Alessandro Gherardi is Co-Founder and Director of Fomento, the specialized Affiliate Network that bridges the gap between high-quality traffic sources and top-tier iGaming operators. Drawing on over a decade of experience gained working in the digital ecosystem, Alessandro is one of the industry experts speaking at iGB Affiliate Barcelona. In addition to providing a preview to his presentation he looks ahead to an event which he describes as playing a crucial role in elevating the reputation of the affiliate sector, transforming it from a niche marketing channel into a sophisticated, respected pillar of the global gaming economy.

Can you start by providing some background to your career, how you started and your career highlights to date?

I started my journey in the digital ecosystem years ago, in 2015. I was working in an affiliate company that was serving multiple verticals, including iGaming. Driven by a passion for performance marketing and the fast-paced nature of the iGaming industry, I decided to start my own Network, Fomento . Over the years, I have navigated the complexities of lead generation and traffic acquisition, focusing on building sustainable and transparent ecosystems for both operators and affiliates. A major highlight of my career has been the founding and scaling of Fomento, transforming it into a key player within highly competitive markets, particularly in Latin America. While our stronghold is in the LATAM region—where we possess deep localised expertise—we are rapidly expanding our footprint in Tier 1 markets. We provide comprehensive performance marketing solutions, focusing on high-conversion strategies, compliance, and dedicated account management to ensure scalable growth for our partners.

What are the core themes of your presentation at iGB Affiliate Barcelona and what do you want attendees to take away with them?

The core theme of my presentation centres on ‘The Evolution of Localized Performance.’ In a world where markets are becoming increasingly regulated, the ‘one size fits all’ approach is dead. I will be discussing how to effectively bridge the gap between European operational standards and the unique cultural nuances of the emerging LATAM markets. I want attendees to walk away with a practical roadmap for expansion. Key highlights will include - the shift from volume-driven to value-driven acquisition, how to build trust in regions where traditional marketing often fails and the importance of choosing the right network partner to navigate local regulatory landscapes.

In your view, what are the most salient trends currently impacting the industry?

Localization and personalization are no longer optional—they are essential. Additionally, the integration of AI in optimizing real-time bidding and creative delivery is a game-changer. Lastly, we are seeing a massive shift toward stricter compliance and the ‘professionalisation’ of the affiliate role, which is vital for the long-term health of the industry.

In terms of jurisdictions and emerging markets, where are the big wins?

LATAM remains the ‘land of opportunity,’ with Brazil leading the charge as it formalizes its regulatory framework. However, we are also seeing incredible potential in markets like Peru and Mexico. Beyond LATAM, we are looking closely at how Tier 1 markets are evolving their retention strategies to compete with the sheer excitement of these emerging territories.

How does iGB Affiliate contribute to the development of the industry?

iGB Affiliate is much more than a trade show; it is the industry’s ‘North Star’ for professional standards. By bringing together the brightest minds, it fosters a culture of transparency and shared knowledge. It plays a crucial role in elevating the reputation of the affiliate sector, transforming it from a niche marketing channel into a sophisticated, respected pillar of the global gaming economy.

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

Absolutely. Barcelona in January is where the strategy for the entire year is solidified. It provides the momentum and the networking ‘energy’ needed to kickstart 2026 with confidence. If you want to know what the industry will look like in December, you look at the conversations happening at iGB in January.

The 2026 edition of iGB Affiliate will be 20% bigger than in 2025 – how important is it to have a healthy and growing exhibition to participate in?

A growing exhibition is a reflection of a healthy industry. Seeing a 20% increase in scale is incredibly encouraging, it signals that, despite regulatory challenges, the sector is resilient and expanding. For Fomento, participating in a growing event means more diversity in partners, more innovation on the floor, and a better platform to showcase our own growth.