iGB


make their way 500 metres or so towards the Custom House entrance at ExCeL in order to ‘trend-spot’, gain a holistic understanding of where the market is going and meet with the tier 1 igaming suppliers and industry innovators who attend ICE each and every year. To have everything running and available in one key global gaming week in London is an incredibly powerful proposition for everyone and anyone involved in the gaming industry, whether they are a gaming affiliate, or involved in the online or the land-based gaming space.


GIO: If you combine the number of iGB Affiliate exhibitors with those attending ICE it will come to close to 800 brands and circa 40,000 visitors – can you think of many better reasons for gaming professionals to be in London in February? NB: I really can’t to be honest! London becomes such a gaming hub for that week. There are literally hundreds of events taking place and running alongside the shows. The affiliate sector Oscars, the iGB Affiliate Awards are taking place on the first night of iGBA London. The Awards recognise the really outstanding individuals and brands within the space and provide a platform for the smaller organisations which sometimes don’t get the recognition that they deserve. There’s also the ICE VOX conference and learning programme as well as all of the numerous networking dinners, parties and social events taking place across London and made accessible by the fantastic new Elizabeth train line which has reduced the journey time from the Custom House station at ExCeL to central London to less than 20-minutes.


GIO: iGB Affiliate has succeeded in attracting visitors who are new to the affiliate world and also new to gaming – can you explain that feature? NB: We know that igaming affiliation as a sector is an exciting vertical and we want to offer those affiliates who are interested in entering the sector the opportunity to learn the tactics and strategies that work as an igaming affiliate. Also, affiliate marketing for igaming operators continues to deliver an exceptionally strong marketing channel that drives their traffic – so we are seeing continued growth from those attendees new to the sector who begin their engagement with the industry at iGBA London and then return year after year.


GIO: There appears to be a lot of emphasis in your marketing comms on ‘new’ – is that a conscious move? NB: We are continually researching the market, speaking with our stakeholders and conducting ‘deep-dives’ in order to establish what our customers are looking for from iGB Affiliate London. Although there are many different


layers and nuances to the feedback, our stakeholders have a burning need or desire for what’s new. In practical terms this means learning about new business strategies, new tactics, new technologies, new thinking, new ways of doing things, new trends and of course new business opportunities. This is a fast-paced industry where things move extremely quickly. It’s therefore crucial for individuals and businesses to be at the vanguard of all new developments in order to remain relevant and to support business growth.


GIO: Finally, what are your top reasons for attending the show? NB: As the hosts of iGB Affiliate London, we think it’s really important to cut through and ask ourselves exactly what the offer is and ensure that we are providing the market – our customers – with tangible reasons to be with us. Joining the community at iGB Affiliate London means that visitors will have the chance to engage with over 5,000 affiliates, advertisers, networks and tech suppliers in one place, learn


from multiple expert-led content sessions to scale up their business, network with non- gaming affiliates and find out how what works in other sectors can be used in gaming. They can also take advantage of iGB Introducing, our new networking initiative that facilitates connections with new affiliates and igaming customers, whilst also being part of the largest ever edition of iGB Affiliate London and celebrating the unique qualities of the sector at the iGB Affiliate Awards. For so many people in the industry this represents their most productive and pivotal week of the year.


To register and find out more go to https://london.igbaffiliate.com


IGB AFFILIATE LONDON 2023 SET TO BE THE BIGGEST EDITION ON RECORD


iGB Affiliate London 2023 (February 8-11) will be the biggest edition on record occupying a total of 11,800 square metres of floor space making it 22% bigger than the 2022 edition which was held in April.


Naomi Barton, portfolio director responsible for the iGB Affiliate brand, said: “We are on track to exceed April’s total of 176 participating companies, a strong indicator of how much this event is needed and wanted”.


“Our purpose is to champion fresh new thinking with iGB Affiliate London delivering access to new strategies, new partnerships and new sectors, all culminating in new business opportunities.” Alongside a dynamic show floor, iGB Affiliate London will also feature a seminar programme curated to meet the business needs of affiliates including a growing number who are new to gaming. Revolutionary creative drives registration


‘Here comes the Revolution’ is the theme driving the international marketing campaign in support of the 2023 edition of iGB Affiliate London. The theme emphasises the pivotal role that iGB Affiliate London plays in assisting visitors to navigate what is a period of rapid and accelerated change for the sector. Show organisers are looking to build on the success of the 2022 edition which attracted industry professionals from a total of 87 countries, with close to 8 out of 10 attendees (79%) classified as being part of the final decision-making process. 12% of attendees were new to gaming, with 16% representing enterprises less than 2-years old. 38% of those visiting London were also operating in North America, a key geographical area of focus for igaming affiliates.


Awards highlight up-and-coming affiliate talent Elaine Gardiner, who has a distinguished career in the affiliate world having held leadership positions at Betsson, Global Gaming, Cherry and GiG, and in her current role as head of client services at affiliate marketing consultancy and publisher TAG Media, has heralded the contribution of February’s iGB Affiliate Awards for recognising up-and-coming talent and helping raise standards within the industry. The Awards highlight the success of companies and individuals that wouldn’t ordinarily get recognition because they aren’t the biggest organisation with the biggest turnover. I love the fact the Awards are just for the affiliate world. It’s a great way to celebrate the people and companies in our industry and of course to recognise the pivotal role played by iGB Affiliate London which each year brings everyone together.”


The Awards are taking place on Thursday February 9 at London’s iconic art deco venue The Troxy. The black-tie event comprises a three-course sit-down dinner and an entertainment-packed after party.


GIO DECEMBER 2022 7


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