How iGB Affiliate went global

Few people have had a closer view of how the iGaming affiliate world has actually changed than Naomi Barton.

As Portfolio Director for iGB Events at Clarion Events, she’s been responsible for steering the industry’s most influential affiliate and gaming events through a period of real expansion. Not just bigger shows, but an affiliate channel with global reach.

That shift is now centered in Barcelona. Last year’s move of ICE and iGB Affiliate from London, after a successful 12-year run, was more than cosmetic, and it came with risks. It marked a clear break from legacy thinking and a statement about where the business is headed. But it resulted in record attendance, heavier international participation, and growing demand from exhibitors who see iGB Affiliate as a place to do business, not just show up.

In this interview, Barton breaks down what’s driving that growth, why international markets now sit at the center of affiliate strategy, and how technology is changing how traffic, trust, and revenue are built. She also highlights what’s new for iGB Affiliate 2026, running alongside ICE from 19–21 January at Fira Barcelona Gran Via, and explains how the show’s growth reflects a broader shift in the affiliate industry.

How do you feel the iGB Affiliate community has responded to the relocation to Barcelona?
Extremely well is the simple answer. The first edition of iGB Affiliate Barcelona was truly outstanding. We welcomed a record 9,082 unique visitors, which represented a 24% increase on the previous record which was set the year before in London. This exceptional performance reflects the phenomenal growth of iGB Affiliate and Barcelona’s role in consolidating the brand’s position as the most important business event on the global affiliate calendar.

2025 marked the fifth consecutive year of significant growth, clearly validating both the strategic decision to relocate to Barcelona and the appetite that exists for a professionally organized business event that delivers on behalf of its community of international stakeholders. The proof is in the pudding and iGB Affiliate 2026 is 20% larger than the 2025 edition and almost double the size of the 2022 event.

Our expansion into Halls 8 and 8.1 at Fira Gran Via Barcelona reflects unprecedented demand from new exhibitors attracted by the event’s unrivalled commercial opportunities, alongside established partners scaling up their presence at what is widely regarded as the industry’s most important growth platform.

Can iGB Affiliate be genuinely described as a global show and how is that internationalism going to be reflected in January?
Absolutely, in fact, it’s one of the most international events on the industry calendar. The 2025 edition welcomed attendees from 119 countries, and iGB Affiliate Barcelona is set to extend its global reach even further in 2026. As the affiliate and operator landscape continues to evolve, engaging with emerging and expanding markets has never been more critical.

This international focus is reflected in the content program, which has been carefully curated to help unlock global business opportunities. A series of business-building initiatives and market-entry strategies will explore three key growth regions: the United States, Latin America, and Africa.

Taking place on 20 January from 15:00–15:35 in The Pulse Conference Theatre, the Global Markets Head-to-Head session will examine regulation and compliance, traffic and volume trends, average deposit values, player behavior, and the commercial nuances that directly impact ROI. Delegates will leave with a clear understanding of what makes each market tick and where the most compelling opportunities lie.

On 21 January from 14:10–14:40, the focus shifts to a highly interactive, game show–style session debating ‘Is the market hot or not?’ with the UAE, Asia, and the Pacific regions under the microscope. This session will deliver practical insights into performance-led affiliate models, emerging traffic sources, regulatory adaptation, risk analysis, and real-world data on what is driving player volume, traffic value, and confidence across these fast-moving markets. Additional insights will explore how the convergence of content, localization, and technology is reshaping acquisition and retention strategies.

Which technological themes do you expect to be the talking points in Barcelona?
As a professional event organizer, our role is to listen to the industry and shape content around the real needs of our stakeholders. Unsurprisingly, every technology conversation now references AI, and this theme runs through the 2026 agenda.

On 21 January (11:05–11:20, The Pulse Conference Theatre), a dedicated session will explore the rapidly changing landscape through the lens of AI. From agentic AI and end-to-end AI-generated content to personalized AI agents and the emergence of AI-driven black-hat tactics and LLM hacking, the industry is undergoing profound change. The session will examine whether regulation is driving affiliates towards black and grey markets, how those markets can be addressed, and how the industry can support affiliates in diversifying revenue streams and developing more sustainable commercial models.

