Voices from iGB L!VE London: Key Takeaways & Industry Reflections from the Heart of iGaming

Set against the backdrop of ExCeL London, the 2025 edition of iGB L!VE marked a significant evolution for one of the most influential gatherings in the iGaming calendar. With record attendance from operators, suppliers, affiliates, and tech innovators, this year’s event proved to be more than just a showcase,  it was a reflection of an industry in transition.

From regulatory reform and global market expansion to the rise of AI-driven personalisation and emerging affiliate strategies, the conversations across the show floor were both ambitious and forward-thinking. Product launches, panel sessions, and spontaneous networking opportunities fuelled dialogue around the future of player engagement, responsible gambling, and the next wave of platform innovation.

What became clear across the two days was a shared commitment to progress,  but also a diverse set of views on what that progress should look like. In an industry as fast-paced as iGaming, events like iGB L!VE don’t just spotlight the present; they help shape the months to come.

To capture the true pulse of the event, we reached out to a broad mix of attendees to hear their thoughts first-hand. From new business wins to standout tech, and from evolving trends to regulatory talking points, their responses offer a snapshot of what mattered most at iGB L!VE London 2025 — and what to watch as the second half of the year unfolds.

James Davies, Head of Commercial at Gamzix

"iGB L!VE London 2025 once again demonstrated why it’s a must-attend event for anyone serious about the future of iGaming. 

For me, three key themes stood out this year: the rise of social and sweepstakes models, the evolution of gamification, and the cautious but growing adoption of AI.

On the floor and in panels, the buzz around social casinos was impossible to ignore. For many, these models serve as a gateway to the U.S. and other regulated markets, offering a less burdensome approach to compliance and licensing requirements compared to real-money gaming. I expect this trend to continue gaining traction as vendors develop products specifically tailored for non-monetary engagement.

Gamification also showed exciting progress. Platforms like Soft2Bet’s MEGA, with integrated missions, leaderboards, and casual game mechanics, reflect how gamification has evolved beyond simple badges into a sophisticated retention tool. I was particularly intrigued by the multiplayer slot concepts presented, which combine competitive and social elements with traditional slots to create something fresh and engaging.

AI was everywhere – powering compliance tools, analytics, marketing optimization, and more. While there’s still some skepticism around data privacy and practical deployment, it’s clear that AI-driven tools will play a significant role in making operations more efficient and personalized.

What struck me most about iGB L!VE this year was how much the conversation has shifted from acquisition at any cost to sustainable, long-term engagement. Understanding players as individuals – with different motivations, behaviors, and expectations – is becoming central to how games, promotions, and platforms are being designed.

For Gamzix, attending iGB L!VE wasn’t just about showcasing our products but also about connecting with partners and exchanging ideas on how to stay relevant in a fast-changing landscape. Insights from panels like “Why Innovation Sucks” reminded me that meaningful innovation is about aligning with real players' needs rather than chasing buzzwords.

Overall, the event left me optimistic about the creativity and resilience of our industry. The challenges are real, but so are the opportunities – especially for those willing to adapt and innovate thoughtfully."

Khoren Kalashyan, Senior Business Development Manager, Logifuture

In an industry full of noise, clarity cuts through. That was our overriding takeaway from iGB L!VE London this year. While the event has grown in scale and complexity, what stood out most were the conversations rooted in real business intent. Not vague “let’s catch up later” gestures but immediate, grounded discussions around fit, timing and delivery. We didn’t show up to be seen. We showed up to build.

At Logifuture, we operate from a very specific edge: speed plus certainty. In our view, the market has moved beyond glorifying speed for its own sake. What matters now is being fast and clear, knowing why you're building something, for whom, and what outcome it drives. That focus resonated throughout our meetings, and it’s the mindset we brought to the floor.

Our portfolio drew strong interest, especially as operators look for solutions that deliver high-frequency engagement without adding regulatory complexity. Simulated sports in particular are crossing a threshold. With our product Simulate, the shift was noticeable, not just curiosity from sportsbook teams, but meaningful engagement from decision-makers who now see simulation as a core retention lever. The days of simulated content being a novelty are over. Regulators like it. Players stay for it. And operators need it.

