Following a successful ICE Barcelona, what could Clarion Gaming do for an encore? It is converging on London, to convene the iGB L!VE expo, the premier show for the iGaming industry. As Naomi Barton, portfolio director for Clarion, says below, the affiliate market is “growing at an exponential rate” and what cosmopolitan city could handle that better than London? Ms. Barton spoke with Casino Life Publisher Peter White about what to expect when iGB descends upon the ExCeL venue. Their conversation has been edited for clarity.
I would like to commence this interview with congratulations on the successful ICE Barcelona and iGB Affiliate 2025.
That’s very kind of you. Thank you! iGB Affiliate and ICE were both a resounding success, delivered by the entire stakeholder community aligning and working together. The ICE unique attendance of 50,019 represented an 11 percent, year-on-year uplift, with iGB Affiliate recording a total of 9,082 unique visitors, an increase of 24 percent. The independent-visitor and exhibitor-satisfaction research that we commissioned, and which was undertaken by specialist agency Explori. placed both ICE Barcelona and iGB Affiliate Barcelona among the top five percent of global trade shows across all industry sectors – not just gaming. The challenge is to extend the positivity and enthusiasm that exists into this July’s edition of iGB L!VE, which will be the first to take place in London.
What led to the decision to move the event to London?
With an industry that’s growing at an exponential rate, we have to scale ahead of the market if we are going to deliver on our pledge to serve the needs of the industry. We want to enable the entire ecosystem of gaming to connect, innovate and celebrate together. London is the birthplace of and remains the home of iGaming. Over 50 of the most influential companies in the sector base themselves in London. With 37,000-plus iGaming professionals calling London home, it remains an industry destination for business networking and a place where the industry meets to shape the future.
Being based in London will obviously attract more visitors from the UK but also significantly increase the attendance from mainland Europe, giving us greater access to the most important core markets and the most exciting emerging markets including LatAm and CEE. With more investors and iGaming decision makers being based in London, we will also attract more of the people who are critical to the future development of the iGaming industry. Our vision is to bring together the entire iGaming ecosystem in the world’s largest regulated market, connecting the right audiences to deliver genuine and tangible business growth, alongside additional value and better experiences for our customers as the industry continues to scale up.
What targets have you set for the show?
By 2028, we have targeted over 30,000 visitors, and 550-plus exhibitors/sponsors. We are working in partnership with our iGaming advisory board to understand what our customers really need and want from us. Their insight is critical and will help shape the event.
We will continue to invest in the show on behalf of the many thousands of international customers who have all been part of iGB L!VE’s unparalleled success. The show has now experienced four years of significant growth and the move to London will extend that success, delivering the best possible business experience for all of our international stakeholders.
What are some of the key qualities of iGB L!VE that make it a must-attend event?
We’re often told by our stakeholders that iGB L!VE is the industry’s favorite event and the place where crucial business deals are made. It’s the only industry event that connects the leading iGaming operators, tech vendors, game providers and suppliers, and affiliates to maximize performance and drive tangible business growth – all centered around player performance. It has a unique chemistry and is widely regarded as being not just a dynamic and exciting show but also the home of the iGaming community.
When we look at the data, we also know that iGB L!VE is an event where genuine deals get done and business is closed. The move to London opens up one of the world’s richest investment networks, unlocking huge growth potential for our iGaming customers.
For those not familiar with ExCeL London, what are the best options for traveling to the exhibition venue?
As one of the world’s most-connected venues, getting to ExCeL couldn’t be easier and can be undertaken by train, plane, car, bus or even cable car! London is connected by rail to all the major cities in the UK. The Elizabeth Line and the Docklands Light Railway are the quickest routes to the venue. The Elizabeth Line, which opened in 2022, has been a game-changer. Running on a east–west axis, it connects ExCeL with Heathrow Terminals Four and Five in less than an hour, with the journey from Bond Street in central London taking just 18 minutes.
