Sports betting and media company Rivalry is set to present at ICE London 2024, running this week at the ExCeL exhibition center. The company will be sharing insights on how its proposition engages Gen Z consumers in online sports betting through product innovation, game development and creative marketing.

Senior leaders from the product team will present at ICE London on February 8. Rivalry’s Director of Product Design David King and Senior Manager of Games Andre Nogueira will lead a fireside chat titled “Gen Z & Sports Betting: How to Capture, Engage, and Entertain the Next Generation of Fans.”

The session will explore how betting products and brands can better engage a digitally native generation of fans, who Rivalry underscores will soon represent the gambling industry’s core demographic. Attendees will learn how the sports betting industry can adapt its offering to capture a cohort accustomed to real-time, interactive, and engaging products, and why entertainment value is key in retaining this audience.

ICE’s latest edition is set to gather gaming industry creators, distributors, operators, regulators and other stakeholders throughout the week, running February 6 – 8 at ExCeL London. A record 811 exhibitors are expected to attend ICE and sister show iGB Affiliate this year, before the shows relocate to Barcelona in 2025.

Rivalry Corp. wholly owns and operates Rivalry Limited, a sports betting and media company offering online wagering on esports, traditional sports, and casino primarily targeted to Millennials and Gen Z. Based in Toronto, Rivalry operates a global team in more than 20 countries.