iGB L!VE now attracts visitors from around 150 countries, a statistic Hunter believes reflects the industry’s increasingly global nature. “We don’t pursue international attendance simply because it looks impressive in a press release,” he said. “Te reality is that our exhibitors and sponsors want access to buyers and decision-makers from specific markets around the world.”
suppliers,” Frost said. “We consistently heard that Africa was a priority growth market, but it’s also a very complex one. Tere are multiple regulatory frameworks, different levels of market maturity and unique infrastructure challenges.”
Te summit aims to bring regulators, operators and suppliers together in a structured environment. “We’ve worked hard to attract both African operators and regulators, as well as international businesses looking to enter those markets,” he explained. “Te objective is to create meaningful conversations that help businesses understand how to approach these opportunities responsibly.”
Hunter added that the initiative reflects a broader philosophy. “Our responsibility is to help customers reach the markets they want to access. Africa is clearly one of those markets right now.”
A TRULY INTERNATIONAL AUDIENCE
iGB L!VE now attracts visitors from around 150 countries, a statistic Hunter believes reflects the industry’s increasingly global nature. “We don’t pursue international attendance simply because it looks impressive in a press release,” he said. “Te reality is that our exhibitors and sponsors want access to buyers and decision-makers from specific markets around the world.”
World Gaming’s extensive international database and media reach allow the company to connect those audiences. “What we’re really measuring is whether we’re delivering the right people from the right markets,” Hunter explained. “Te fact that professionals are prepared to travel thousands of miles to attend tells us that they’re seeing genuine value.”
Te international focus has also prompted the introduction of enhanced visa support services. “If there’s friction that prevents people attending, we want to remove it,” Hunter said.
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“For most visitors it’s simply about providing information early enough, but there are more complex cases where additional support is needed. Anything we can do to make attendance easier is worthwhile.”
THE EVOLUTION OF VISITOR EXPECTATIONS
Visitor expectations have changed significantly in recent years, according to Frost. “People are becoming much more outcome-driven,” he observed. “Tey’re increasingly clear about what they want to achieve and far more intentional in how they plan their time.” Tat shift has increased demand for networking tools, pre-arranged meetings and personalised event experiences. “A two-day event goes incredibly quickly,” Frost said. “Many attendees now arrive with fully booked schedules. Others prefer a more organic approach. Our challenge is providing both.”
Hunter agrees that quality increasingly matters more than quantity. “We look beyond registration numbers,” he said. “We’re analysing where attendees come from, what they’re hoping to achieve and whether we’re creating the right opportunities for them.”
One example is the new World Gaming Summer Gala at Te Savoy. “Tat came directly from customer feedback,” Hunter explained. “We wanted to create a more elegant, slower-paced environment where senior leaders could connect in a meaningful way.”
SUSTAINABILITY AND LONG-TERM GROWTH
Sustainability continues to play an increasingly prominent role in event planning. Hunter points to significant improvements in exhibitor participation and waste management initiatives.
“We’ve seen genuine behavioural change,” he said.
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