Gamification was another major talking point, but with a clear evolution: it’s no longer seen as experimental. Our Swipe Games format turned heads because it delivers mobile-native, instant experiences that map to user behaviour in 2025. The questions from operators weren’t “why this?”, they were “how soon can we go live?” That urgency tells you where the market is heading.

We also saw growing demand for lightweight, time-sensitive content formats, solutions that plug seamlessly into existing front ends and extend session value without disrupting flow. Our Zoom product was built with that in mind, and the response confirmed we’re solving for the right moment. In a mobile-first world, relevance isn’t a feature it’s the baseline.

Another theme we observed was what we call strategic stillness. Ironically, the most impactful players at iGB L!VE weren’t those rushing around collecting badges, they were those who moved with precision, taking in the landscape before acting. That philosophy runs deep at Logifuture. We believe in action with intent and that attracted partners who share the same approach.

Ultimately, we didn’t leave iGB L!VE with a pile of contacts. We left with momentum. Because we focused on aligned partnerships, not attention. No scattergun pitching. No noise. Just clarity of intent, clarity of fit, and clarity of follow-through.

For us, iGB L!VE wasn’t just a showcase. It was a checkpoint and a signal that simulation, gamification and modular content aren’t trends anymore. They’re the foundation of what comes next.

David Lovell, Founder of DragonBet

“We found iGB L!VE London 2025 fascinating from a tech innovation standpoint. DragonBet has always been proud to operate as a traditional bookmaker with long-standing values, but we also place real importance on staying ahead of the curve. Today’s bettors expect a modern, seamless experience, and it’s vital we continue to evolve through the use of sophisticated betting technology.

One of the standout elements this year was the focus on regulatory technology. As a business that has championed compliance from the outset, it was encouraging to see this area take centre stage. It’s clear that regtech is becoming a core pillar for sustainable growth across the sector.

It was also refreshing to see such a strong influx of new brands entering the market, both here in Europe and across emerging markets like Latin America and Asia. That energy brings healthy competition and new ideas to the table. On top of that, the quality of speakers was excellent. It was a real pleasure to hear some of the industry’s most respected names share their experiences and offer valuable insights into how key markets are developing.”

James McMath, B2B Account Director, Press Box PR

iGB L!VE’s move to London this year gave the show a new buzz and while the event has traditionally been more affiliate-focused, it was encouraging to see such a strong turnout from suppliers, operators and service providers across the ecosystem.

For Press Box PR, it was a great opportunity to connect with the growing number of payments companies carving out space in the gambling sector. Payments continue to become a more central part of the conversation, not just in terms of compliance and player protection, but also in how they impact user experience, brand trust and ultimately acquisition. It’s clear that operators and platforms are increasingly investing in payments innovation, and we enjoyed meeting several companies breaking new ground in this space.

AI was another dominant theme, particularly its growing influence on search and discoverability. We had plenty of conversations about SEO strategies and how AI is reshaping how gambling brands get found, ranked and understood online. This is an area where Press Box PR is helping clients stay ahead of the curve, blending digital PR and content with technical SEO support that responds to how search is evolving.

On the product side, there was noticeably more talk around sweepstakes and social casino models. With operators looking to build brand awareness and audience engagement in markets like the US, where real-money gaming isn’t yet licensed, these models offer a lower-risk route to market entry. More companies are developing experiences optimised for social play and non-monetary engagement and we expect this trend to grow through the second half of 2025.

International expansion was another hot topic. Latin America continues to attract attention, with Brazil, Peru and Argentina making strides toward self-regulation. We also heard growing interest in markets like Finland and New Zealand, where regulatory reform could open up new opportunities in the coming years.

What stood out overall was the pace of innovation and the openness of the conversations. Whether it was networking on the show floor, attending sessions, or simply catching up over coffee, there was a sense of real momentum across multiple parts of the industry.

