iGB L!VE 2026 wrapped up their second and final day at ExCel, London and if day 1 was about first impressions, day 2 was about getting down to business. The show floor opened their doors a little later than the previous day at 10 am, but the energy in the exhibition hall had not dropped one bit. With the organizer targeting more than 15,000 people across the two days, day 2 brought a slightly different rhythm, some people just browsing a lot more, finishing conversations they had started the day before. The heat wave sitting over Europe had not gone anywhere either, but that did not stop delegates from packing out the halls right up until the doors closed at 6 pm.
Exhibitors saved their best for the last
Some exhibitors had their best offers out on Day 2. With the FIFA World Cup underway, several sportsbook and platform providers doubled down on tournament-ready tooling, highlighting real-time betting coverage, in-play engagement features and prediction market products centered around the tournament.
For day two, SOFTSWISS opened up their Networking Lounge in Gallery Room SG12, starting with a Healthy Breakfast event for invited partners overlooking the River Thames, as well as the private Ferrari 296 GTB transfers it had arranged for guests since Day 1. It was one of several examples of exhibitors trying to make the last day less of a race against time and more of a proper closing chapter to the event rather than just a countdown to pack-up time.
Elsewhere around the floor, GR8_TECH, BetConstruct AI and other platform providers used their final hours to double down on AI-driven tools from CRM and player engagement systems to affiliate ecosystem products, a clear sign that AI has gone from being a talking point to a genuine product differentiator this year.
The content agenda shifted towards Affiliates, AI and Crypto
Where Day 1’s sessions focused heavily on Africa, M&A and startups, Day 2’s agenda turned their attention to affiliates, AI adoption and the trickier corners of the crypto casino world.
A special team tracked affiliate trends throughout the day. They had discussions on what makes some affiliates successful and others not over the few years. The team talked about things including:
- Using data from their own business
- Focusing on devices first
- Using artificial intelligence in a smart way
- Following rules to get ahead
One topic was a problem that many businesses have. They are getting lots of information coming in from affiliates, search engines, ads and social media, which doesn’t have effective utilisation.
The team looked at how intelligence-powered tools can help unlock new growth opportunities hidden in that data. The subject of AI adoption was a recurring theme, but not always in a celebratory tone. One panel took on head-on the wave of generic AI consultants currently pitching operators, arguing that much of the advice being sold is an expensive fix for a problem licensed operators don’t really have. It was a refreshingly blunt note in a day otherwise full of AI optimism.
Crypto casinos also got serious airtime. With the sector continuing to grow fast, one panel dug into a question that doesn’t get asked often enough at these events, who is actually verifying the fairness of the games behind these platforms.
Regulation and the illegal market stayed on the table
If Day 1 was about risk and player protection, Day 2 focused on enforcement and the illegal market. Andrew Lyman, Gambling Commissioner and Executive Director at Gibraltar’s Ministry of Justice, Trade and Industry talked about how illegal operators are using digital platforms and search ads to target vulnerable players. He highlighted non-GamStop casinos and crypto gambling sites operating outside the rules as a major concern.
This issue is linked to what was discussed on Day 1, to tackle the market we need everyone to work together, players, operators, suppliers and regulators. No single group can solve it alone.
Startups, Investors and the money conversation
Pitch iGB, which saw five startups present to a room of investors and potential partners, had already set the tone the day before, but the funding conversation carried into Day 2 as well. Investors and founders spent time discussing just how hard it can be to raise iGaming-specific capital, since a lot of generalist venture firms simply don’t have the sector knowledge to properly evaluate a gaming pitch. Events like the Startup Accelerator were pointed to as one of the few places where that gap actually gets bridged, by putting founders directly in front of investors who are already looking for opportunities in the space.
A night show
The show floor was closing so people started to think about the event of the evening, the iGB Affiliate Awards. This event is to honor the affiliates, agencies and networks that made a difference in the sector over the last year. There were categories for the awards like Affiliate Campaign of the Year and some awards for individual networks and agencies. The list of people who might win had a mix of old and new names. The iGB Affiliate Awards was a way to end the two days it was a formal and happy event, not just a quiet goodbye. The iGB Affiliate Awards really made the end of iGB L!VE special.
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