Marit von Stedingk is Head of PR & Communications at Alea, where she turns complex iGaming products into clear, compelling stories. With 20-years of industry experience, she builds trust, shapes reputation, and humanises technical brands through authentic storytelling and a strong editorial instinct. With the 2026 edition of iGB Affiliate Barcelona 20% bigger year-on-year Marit argues how the growth of the event creates opportunity bringing new entrants, fresh technology, and a wider range of partners to the table.

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In terms of jurisdictions and emerging markets, where do you see the big wins right now?

We've moved past the era of opportunistic market rushes. The real value now has to be in jurisdictions that have matured markets with established frameworks and functioning infrastructure. What you are looking for is stability mixed with opportunity.

I think that Brazil remains a priority for iGaming despite recent uncertainty. It's certainly one of Alea's biggest growth markets in 2025, and as a game aggregator, we get a good overview of the market because we have a diverse list of clients.

And sure, the government's initial plan to increase GGR tax from 12% to 18% in October 2025 was withdrawn, so we're now waiting to see how the phased increases will roll out over the coming years. In iGaming, anything can change overnight. But even accounting for that, it's hard not to still see it as the land of opportunity: it has a population exceeding 200 million, deep sports engagement (far more than in the UK), and significant digital adoption. It's a market you have to take seriously.

If we stick to emerging markets, Peru is definitely interesting and increasingly attractive for affiliates or operators, looking for predictability. The framework is clear, the rules are stable, and that kind of environment supports long-term planning.

And then there's Africa, the most talked-about continent of the last decade. Here at Alea, we are seeing some very positive steps by governments to refine their approaches to regulation. It's a diverse market that requires genuine local understanding, but the potential is huge if you stop thinking of it as one emerging market and instead as a complex ecosystem, even more so than Europe. There is no one-size-fits-all approach, but there are wins to be had, especially in Ghana, Nigeria, and South Africa.

What I've observed is that the smartest approach is to remain flexible, but don't always chase every new market. Establish a credible marketing presence in a market where regulation creates stability and operators can build with confidence. That's where genuine, sustainable growth happens, for players, for affiliates, and for suppliers.

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As a January show, do you think iGB Affiliate sets the tone for the rest of 2026?

Absolutely. ICE and IGB Affiliate is one of the most strategically important moments in the calendar for building early-year momentum.

The environment is concentrated enough that you can meet partners, pressure-test strategies, and accelerate deals that might otherwise take weeks or months to close.

For me, the real value is in the alignment it creates. When you start the year with in-person conversations, you're not just networking; you're unlocking opportunities immediately.

The themes that emerge from the show also tend to define the year ahead. Regulation and AI are clearly going to dominate 2026, and discussing them in January means we're shaping trends rather than reacting to them six months later.

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The 2026 edition of iGB Affiliate will be 20% bigger than last year. How important is that growth for participants?

I have a slightly different perspective on this than most, having started my career helping to organise the iGB Affiliate events in their early days. I then grew up attending these larger conferences as an affiliate myself before moving to the B2B side with Alea. So, I've seen the evolution from multiple angles.

Having watched this show grow, I can say this kind of expansion reflects something fundamental shifting in how the industry not just values, but has professionalised, the affiliate channel.

Growth creates opportunity. It brings new entrants, fresh technology, and a wider range of partners to the table. For operators and affiliates, it means engaging with a more dynamic, diverse ecosystem.

The expansion also mirrors broader industry data: affiliates now drive approximately 30% of new player sign-ups in Europe, roughly double their share from 2019. The channel is growing in influence, and iGB Affiliate reflects that.

A thriving exhibition is a signal, and right now the signal is confidence.

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What trends do you see as the most influential in the industry right now?

Three forces are reshaping the sector: regulation, technology, and the evolving role of affiliates.

Regulation remains both the biggest challenge and the biggest opportunity. As markets like Brazil, Peru, India, and across Africa introduce or refine their frameworks, affiliates and operators who genuinely understand local compliance will differentiate themselves from their competitors.

AI and personalisation are accelerating quickly. For affiliates, AI is a multiplier. It refines segmentation, predicts player preferences, and produces content more efficiently. What matters is making sure quality stays the same and aligns with operator priorities: lifetime value over short-term spikes.

The best affiliates today are creators, data strategists, and educators. They're producing content that genuinely shapes how players evaluate brands. Operators are increasingly selective, choosing partners who deliver quality players, not just volume.

And everything is mobile-first and video-led now. Player behaviour has shifted decisively. Short-form video, app-driven engagement, and real-time content are outperforming traditional SEO strategies. Affiliates who embrace this will succeed.

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Finally, stepping back' why do affiliates matter so much to the industry?

Having spent ten years working as an affiliate before moving to the B2B side, I can say this with complete certainty: affiliates are essential connectors in the iGaming ecosystem.

They help players navigate a complex market, highlight safe and/or regulated operators, and act as educators and innovators in content and player engagement. In a sector projected to sustain strong global growth, affiliates have evolved into strategic partners. They help operators reach the right audience, sometimes in markets where traditional marketing isn't available.

Whether they do so in a compliant or responsible way isn't always clear, but like attracts like, as they say.

Their role has endured through shifts in technology, social platforms, and regulation because they consistently deliver players, often in a more cost-efficient way than advertising, if advertising is even an option for smaller operations. Now, working on the B2B side at Alea, I see how fundamental affiliates are to industry growth for our own partners.

Events like iGB Affiliate exist because they spotlight that reality. Affiliates aren't just part of the industry; they're essential to its long-term sustainability and success.

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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 i-gaming 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