For us, iGB L!VE London was a reminder of how interconnected the ecosystem has become from affiliates and operators to payment providers, tech innovators and compliance experts. It was also a chance to have the kinds of in-depth conversations that help shape our approach as a specialist PR partner to businesses in the space.

We left the show energised and optimistic about what’s next. The rest of 2025 promises to be fast-moving, especially as AI adoption accelerates, new markets open up, and companies refine their approach to discoverability in a competitive digital landscape.

Yevhen Krazhan, CSO at GR8 Tech 

“Tier-2 and Tier-3 markets are where the real money are made in 2025, and iGB L!VE proved that operators are very aware of this reality, shifting their attention to those geos. The conversations we had weren't about saturated European markets—they were about MENA, Southeast Asia, Africa. What separated the winners from the also-rans, for me personally, was understanding that these markets require a completely different approach: you can't just copy-paste your Tier-1 strategy and expect to dominate. The operators who get this are the ones joining our Heavyweight Club, because they know that conquering these markets requires platform extendability and partnership, not just another vendor.”

Mariia Shmelova, CEO at Aff.Tech (GR8 Tech’s proprietary affiliate management platform) 

"The conversations at iGB L!VE this year really reinforced what we're seeing across the industry—operators are demanding much more sophisticated transparency and real-time performance insights. What excited me most was connecting with partners who are thinking beyond single-market campaigns and looking at complex, multi-geo strategies. The networking quality was exceptional, and it's clear that flexibility and smart automation aren't just nice-to-haves anymore — they're essential for anyone serious about scaling in 2025."

Daniel Kevan, Business Development Manager, Push Gaming

It was fantastic to attend iGB L!VE London 2025, an event that truly showcased the dynamic evolution of the iGaming sector. The move to ExCeL London certainly gave the event a grander, more established feel, similar to a "mini-ICE,". It also provided an excellent platform for connecting with both existing and new strategic partners. The networking opportunities around London were also top-notch, facilitating valuable industry discussions.

A prominent theme throughout the event was the expansion into locally regulated territories. It's evident that many partners are making this a core part of their growth strategies, emphasising a global shift towards more organised and compliant markets.

Discussions about upcoming regulations and opportunities in Ireland and Finland were especially prominent. There is a clear sense of anticipation and optimism, along with hope that the industry has learned essential lessons from previous regulatory changes, such as those seen in Germany. For instance, Germany's 5.3% turnover tax on online slots has resulted in lower Return-to-Player (RTP) rates and a notable decline in channelisation, pushing some players towards the black market. The industry seems eager to avoid similar mistakes in new jurisdictions.

Looking ahead to the rest of 2025, we anticipate continued diversification in markets, with traditionally local operators increasingly exploring new territories. This decentralisation of focus offers exciting opportunities for growth and innovation.

Another notable trend gaining momentum is the revival of 'classic' style games. We're noticing a significant rise in their popularity, a trend Push Gaming is actively capitalising on with our "Reel Hot Games" portfolio. This shows a player's appetite for familiar, timeless gaming experiences alongside cutting-edge innovations.

The UK market is experiencing a significant shake-up. Challenger brands like Dabble and Midnite are emerging, showing that the market is open to disruptors challenging the longstanding dominance of established operators such as Flutter, Entain, and Evoke. This competitive energy is likely to encourage innovation and spur improvements across the sector.

iGB L!VE London 2025 strongly emphasised the importance of adapting to regulatory environments, diversifying market strategies, and remaining attuned to changing player preferences. It provided valuable insights that will undoubtedly influence Push Gaming's future plans.

Alex L., Head of Affiliates at Magic Partners

At iGB L!VE this year, the future was everywhere. Predictive tools. Layered data feeds. CRMs with personalities. Everyone was pitching tomorrow like it had already launched: think smarter, faster, more modular, more… everything. 

If you were to move between booths, something strange might have occurred to you. The booths that drew people in weren’t always the ones promising the future. Often, they were the ones where things already worked.  

