Peter Bertilsson – Metric Gaming – My ICE 2016

Peter Bertilsson

ICE Totally Gaming starts in one week. Sports betting supplier Metric Gaming will be one of many at the huge event at ExCel London between February 2nd and 4th.

SBC are once again offering Sports Betting Tours to show attendees around the event, introduce them to key industry operators and, in doing so, increase their networking opportunities. These will be leaving from SBC Stand SD2-C/D on the Tuesday and Wednesday at 11am.

ICE veteran and Metric Gaming CEO Peter Bertilsson shares his thoughts pre-ICE 2016.


How I prepare for ICE

PB: We normally start during the autumn, looking at our product development schedule and deciding what product launches that can be made pre- ICE and producing marketing literature in accordance. Closer to the event we begin contacting the decision makers we wish to meet, understand their requirements and time lines and coordinating meetings.

What I am doing at ICE 2016

PB: We have lots of meetings planned with both media and customers, existing and potential. As Metric Gaming grows and our reputation as industry innovators becomes more well known, we are seeing more inbound enquiries and our meetings list is incredibly compact this year.

We have a full delegation of five staff over the three days so we will be able to manage our meetings well. We also go and greet the competitors and see how they are and if they have any new products we need to know about.

What I’m looking forward to at ICE 2016

PB: Meeting all the people I know again, I have been there since 2000 each and every year and have a lot of friends at the show. In addition I’m looking forward to demonstrating our new product suite, especially our real time in play suite across more and more sports and of course closing more business!

Where you will usually find me at ICE

PB: I’m all over the place! That said, the Racing Post Cafe is a particularly good venue for meetings and I shall be there quite a bit.

First ICE attended

PB: As mentioned previously it was around 2000, maybe it was not even ICE at that time.

It has been fascinating to see the event develop over the years, particularly on the digital and increasingly the mobile side. It really is a fantastic event and a wonderful showcase for our industry.

Typical post-ICE activity

PB: Obviously we’ll be busy with follow ups from the meetings held at ICE and of course booking next year’s booth is always a top priority.

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