarafina: I still have to untangle Iceland Because how many years have we been doing ice in London? 10? It's almost like we're conditioned to know exactly where everybody stand is, meet at this booth, meet at this bar, and here we have to find our path again. It's been quite a journey for the last couple of days. It's different. It's different, for sure. Different is not bad.

  • Ollie: I'm impressed that it's actually as good as before. I was expected a bit more chaos, but I think it's going really well. Obviously, it's a very different city, but I don't mind it. I think actually in Excel London, once the show was over, you were stuck in the middle of nowhere. There's one pub, and you're a bit isolated. Here, you walk around and don't have to rush straight to the train.


  1. What does it mean to have a successful event for your company and at what point do you'll achieve it?


  • Marina: We have not achieved it. It's still not over, but I think the most successful event is when the account management team is happy. I am very satisfied when they are satisfied. I will be happy if after the three days, the team is still alive and happy and want to proceed.

  • Ai: We have a lot of customers. For example, in the States, we cover over 20% of the market share. We have a lot of customers, but we love to have quality time with our customers, big or small. We have a cocktail event tonight with the best view of Sagrada Familia. Once the event is done with everybody feeling intoxicated, feeling cheapy, relaxed, then we will be very satisfied.

  • Dmitriy: Success is when more people get to know our brand and more people know that this is a great company. And new leads, new businesses, and keeping in touch with our existing clients and existing leads. Definitely, we are maintaining our relationships with our existing clients and leads we are working with. But definitely there's some room for improvements for the next conferences, for the next exhibitions.

  • Sarafina: For us personally, I would say to increase our market share in the business, to see what's new, what's current, what threats are out there that people are looking to support with, and catching up with friends, and old colleagues, customers. To me, a conference is all about people. By the end of the day the networking is the most important thing that we can't compensate online.

  • Ollie: I mean, obviously, yeah, we're looking for a new business, but we're catching up with customers. I think I can tell it is success. The first day and half is going really well for us. I'm pretty happy. There's more things happening. We're busy, and that's a success. There's people to talk to. People want to come and talk to us. We're catching up with people we need to talk to. We're running into interesting things that we haven't considered.



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