Silver Sponsor EGamingOnline will have a strong presence at iGB Affiliate (Stand F54) with a mission to connect with new affiliate customers, existing affiliates and network with the broader industry.  The key industry trends for Golembo are the rise of in-app traffic, the switch to regulated operators by affiliates looking to secure their long-term future and the inexorable rise of AI which has seen the company deploy an AI lobby which provides a curated list of game recommendations to players based on their previous selections.

How does iGB Affiliate contribute to your business, what do you gain from participating in the event and what does success look like?

Our attendance at IGB Affiliate is based on three things - new affiliate customers, existing affiliates and networking. We have a lot of face-to-face meetings during the event with existing customers. It’s great to meet with them so we can showcase new features and promotions for the next three months.

It’s also important to catch up in person and develop deeper relationships with our customers and clients, through the kind of networking that’s done outside of work hours. The importance of this kind of personal contact can’t be measured in terms of success, it’s that important to us.

When it comes to new affiliates, this can be measured, and we find that the IGB shows always produce a good level of new customers in most verticals. For example, it was good to see new affiliates coming to us as a result of our increased in-app affiliate traffic.

A successful IGB Affiliate for us is ensuring all our affiliate managers get enough new leads to follow up when back in the office.

Taking place at the beginning of the year do you think iGB Affiliate will set the tone for the remainder of 2025. Do you think it has the ability to get the year off to a positive and confident start?

If it’s a good show then it should be a good Q1. Coming back to the office having caught up with important customers and having a pocket full of leads always adds to our account managers’ confidence.

How would you describe the experience that iGB Affiliate delivers for visitors and exhibitors?

iGB Affiliate is very professionally arranged with a format that works. Visitors know they will get a well-run exhibition, and exhibitors know that most visitors have come to do business.

In your opinion what are the main trends impacting the affiliate industry?

The rise of in-app traffic. We saw that increase during the Covid-19 pandemic, and it hasn’t dropped since. It’s now an important tool in anyone’s affiliate marketing strategy.  Another trend is regulation. More and more affiliates are switching to regulated operators, so the writing is on the wall for anyone who isn’t doing the same. Regulation is here to stay and will only get more widespread, so working in regulated markets is a significant first step for affiliates looking to secure their long-term future.

What are the most promising emerging markets and what opportunities do they present?

Having just launched in regulated Peru, we are now focusing on Brazil which is probably the biggest emerging regulated market there is right now. We have been anticipating the launch of legal gambling, so we can begin to carry out branding campaigns and focus on what promoting a casino really involves. By that I mean lots of TV advertising campaigns along with digital and social marketing, supported by good affiliate websites embracing regulation and assisting us in establishing our brands with the players of Brazil.

What new technologies are transforming the industry?

AI is becoming very important for us. For example, we now have an AI lobby which allows us to recommend games to players based on their selection of previous games. 

What are you most looking forward to from participating in and being a part of iGB Affiliate 2025 the first edition to be held in Barcelona?

As one of the biggest TV advertisers in Spain with our Brand PlayUZU, we are expecting to see many local Spanish affiliates at the event, both new and existing customers, where we will show them our plans for 2025. We’ll also be discussing how best to work with each other and how to improve our results for what is expected to be a big year for online casinos. iGB Affiliate will be another important show for our team to attend and we’re all excited to be there soon.