IGE and FER-Interazar join forces to extend buyer base

Clarion Gaming and Grupo Interazar de Inversiones, respective organisers of London’s International Gaming Expo and Madrid’s FER-Interazar, have entered into a strategic alliance to co-promote their shows to a global audience for the next three years. The Anglo-Spanish collaboration is designed to further enhance international attendance at the respective exhibitions and deliver greater value to exhibitors.

Julian Graves and Juan Manuel Ortega cement the IGE/FER-Interazar partnership at the 2009 Madrid Show
Julian Graves and Juan Manuel Ortega cement the IGE/FER-Interazar partnership at the 2009 Madrid Show

The deal, which was formalised at the 2009 Madrid Show, will see the two organisations support and market each other’s events – including London’s International Gaming Expo, ATEI, ICEi and The Betting Show, Madrid’s FER-Interazar and Malaga’s Andalusian Gaming Trade Fair – through cross-promotional visitor campaigns, database sharing, an exchange of booth space and reciprocal website advertising. The agreement also incorporates a series of exclusive IGE promotional features in Grupo Interazar’s highly regarded trade publication, Temas Recreativos y de Azar (Azar Magazine), as well as an annual Spanish gaming and amusement industry reception hosted at the Earls Court show.

Julian Graves, Managing Director of Clarion Gaming, commented on the joint venture: “IGE and ATEI have always had a strong relationship with Spanish coin-op and gaming professionals; more than 11,000 Spaniards have attended the London Show since 1995, averaging nearly 900 at each of the last five editions. Iberian operators will clearly always look to their own show as their first port of call, but what we can deliver in London is a fresh perspective on an even wider range of gaming disciplines taking their inspiration from different international market players. This is particularly pertinent given recent developments in Spain’s betting, street and remote gaming sectors – all of which have strong representations at IGE, alongside a wealth of casino, lottery and bingo equipment.”

Grupo Interazar’s Proprietor, Juan Manuel Ortega added: “This is a very important agreement for the international promotion of our fairs. In the coming years we will substantially increase the number of foreign visitors and exhibitors at the Spanish shows thanks to the commercial links built up between our two companies.”