Meet the people behind the Sustainable Gambling Zone at ICE

A Marathon of Sustainable Solutions: Meet the Exhibitors at ICE Barcelona 2025
In January 2025, the global gaming community will converge in Barcelona for one of the industry’s most influential gatherings: ICE Barcelona 2025. This year’s show promises a renewed focus on sustainability, diversity, and innovation—culminating in the Sustainable Gambling Zone, a dedicated space designed to spotlight organizations and technologies that foster a more responsible and future-proof industry.

To give everyone a sneak peek, SG:Certified—the centralized regulatory and sustainability platform for the industry—joined forces with Clarion Gaming, the organizers of ICE, to host a live webinar. In a dynamic, fast-paced “marathon” format, we heard from 14 companies, charities, and industry stakeholders who will be exhibiting in the Sustainable Gambling Zone. Here’s a snapshot of the insights they shared and a preview of what you can look forward to in Barcelona.

1. The Sustainable Gambling Zone & Clarion Gaming

Speaker: Ewa Bakun, Clarion Gaming
Eva kicked off the webinar by sharing the exciting evolution of what was once the Consumer Protection Zone at ICE. Now rebranded to the Sustainable Gambling Zone, the area has doubled in size since last year and will feature 26 exhibiting brands. With a broader focus that includes player protection, environmental impact, diversity, and inclusion, the Zone will sit at the heart of ICE in Barcelona, thanks to a new collaboration with Flutter Entertainment. Eva also reminded us of ICE’s powerful fundraising tradition: over €385,000 has been raised in the last five years for safer gambling initiatives, with €65,000 donated this year alone.

Key takeaway:
The Sustainable Gambling Zone is your must-visit destination for insights on player protection, sustainability practices, and meaningful collaborations that span the globe.

2. ComplyCheck

Speaker: Mike de Graaf, BetComply
Mike introduced Comply Check, a hybrid audit and self-assessment tool developed in collaboration with SGCertified. By combining regulatory expertise with user-friendly software, Comply Check helps operators navigate the ever-growing complexities of compliance, licensing, and player protection. Once your self-assessment is completed, regulatory experts can review and provide insights for proactive improvements.

Key takeaway:
Comply Check transforms traditional audits into dynamic, ongoing compliance health checks—ensuring you’re always up to date with the latest regulations.

3. Flutter

Speaker: Jane Palles, Flutter
Representing one of the industry’s biggest names, Jane shared Flutter’s Positive Impact Plan, built around four pillars: Play Well, Work Better, Do More, and Go Zero. From ambitious carbon reduction targets to fostering diversity (with a goal of 40% of leadership roles filled by women) and donating millions to community causes, Flutter continues to demonstrate how sustainability and profitability can coexist. A standout initiative is the Play Well program, aiming for 75% of customers to actively use safer gambling tools by 2030.

Key takeaway:
“Changing the Game for Good” is more than a slogan—Flutter’s measurable targets and data-driven approach prove a major operator can lead the way in safer gambling worldwide.

4. RG24/7

Speaker: Wendy Anderson
Hailing from Las Vegas, Wendy showcased RG24/7, a BMM Innovation Group company providing compliance-grade virtual training to tens of thousands of learners across land-based and online gaming. Their course catalog spans everything from anti-money laundering to diversity and inclusion, all offered in engaging, video-based modules, complete with quizzes and completion certificates.

5. Sustainable Interaction

Speaker: Christofer Hagstedt
A pioneer in safer gambling since 1999, Sustainable Interaction integrates data analytics, consultancy, and policy development to shape proactive outreach programs. By combining on-the-ground training for responsible gambling teams with tailored digital interventions, their holistic approach has yielded impressive results—operators have seen notable decreases in problematic play indicators following well-structured interventions.

Key takeaway:
Measuring impact and effectiveness is paramount. Sustainable Interaction’s data-driven model demonstrates how evidence-based strategies can significantly reduce harmful gambling behaviors.

6. Casino Guru

Speaker: Šimon Vincze
Šimon presented Casino Guru’s Global Self-Exclusion Initiative, aiming to establish a cross-jurisdictional self-exclusion system. Recognizing that players often have accounts with multiple operators, Casino Guru’s solution includes:

• A Self-Exclusion Assistance Tool that guides players through identifying and excluding from all their existing accounts.
• Collaborative partnerships with BetBlocker and others to deliver effective, real-world solutions.

7. Commit (Finland)

Speaker: Saara Kuusela
Finland is transitioning from a monopoly to a license-based market, and Commit—a longtime software partner to the Finnish regulator—is helping operators prepare. Commit’s computerized monitoring system oversees everything from lotteries to live poker, ensuring compliance with new regulatory frameworks.

