Gamecheck announced as headline sponsor of flagship ICE Barcelona Sustainable Gambling Zone
Gamecheck, which uses blockchain-based technology to enable operators to verify the legitimacy of all of the games on their platform and in the process protect their brand from being exploited through fake game implementations, has been named as headline sponsor of the Sustainable Gambling Zone (SGZ) at ICE Barcelona.
Confirming the sponsorship, Gamecheck founder James Elliott said the SGZ represents the industry’s leading platform for advancing player protection and safer gambling practices. “The Sustainable Gambling Zone has been at the forefront of developments impacting safe gambling and through our sponsorship we will be demonstrating our unwavering commitment to player protection and improving the overall safety of iGaming,” Elliott said. “The sponsorship aligns our brand values with the industry’s most respected player protection initiative, while also providing the ideal environment to showcase how we actively protect players and operators from fraudulent game implementations.”
Elliott stressed that Gamecheck’s approach to player protection is rooted in practical, verifiable solutions. “We’re not talking about player protection in theoretical terms,” he added. “We provide operators with the tools they need to prove they are offering legitimate, fair gaming experiences and to protect their brands from being undermined by fake or manipulated games.”
Highlighting the importance of ICE’s long-standing leadership in the promotion of sustainable gambling, Elliott believes the SGZ continues to set the global benchmark for meaningful industry engagement. “Since its inception in 2018, many conferences have introduced similar initiatives, but ICE remains the undisputed leader in this space,” he noted. “The depth of content, the calibre of stakeholders and ICE’s unstinting commitment to advancing the sustainable gambling agenda year after year make it the natural home for innovations that genuinely prioritise player welfare.”
Elliott emphasised that sustainable gambling is not only a regulatory or ethical imperative, but a commercial one. “The threat posed by the black market is becoming increasingly significant for the industry,” he said. “While sustainable gambling requirements can initially appear burdensome, they represent the most viable path for the industry to thrive in the long term. By committing to these principles, operators build consumer trust and reduce regulatory risk.”
He added that failure to address issues such as fake games and manipulated return-to-player rates carries significant reputational and regulatory consequences. “From a pure business perspective, the cost of not prioritising sustainable gambling far outweighs the cost of compliance.”
Looking ahead to ICE Barcelona Elliott said “Whether you’re an operator worried about cloned versions of your games, a supplier seeking to protect your intellectual property, or a platform looking to differentiate itself through verified fair play, Gamecheck offers a solution. Every operator that commits to game verification makes the entire ecosystem safer and more trustworthy for players. We’re at ICE to start building that coalition of operators, providers, and regulators who recognise that fake games represent an existential threat to the industry’s integrity and legitimacy.”
The Sustainable Gambling Zone is one of the most popular features on the ICE show floor. Boasting a new high-profile presence located in the main corridor between Halls 4 and 5 and a redesigned open, layout, the SGZ provides visitors with a unique opportunity to explore new technology trends, speak with charities and individuals with lived experience, as well as engage in essential debate on the future of safer gambling regulation.Visit Pod SG21 to see how Gamecheck is elevating industry standards, protecting brands, protecting players and protecting the integrity of the industry.
To register for ICE Barcelona, Fira Barcelona Gran Via, 19 -21 January 2026 and be part of the world’s biggest celebration of gaming visit: https://www.icegaming.com
