Clarion Gaming’s groundbreaking decision to expand the ICE brand beyond London, UK with this year’s ICE Africa (October 24th and 25th, Sandton Convention Center, South Africa) is both exciting and challenging, according to Kate Chambers. CEO of Clarion Gaming.
In the first in a series of interviews with influential women in gaming to celebrate Women’s Month in South Africa, Kate examines her unique approach to creating the world’s largest and most international B2B gaming technology event, ICE London, for a brief attention span in a positive and why Clarion decided “It’s time” for ICE Africa.
How did your influence lead to such a strong brand and presence in the ICE?
One thing is very important to me: Why do we have to market ourselves differently just because we are in the B2B landscape? Traditionally, there was a big difference between business-to-business marketing (B2B) and business-to-consumer marketing (B2C), and organizers treated the participants in an overly simple manner. This leads to headlines that read, “If you’re a CEO, CTO, or CMO, you should go because you blah blah blah …” and before you reach the end of the sentence, you’re half asleep. While we’re actually all consumers, all watching TV, reading all magazines and newspapers, all online, and all bombarded by sophisticated marketing campaigns – in supermarkets, city centers, television, work, everywhere.And why do we think as B2B employees, we have people treat differently?
One of the first things we did at Clarion Gaming was that we viewed one of our campaigns more in line with a B2C campaign than a B2B campaign. So if you take the mental step out of B2B, treat everyone as if they couldn’t do it One decision: if you treat them as demanding people who make subconscious buying decisions and then make that subconscious buying decision, you can do all of this research use that are carried out through established advertising agencies. Suddenly a whole new world opens up, which consists not only of image and sound, but also of smell, touch and taste. Now we’re running campaigns that contain a lot, if not all, of these elements, and we saw that after the first ICE campaign that had these B2C basics, there was a big change in registration, engagement, and availability pre-registration conversion.
The basics of a B2C campaign are emotional purchases. When you look at brand awareness, look at what customers are buying in relation to their favorite brands – what makes them brand loyal – and then try to create brand loyalty and get people to get a little more into your brand fall in love every time they see it. We do all of this here; We strive for this emotional bond so that people who deal with or touch the brand feel that it belongs to them in some way that we sell it, talk about it, our tone, our personality, images and everything , However, keep in mind that everyone is different, so you have to address a number of people and choose different things – and remember that you don’t have to like it to make it work!
You have decided that the first ICE event will be outside the UK of Africa – what made you decide?
I think we protected the ICE brand very much and spent so much time developing and making it what it is today that we came to the conclusion that there is really only one main event for the ICE. A team of over 60 participants must attend the event in London each year, which is a difficult question. In fact, ICE London now has a life of its own, and it is the people who participate and exhibit that make it what it is.
We try to keep the ship in deep water and not end up in shallow water. This now means that we can use everything we have learned and share the best parts of the ICE brand with another community. What could be nicer than taking it to a place where a market is still young, like Africa, so that it can bring out its own cultural personality and tone – and that means we can take something that is generally popular and emotional is and lead it to a new continent. I think it’s good to challenge everyone. I like challenges and I think as long as you learn something new every day and learn from your mistakes, this is a really good test for the ICE brand.
How will ICE Africa build on the success of the African gaming market?
The market is pretty established in some countries, but I think it’s the exciting new areas that I’m particularly interested in. I have noticed that my attention span is not very long. In order to keep myself busy and looking ahead, I’m always looking for the next thing – the next geography, the next jurisdiction, the next potential area, or the next technology that is suitable for games in or adopting. With that in mind, I think it’s really interesting to go to a continent and such a young sector, to develop and find your own way in the global gaming landscape.
We can support this growth by offering him a really good and stable platform that he can access, buy and sell, but also learn, discuss, give an opinion, discuss problems and find answers to all of his questions. Whether it’s about getting information about what’s next in a casino or what new technologies there are, up to the collection and distribution in our industry, which mainly uses mobile applications, or how the new phenomenon of sports betting or eSports You can find all the answers at ICE Africa.