The iGaming community descends upon London for iGB L!VE’s latest edition. By Peter White
Gaming – and iGaming in particular – seems to be evolving faster than ever. That will give attendees plenty to discuss at this summer’s iteration of iGB L!VE. For that reason, and for many others detailed herein, the show continues to move with the times. Each edition of the expo is unique and 2026 will be no exception.
For a preview peek, Publisher Peter White spoke with show Managing Director Stuart Hunter. Their conversation follows …
Can you start by providing a flavor of what’s new about iGB L!VE 2026?
The World Gaming team has been focused on making ‘new’ a central aspect of the iGB L!VE experience, and attendees can expect that commitment to be evident throughout the event. Highlights will include the launch of the inaugural iGB L!VE Africa Summit, dedicated sessions on doing business in Latin America, a completely reimagined format for the iGB Affiliate Awards in a prestigious new setting, and a significantly expanded Sustainable Gambling Zone, the largest in the event’s history.
Altogether, we are on track to deliver the most dynamic and market-focused edition of iGB L!VE to date. It remains the premier mid-year platform to connect with key decision-makers, thought leaders and the influential figures who are shaping the industry.
What makes iGB L!VE London the home of the iGaming community?
London is the birthplace of and remains the home of iGaming. Over 50 of the most influential companies in the sector and 37,000 iGaming professionals base themselves in the United Kingdom, so it remains an industry destination for business networking and where the industry meets to shape the future. With so many investors and iGaming decision-makers based in London, iGB L!VE is closer to the people who are critical to the future development of the iGaming industry.
Drawing on the attributes of our host city, London’s position as a global financial center is the backdrop to a key content stream. Reflecting such shifts as increased UK gaming taxes, evolving European regulations, and global legislative developments, we are hosting exclusive, invitation-only events centered on iGaming mergers and acquisitions.
The World Gaming M&A Summit (WGM&A) will combine curated networking, a VIP experience and a formal dinner, offering a unique forum. Tier One iGaming operators are being invited to express interest in attending, where they can connect with strategic buyers, explore partnerships and engage with legal experts, investment banks, consultants, and accountants. The summit is designed to provide direct access to London’s financial expertise, anchored in one of the world’s leading stock markets for publicly listed iGaming companies.
What’s new about the iGB Affiliate Awards?
One of the standout updates for 2026 is the relocation of the awards to The Shard, one of London’s most recognizable landmarks. This new venue better reflects the fast-paced, high-energy nature of the industry. The format has also been redesigned, introducing a more informal, standing-style event that encourages organic networking. Guests will be able to move freely, connect with more peers and gain greater value from attending, all set against the backdrop of London’s striking nighttime skyline.
Is it fair to say that the judging process for the iGB Affiliate Awards is the most rigorous in the gaming space?
The improvements we have made mean that our process is now the most rigorous and fair in the sector. Among the changes I would highlight are the strength and diversity of the judging panel, the use of NDAs, the highest possible transparency around the judging, and the feedback loop we have created with the community.
The process is fine-tuned each year, based on feedback from the iGaming affiliate community as well as our judges. It’s about establishing trust and an understanding that submissions are treated entirely on their merits and the same as everyone else’s.
A core objective of the awards is to showcase disruptive and fast-growing businesses. I think our results reflect how wholeheartedly our judges embrace that principle. The iGB Affiliate Awards simply can’t be bought, we don’t make people pay to enter, and we have put multiple safeguards in place to ensure the process – and the results – are fair and transparent.
With the global gaming-events calendar becoming increasingly crowded, how does iGB L!VE differentiate itself and justify its place as a must-attend event?
iGB L!VE offers an invaluable mid-year touchpoint for the industry, an opportunity to reconnect, reassess strategies and prepare for the rest of the year. Feedback consistently shows that iGB L!VE is viewed as a key opportunity to advance discussions, and to strengthen the connections formed at ICE and iGB Affiliate Barcelona, all within the setting of another major global city.
Although more compact than ICE, our strength lies in the quality of our exhibitors and the distinct composition of our audience. The aim is to build on the momentum of ICE and iGB Affiliate Barcelona by delivering another highly focused, industry-driven, mid-year business event.
How important are the show’s international credentials and how are you building on them?
The global reach of iGB L!VE is a defining strength. In 2025, professionals from 149 countries attended, second only to ICE Barcelona in terms of international representation. Maintaining and growing that reach requires ongoing effort. We are committed to continuously investing in both our marketing and our partnerships across the industry.
Feedback has highlighted the importance of making travel and business engagement in London as seamless as possible. In response, we have introduced a tailored Visa Support initiative in collaboration with the law firm of Branch Austin McCormick.
While most attendees can follow straightforward guidance via the event website, this service provides additional support for those with more complex requirements. It’s a practical enhancement that reinforces accessibility while reflecting the event’s increasingly global profile and our commitment to helping participants achieve their business goals.
How is iGB L!VE working to foster a culture of enterprise within the sector?