There exists a paradox at the heart of crypto in iGaming. Everyone still talks about it like it’s some disruptive force about to change everything. But for those of us building in the space, the real value doesn’t lie in disruption, but in return. Not to the past, but to principles we somehow forgot: speed, clarity, and direct control. 

That is precisely what Magic Partners brought to iGB L!VE 2025: flow. Take VIP Casino: a crypto-first brand where deposits land in seconds, withdrawals aren’t delayed, and rakeback shows up while you’re still playing. That’s not innovation for its own sake. That’s innovation as subtraction. Fewer steps. Fewer waiting periods. Fewer reasons for a player—or an affiliate—to walk away. 

There’s a broader trend here, especially for affiliates. With so much noise around product stacks and personalization layers, we risk forgetting what actually drives performance: can the player do what they came to do, without friction? If the answer is yes, you win. 

Crypto brands, done right, force us to answer that question honestly. Because you can’t hide inefficiency behind a fancy bonus page when the user has fifteen other wallets open. You either deliver, or they’re gone. 

That’s why I think crypto isn’t the “future” of iGaming. It’s more of a reset button. A return to urgency. To UX that respects the user’s time, to an infrastructure that performs without needing to explain itself. 

So while iGB L!VE 2025 gave us a lot to look forward to, it also reminded me of something simpler: in an industry that keeps reaching forward, the smartest move might be to double down on what already works, only cleaner, faster, and with nothing in the way. 

Because sometimes, progress doesn’t mean adding more. It means taking less seriously the things that never mattered, and delivering, without delay, the things that always did.

Slotegrator

The 2025 edition of iGB L!VE at ExCeL London proved to be a cornerstone event for the global iGaming industry, bringing together more than 15,000 delegates and over 300 exhibitors from around the world. For Slotegrator, the event was both a celebration of achievements and a strategic opportunity to highlight continued leadership and innovation in the iGaming world.

The Slotegrator team came to London with a clear message: the company builds solutions that help operators launch fast, grow smart, and lead confidently — no matter the market.

Here are Slotegrator’s key insights from iGB L!VE 2025:

1. Comprehensive platforms remain a top priority.

Delegates at the event made it clear — today's iGaming operators are seeking more than just personalised tools. 

They want integrated, full-service platforms that reduce launch time without compromising on functionality or compliance. Slotegrator’s flagship turnkey online casino platform was met with enthusiastic feedback, especially for its seamless integration of critical modules such as Casino Builder, KYC, Anti-Fraud, BI, and Bonus Management into one powerful ecosystem.

This all-in-one approach not only simplifies the launch process but also allows operators to focus on business development, marketing, and long-term strategy, fully confident that the technical foundation is firm.

2. One-click integration is a key focus.

APIgrator — Slotegrator’s game content aggregation solution — drew attention from both new startups and experienced operators. With access to over 30,000 games from 180+ top licensed providers through a single API integration, APIgrator was recognized as a time-saving, cost-effective solution for quickly expanding the casino's gaming portfolio.

3. Enhanced tools for growth.

This year, the company also highlighted two highly effective features – Bet trade, for turning bets into strategic plays, and CRM campaigns for planning, managing, and optimizing marketing activities with maximum efficiency. These components sparked great interest among both newcomers and experienced market players, especially those looking to scale operations intelligently and sustainably. 

Reflecting on the energy at iGB?L!VE, Ataur Rosul Abeer, sales supervisor at Slotegrator, said:

“iGB L!VE is the right platform for sharing expertise globally and getting direct feedback from the market. This kind of live interaction adds real depth to our industry conversations — it helps us understand not just where the market is today, but where it’s heading. We had the chance to meet with both long-time partners and new prospects, discuss real business needs, and showcase how our solutions — from the turnkey online casino platform to APIgrator — address them in practical ways. The energy was incredible, and we’re already working on transforming the insights we gained into the next wave of updates and innovations.” 

