Date: 23/01/2026
Our team at iGB/ICE Barcelona
On January 20 and 21, our team was in Barcelona for iGB/ICE—two intense days at one of the most relevant stages for the iGaming industry and the affiliate ecosystem.
The city had the usual event pace: packed halls, back-to-back meetings, and plenty of quick hellos that turned into serious conversations in five minutes. Between stands, presentations, and last-minute catch-ups, the goal was clear: get a real read on the market from the inside, understand what’s changing, and align our next steps with what’s already becoming the norm—not what might happen “someday.”
Three areas stood out most. Acquisition and retention are becoming increasingly technical and less about “marketing tricks”; there’s real pressure to improve the funnel with cleaner data and faster decision-making. Regulation and compliance are no longer side topics—they now shape product, communication, partnerships, and even how performance is measured. And of course, AI and automation are no longer just stage talk; they’re tools being adopted day-to-day, from campaign and creative optimisation to support and personalisation.
We're back with strengthened contacts, fresh ideas, and above all a sharper picture of what matters right now: more selective partnerships, more disciplined execution, and metrics that tell the whole story, not just the part that looks good.
Barcelona was work. And it was also a simple reminder: the industry doesn’t stop—it just changes pace. Our job is to keep up, cut through the noise, and turn what we saw over these two days into concrete results in the weeks ahead.
