Barcelona. At ICE 2026, one of the clearest strategic narratives comes from Light & Wonder, which is using this year’s event to underline how the next phase of iGaming will be built: locally adaptable, IP-driven and increasingly platform-centric.
Rather than focusing on individual game launches in isolation, Light & Wonder’s presence brings together land-based cabinets, table systems and iGaming under a single commercial and technical framework. The message is not about novelty for its own sake, but about scalability in a market that is becoming more fragmented by regulation and player behavior.
REEL CHOICE™ and the logic of localisation
The headline launch at ICE is REEL CHOICE™, a new multi-game solution designed specifically for European gaming floors. Unlike traditional multi-game libraries, which often prioritise volume over relevance, REEL CHOICE is structured around modular content bundles tailored to regional tastes.
Four initial bundles are introduced at the show, each reflecting different player profiles across Europe. The ability to layer established multi-level progressives such as JIN JI BAO XI™ and LION LINK™ directly onto these bundles is particularly notable. From an operator perspective, this reduces the trade-off between flexibility and yield — a long-standing challenge in multi-game deployments.
Slots strategy: fewer risks, stronger brands
On the slots side, Light & Wonder continues to lean heavily into franchise value. The next-generation COSMIC™cabinet family, including the European debut of Cosmic Dual, forms the hardware backbone of the stand. New titles such as LOCK N’ MORE LINK™ and FORTUNE DOORS are presented alongside a deep catalogue of proven performers.
At the same time, several flagship brands are expanded rather than reinvented. The HUFF N’ PUFF™ franchise receives multiple new entries, while DANCING DRUMS DRAGON™ returns in a refreshed format. This approach reflects a broader shift across the supplier landscape: operators are increasingly allocating floor and lobby space to IPs with predictable performance rather than experimental concepts.
Tables and systems move closer to core revenue
Table games also play a more prominent role in this year’s presentation. OBSIDIAN™ ETG makes its EMEA debut, supporting both hybrid and pod-based Auto Roulette configurations. Integrated progressives, enhanced statistics and multiple seating formats point to a continued push to modernise table content without alienating traditional players.
Alongside this, Light & Wonder introduces NEXLINK™ Progressive, a next-generation table progressive system built around visual bonus events and community mechanics. Demonstrations focus on classic table games, highlighting how incremental innovation — rather than radical redesign — is being used to extend session length and engagement.
Bridging land-based and digital play
Perhaps the most strategically significant area is systems integration. Light & Wonder showcases a unified approach to loyalty, wallets and jackpots that spans both land-based and digital environments. Features such as cardless NFC login, Ticket-In Ticket-Out at tables and the ELITE BONUSING XPERIENCE™ (EBX) reflect an effort to standardise player interaction across channels.
This convergence is increasingly critical as operators look to extract more lifetime value from omnichannel players, while simplifying backend operations.
iGaming: digital-first, but franchise-led
In iGaming, the company continues to build on its strongest digital brands. The HUFF N’ PUFF™ franchise expands further in EMEA, while RAINBOW RICHES™ is refreshed with updated UX and mechanics.
New “Digital-First” families, such as BANKER’S BREACH™: Collision Ways™, are designed around faster spins and persistent features — a response to evolving online play patterns.
Analysis: what Light & Wonder’s ICE strategy signals
Beyond the product announcements, Light & Wonder’s ICE 2026 presence offers insight into how large suppliers are recalibrating their role. The emphasis on modular platforms, franchise longevity and system convergence suggests a move away from pure content competition toward infrastructure-led differentiation.
For European operators, this approach addresses three structural pressures at once: regulatory fragmentation, rising content costs and the need to unify land-based and online operations. REEL CHOICE™ in particular can be read as a direct response to these constraints, offering localisation without custom development at scale.
More broadly, the strategy underlines how value in iGaming is increasingly created not by single hit titles, but by ecosystems that can adapt quickly while maintaining commercial consistency.
Light & Wonder at ICE 2026
| Event | ICE 2026, Barcelona |
| Stand | Hall 3, Stand 3E40 |
| Key launch | REEL CHOICE™ multi-game platform |
| Slot focus | COSMIC™ cabinets, HUFF N’ PUFF™, DANCING DRUMS DRAGON™ |
| Table innovation | OBSIDIAN™ ETG, NEXLINK™ Progressive |
| Systems | Cardless NFC, TITO at tables, EBX |
| iGaming | Franchise-led growth and Digital-First titles |