As a leading event in the gambling industry, we see it as our responsibility to support innovation and encourage entrepreneurship. The iGB Startups Accelerator, taking place on June 30, is designed for founders, innovators, investors and operators. This half-day program focuses on early-stage businesses entering or scaling within gaming and betting. It combines expert insights, founder experiences, investor viewpoints and interactive sessions aimed at accelerating growth, funding, and market entry. It also creates strong networking opportunities by bringing together startups, venture capital firms, operators and industry leaders.
Alongside this, Pitch iGB serves as a startup competition where five, selected, early stage companies present live to a panel of judges and an industry audience. Each delivers a four-minute pitch followed by a four-minute Q&A session. The initiative highlights innovation while connecting founders with potential investors, partners and operators. While these businesses may be small in size, they bring significant creativity and drive. Both programs are designed to help forge the connections that are essential for emerging companies to succeed.
In what ways do these programs help startups?
We were the first event organizer in the gambling industry space to leverage the strength of our brands to support startups in accelerating their growth and gaining market visibility. At the 2025 edition of Pitch iGB, affiliate management platform BetPass impressed the judging panel with its curated marketplace, designed to connect affiliate networks with high-value opportunities.
BetPass founder Bruno Barroso reflected on the significance of winning which he said gave the startup instant credibility with a global audience. He confirmed that it opened doors to conversations with top-tier operators, investors and potential partners that would have taken months – if not years – to secure.
In common with previous Pitch iGB winners, Barrosso also highlighted how difficult it is for startups to attract investment from financial institutions. He said the latter often struggle to understand the iGaming sector’s dynamics, especially in emerging markets. There’s no doubt that Pitch iGB has a big role to play in providing a platform for new businesses and delivering the connections that help speed their development.
How is iGB L!VE continuing to promote responsible gambling and player safety in 2026?
I’m extremely proud that we were the first event organizers to introduce a player-protection area to the show floor when the Consumer Protection Zone (CPZ) was launched at ICE 2018. Since then, the CPZ has rebranded as the Sustainable Gambling Zone (SGZ) to reflect current thinking. The SGZ at iGB L!VE will be the biggest the show has featured and will have a high-profile presence.
The digital-first focus of the show makes it a natural place to demonstrate technology-driven solutions that are particularly applicable and impactful in the online gaming space. Many of the Tier Two and Tier Three operators, new entrants and operators from new/emerging markets who make up the core of the show’s audience, are in need of safer gambling/KYC solutions to either prepare for future regulations or to position themselves for acquisition. The SGZ provides an opportunity for visitors to network with industry peers who put the duty of care and sustainable play at the top of their agenda, to learn from experts, and to brainstorm the most effective solutions to tackle problem gambling.
In a world where digital networking is easier than ever, what makes face-to-face events like iGB L!VE still so essential?
Well-run, professional and targeted face-to-face events remain hugely important. iGB L!VE continues to grow, attracting industry professionals from throughout the world. That reflects the strength of the brand, but also the importance of face-to-face events in a sector which places so much importance on trust and interpersonal relationships.
How will iGB L!VE maintain quality while scaling?
As an organizing team we are totally focused on delivering the best quality experience for all of our stakeholders. This is non-negotiable. To compromise on quality for the sake of numbers is the complete opposite of our business philosophy.
Our strategy across all of our live events is to grow in line with the industry and its ever-evolving needs. That is in physical size or by adapting our format and offerings. Remaining dynamic and industry-focused ensures that you remain a business-critical platform. We recognize that all of our customers – whether they are exhibitors or visitors – make an investment by attending our events and that we have to earn their continued support.
As the event continues to grow, how important is attendee insight in shaping the experience?
It’s fundamental. Any event organizer that fails to engage with customers and seek their input is preparing to fail. Everything that delegates will experience at iGB L!VE in July is the result of hundreds of conversations that the team has held with our stakeholders. None of the big decisions are taken in isolation, which means that our events, including iGB L!VE, are by the industry and for the industry. The post-show research that we undertake identifies both the initiatives that worked as well as those that require attention. In that respect iGB L!VE attendees are constantly shaping the show experience.
Finally, for our readers around the world planning to attend iGB L!VE in London, what’s your message about the unique opportunities and experiences they can expect?
Our theme for 2026 is “All In” – a concept that resonates across casino, affiliate marketing, and, in a FIFA World Cup year, sports betting. Delivered by the World Gaming team, iGB L!VE ’26 will bring together operators, affiliates, technology providers, and game developers in London to continue the conversations and partnerships that began earlier in the year at ICE and iGB Affiliate Barcelona. The focus is on strengthening the trust-based relationships that underpin business growth.
At its core, iGB L!VE is a Tier One business event that highlights cutting-edge technologies, delivers valuable market insights and facilitates high-quality networking, including exclusive industry gatherings. Like all our events, it has been developed in close collaboration with our global community. That is why it is widely recognized as a place where industry professionals come not just to meet but also to do deals.
Register for the 2026 edition of iGB L!VE (1st- 2nd July) at https://www.igblive.com
