Each summer, the iGaming association gathers in one place to host its annual meeting in London. This year, from July 1-2, the ExCeL Center will be where operators, affiliates, vendors and technology partners try to determine what’s ahead for the industry.
This isn’t just another expo on the circuit. iGB L!VE has evolved into a space where conversations are more direct, deals move faster, and trends feel closer to reality than theory.
From Amsterdam to London - Why this Change is Important
The move from Amsterdam to London wasn’t just a logistical decision - it reshaped the whole character of the event.
Introduced in 2025, the relocation reflects a broader shift in the industry itself - toward regulation, scale and more commercially driven conversations.
London has a faster pace than Amsterdam, has a more global perspective, has a greater amount of commercial activity and is more in line with where the industry is headed. Additionally, with a larger and more flexible venue than in Amsterdam, at ExCeL, it no longer appears to be a regional venue, but appears to be a truly global market.
Many companies, especially those that are moving into regulated markets, have identified London as a more logical site for their interests. In these conversations, the emphasis tends to be less on exploring ideas and more on executing ideas.
What iGB L!VE Actually is Beyond the Headline
According to the data, iGB L!VE is an event with more than 15,000 attendees and exhibitors.
However, in reality, it is a place where everyone involved in the iGaming industry will come together. You will see affiliates discussing ways to increase their traffic next to operators who want to talk about how they will enter the market. While platform providers will demonstrate how their product can help improve areas like retention and compliance.
The way this expo is unique is that it provides balance. It’s large enough to be significant, but small enough to provide meaningful opportunities for meetings. When you meet someone at the conference, you generally have a purpose in mind and do not “bump into them” by accident.
How to Get a Real Value from the Event
We have become accustomed to thinking of the value of the show coming primarily from the agenda, programming, and expo floor. However, these are just the means through which such value can arise.
The true value of iGB L!VE is its ability to efficiently bring the right people together at the same location, and at the same time. What may take you many months’ worth of email and telephone calls to arrange will be conducted in one single afternoon.
Operators will have the opportunity to benchmark relative to their peers in areas such as acquisition, retention and regulation. Affiliates will be strengthening existing partnerships as well as discovering new opportunities in an ever-increasingly competitive marketplace; and providers will have one of the limited number of opportunities to speak directly with each other about their individual products, and provide each other with the necessary feedback and input regarding those products’ respective potentials.
What the Industry is Focusing on in 2026
If you take the time to actually listen to the discussions on the floor, you will start to hear some repeating themes - not just the average on-stage reference points, but through actual communication between people.
One of the topics you keep hearing over time is how there appears to be quite a significant shift from experimenting with Artificial Intelligence (AI) to executing AI in relation to improving customer engagement and operational efficiencies. Just one or two years ago, everyone was still "exploring" AI. Today we are hearing more focus on whether, in fact, AI is helping to increase player value or improve operational efficiencies.
Regulatory challenges continue to be present, the conversations surrounding regulatory challenges have shifted from reactive responses to developing business models that adapt and incorporate regulatory challenges. Operators that seem to be the most confident in their ability to execute successfully have already incorporated compliance into their overall growth strategies.
Affiliates are also re-thinking their role in the marketing equation. With continued pressure to provide clarity around tracking/attribution and ownership of data, traditional affiliate programs are being challenged. Affiliates are now being more strategic about their partnerships and in some cases, more selective.
Lastly, responsible gaming was once an entirely separate discussion from other larger discussions focused on sustainability/longer term growth. This has all changed and now responsible gaming is integrated into the larger conversation and is no longer an "off to the side" topic, but rather a key part of how serious companies are positioned.
The Parts of the Event People Don’t Talk About Enough
iGB L!VE has an "official" version, but there is a completely different version known only to seasoned attendees of the expo.
To create the best productive time and interactions, the majority of the best possible connections are made away from iGB L!VE booths and at quieter places in the conventions or coffee shops and after hours when things slow down, and attendees feel able to have a more honest and open conversation.
Moreover, the sheer size of ExCeL can be daunting. If you are not prepared, moving from one meeting to another can take a lot longer than anticipated. Many repeat attendees take their time planning each day carefully by checking the location of each meeting and are sure to provide themselves with enough time between meetings to get to their next destination without rushing back and forth without time in between.
One thing that first-time attendees might have difficulty grasping is how quickly meetings get booked up as dates get closer, as a majority of the seasoned attendees have their calendars filled months before an iGB L!VE starts as soon as it opens; if you show up without pre-arranged meetings scheduled in advance, you might miss out on having the highest level connections or value conversations as an attendee will get the most out of the summit from pacing themselves through the days and evenings and acknowledging that before they walk through the door each day.
How to Approach iGB L!VE Differently
Companies that can see real results from the summits, iGB L!VE is typically more focused on treating it as a two-week sprint than they are on treating it like an event.
They arrive at the destination with very specific goals in mind - whether it be to develop partnerships, assess new markets for profitability or strengthen relationships with partners. Additionally, the way they allocate their time is based on their goals, and they prioritize having valuable discussions that lead to concrete outcomes.
The most critical element of successfully translating a successful meeting at iGB L!VE into tangible returns is to ensure that there is proper follow-up. Immediately after the expo is often when the real work begins.
Meet Groove at iGB L!VE 2026
iGB L!VE is one of the events, where you’ll be able to meet Groove, where they will showcase their game aggregation platform and their back-office solution, both developed for modern-day operators.
For teams that want to grow their game library, simplify their processes, or enhance player interactions, this is an excellent opportunity to observe how these solutions function in action, and also to have direct discussions on any unique requirements.
If you are looking to schedule a meeting with Groove, take the time to plan this upfront. This thresholds an opportunity to attend it quickly once you arrive.
Is It the Right Event for You?
Not every event in iGaming delivers real value - and most people know it really well.
However, iGB L!VE is unique, but only if you approach it with the right expectations. The greatest rewards will be found if you are focused on who you want to meet and what you want to accomplish, as well as how this summit is integrated into your business's overall strategy.
If your goal is to increase your business through either entering new markets, bolstering existing partnerships, or identifying a technology solution to help you grow your business, then attending iGB L!VE definitely warrants your attendance. This conference will give organizations access to the audience who are seeking to engage in a real conversation rather than a nominal introduction.
If, however, you are still conducting research into either the iGaming industry as a whole or you don't have a clear goal of what you would like to measure your success against, it can be daunting trying to locate the potential connections.
In the end, iGB L!VE tends to reward those who come prepared. For the right teams, it’s not just a date in the calendar, it’s where meaningful progress happens in a very short amount of time.