Dmitry Starostenkov, CEO of EvenBet Gaming

I was initially a touch sceptical about the iGB Live move to London, with Amsterdam being easier for exhibitors and attendees, both logistically and financially. However, the show retained its unique, relaxed atmosphere with a mixed B2B and B2C crowd, with plenty of networking options facilitating opportunities for growth.

For EvenBet Gaming, it was a successful event. Following the recent unveiling of our brand-new casino aggregator brand, FlexPlay, which was announced just two weeks before iGB Live, we got the chance to discuss this offering with industry experts. We received overwhelmingly positive feedback, proving that this unexpected move was a good decision, and we expect to seal about a dozen new deals in the weeks to come.

Regarding trends, this show highlighted that marketing strategies and constant tracking of marketing performance have become as hot a topic of discussion as regulation or Brazil, and even more controversial subjects such as sweepstakes. Panel discussions outlining successful marketing strategies were incredibly well attended, and seeing that, I expect tightening competition in both the B2B and B2C segments. 

Operators and affiliates continue to focus on player segmentation and effective retention tools as CPA grows globally. Many B2B providers are in transition from active expansion to precisely defining their key target markets and customers, and this was visible in their presence at the show, from stand designs to the key messages delivered.

iGB Live proved that the industry is becoming more and more structured and competition is increasingly fierce.

iMoon

We at iMoon gladly attended the vibrant and forward-looking iGB L!VE 2025 in the heart of London, an event that once again proved to be a powerhouse of innovation, strategy and connection for the global iGaming community. As both a game and platform provider, this year's show delivered exactly what we came for: next-level inspiration, meaningful collaboration and future-shaping insight!

One of the most exciting shifts we witnessed was that AI was at the core of the entire event, with innovations like smart concierge services offering real-time guidance, exhibitor navigation  and session suggestions through simple QR-based apps, making networking more intuitive than ever.

Our goals going into the event were clear: reconnect with existing clients to brainstorm new promotional ideas, explore platform and game mechanics for innovation and meet new partners who share our passion for crafting exceptional gaming experiences. And iGB L!VE delivered, especially with its strong focus on gamification, social play mechanics, and multiplier trends,all of which sparked fresh concepts for upcoming iMoon releases.

Region-specific strategy was another hot topic, with major buzz around LATAM markets like Brazil, Peru, and Argentina. Dedicated lounges, football-themed networking events, and localized content strategies highlighted the growing importance of tailoring platforms to cultural and regional needs, a lesson we’re bringing back to the lab. Regulatory developments, particularly from the UK Gambling Commission, emphasized the need for streamlined compliance, from clearer promotions to safer gambling mechanics, which we’re now prioritizing in both our platform updates and game designs. 

Looking ahead, we believe the rest of 2025 will be defined by hyper-personalized player journeys, AI-powered modular platforms, social-first gaming formats, and a renewed focus on sustainability and player wellbeing. iGB L!VE 2025 wasn’t just an event, it was a catalyst for the next phase of our growth. We returned with bold ideas, ready to elevate our platform, create games that thrill and continue setting new standards in the iGaming universe!

Alastair Cleland, The Conexus Group

This year’s iGB L!VE London offered a timely snapshot of where the iGaming industry is heading. For us at Pentasia, part of The Conexus Group, the event served as a valuable pulse check across a wide range of client and candidate conversations, and a chance to observe first-hand where the momentum is heading for the rest of 2025.

Two topics dominated our discussions: crypto and new markets. While there wasn’t always clarity on strategy, these themes consistently surfaced as priority areas. Many operators are clearly weighing up opportunities and risks, exploring how best to enter or expand in regions where regulation is changing or not yet defined. Similarly, interest in crypto, both as a payment method and broader technology enabler, is growing rapidly. There’s still caution, but the appetite for innovation is undeniable.

User acquisition and CRM strategies were also frequent talking points, with several clients that we met with who were keen to learn more about our work with Incline and how it’s helping brands engage smarter in both regulated and pre-regulated markets. What stood out was the recognition that AI alone isn’t enough. The human element, insight, context, creativity, remains critical, especially when market entry strategies need to be adapted fast.

