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Fire and Ice 2010 iGaming Party in London asks to Unmask Your Imagination

6 January 2011 by Devon Chappell

First things first. Watch the video immediately below to get an idea of what Fire and Ice is about. Watch it through to the END. Trust me.FireandIce2011

There’s only one thing that can be said about what I just saw (yes I watched it too :)), and those are the words of Robert Frost’s 1920 poem entitled “Fire and Ice”. A co-inki-dink? I think not:

Some say the world will end in fire,
Some say in ice.
From what I’ve tasted of desire
I hold with those who favor fire.
But if it had to perish twice,
I think I know enough of hate
To say that for destruction ice
Is also great
And would suffice.

– Robert Frost

Nough said. I don’t know about everybody else, but the one iGaming affiliate party that I look forward to the most every year is Fire and Ice. I mean, c’mon with a name like that! Perhaps it could be a spin on Frost’s poem, but we do know that the reference to ice is from one of the exhibitions taking place around the same time – ICE, otherwise known as the International Casino Exhibition. Nestled between ICE and the London Affiliate Conference is the Fire and Ice party, which primarily caters to…well, let’s just say anyone in the online gaming industry who likes to party. Needless to say, affiliates drive a major portion of the business handled by online casinos and internet betting sites in general.

InternationalCasinoExhibition2011While the Fire and Ice party is a great place to do some networking (I’d wait until the morning after to actually agree to any business deals :)), it is more about just letting loose, having a great time, and enjoying the fruits of being a successful gaming affiliate. In other words, it’s the industry’s way of saying thanks for generating all this money that we’re now going to spend on you with this wild and decadent open-bar party! As with many of the industry’s conferences and networking events, Fire and Ice wouldn’t be possible without the organizational and marketing efforts of Lyceum Media.

Fire & Ice 2010: I'm not a big fan of snakes, but I can suck it up for this!

Fire & Ice 2010: I'm not a big fan of snakes, but I can suck it up for this!

ICE, which is also organized by Lyceum, is one of the only exhibitions in the world covering every aspect of the online gambling industry. It is one of the largest iGaming conventions, having attracted industry professionals from over 122 countries since it’s inception, and hosting over 18,600 attendees in 2010. The only exception – in terms of size – would be the inaugural iGaming Super Show in Prague – the largest online gaming event in 2010 – which yes, Lyceum also uses its PR expertise to market. With the help of sponsors, ranging from G2 and Microgaming (Business Sponsors) to, all of Lyceum’s events are well attended.

Now in it’s sixth year (third year at the Gilgamesh, Camden in the heart of London’s high-scale-sometimes-low-scale party district), Fire and Ice also gets some fantastic sponsorship help of its own. Sponsors for last year’s Fire and Ice party – which had a “Bacchanalian Decadence” theme (see the OCS 2010 Fire and Ice Review and the video at the end of this article), was sponsored by GTECH G2, Intralot Interactive, the Cake Network, Bluff Europe and Lyceum itself. Sponsorship spots for this year’s event, which will have an “Unmask Your Imagination” theme (one can only imagine what that is going to be about), are now being filled (as are VIP table reservations) and can be done so by contacting Lyceum Media’s Jodi Thind at:  Jodi [at]

LondonAffiliateConference2011As mentioned, Fire and Ice is dab smack in the middle of the International Casino Exhibition and the London Affiliate Conference (LAC). ICE is a massive exhibition where doing business is the name of the game, whereas the LAC offers a more relaxed atmosphere, perfectly suited to panel discussions and networking with friends/colleagues. There’s still plenty of business to be done, let’s just say that it’s more intimate. Last year’s LAC had over 2,200 in attendance, which is very impressive for an affiliate gaming conference. ICE begins on January 25th and wraps on the 27th, while LAC kicks off on the 27th and doesn’t close up shop until Sunday the 30th. Fire and Ice, takes place on the evening of the 26th, kicking off festivities at 9 pm and lasting until…well, the last one is standing.

For more information, including reservation and sponsorship information, Visit Lyceum Media

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