iGB L!VE 2025 through the eyes of the industry
Focus Gaming News spoke with representatives from leading companies in the igaming industry to learn their key takeaways from iGB L!VE 2025.
UK.- In October 2023, Clarion Gaming, the organiser of iGB L!VE, announced an ambitious plan to relocate one of the industry’s most important events from Amsterdam to London. Two years later, that move became a reality, and it paid off. With record attendance (over 15,000 professionals and 300 exhibitors from around the world), inspiring talks, and more than 22,000 sqm of floor space at ExCeL London, iGB L!VE 2025 provided the perfect setting for an unmatched networking experience.
This year, the event ran from July 2-3 as the flagship gathering within London Igaming Week, a programme of immersive curated events, seminars and parties centred around iGB L!VE held from July 1 to 4. The content agenda featured more than 30 inspiring sessions, dubbed the “TED of igaming”, headlined by Claire Williams OBE, former team principal of Williams F1. Pitch iGB spotlighted promising start-ups, while the Sustainable Gambling Zone focused on cutting-edge approaches to player protection and responsible gaming.
iGB L!VE 2025 also saw the debut of the iGB Start-Up Accelerator, an exclusive Affiliate and Operator Mixer, and the first-ever conference for senior technology professionals, sponsored by Pretty Technical.
Focus Gaming News spoke with representatives from leading companies such as Bragg Gaming Group, MelBet, Amusnet, CreedRoomz and GR8 Tech, who shared their impressions of the event, the outcomes they achieved, and their thoughts on how iGB L!VE’s London debut reflects the evolving future of the global igaming industry.
Building bridges across the industry
Aleksandar Dasic, head of affiliate marketing at Bragg Gaming Group said: “iGB L!VE was full of meaningful meetings and exciting new partnerships, one of the most productive events. I was proud to represent Bragg on a panel discussing key topics shaping the future of igaming. Great energy, great people – already looking forward to the next one!”
“Very different from what the ICE London show used to be,” noted Niklas Mravlje, commercial director of content. “The nice summer weather was perfect to catch up with clients by the waterfront and spend some time in a less hectic setting from other shows. Overall very nice and balanced and great for setting longer catch up sessions with our clients.”
Rob Simmons, head of communications at Bragg Gaming, described the experience as “insightful, connecting with industry leaders and gaining fresh perspectives on the rapid evolution of igaming.” The vibrant atmosphere, he said, “truly showcased the innovative spirit driving this dynamic sector forward.”
MelBet also praised the event’s dynamic nature: “iGB L!VE 2025 was one of the most dynamic conferences we’ve attended – packed with productive meetings, strengthened partnerships, valuable new connections, and key interviews with leading industry media.”
“The energy at the event was tangible,” said Mariia Shmelova, CEO of Aff.Tech, GR8 Tech’s proprietary affiliate management platform. “Our booth attracted a lot of interest, and we had some fantastic conversations with both current and potential clients.”
When asked what had stood out most about the event, Shmelova replied: “The excitement around the scalability and flexibility of our platform, especially how quickly it can adapt to different market needs.”
She also referred to GR8 Tech’s Heavyweight Club, inspired by the relentless spirit of world heavyweight boxing champion Oleksandr Usyk, and said: “Being part of the Heavyweight Club by GR8 Tech amplified our presence and clearly positioned us as a serious force in affiliate tech.”
Hayk Tovmasyan, head of CreedRoomz, told Focus Gaming News: “The energy at iGB L!VE London was really great! For CreedRoomz, it was one of the exciting events where we proudly demonstrated our exciting new game shows and showcased our ambitious roadmap with upcoming games and solutions, reinforcing our commitment to driving the future of live casino entertainment.”
Nikola Georgiev, regional business development manager, Amusnet, said: “The evolving setup of Clarion’s exhibitions, with ICE moving to Barcelona and iGB L!VE to London, presents a promising shift for 2025, and we were honoured to be part of both. It was valuable to engage not only with our European partners but also with operators focused on Latin America, enabling broader, more globally-oriented business discussions. We received highly positive feedback on our recent titles, and the strong player response to products like Tournament Tool and Golden Coins Link Jackpot is driving heightened anticipation for our upcoming releases.”
A new chapter has just begun
Following its successful relocation to London, iGB L!VE 2025 has established itself as one of the most significant global igaming events of the year, providing the ideal setting to connect operators, affiliates, tech vendors and game providers within an ever-evolving ecosystem where long-term partnerships and strategic thinking are increasingly essential. The countdown to the 2026 edition of iGB L!VE has already begun.