On 20 January (11:05–11:40), our headline session will explore traffic trends and predictions, focusing on how LLMs and algorithm-driven feeds are reshaping visibility, trust, and audience acquisition, as well as whether personalized service is poised to replace traditional search.

Later that day (12:45–13:00), the agenda turns to social and community-driven platforms, examining how TikTok, Telegram, Reddit, YouTube, Instagram, Slack channels, Facebook, and X are being leveraged within the iGaming ecosystem, and how brands can stand out in an increasingly crowded environment by building trusted, credible, and engaging content.

What’s new for 2026 – what can visitors expect?
The relocation to Barcelona has supercharged iGB Affiliate, firmly establishing it as the central meeting point for the global affiliate community.

In just a year we’ve outgrown our original footprint, prompting expansion into two additional halls with a dedicated entrance. This evolution delivers enhanced branding opportunities and a significantly elevated customer experience. The ability to scale alongside our customers and the wider market was a key factor in selecting Fira Gran Via Barcelona as our long-term home.

Attendees at iGB Affiliate Barcelona 2026 will benefit from the most comprehensive networking ecosystem we have ever delivered. In close partnership with industry stakeholders, we have curated a suite of environments designed to maximize meaningful connections, encourage collaboration, and drive measurable business growth.

These include pre-bookable hosted meeting spaces, VIP Lounges, and vibrant social hubs featuring tattoo salons, live DJs, immersive brand activations, meeting pods, and complimentary drinks. This represents our largest-ever investment in networking, directly responding to what the international community has asked for: more opportunities to network and cement quality connections.

New for 2026, the iGB Hangout (sponsored by Bet365 Partners) will serve as the show’s ultimate social hub, combining entertainment, relaxation, and high-value networking. Its outdoor counterpart, iGB Oasis, located in the Sky Garden, offers a relaxed setting to socialize and recharge while remaining fully connected to the event’s energy.

iGB Introducing (sponsored by Eshkol) provides a seamless, pre-bookable meeting space on the show floor, enabling attendees to schedule meetings via the show app and connect efficiently with the right partners.

The VIP Lounge (sponsored by Betfred) offers an exclusive, premium environment for VIP guests to host meetings, network, or unwind, complete with complimentary drinks and snacks throughout the day. VIPs also have the option to invite one guest to share the experience.

Now in its fourth edition, the Affiliate Lounge remains an exclusive space for affiliates, providing the ideal environment to relax and connect with peers. Featuring a live DJ and complimentary drinks throughout the day, it continues to be one of the show’s most valued networking spaces.

What does such a healthy and growing international expo say about the industry that it serves?
Our role is to organize, promote and deliver a best-in-class business event and one which delivers on behalf of all of our stakeholders. In terms of providing an informed analysis of what a strong brand such as iGB Affiliate Barcelona says about the industry I will defer to Marit von Stedingk Head of PR & Communications at Alea who boasts 20-years of industry experience. In an interview we conducted with Marit she made some telling points about the dynamics of the relationship between the show and the industry.
The essence of her analysis is that the growth experienced by iGB Affiliate reflects and to quote Marit that ‘something fundamental is shifting in how the industry not just values, but has professionalized, the affiliate channel.’ Her fundamental point is that because affiliates drive approximately 30% of new player sign-ups in Europe, which is double the 2019 figure - the channel is growing in influence, and iGB Affiliate reflects that – all of which is great news for both the sector and the show.

From emerging market insights and regulatory briefings to AI-driven marketing strategies iGB Affiliate Barcelona 2026 will deliver the intelligence, innovation and connections required to succeed in the global iGaming affiliate ecosystem. Affiliates wanting to secure their place at iGaming Affiliate Barcelona can unlock their complimentary entry at: https://igb-affiliate.reg.buzz/?utm_campaign=bigba26-partner