The doors have opened at the Fira Barcelona Gran Via for Day 1 of iGB Affiliate Barcelona, marking the start of the world’s only event dedicated exclusively to the iGaming affiliate ecosystem.
Bringing together over 11,000 industry leaders, operators, and tech vendors, the event kicked off World Gaming Week with a high-energy agenda focused on adapting to a rapidly changing digital landscape.
With 89% of attendees representing key decision-makers, the Pulse Conference Theatre was standing room only as the industry tackled its most pressing challenge: the shift from traditional search to AI-driven answers.
Redefining Visibility: SEO in the Age of AI
The day’s content began with a critical look at the future of organic traffic. in the session “SEO to AIEO: Transitioning from Ranking Websites to Becoming the Direct Answer in AI Search.” Experts George Webb (Toucan International) and Nikolas Monti-Potsolakis (Black Lantern Marketing) urged affiliates to rethink their strategies.
The panel argued that as AI compresses search real estate, the new battleground is becoming the “direct answer,” requiring a pivot from content volume to authoritative precision.
Scaling, Exiting, and Global Opportunities
Mid-afternoon sessions shifted focus to business growth and strategy. The keynote panel, “What They Don’t Tell You About Scaling and Exiting Affiliate Businesses,” offered a masterclass in value creation. Industry veterans Fintan Costello(Gambling.com Group) and Tom Galanis (Tag Media) provided pragmatic advice on when founders should double down and when to pivot for a successful exit.
This was followed by a data-heavy analysis in “Global Markets Head-to-Head: US v LATAM v Africa.” Speakers including Ed Birkin (H2 Gambling Capital) and Lea Hogg (Game Lounge) dissected the varying speeds of global expansion, contrasting the maturing “gold rush” in Latin America with Africa’s accelerating digital boom and the regulatory tightening in the United States.
Community and Creativity
As the day wound down, the conversation turned to engagement. Gemma Goddard (Casiqo) explored the power of brand advocacy in “From Traffic to Advocates,” before the day concluded with the vibrant session “COCKTAILS WITH CREATIVES.” Panelists like Kate Puteiko (BGaming) and Scott Hill (Tennessee Hold’ EM) discussed the new age of content creation while delegates enjoyed a well-earned drink, setting a collaborative tone for the rest of the iGB week.
