Work hard, Play hard

While ICE may have been the highlight of the week beginning 5 February for many in the gaming industry, for the affiliate market, iGB Affiliate was the talk of the town.
 Located, much like ICE, at ExCel London, the event played host to a wide range of stalls and booths, where executives brushed shoulders with eager start-up owners and seasoned industry veterans alike. Opportunities to put a name to a face from all your emails is a welcome experience; however, this was far from all the event had to offer.

The Conference Theatre
Throughout the two-day event, iGB played host to a variety of talk panels at the events conference theatre. Topics ranged from ‘How to survive an ad-ban,’ ‘Scaling your affiliate business 101’ to ‘Using AI-led strategies to re-share SEO,’ with executives from companies including Betsson, Better Collective and DeepCI taking to the stage.
 A total of 15 panels were scheduled across the iGB Affiliate’s two-day run.
 As opportunities to learn about key topics from those in the know, these panels are invaluable, especially when combined with the opportunity to ask questions to the speakers involved. This is especially true for smaller businesses, start-ups and those looking to develop their career, as after all, knowledge is power.
 Later in this issue we broke down the panel titled ‘How much AI is too much AI,’ hosted by Betsson Group Head of SEO Caroline Broman and featuring TU Internet Marketing Managing Director Claire Taylor, Kingbet Media Head of SEO Emilio Takas and Better Collective Senior Director, Group Content & Digital Performance Guillaume Mazella.

The event floor
Around the event space, companies pulled out all the stops to create visually appealing, engaging stands. From dartboards to flashing lights, to free bubble tea and spinning wheels, it was hard to decide where to focus. The event was lively, full of lights and laughs. From cat-themed costumes to Pin-Up Partners’ signature 1950’s dresses and hairdo’s, to Stake.com’s recently revealed F1 Stake Team car on full display. The visuals of the event were eye-catching, with brands vying for your attention for a chance to chat, display products and maybe get the ball rolling for future dealings.
 Of course, companies in attendance were also more than generous with complementary drinks and branded merchandise. The gambling industry is one that works hard and plays hard, and few events showcase that more succinctly than ICE and iGB Affiliate. The iGB Affiliate Bar was sponsored by NetHive, while catering was sponsored by Buffalo. Of course, there was more than just alcohol on offer, with water and soft drinks also available from a variety of attending businesses.
 All that, and the post-ICE parties hadn’t even started yet!

A creative spark
Of course, there was more to see at iGB Affiliate, if you hadn’t already had your fill of learning and networking. The event played host to a live art event where two artists spent the two days creating artworks for all to see. Utilising spray paints and other materials, the creativity involved and witnessed by attendees hopefully inspired a spark of inspiration to take back to the office on Friday.
 With the level of competition in the market, creativity is key for success. If the inventive stands and curious engagement opportunities didn’t make that obvious, then maybe the art display would.

Fira Gran Via, Barcelona
From 21-22 January 2025, iGB Affiliate will make its return at Fira Gran Via, Barcelona. While a break from London’s less-than-stellar winter weather will be much appreciated, the departure from the grounds the event has called home for so many years is likely to come with some changes.
 For some affiliates, the shift to mainland Europe will be a blessing – no need to haul stand supplies and displays across the English Channel, after all. However, with the UK being such a pivotal player in the affiliate market, the new venue may definitely end up missing something! While London will be missed, next year’s iGB Affiliate can at least assure a slightly lower chance of rain – and plenty to look forward to.