ICE Barcelona interview with Ramon Glieneke, COO at Alea

• What inspired Alea to sponsor ICE Barcelona again this year?

ICE moved to Barcelona last year, and that first edition was a clear success. The city proved it could handle an event of that scale, and the feedback from the industry was overwhelmingly positive.

For Alea, continuing as a sponsor in 2025 was an obvious decision. ICE brings together the entire global iGaming ecosystem in one place, which is rare. But there’s also a personal element for us: Barcelona is our home. Having this event here means we can welcome partners into our offices, show them where we actually work, and create a different kind of connection than what’s possible at most conferences.

We sponsored the first Barcelona edition, and we’re doing it again because ICE has become one of the key moments in the annual industry calendar. Being part of that, especially in our own city, is important to us.

• How does this sponsorship align with Alea’s broader business goals?

For us, sponsoring ICE is less about visibility and more about being present where the industry is actually moving. The event brings together operators, regulators, creators, and tech teams who are shaping the next few years of iGaming, and we want to be part of those conversations in a real, hands-on way.

We’re growing into new regions and developing new products like the Alea Jackpot, and ICE gives us the right space to share what we’re working on, hear what partners are prioritising, and understand where the market is heading. It keeps us close to the people and discussions that influence how we build.

At the end of the day, it supports something simple: staying connected, staying informed, and making sure our direction matches what operators genuinely need.

• What can visitors expect from Alea’s presence at ICE this year?

This year, we wanted our presence at ICE to feel closer to who we are today: bigger, more open, and more focused on real conversations. The booth reflects that shift. We’ve put a lot of attention into creating a space where people can actually experience what we’re

building, not just hear about it. That includes a full demo of the Alea Jackpot, which is one of the projects we’re most excited about.

We’re also bringing back something people genuinely enjoyed last year: the hyperbaric chamber sessions. It sounds unusual for an industry event, but it represents our culture quite well: we care about health, performance, and approaching work in a more conscious way.

Most importantly, our leadership team will be there for meaningful discussions, and Alexandre Tomic, our Founder, will be speaking on panels and interviews throughout the event. The goal is simple: to share openly, listen carefully, and be available.

• How does Alea use ICE to connect with partners, clients, or creators?

ICE is one of the few moments in the year when almost everyone we work with, or want to work with, is in the same place. For us, it’s less about rushing through meetings and more about actually sitting down with people and understanding what they’re dealing with.

Being in Barcelona adds another layer. We can welcome partners into our offices, show them the environment our team works in every day, and give context to the culture behind the technology. Those visits often lead to more honest conversations and better long-term alignment than anything we can do over Zoom.

In the end, our approach is simple: give people time, be genuinely present, and focus on clarity over quantity. That’s usually where the best ideas and collaborations come from.

• How do you measure the success of a partnership like this one?

We try to look at it from two angles. First, the practical one: how many meaningful meetings we had, the quality of the leads, how many turned into ongoing conversations or concrete opportunities, and whether the event helped unlock projects that were already in motion. These things are key to us to understand if our time and investment are paying off.

But there’s also a more human part to it. ICE gives us the chance to sit down with partners without rushing, understand what’s really on their minds, and check whether we’re aligned on the plans ahead. When those conversations feel honest and productive, they often end up shaping our next steps far more than any KPI.

For us, a successful ICE is when both sides happen: strong commercial results and relationships that move forward with clarity and trust.