spaces, and doubles down on sustainability through the Better Stands reuse initiative and a new Exhibitor Standout Awards programme recognising build quality, innovation and pre-show marketing.


iGB Affiliate, which sits under the World Gaming Week umbrella while retaining its distinct, high-energy identity, relocates to Halls 8.0 and 8.1 in 2026. Te move creates a two-level experience with the Sky Garden and its own dedicated entrance; brand-wrapped tuk-tuks and upgraded wayfinding will guide traffic from the ICE halls. Clarion is positioning the show as the largest affiliate gathering globally and is targeting around 11,000 specialist attendees, 200-plus iGaming brands and representation from roughly 85 countries, with about 15 per cent of visitors on the operator side. Te event remains a two-day format and opens a day later than ICE, though a shift to three days is under active consideration in response to exhibitor demand.


Networking is engineered into every corner of iGB Affiliate. A new Dinner Series will match peers and high-value counterparts in curated settings, while the iGB Executive Programme expands C-level meet-ups for leaders who prefer structured engagement to walking the floor. A paid Summit track is in development to sit alongside the free show-floor agenda. Social zones, iGB Hangout and iGB HQ, activate both levels to avoid dead spots, a branded tattoo station


returns as a light-touch activation, and first-time suppliers receive launchpad marketing support to cut through in a crowded floor. Te Tursday Unwind session, now a shared fixture with ICE’s closing cadence, rounds off the week.


For operators, suppliers and affiliates, the planning message is straightforward: book space and meeting rooms early, come prepared for deeper regulatory engagement, and line up your technology and AI narratives for the Enterprise Stage, the VIP tours and the Innovator Challenge. If LATAM is on your roadmap, bring Spanish/Portuguese collateral and spokespeople. Build with reuse in mind, brief teams on the Good Neighbours Charter, and keep an eye on air-lift updates if you’re routing via Malta or other secondary hubs. With ICE adding an entire iGaming hall and iGB Affiliate expanding across two floors, Barcelona’s 2026 edition is designed to turn more of World Gaming Week’s city-wide energy into structured, high-quality business.


From a marketing standpoint, the organisers are doubling down on quality over raw headcount. Scale matters, but only if it brings the right buyers and decision-makers; that’s the lens for every 2026 campaign. Te plan splits in two: a ‘business-as-usual’ stream that pushes everything new for 2026 (so past visitors don’t miss value they overlooked last time), and a set of focused growth drives aimed


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