The great thing about ICEi is it's the only time of year when virtually the entire online gaming industry gets together in the same place at the same time. It's the perfect place to connect faces to names and catch up with people you only get see at shows like this.

I quickly realised the most important meetings don't happen at Earls Court. Once the show doors have shut for the night, the real networking begins at pubs and restaurants across London. Our industry mantra seems to be that "deals are best done over beers." What a great business we're in!

Take last night for instance. It began with Caroline Steele, the gracious publisher of eGaming Review Magazine, taking us out for a few drinks. Caroline's one of those people who loves to know everyone and, by all indications, everyone loves to know her.

We went to a pub near Earls Court and I swear the whole place lit up when she walked through the doors. Caroline loosened us up with copious amounts of alcohol and a few amusing anecdotes and then got straight to business, signing us on for another year of sponsoring the eGaming Awards and the Power 50 event. Oh, the leveraging power of alcohol! Now if only we could wrangle a few free subscriptions out of her. She may be friendly, but she's a tough nut to crack.

After signing the company over to Caroline, we went on to hobnob with the St. Minver gang at a little wine bar called Jamie's on Charlotte Street. They were hosting a get-together with their prestigious client list, including folks from Virgin and Butlins. It was great to finally meet a few St. Minver folks whom I've previously only met via email. They're a great bunch with great vision, which must be why so many top brands are choosing them for their white label bingo network.

Meanwhile, our European Director Steve Cook was in Soho at the first-ever "Breaking the ICE" party, sponsored by Clarion Events. For the dear price of £45, guests were treated to all the beer, wine and Spanish music they could want. Word has it that Steve was last seen flamenco dancing on the tables at the end of the night. But you didn't read that here.

Of course, no night in London would be complete without some curry to nosh on. So the whole Parlay gang (minus our CEO Scott who spent the night in the hospital thanks to a rogue sunflower seed) headed to one of the quality Indian establishments near our hotel. The name of the place escapes me due to the copious amounts of alcohol mentioned above, but we feasted like Indian royalty. There's nothing like stuffing your gullet and heading straight to bed, but it was worth the indigestion that woke me up a few hours later.

And tonight, the beat goes on. First dinner with our friends at Paddy Power, then off to Fire and Ice, which is a huge party that is legendary in casino circles. But we're all meant to be back on our stand by 10am sharp tomorrow for a group photo. I'm not sure whose idea it was to schedule a photo on the last day of the show, but let's hope it doesn't end up looking like a group mug shot. More from Day 3 of ICEi tomorrow!