Why choose to bring iGB L!VE to London, as opposed to somewhere else in Europe?
London is the birthplace of and remains the home of iGaming. Over 50 of the most influential companies in iGaming base themselves in the capital, and with 12,000+ iGaming professionals calling London home, it remains an industry destination for business-networking, socialising and a place where the industry meets to shape the future. Being in London will attract more visitors from the UK and will 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 be able to attract more of the people most critical to the future development of the iGaming industry. iGB L!VE has sustained four years of fantastic growth and the move to London will extend that placing the event on an even more impressive upward trajectory.
What will the new London location offer that Amsterdam could not?
Our time in Amsterdam was hugely successful and enjoyable. We worked extremely well alongside the team at the RAI who helped us to deliver iGB L!VE after the disruption caused by the Covid-19 pandemic. Our job as event organisers and custodians of the iGB L!VE brand is to plan for the future and create a sustainable tier-one iGaming event that consistently meets the needs of the global business and the iGaming ecosystem that it serves. We need to scale ahead of the market just to keep up with the needs of our customers.
ExCeL London can do for iGB L!VE what it achieved for the ICE brand, which grew at an exponential rate between 2013 when it took up residence to 2024 when it occupied every square millimetre of exhibiting space and registered a record attendance. ExCeL has a fantastic track record of helping events to fulfil their potential, and our customers need to continue to grow and scale – the move to London will enable us to meet our customers’ needs and the dynamics of the market.
What is your vision for the development of the show?
The overarching 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 for our customers. In terms of specifics, we have targeted over 30,000 visitors and 550+ exhibitors/sponsors by 2028. To realise that vision, we are working in partnership with our iGaming Advisory Board. Their insight is critical and will help shape the event.
Tell me about the Waterfront Experience – how did the idea come about and how do you feel this backdrop is beneficial to networking and gathering business?
The team was looking for a talk about feature which would be synonymous with London and came up with what will be a stunning new waterfront social and business networking feature. Situated adjacent to the historic Royal Docks, the London Waterfront Experience will involve an iGB L!VE take-over of the Street Kitchen and Bar part of ExCeL’s ‘Immerse LDN’ Dock Edge entertainment district. It will include a series of entertainment activations including a centrepiece 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 help deliver another world class event 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 and have some fun!
What aspects of this year's convention are you particularly proud of?
Firstly, I’m super proud of the iGB L!VE team – it’s not an easy feat to move huge international events to different countries. The team has worked tirelessly over the last two years on the relocation of iGB Affiliate to Barcelona and to smooth the passage of iGB L!VE from Amsterdam to London.
I’m also proud that the industry has put their faith in us and come on the journey as we move the event to what is the world’s largest regulated market. We are here because our customers told us that they wanted to scale and grow and needed a home that would accommodate their growth and that of the market. It’s a great source of professional pride that we are supporting young iGaming start-up businesses via our Pitch iGB Initiative. Start-ups really do represent the creative, entrepreneurial spirit that drives the iGaming sector.
They are constantly sparking new ideas via new tech which is why investors have poured over $1.8bn into AI-focused gaming start-ups since 2020. These nimble companies aren't just innovating; they're supercharging market growth, helping the industry's venture capital funding jump by nearly 4% from 2014 to 2025. I believe we have a responsibility to support these smaller companies on their growth journey. It’s in our DNA to help fledgling businesses to grow and thrive and it’s something that I love to see and contribute to in any way that I can.
For those thinking about attending iGB L!VE for the first time, what advice would you give them?
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 one of the world’s fastest-growing gaming events, 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. 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. It’s going to be a fantastic and memorable celebration of both the industry and London.