Tell us about the iGB Affiliate Awards 2025 and your new supportive collaboration with EGR’s B2B Awards.
The Awards have become a must-attend celebration of the industry and will be presented at East London’s famous Art Deco, Grade II-listed Troxy venue. Paying homage to its musical heritage, including staging performances by Liam Gallagher, Garbage, Morrissey, The Cure and Stereophonics, as well as hosting the NME Awards, iGB Affiliate nominees and guests will enjoy an evening of Britpop-themed entertainment, as they get to relive the cultural explosion of ‘Cool Britannia.’
The opportunity to experience the very best products and services on the iGB L!VE show floor during the day, and then to celebrate the fantastic achievements of the iGaming affiliate community amongst friends and colleagues at the Awards is a wonderful, once-in-a-year opportunity. Speaking with previous winners, being judged ‘best in class’ at the premier recognition event for businesses of all sizes in the iGaming-affiliate industry helps attract talented employees and is a rich source of pride for the team.
We’re also thrilled to be partnering with EGR for the first time to support and promote each other’s iGaming awards events, driving greater recognition and growth for the industry as a whole. Both the iGB Affiliate Awards (Troxy) and the EGR B2B Awards (The Roundhouse) will take place on July 3.
What have you planned for showcasing responsible gaming at iGB L!VE 2025?
July will see the biggest commitment to sustainable gambling at an edition of iGB L!VE. The Sustainable Gambling Zone (SGZ) reflects the very latest thinking on player protection. The SGZ pods will feature a mix of not-for-profit and private-sector companies who have a shared objective of developing technology in the pursuit of safer gambling across the iGaming industry. There will also be a high-caliber content program at SGZ, which will serve as a connection point for regulators and policy makers. We will be announcing more details in the coming weeks, and we remain utterly committed to supporting safer gambling and the promotion of regulated markets. We want to continue to facilitate those crucial conversations and educate the industry alongside showcasing product innovation.
Are there any key features that you would like to highlight?
We have created a stunning new waterfront social-and-business-networking feature which will be a pivotal part of the iGB L!VE experience. Situated adjacent to the historic Royal Docks, the London Waterfront Experience will involve an iGB L!VE takeover of the Street Kitchen & Bar, part of ExCeL’s ‘Immerse LDN’ Dock Edge entertainment district. It will include a series of entertainment activations, including a centerpiece barge which will be moored at the edge of the dock.
With London’s July temperatures reaching the mid-twenties, the Waterfront Experience will serve as a dynamic networking and social space. Open throughout the show, it will provide a vibrant, London-inspired twist on the social and business opportunities that the industry loves about iGB L!VE. The feature will reflect iGB L!VE’s unique chemistry and help deliver another world-class experience, whilst retaining the DNA of the event. That’s so important to us: to ensure that people can enjoy the event experience and feel connected to their community both business-wise and socially … and have some fun!
Finally, what message would you like to share with the global gaming community ahead of iGB L!VE 2025?
If you work in iGaming, and you are looking for your next opportunity after ICE and iGB Affiliate Barcelona to meet and generate business with the world’s best global iGaming investors and most influential operators, iGaming suppliers, tech vendors, and affiliates in the largest regulated market in the world, iGB L!VE should be a must-attend event for you. It’s the world’s fastest-growing iGaming event, and you will see an incredibly diverse attendee audience of iGaming decision-makers and implementers in multiple job roles – genuinely the entire ecosystem of an iGaming business.
Also, I am hugely passionate about increasing customer value. Iff you are spending time and money visiting an event, alongside business growth and lead generation you deserve a good customer experience. We want to make your journey easier, help you to plan your trip and deliver you an on-site visitor experience that genuinely makes your life easier. We focused on delivering this in Barcelona, and I and my team will continue to deliver this for you in London at iGB L!VE.It’s going to be a memorable celebration of both the industry and of London.
iGB L!VE: July 2 & 3, 2025 | ExCel London https://www.igblive.com
