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Igb Live London: the cutting edge of iGaming kicks off

02 July 2025 - 09:49

Naomi Barton explains that 'innovation defines the Igb Live London experience: it's an event where genuine deals and business are made.'

Written by Cc
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It is one of the most anticipated events of the year for the gaming sector. And it couldn't be otherwise given the change of location from Amsterdam to London. So what are the expectations for the edition of Igb Live scheduled for 2 and 3 July at the Excel in London? We talk about it with Naomi Barton, global portfolio director responsible for Igb Live.

Why the choice to change city and move from Amsterdam to London?

London is the birthplace and home of iGaming with over 50 of the industry’s most influential companies based in the city and with over 12,000 professionals it is an industry destination for business networking and socialising and continues to be a place to meet and shape the future. Being in London will attract more visitors from the UK and will also significantly increase attendance from continental Europe, giving us greater access to the most important core markets and the most exciting global emerging markets, including Latin America and Central and Eastern Europe. With more iGaming investors based in London we will also be able to attract more people who are key to the future development of the industry.”

What are your expectations for this edition?

“Our global vision is to bring together the entire iGaming ecosystem in the world’s largest regulated marketplace, connecting the right audiences to deliver real and tangible business growth for our clients. Specifically, we are targeting over 30,000 visitors and over 550 exhibitors/sponsors by 2028. We will continue to invest in the show on behalf of the thousands of international clients who have contributed to the event’s unparalleled success. Igb Live has seen four years of extraordinary growth and the move to London puts the event on an even more impressive upward trajectory.”

What will be the main topics that will be discussed and how will the meetings be structured?

“The main stage of Igb Pulse is the Ted of iGaming, with a mix of practical case studies, data presentations and panels on best practices from operators and affiliates. Session topics include innovations in in-play betting, how to use Ip and branding to protect competitive advantage, building aligned, agile and high-impact growth teams, integrated marketing and Seo strategies, how to build connections when no one wants to talk about gaming and market insights in Latin America, the Central and Eastern Europe and Italy. In addition to the main stage, this year we will see an expanded event programme covering Hr, personal development and AI-driven strategies for acquisition, affiliate retention and how to scale up and start from a startup.”

How will innovation be addressed?

“Innovation defines the Igb Live London experience and we have created several initiatives for July, including the first Igb Affiliate manager academy, with a focus on AI. The training programme, held on 1 July as part of London iGaming week, was curated in partnership with Affiverse, the organisation founded by affiliate marketing expert Lee-Ann Johnstone. It is designed to help organisations of all sizes understand how to leverage new tactics and simple AI tools to recruit, retain and activate affiliates more effectively. A mix of hands-on learning, tactical assessments and personalised lessons, it offers affiliate managers an invaluable opportunity to learn from industry leaders.

To echo Lee-Ann’s insight, in an ever-changing industry fuelled by the rapid adoption of new technologies, affiliate businesses and managers need to keep up to date to stay competitive. The gap between affiliate managers who leverage AI and those who rely solely on AI traditional methods is increasing month by month. The Igb Affiliate manager academy is a bridge to ensure that companies are on the right side of this divide.”

What kind of support will startups receive during Igb Live?

The Startup Summit is a new initiative for 2025. It will provide new businesses with valuable opportunities to meet with top-tier institutional venture capitalists and private equity investors. Hosted in partnership with Defy the odds, the event will feature private networking opportunities, roundtables, panels and meet-ups, giving early-stage business leaders the insights and connections to take their ventures from ideation to execution. Working with the startup community, we know that new businesses struggle to raise funding, meet mentors and enter the industry. Investors, too, lack a centralized, professional and supportive environment to connect with talented entrepreneurs and, in the process, gain early access to cutting-edge iGaming startups.
The target audience includes investors and VPs looking for the next big idea, entrepreneurs and startups looking for insights and funding, industry leaders looking to connect with the next wave of innovators and business development professionals exploring strategic collaborations. The invite-only stream will include hands-on workshops led by successful investors and founders who will provide concrete strategies for scaling a startup.”

How will sustainability be addressed?

“World-class exhibitions like IGgb Live offer a powerful platform for engagement. The opportunity to bring together the international industry with its speakers in a professional environment is essential to ensure that gambling regulation offers strong commitments to player protection, within a progressive framework that allows the industry to grow. July will see the greatest commitment to sustainable gambling at Igb Live. The Sustainable Gambling Zone (SGZ) reflects the latest thinking on player protection. The SGZ pods will feature a mix of not-for-profit and private sector companies with a shared goal of developing safer gambling technologies in the iGaming industry. The SGZ will also have a high-level content programme that will act as a point of contact between regulators and policy makers. We remain firmly committed to supporting safer gambling and the promotion of regulated markets.”

An important event also for networking. Again, does the change of venue offer new opportunities for the entire industry?

Igb Live is renowned as a major networking hub and is part of London iGaming Week, a unique opportunity for the global industry to come together for a week of connection, innovation and celebration, bringing together the best operators, affiliates, game developers, suppliers and investors. A stunning new waterfront social and business networking feature will be a key part of the Igb Live 2025 experience. Located close to the historic Royal Docks, the London Waterfront experience will see Igb Live take over the Street Kitchen and Bar, part of Excel’s Dock Edge ‘Immerse Ldn’ entertainment precinct. It will feature a range of entertainment activities, including a central barge that will be moored on the edge of the dock.

With London July temperatures reaching 25°C, the Waterfront Experience will serve as a dynamic networking and social space. Open throughout the show, it will offer a vibrant, London-inspired twist on the social and business opportunities that the industry values ​​at Igb Live.”

Finally, what is your message to industry members attending Igb Live London?

If you work in iGaming and are looking for the next opportunity after Ice and Igb Affiliate Barcelona to meet and do business with the best global iGaming investors and the most influential operators, suppliers, technology vendors and affiliates in the world’s largest regulated market, Igb Live is an unmissable event. It is the fastest growing iGaming event in the world and you will see an incredibly diverse audience of key figures across a range of roles. Igb Live is a deal-making event and moving to London opens up one of the richest investment networks in the world, unlocking huge growth potential for our clients and giving anyone who attended Ice and igb Affiliate Barcelona 2025 a new and diverse audience to connect with in London. It will be a fantastic and memorable celebration for both the industry and the city of London.”
 

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