Clarion Gaming has named Margaret Dunn as its new Portfolio Director, signalling a clear push to expand the international footprint of ICE Barcelona — already the world’s largest gathering in the gambling sector.
Dunn’s arrival follows what was, by all accounts, a record-breaking event in January. The move isn’t just about filling a role — it’s about building momentum. And Clarion isn’t holding back.
Betting Big on Experience
Ten years. Multiple industries. A long list of wins. That’s the kind of résumé Margaret Dunn brings with her from Easyfairs, where she led as Portfolio Director in charge of the Energy and Logistics Division.
She’s no stranger to scaling events. At Easyfairs, she ran international exhibitions, oversaw digital product launches, and managed award ceremonies. That breadth matters — because ICE Barcelona is more than just a trade show now. It’s fast becoming a global hub for deal-making, policy shaping, and tech launches in gambling.
“She’s the right fit at the right time,” said a senior executive who has worked with Dunn previously. “Margaret gets the big picture, but she’s also known for rolling up her sleeves.”
Her work often blurs the lines between traditional event management and broader brand strategy. That hybrid skillset — analytical yet creative — seems to be exactly what Clarion is banking on.
From London to Barcelona: A High-Stakes Relocation
Moving a global event from London to Barcelona was no small feat. But Clarion pulled it off — and then some.
In January, ICE Barcelona drew attendees from 186 countries. That’s not a typo. And according to Stuart Hunter, Clarion Gaming’s Managing Director, the move brought in record footfall and created “the biggest ever gathering of gambling industry professionals in history.”
No pressure, Margaret.
But in truth, the stakes are clear. After years of calling ExCeL London home, ICE’s transition to Fira de Barcelona marked more than just a venue change. It was a bet on Europe’s wider business ecosystem, and the need to modernise how global events are delivered.
Hunter’s confidence in Dunn seems rooted in that understanding. “The leadership and experience that Margaret brings… will help the ICE brand to achieve its ambitious growth targets,” he said in a release.
What This Means for ICE’s Future
This appointment isn’t just about overseeing logistics — it’s about shaping the next phase of ICE.
Here’s what industry insiders are already speculating:
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Expanded presence in emerging markets (Asia and Africa look especially ripe)
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New digital platforms to engage year-round with audiences
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Deeper integration of AI, crypto, and eSports within the conference programme
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Collaboration with regulators and policy-makers to influence future-facing policy
Clarion hasn’t confirmed specifics. But sources close to the leadership team say multiple strategic projects are already on the table, and Dunn is expected to lead at least two of them directly.
One source familiar with internal discussions said: “There’s a real appetite to push boundaries now that the show is in Barcelona. It feels like a reset, but a very intentional one.”
Global Reach, Local Impact
Barcelona’s draw goes beyond sunshine and sangria. It’s got a booming events infrastructure, major transport links, and — crucially — buy-in from the local government.
According to Spain’s tourism ministry, international conferences contribute over €7 billion annually to the economy. That’s why cities like Barcelona are so keen to land mega-events like ICE.
But local engagement also matters. Clarion has hinted at plans to develop educational partnerships with local universities and hospitality groups. If it works, it’ll help turn ICE from a once-a-year event into a meaningful contributor to the regional economy.
In fact, a recent table from the European Exhibition Industry Report breaks down just how impactful such events can be:
| Metric | Average Economic Impact (Spain) |
|---|---|
| Avg. Delegate Spend per Day (€) | €295 |
| Avg. Event Duration (Days) | 3.4 |
| Local Jobs Supported (per event) | 1,500–2,300 |
A one-week event? That’s nearly €3 million in local delegate spending. Not small change.
Shifting Gears in a Changing Industry
Let’s be honest: the gambling sector is facing more scrutiny than ever.
Regulators are tightening up. Social attitudes are shifting. And the tech is evolving at breakneck speed.
Clarion’s move to bolster its leadership now seems less reactive and more strategic. Dunn brings with her experience navigating heavily regulated sectors — energy, logistics — where compliance and innovation go hand in hand.
That’s likely to prove handy. ICE isn’t just a conference; it’s a mirror of the gambling world itself. So how it grows, adapts, or stumbles could reflect broader market dynamics.
One insider joked, “Running ICE in this climate is like flying a plane while building the engine.”
Margaret Dunn, for her part, hasn’t made a public statement yet. But those who’ve worked with her say she tends to let results do the talking.
What’s Next?
Nobody’s pretending this will be easy.
Clarion’s future plans — reportedly including regional spin-offs of ICE in other continents — come with plenty of challenges. From cross-border regulations to post-COVID unpredictability, the path ahead is complex.
But as one industry analyst put it, “Hiring Dunn signals Clarion’s ready to play offence, not just defence.”
And that’s perhaps the clearest takeaway from all this. The industry’s biggest event isn’t content being the biggest. It wants to be the boldest, too.
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