As the exhibition returns to its pre-pandemic February slot, we spoke to a number of slot industry delegates as they make their way to The Big Smoke for 2023’s ICE London. 

In this frozen feature, we sat down with Björn Krantz, CEO at Yggdrasil, to consider the company’s attitude towards the exhibition and find out what the slot studio is set to showcase.

With the event returning to its full size and February slot following last year’s slightly muted April affair, what are you looking forward to most at this year’s ICE?

ICE is one of the most strategic showcase events for Yggdrasil, where we have an opportunity to meet with the majority of our key stakeholders during a few very intense and productive days. 

Yggdrasil is truly committed to ICE, and we are attending with a great team of colleagues that span from Commercial Operations, Product Management, Technology, and Legal & Compliance, with all team members having a very focused agenda and a clear purpose. Yggdrasil will go all in at ICE, fully reinforcing our brand presence on the trade show scene with another amazing Yggdrasil stand (visit our spot N3-140). 

Starting the year with ICE is also a great timing for our company as we are celebrating our 10-year anniversary in 2023. We very much look forward to meeting with new and existing partners and industry colleagues to showcase our new innovative products and to discuss new strategic opportunities and trends. We always leave ICE full of positive energy, so we are excited to be back in full force.

Do you think the industry is in better shape now because of the challenges previously faced?

We have seen some significant market and business environmental changes over the past couple of years, driving industry maturity and competitiveness, as well as an acceleration in product innovation. 

I see a much more focused industry today where a sustainable strategic mindset is key to navigate around a higher degree of market and operational complexity. The same reasoning applies for Yggdrasil. 

We have a very focused business strategy and in combination with a flat organisational structure, we embrace a full transparent communication that connects our talented colleagues to the bigger picture objectives, and underlines how we together make a positive difference. 

I think we have adapted well to current market conditions, and I’m confident Yggdrasil will continue to positively contribute and shape the industry in many years ahead.

What do you intend to showcase at ICE London 2023?

Our popular GEMs (Game Engagement Mechanics) portfolio is constantly expanding and now includes eight high-performing mechanics which has shown very strong games performance. 

The GEMs will take centre stage at ICE, and we are excited to talk about their potential to take the player experience to the next level of excitement and engagement. 

At the show, our roadmap for 2023 and our well-established BOOST tools will also be front and centre. Adding to that, we will of course also showcase a number of new thrilling games. 

Just a week before ICE, we have launched Neon Villains DoubleMax, where players are tasked with avoiding detection as they venture through the city in search of the riches within the Vault. The game’s DoubleMax GEM will see multipliers doubled with the potential to climb to infinity. 

We are also showcasing another exciting upcoming title, Elysian Jackpots, which features one of our newest GEMs, FastPot5. The game comes with no less than five progressive jackpots. As you can imagine there will be plenty for visitors to explore at our stand and we cannot wait to soon get this year’s ICE rocking and rolling.