Unsurprisingly, payments were a key area of focus. Alastair highlighted how increasing regulatory complexity across jurisdictions is pushing companies to reconsider how they structure and scale their payment solutions. It’s evident that payments remain both a significant challenge and a major opportunity—making this a space worth watching closely.

In terms of event experience, the networking was refreshingly informal. Many of our most valuable conversations happened away from the show floor  in nearby cafés or over drinks in local pubs. There was a real sense of shared curiosity, especially around how companies are navigating current hiring challenges and preparing for growth.

One highlight was the iGB Affiliate Awards, which, according to internal feedback, were exceptionally well organised and offered a welcome chance to celebrate innovation and make connections.

From a Pentasia perspective, our goals centred on connectivity, growth and relationship building, both with long-standing partners and new entrants to the industry. The conversations we had reinforced that while AI and automation are reshaping many business functions, talent remains a defining factor in success. Our 500,000 plus followers speaks to that – it’s our community that enables us to move quickly, solve problems effectively, and support sustainable client growth.

Looking ahead, we expect continued focus on AI, payments, and crypto, alongside renewed attention on compensation cycles as companies look to attract and retain key staff. We’re also seeing a rise in outsourcing models, from RPO to augmented teams, particularly where companies need to scale fast but minimise hiring risk.

We left iGB L!VE with a clear sense of how the industry is evolving. But amid all the change, one thing stays constant: the power of people and partnerships to move things forward.\

Stars Partners

At Stars Partners, we believe affiliate marketing can be more than just numbers - it can create real impact.

At iGB L!VE London 2025, we brought our signature charity initiative Stars Paws to the expo floor, and the response was incredible.

Stars Paws is our ongoing project supporting local animal shelters in every country we visit. This time, in London, we raised €2,000 in just 2 days, which Stars Partners doubled to €4,000. Instead of donating cash, we bought and delivered real supplies:

1. 100+ kg of food
2. Soft beds, meds, hygiene kits
3. Leashes, treats, and more

All items went straight to All Dogs Matter, a small London shelter that houses up to 30 dogs without government support.

Our booth featured an exclusive Stars Paws merch drop - hoodies, panamas, dog collars - but the highlight was our live print station, where guests picked funny dog memes to print on T-shirts. Quick, fun, and all in Stars Partners brand style.

What were the biggest takeaways from iGB L!VE 2025?
For us, the main thing we saw is that people really care about doing good. In the middle of all the tech, booths, and business chats, what got the most smiles and attention was our Stars Paws project - something fun, kind, and meaningful.

So many people stopped by, talked to us, donated, and shared stories. It was clear: building trust today means more than just great offers or fast payouts - it’s also about showing real values. And this industry is more than ready for it.

Trends & Innovation in Affiliate Marketing

iGB L!VE London 2025 confirmed what we’ve been saying for a while: the future of affiliate marketing is full-cycle, transparent, and tech-driven.

As a full-cycle marketing aggregator, Stars Partners sees a clear shift in priorities across the board:

Real-time attribution and data ownership
Affiliates are demanding full visibility. The era of black-box platforms is fading - partners want to know what works, where, and why.

Fewer middlemen, more direct partnerships
Direct affiliate-to-brand relationships, with zero platform fees or commissions, are becoming the new standard. And that’s exactly how we operate.

GEO diversification is no longer optional
From regulated EU markets to high-growth LATAM and Asia, we’re seeing affiliates build smarter, region-specific funnels - and we’re helping them do it with exclusive offers across all major verticals.

Customization over scale
Forget generic banners. Partners want tailored creatives, localized landing pages, and campaign-level consulting - and we provide all of that in-house.

At Stars Partners, we’re not chasing hype - we’re building systems that scale with affiliates. iGB LIVE 2025 helped confirm one thing:
Tech + trust + transparency = the winning formula.

Want to learn more? Come see us next at SBC Summit Lisbon - Booth F2