Fredrik Elmqvist – Yggdrasil Gaming – My ICE 2017

Just two weeks before ICE 2017, SBC news caught up with him to find out about Yggdrasil’s preparation for the showpiece event in February (7-9), what they are looking forward to seeing at the London ExCeL and where to find them across the three days.

How do you prepare for ICE?

FE: It takes a massive team effort involving the whole of our organisation. ICE is THE event for us, and we put in extra effort to make sure we make a splash each year. For us, it is the best meeting and networking place in Europe and allows us to catch-up with customers as well as new operators and potential partners. This is certainly the case for those operating in markets we are planning to enter during the year, such as Italy.

What is Yggdrasil planning to showcase at ICE 2017?

FE: We have a major launch lined up, one we believe will revolutionise the experience of playing online slots. Full details remain in a file marked “top secret” until ICE kicks off, but I can tell you that it is an industry-first technology innovation that we are in the process of patenting.
We have built a reputation for developing and launching industry-firsts such as our in-game promotional tool for social media, BRAG, and our latest product takes things to the next level. Make sure to stop by our stand (N3-140) to see it break cover for the first time.

What are you looking forward to at ICE 2017?

FE: To seeing people’s faces when they enter the Yggdrasil Temple. This year we have gone all-out with our stand. It is spread over two floors and has been designed around a temple theme to coincide with the launch of our latest slots game, which we will unveil during the show.
I have seen the designs for the stand on the computer and it looks mind-blowing, so I can’t wait to see what it looks like in real life. Secretly there is a lot of competition between exhibitors over who has the best stand, and this year I think we are a hot contender to take home the top prize!

Where will you usually be at the ICE conference?

FE: At the Yggdrasil Temple, stand N3-140. I will be there for all three days and look forward to chatting with friends old and new.

What is your favourite ICE memory?

FE: I don’t have a favourite memory as such, but each year I am amazed by how much Yggdrasil Gaming grows. Year-on-year, our stand has become more impressive, our game portfolio larger, and our features and tools more innovative.
ICE acts as a good benchmark; each year you can look back at what you have achieved and how far you have come, and then look ahead to what is in your product pipeline and how you will drive the business forwards over the coming 12 months.

What’s your company’s typical post-ICE activity?

FE: Straight to the bar. Just kidding, this year we are preparing something special. Again, I can’t give you too much detail but it is based on how players celebrate big wins and will serve as inspiration for a future slot.
We are taking customer involvement in game production one step further and will encourage them to interact with us in the Yggdrasilian way. Intrigued? You’ll just have to stay tuned over the coming weeks, or pop by the Yggdrasil Temple to find out more.