Day 2 of iGB Affiliate Barcelona 2026 is delivering a jam-packed schedule at the Pulse Conference Theatre today, where the conversation shifts decisively toward the future of search, the necessity of brand building, and the complexities of global market expansion.
From “off-the-record” insights with Google to debates on scaling businesses, delegates are being treated to a roadmap for navigating the evolving affiliate landscape.
The Evolution of Search: From SEO to AIEO
A recurring theme throughout the day is the seismic shift in search behaviors. This afternoon’s session, “SEO to AIEO: Transitioning from Ranking Websites to Becoming the Direct Answer in AI Search,” addresses the uncomfortable reality of AI compressing search real estate. Panelists, including George Webb (Toucan International) and Nikolas Monti-Potsolakis (Black Lantern Marketing), explore strategies for affiliates facing the squeeze out of traditional link positions.
Later today, the conversation turns practical with the highly anticipated “Adding G-force to Affiliate Marketing: An Ask Google Anything Session.” This “off-the-record” segment features Camillo Cortesi (Google Ads) and Emilio Takas (Campeon Gaming), offering delegates unfiltered advice on how to navigate the next era of search in 2026.
Strategy, Scaling, and Branding
Beyond technology, business strategy remains a focal point. The “iGB Headliner” session, led by Carrie Rose (Rise at Seven) and Kamila Łuksza-Szpyt (Voluum), drives home the message that “building a brand is more important than ever,” arguing that the affiliates who survive tomorrow will be the ones creating destinations players trust.
This sentiment is echoed during the 14:00 Keynote Panel, “What They Don’t Tell You About Scaling and Exiting Affiliate Businesses.” Industry veterans Fintan Costello (Gambling.com Group) and Tom Galanis (Tag Media) join others to discuss the strategic pivots required when doubling down versus preparing for an exit. Earlier, the “Spin the Wheel Conversations” inject spontaneity into the day, with speakers like Alina Famenok and Sarafina Wolde Gabriel tackling rapid-fire topics on shifting affiliate-operator dynamics.
Global Markets and Niche Verticals
The push for international growth takes center stage during the “Global Markets Head-to-Head,” which pits the US, LATAM, and Africa against one another. Experts including Ed Birkin (H2 Gambling Capital) and Alessandro Gherardi (Fomento Agency) are debating where the true opportunities lie as the US market “clamps down” and Africa’s digital boom accelerates. Conversely, the “Local Heroes” session highlights how champions in markets like India and Brazil win through hyper-local traffic acquisition strategies.
Niche verticals also see the spotlight, with Mike Danshin (1w Crypto) discussing the roadmap for the crypto gambling vertical, framing it as a key revenue stream for tech-savvy players despite lingering market uncertainties.
Community and Creativity
Day 2 of iGB Affiliate concludes with a focus on engagement. Sessions like “From Traffic to Advocates” explore the transition from volume metrics to ecosystem building. Finally, the day wraps up with “Cocktails with Creatives,” where Clint Griscti (apidae Digital) and Kate Puteiko (BGaming) discuss the “new age of content creation,” emphasizing the need for powerful brand identities in an era of fierce competition for organic visibility.