Key takeaway:
Finland’s re-regulation in 2026 heralds an exciting opportunity—new operators can leverage Commit’s existing partnership with the regulator and compliance specialists.

8. Yaspa

Speaker: Max Collinge
Yaspa’s open banking-based system provides 50+ Financial Markers of Harm to help operators gain a pan-operator view of their players’ spending. Beyond merely flagging risk, Yapper Health Check aims to proactively assess affordability, spot potential anti-money laundering issues, and inform responsible gambling interactions. Working closely with UK regulators, Yapper seeks to bring its new single customer view approach to market later this year.

Key takeaway:
Open banking and machine learning combined can offer operators a holistic picture of player behavior—an essential piece of the puzzle for any robust safer gambling framework.

9. Responsible Gambling Council (RGC)

Speaker: Tracy Parker
Based in Canada, the RGC focuses on research, public education, and its renowned RG Check Accreditation program. Tracy shared data highlighting that RGC-accredited online operators average over 78% compliance across critical safer gambling standards, with advanced scores in areas like player education, product design, and stakeholder engagement.

Key takeaway:
By turning accreditation metrics into meaningful improvements, operators worldwide can benchmark progress and continually raise the bar for safer gambling.

10. Crucial Compliance

Speaker: Paul Foster
A compliance-solutions agency built by compliance professionals, Crucial Compliance offers technology and advisory services globally. Their flagship Crucial Player 360 provides market-specific modeling for different verticals (sports, casino) and jurisdictions (UK, Netherlands, etc.), ensuring that responsible gaming and AML efforts are hyper-relevant.

Key takeaway:
One-size-fits-all solutions often fail in a nuanced industry. Crucial Compliance’s modular, market-tailored approach aligns with the real-world needs of operators.

11. Mindway AI

Speaker: Paula Murphy
Mindway AI harnesses neuroscience and psychological assessment to track and flag at-risk players across 62 regulatory jurisdictions and 9 million player accounts. Paula teased the launch of a new gold-standard analytics system that not only detects risk but also evaluates the effectiveness of subsequent player interactions—plus a Single Customer View feature enabling account-level to enterprise-wide visibility.

Key takeaway:
AI-powered detection is a powerful start, but Mindway AI also focuses on measuring intervention outcomes, creating a cycle of continual improvement.

12. BetBlocker

Speaker: Duncan Garvie
A UK and US registered charity, BetBlocker provides free, anonymous gambling-blocking software covering over 87,000 websites. Their scheduling tool allows users to plan blocks around paydays or weekends, reducing impulse gambling. BetBlocker also partners widely across the industry—regulators, operators, and other charities—to maximize reach and impact.

Key takeaway:
By removing paywalls, BetBlocker ensures the most vulnerable players (often in financial distress) can access immediate protection, no questions asked.

13. Digital Wellness Center

Speaker: Dr. Mary Donohue
From Toronto, Dr. Donohue’s team researches how empathy and strategic “micro-breaks” can improve player wellbeing and brand loyalty. By applying neuroscience to “interventions vs. interruptions,” the Digital Wellness Center offers mood-calibrated approaches that reduce stress, boost trust, and support better decision-making.

Key takeaway:
Empathy isn’t just good ethics—it’s good business. Positive player engagement leads to higher Net Promoter Scores and increased loyalty.

Looking Ahead: ICE Barcelona 2025

From advanced AI analytics to holistic, responsible gambling policies, the Sustainable Gambling Zone at ICE Barcelona 2025 will be your gateway to meeting these 14 forward-thinking organizations and many more. Whether you’re searching for new compliance tools, fresh research partnerships, or a deeper conversation on how to build a truly sustainable gambling ecosystem, you’ll find it here.

Mark your calendars for January 2025, and be sure to stop by the Sustainable Gambling Zone. Chat with the experts, explore new technologies, and discover how to make your business more resilient, ethical, and successful—one solution at a time.

Want to Learn More or Watch the Webinar Recording?

Webinar Replay & Contact Info:
If you missed the live session, a recording is available below. Reach out if you’d like any introductions or more details about the exhibitors.

Meet Everyone in Person:
The entire lineup of speakers will be in Barcelona, ready to showcase demonstrations, discuss data and best practices, and network with you on all things compliance, sustainability, and safer gambling.

Let’s shape the future of sustainable gambling together. We’ll see you on the show floor at ICE Barcelona 2025—don’t forget to drop by the Sustainable Gambling Zone and say hello!