Clarion Gaming partners with Microsoft to spearhead AI-driven safer gambling

• Clarion Gaming has teamed up with Microsoft to elicit bids from companies that leverage AI to create responsible gambling solutions
• The new initiative will reunite five offline finalists at the ICE Innovators Challenge, part of ICE Barcelona 2026
• The winner will receive funding that will allow it to spearhead efforts

Clarion Gaming is issuing a particular challenge to sector companies looking to enhance safer gambling in the industry at the ICE Innovators Challenge, which will be incorporated in the ICE Barcelona flagship event.

To this end, Clarion Gaming has teamed up with Microsoft and is calling the industry to step forward with AI-driven ideas that enhance responsible play.

While the application process will begin online, five finalists will be welcomed at ICE 2026, with the winning team claiming £15,000 worth of consultancy, visibility, and ongoing support to help bring their ideas to market.

This initiative marks Clarion Gaming’s latest commitment to ensuring that the industry continues to work towards sustainable and player-centric measures that bolster safeguards around responsible play.

Commenting on this opportunity, Clarion Gaming Head of Emerging Technology and Esports William Harding said:

"At-risk bettors are now navigating a world of hyper-personalised experiences—both in gameplay and in targeted marketing. This evolution places an even greater responsibility on the industry to harness these same technologies in innovative ways that actively protect vulnerable players. By providing participants with exclusive access to its technology, Microsoft is empowering them to push creative boundaries and develop practical solutions that can make a meaningful difference."

Harding further: "We wanted to make the process fun, engaging, and rooted in AI. To achieve this, we’ve trained an interactive AI model designed to guide and inspire participants as they shape their ideas. This challenge is about embracing AI to help build a safer future for gaming. Operators and their partners will submit their projects viachallenge.icegaming.com/Judges will select a final shortlist with the leading five teams pitching their AI-driven safer gambling solutions live at ICE 2026. A distinguished jury, comprising Microsoft executives, investors, and safer gambling experts, will judge the pitches, with the winning team announced on the ICE Barcelona main stage in front of thought leaders, regulators, and influencers from the international industry. Competitors will have the chance to gain hands-on experience with Microsoft’s latest technologies, receive mentorship, and win exclusive prizes that could help propel their careers."

Iulia-Andreea Bolea, UK I-gaming Territory lead at Microsoft, responded: "We are delighted to be partnering with ICE Barcelona, the world’s largest B2B gambling event, where the global gaming ecosystem, including operators, creators, regulators, and legislators, comes together to shape the future of gaming.

"Our ambition for the industry is to empower the next generation of frontier firms by harnessing the transformative capabilities of AI and improving online safety for all. Through intelligent automation, skill development, and ethical innovation, we aim to help organisations reimagine their business processes and unlock new opportunities for growth and resilience with player safety at the forefront.

"As a coach and ideation partner, we are committed to a people-first approach, growing AI futureproof skills, fostering creativity and collaboration, and driving responsible AI adoption. We look forward to seeing the winning hackathon solutions evolve into scalable applications that make a meaningful contribution to the industry’s commitment to player protection.

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