Project, the London-based games developer, will be returning to its roots when it makes its debut appearance at January’s ICE spectacular.

The company, which began life over 20 years ago exporting gaming equipment and consulting on prestigious casino developments in Turkey, has embraced what Managing Director Anthony Boulton describes as the fusion of gaming markets.

He explained: “We believe that the markets are merging to such a degree that any element of segmentation is more by currency than it is by game design; hence our decision to move into ICE for the first time. The show has a lot to offer us and in turn we feel that we can bring something new, vibrant and profitable to the casino market.”

Having dominated the UK poker market over the last five years with a succession of acclaimed games, Project has channelled its skills and knowledge base into the development of the high impact multiplayer, Poker Arena. The casino centrepiece, which will be making its first industry appearance at ICE, is a four-player sit-down with sensational graphics and a 42-inch plasma screen.

“We’ve taken a completely fresh approach with Poker Arena,” explained Boulton. “Poker is a global game and Poker Arena is a global product. We’re confident that it will perform well and entertain players in every casino environment.”

Poker Arena is one of four international gaming products being launched by Project from stand 3900 at ICE 2007.