ICE Barcelona is one of the largest trade shows of the gaming industry, held every January at Fira Barcelona Gran Via. iGB Affiliate Barcelona, its sister show for the affiliate community, runs in the same week at the same venue. Swaggy makes merch for both inside the EU, so nothing crosses customs, and delivers it to a named person at your hotel.
ICE and iGB Affiliate in numbers
attendees across ICE and iGB Affiliate
countries represented
exhibiting brands
of exhibition space
Organiser data for the latest edition, World Gaming Week, Barcelona.
About ICE Barcelona and iGB Affiliate
ICE is a major international trade show for the gaming industry. It moved from London to Barcelona, and Fira Barcelona Gran Via now hosts the exhibition in Halls 1–7. iGB Affiliate Barcelona takes place in Hall 8 of the same venue: a deal-making floor for affiliates, operators, affiliate programmes and technology providers, with a tech-focused area and a conference programme.
Together the two shows are branded World Gaming Week. Many companies send one team to both: a booth at ICE and people walking the floor at iGB Affiliate.
Dates and order deadlines
- ICE BarcelonaSWAGGY seasonal planning dates for SpainDates: 18–20 Jan 2027City: Barcelona, SpainOrder by:Last call:
- iGB Affiliate BarcelonaSWAGGY seasonal planning dates for SpainDates: 19–20 Jan 2027City: Barcelona, SpainOrder by:Last call:
Event dates from the Swaggy conference calendar, updated . Order dates are Swaggy planning estimates for ready-made items, subject to product availability and your quote. Custom items need more time.
Planning snapshot: (UTC). Confirm availability before ordering.
The full plan, week by week, is in our guide: When to order merch for ICE Barcelona and iGB Affiliate →
How Swaggy helps at ICE
- One order for two shows. One brief, one production run, one delivery. Then split the stock between the ICE booth and the iGB Affiliate floor team.
- Made inside the EU. No import duties and no customs delays, including for teams based in the UK, Turkey or the UAE.
- Booth and floor in one set. A few bright pieces that bring people to the booth, plenty of useful items people keep, and compact gifts the floor team can carry.
- One account manager who tracks every supplier and every shipment up to your hotel.
Getting merch to Fira Gran Via
Fira Barcelona Gran Via is in L'Hospitalet de Llobregat, between the city centre and the airport. Stands are built in the days before the show opens. Organisers can accept parcels, but storage is often charged and they don't take responsibility for them. That's why we deliver to your hotel, to a named person on your team, a few days before the opening.
Teams stay either near the venue or in the city centre. Both work: what matters is a named recipient who knows the boxes are coming and a Spanish phone number on the shipment, because couriers call.
Conference cases
StarCrown — iGB, Barcelona
Bold booth merchandise, holographic bags and balloons.
Confluence — floor team gifts
Carry-on friendly gifts for people walking the floor.
e.PN — Affiliate World Dubai
Branded giveaways and booth merchandise.
ComboTech — SiGMA, UAE
Water, stationery and T-shirts for a conference booth.
Before you order
FAQ
Where does ICE Barcelona take place?
At Fira Barcelona Gran Via in L'Hospitalet de Llobregat, Halls 1–7. iGB Affiliate Barcelona runs in Hall 8 of the same venue.
When is ICE Barcelona?
Every January. The current dates and our order deadlines are in the calendar on this page.
Is ICE London the same show as ICE Barcelona?
Yes. ICE was held in London for many years and then moved to Barcelona.
Can you deliver merch to our booth at Fira Gran Via?
We recommend your hotel. Stands are built in the days before opening, and parcels at the venue are often charged for storage.
Do we pay customs for merch in Barcelona?
No. Everything is made inside the EU, so there are no import duties. VAT is handled locally.
Can you cover ICE and iGB Affiliate with one order?
Yes. One brief, one production run, one delivery to your hotel. Then split the stock between the two shows.
Let’s make merch for your next event
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Personal account management. Local production. No customs. Delivery to your events and office. Head office: Knari Consulting Ltd, Cyprus.