You’ve worked in the events sector for more than 25 years in different industries. What main lessons have you learned during this time, and what specificities does gaming event organization have that perhaps differentiate it from other segments?
Irrespective of the sector, it is absolutely imperative to get close to your customers, to understand their pressure points and challenges, and to think creatively about how to deploy the huge power of live events to help meet the needs of your clients and visitors. It’s very much a case of putting yourself in their shoes and consistently exploring new ways to add value and keep the proposition relevant and interesting. In terms of what differentiates gaming as segment, it’s got to be the people. The personalities that I’ve met in the gaming industry are amongst the most dynamic and creative people that I’ve encountered in my career. The industry is fizzing with energy and underpinned by the art of the possible. This compelling and energizing mindset explains why gaming is such a wonderful and enjoyable sector to work in: there’s really no other industry like it!
Considering this year’s edition, why should the entire gambling community pay attention to the opportunities that iGB L!VE London 2025 will bring?
If you work in iGaming, and you are looking for your next opportunity after ICE and iGB Affiliate Barcelona to meet and generate business with the world’s best global iGaming investors and most influential operators, iGaming suppliers, tech vendors and affiliates in the largest regulated market in the world, iGB L!VE should be a must-attend event for you. It’s the world’s fastest-growing iGaming event, which attracts an incredibly diverse audience of iGaming decision-makers and implementers in multiple job roles; genuinely, the entire ecosystem of an iGaming business. iGB L!VE is an event where genuine deals get done and business are closed. The move to London opens up one of the world’s richest investment networks, unlocking huge growth potential for our iGaming customers. I think it’s going to be a fantastic and memorable celebration of both the industry and of London.
Over the years, many executives have defined iGB Live as “an affiliate event,” when in reality it has a much broader focus on the gaming and betting world. How do you explain the true scope of the show?
iGB L!VE is the only industry event that connects the leading iGaming affiliates, operators, tech vendors, game providers and suppliers in order to maximize performance and really drive tangible business growth. It has unique chemistry and is widely regarded as not just a dynamic and exciting show but also the home of the iGaming community. We shouldn’t overlook the fact that iGB L!VE delivers unparalleled business opportunities, with attendees having free access to the most influential brands in the space. The show brings together all elements of the iGaming ecosystem with a focus on player performance at its heart. We’re often told by our stakeholders that iGB L!VE is the industry’s favorite event and the place where crucial business deals are made.
What does it mean to you and your staff to have been nominated for the AEO Excellence Awards in two categories, including ‘Organizer Team of the Year’?
Of course, it’s extremely gratifying for the team to be nominated and recognized by fellow event industry professionals. However, I have to say that the most important acknowledgement is when we are told that our events play a pivotal role in helping many thousands of businesses throughout the world to be successful and achieve their goals. It doesn’t matter if they are established businesses or one of the many startups that see iGB L!VE as a launchpad for future success.
Clarion is seen as one of the organizers with the widest level of diverse and female representation at its events. How do you define these issues when creating panels and thinking about content that reflects diversity and inclusion?
The industry features some hugely talented women, and this is reflected at iGB L!VE. I am honored and delighted to have so many women participating in the event. Personalities including tech founder, investor, and startup mentor Karolina Pelc, who is part of the judging panel at Pitch iGB, Kelly Kehn, whose Defy the Odds start-up accelerator will be running the iGB Startup Summit, and Lee-Ann Johnstone, whose Affiverse consultancy is developing a bespoke training academy specifically for iGaming Affiliate Managers. They will all be making important contributions to the iGB L!VE experience. In addition, our keynote is Claire Williams OBE, the former leader of the Williams Formula 1 racing team and one of the most prominent and successful women in F1 history. Her keynote will be one of many ‘must attends’ at iGB L!VE and will underline the brand’s focus on driving increased performance in the industry as well as our unswerving commitment to diversity.
What have been the main challenges in organizing this edition of the event in London, and what feedback do you expect from attendees after the show?
We have learned a lot from the successful migration of ICE and iGB Affiliate from London to Barcelona, lessons which we have applied to iGB L!VE. Key for me is how vital it is to collaborate and partner with all stakeholders. Predominantly, that’s involved our industry Advisory Board and working alongside the senior team at ExCeL to produce a clear customer-focused approach to maximizing ROI for all our customers. ExCeL London can do for iGB L!VE what it achieved for the ICE brand. ExCeL has a fantastic track record of helping events to fulfil their potential, and our customers have been crystal clear about their desire to continue to grow and scale. The move to London from Amsterdam will enable us to build a sustainable Tier 1 B2B event which consistently meets the needs of the iGaming ecosystem that it serves. When we confirmed the relocation from Amsterdam to London, we set ambitious targets of achieving 30,000 visitors and 550+ exhibitors/sponsors by 2028. July’s edition of iGB L!VE will provide a launchpad to achieve those goals.