Most coverage will focus on iGaming innovations, sports betting platforms, and the latest affiliate marketing tools. That's expected. Online moves fast, generates headlines, and looks good in press releases.
But here's what the data actually shows: land-based casinos are outspending online operators on technology transformation in 2026, and it's not even close.
What's Actually Happening
In-person gaming accounts for 70% of total commercial gaming revenue, but most industry commentary focuses on the other 30%. That's changing this year.
Walk into any major casino property in Las Vegas, Macau, or Singapore – or any emerging markets property, where operators are building infrastructure from scratch – and you'll see technology deployment at a scale that would shock most iGaming executives.
Smart cabinets with HD displays and sensor-based player input. Cashless payment systems integrated with mobile loyalty apps. AR and VR-enhanced gaming experiences on table games and slots. IoT-connected floor layouts feeding real-time analytics to operations teams.
This isn't experimental pilot testing. This is operational deployment at scale, and the purchasing decisions are happening right now as operators prepare for ICE.
Why This Matters for ICE 2026
If you're heading to Barcelona in two weeks, you already know the show floor will be massive. Over 600 exhibitors. Dozens of product categories. Hundreds of vendor pitches.
The operators who get value from ICE are the ones who show up with a clear technology evaluation framework. The ones who waste three days are those who wander the floor reacting to whoever has the flashiest booth.
So here's what to actually look for, the technology categories where land-based operators are making significant capital commitments in Q1 2026:
1. Cashless Gaming Infrastructure
Operators like Golden Entertainment are rolling out cashless systems that interface with casino management systems to issue, track, and manage player advances electronically.
This isn't about convenience (though players like it). It's about operational efficiency. Cashless systems reduce cash handling costs, improve audit trails, increase player spend per visit, and provide better data for compliance teams.
What to evaluate at ICE: How the cashless solution integrates with your existing casino management system. Can players fund accounts online before arriving? Does it work across your entire property (slots, tables, and F&B)? What's the regulatory approval status in your jurisdictions?
2. Omnichannel Player Experience
The smartest operators stopped asking "online or land-based?" years ago. The question now is, "How do we create one seamless experience across both?"
Players enjoy the convenience of online wagering while appreciating trips to the casino for a total getaway experience, and increasing touchpoints between the two are mutually reinforcing.
Your online players should be able to book hotel rooms, reserve restaurant tables, and preload casino funds from their mobile app. Your land-based loyalty points should feed into online promotions. One player profile, multiple access points.
What to evaluate at ICE: Does the vendor's platform actually talk to both online and land-based systems, or are they just claiming "omnichannel" as a marketing term? Ask for specific integration examples with operators who've deployed it.
3. AI-Powered Operations
Every vendor will claim "AI-powered" something at ICE. Most of it will be garbage. But there are legitimate use cases transforming land-based operations:
Autonomous operations using agentic AI help casinos automate low-value repetitive activities in hotel management, marketing, and floor operations. Bluetooth beaconing and sensor technology tracks player movement to optimise floor layouts and F&B placement.
What to evaluate at ICE: Don't get distracted by AI buzzwords. Ask: "What specific operational problem does this solve?" and "Can you show me the ROI calculation?" If they can't answer both clearly, move on.
4. Responsible Gaming Technology
Regulators aren't waiting for operators to figure this out voluntarily. If you're not already implementing technology-assisted responsible gaming measures, you will be soon.
Digital wallets and app-based payment systems improve convenience while supporting responsible gaming practices by providing better visibility into player behaviour and enabling intervention before problems escalate.
What to evaluate at ICE: How does the solution identify at-risk behaviour? What intervention tools does it provide staff? Does it comply with requirements in your regulated markets? Can it generate reports for regulatory reviews?
The Q1 2026 Investment Window
Here's why the next 90 days matter:
Most casino properties operate on annual capital expenditure cycles approved in Q4 of the previous year. If your board approved technology spend for 2026, that budget is available now. But if you don't commit it by the end of Q1, it gets reallocated or frozen pending "further evaluation".
ICE is where operators compare solutions, meet vendors, and make preliminary vendor selections. The deals get finalised in February and March. Implementation begins in Q2.
If you wait until Q2 to start evaluating technology, you've missed the cycle.
What 2025 Taught Us
Last year proved that land-based properties can't afford to treat technology as an afterthought. The operators who grew were those who invested in infrastructure that improved both player experience and operational efficiency.
The operators who struggled were those still running 2019 systems in a 2025 market.
2026 won't be any more forgiving.
What to Do This Week
If you're attending ICE Barcelona (January 19-21), spend this week doing three things:
Define your top 3 technology priorities for 2026. Don't show up trying to evaluate everything. Pick the problems you actually need to solve.
Pre-schedule vendor meetings. The best conversations happen in booked meeting rooms, not on crowded show floors. Reach out to vendors now.
Build your evaluation framework. What criteria will you use to compare solutions? Price? Integration capability? Regulatory compliance? Implementation timeline? Decide this before Barcelona, not during.
If you're not attending ICE, you're still making technology decisions this quarter. The same framework applies.
What We'll Be Watching
Over the next two weeks, we'll be publishing guides on:
How to evaluate cashless gaming vendors
Omnichannel integration: what actually works
The responsible gaming technology toolkit operators need
All designed to help you walk into ICE – or your Q1 technology planning meetings – with a clear framework for making better decisions.
Because while everyone else will be distracted by the latest iGaming innovation, the operators building sustainable competitive advantage in 2026 will be the ones who recognised that land-based technology transformation is where the real opportunity sits.
See you in Barcelona. Or in your inbox if you're a TGB member.
P.S. – What are you looking for at ICE? Tell us what technology challenges you're trying to solve in 2026, and we'll incorporate the most common responses into our ICE coverage over the next two weeks.
READY TO GET SERIOUS ABOUT YOUR TECHNOLOGY STRATEGY?
Join The Gaming Boardroom as a Pro member (or start free as an Exec member) to access our complete technology evaluation frameworks, vendor comparison tools, and implementation checklists.
Dingnews.com 06/01/2026