ICE Barcelona 2026 marked a defining moment for the global iGaming industry, and for Tugi Tark, it was an opportunity to engage with the iGaming ecosystem at an unprecedented scale. With more than 65,000 attendees spread across four massive halls, this year’s event was the largest ICE to date and a clear signal of the industry’s continued growth and momentum.
At the heart of the Startup Zone
Tugi Tark exhibited from the startup zone between Halls 3 and 4, positioned next to the Pitch ICE area. The location proved ideal, placing our team at the center of industry conversation throughout the week. From the stand, we met with dozens of iGaming operators and platform providers, discussing how AI-powered customer service, when built specifically for iGaming, is beginning to reshape support operations across markets.
The startup zone itself was a hive of activity, offering direct access to founders, innovators, and decision-makers who were actively exploring how emerging technologies can be applied responsibly and effectively within iGaming.
Taking the stage at ICE
ICE 2026 was also a milestone moment for Tugi Tark from a visibility and thought leadership perspective. Our CEO, Harpo Lilja, took part in the Reverse Pitch panel at the iGB @ ICE studio, where he engaged directly with fellow startup founders, asking questions and offering feedback to the pitching founder on their ideas and execution.
Later in the week, Lilja also joined 11 other startup founders on stage for the Pitch ICE competition. While Tugi Tark did not take home the top prize, the session marked our first public pitch in front of a live audience of iGaming professionals and an experienced judging panel. It was a valuable opportunity to present our product, articulate our vision, and gain feedback from established industry leaders. Our team also attended the European iGaming Awards, where Tugi Tark’s AI agents and AI Sandbox were shortlisted for Innovation of the Year 2025. The evening provided an excellent setting to connect with peers, partners, and innovators across the iGaming industry.
Bringing partners together
Beyond the expo floor, Tugi Tark hosted a private networking evening at the Bluesman Club, a premium retro inspired speakeasy in the heart of Barcelona. The event brought together partners and friends of the business for a relaxed evening of networking, strengthening relationships with our growing community of early adopters.
Looking ahead
ICE Barcelona 2026 was a powerful reminder of the value of being present at industry events. Between meetings, panels, pitches, and partner events, the conference created space for meaningful conversations and new opportunities. We left Barcelona energized by the discussions and looking forward to exploring the potential business and partnerships sparked during the week.
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