Clarion Gaming has announced a strategic partnership with Microsoft to accelerate innovation in safer gambling through the ICE Innovators Challenge, set to debut at ICE Barcelona, the world’s largest gaming technology event.
The Challenge invites operators and their partners to submit AI-powered concepts that promote responsible play. Five finalists will be chosen to develop minimum viable products (MVPs) with hands-on mentorship from Microsoft and its partners, including coaching and technical consultancy. The competition will begin online, culminating with a live final at ICE 2026, where the shortlisted teams will pitch their projects on stage. The winning team will receive £15,000 worth of consultancy, exposure, and ongoing support to bring their idea to market.
William Harding, Head of Emerging Technology and Esports at Clarion Gaming, highlighted the initiative’s purpose:
Players at risk are engaging in highly personalised gaming environments and marketing experiences. This evolution places a greater responsibility on the industry to use the same technologies to protect vulnerable users. By giving participants access to Microsoft’s technology, we’re enabling them to explore creative, practical solutions that can truly make a difference.
He added that the Challenge was designed to be “fun, engaging, and deeply AI-driven,” supported by an interactive AI model that guides participants through the ideation process. Entries will be submitted via challenge.icegaming.com, with the top five teams presenting their safer gambling innovations live at ICE 2026 before a panel of Microsoft executives, investors, and responsible gambling experts.
Iulia-Andreea Bolea, UK iGaming Territory Lead at Microsoft, said:
We’re thrilled to partner with ICE Barcelona, where global gaming stakeholders come together to shape the industry’s future. Our goal is to empower the next generation of gaming companies through AI innovation while strengthening online safety for all. By promoting ethical AI, creativity, and collaboration, we aim to help organisations reimagine their processes with player protection at the centre.
She added that Microsoft’s role as a coach and ideation partner will focus on building AI-ready skills and nurturing responsible innovation.
Bolea concluded:
We look forward to seeing the hackathon’s winning ideas grow into scalable solutions that advance the industry’s commitment to player protection.
