iGB L!VE London 2026: Key insights from our team

iGB L!VE: where strategy meets real business conversations

iGB L!VE brought the international iGaming community together at ExCeL London on 1–2 July 2026.

The scale of the event was easy to notice from the moment we entered the venue. The previous edition recorded more than 20,000 visits and brought together representatives from 149 countries, including operators, affiliates, game providers, technology companies and growth partners.

However, the real value of an event like iGB L!VE is not only its size. It is the concentration of people who are actively looking for new products, partnerships, technologies and ways to improve their operations.

The agenda and show-floor conversations made it clear that the industry’s biggest questions are becoming increasingly interconnected. Among the topics discussed were how operators can grow across regulated markets while keeping compliance and player protection at the centre of product decisions, how AI can improve real processes and how brands can differentiate in the AI era when products and features are becoming easier to replicate.

One of the strongest answers came from Dabble. In a digital-first market, meaningful differentiation increasingly comes from brand, storytelling and human connection. Betting feeds, live streams and community interaction can help turn a digital transaction into a more social and engaging experience.

Eight people, one cross-team perspective

Bringing such a diverse group to London allowed us to explore every conversation from more than one angle.

Our CEO and Partnership Manager focused on business opportunities, long-term cooperation and the direction in which operators and providers are developing their products.

Our Head of Development looked closely at technology, architecture, integrations and the challenges companies face when scaling or modernising their platforms.

Our Project Managers brought the delivery and product development perspective. They discussed how operators organise complex projects, manage multiple integrations and coordinate external vendors. They also explored how business needs are translated into product priorities and how products can continue to evolve while development remains aligned with commercial goals.

Meanwhile, our Growth Manager focused on market trends, customer acquisition, positioning and how technology can support sustainable business growth.

Many of the conversations confirmed one thing: iGaming challenges rarely concern only technology or business. Solving them requires a combination of technical expertise, effective project delivery and a clear understanding of commercial goals.

The real value of iGB L!VE: conversations that move projects forward

As always, the most valuable part of the event was meeting people face to face.

Some conversations were arranged weeks in advance. Others started unexpectedly while visiting a stand or catching up with someone we had previously only known through LinkedIn or online meetings.

What made these discussions especially useful was their practical nature. Instead of talking only about broad market trends, people were open about the challenges they currently face.

We heard about platform limitations slowing down product development, integrations that require too much manual work, difficulties in managing multiple external vendors, pressure to enter new markets faster and the growing need to use data more effectively.

These are exactly the types of challenges we work with at Blurify. We help iGaming companies build custom platform components, create new products, deliver complex integrations and modernise existing systems without forcing them to replace everything at once.

What everyone was talking about: key insights from iGB L!VE 2026

The agenda covered a wide range of topics, from AI and player acquisition to sustainable gambling, compliance and international expansion.

Across the sessions and our own conversations, five themes stood out.

1. AI needs to solve real operational problems

AI remains one of the most important topics in iGaming, but the conversation is becoming increasingly practical.

Operators are exploring AI in customer support, marketing, data analysis, behavioural monitoring and risk management. However, introducing another AI tool is not enough.

Successful implementation requires reliable data, integrations with existing systems and a clear understanding of which processes should be improved. 

One useful distinction raised during the event was the difference between machine learning and large language models. While LLMs are mainly used to understand and generate language, machine learning has long supported behavioural analysis, player segmentation and the identification of patterns in user journeys.

The key takeaway is choosing the right technology for the right problem. The most valuable AI solutions are those that use reliable data to improve decisions, automate repetitive work and deliver more relevant player experiences.

2. Growth and compliance must work together

Operators continue to focus on acquisition and expansion, but the event also showed that compliance can create real business value when it is built into the player journey.

KYC, AML and affordability checks do not have to disrupt the experience. When they are integrated into the platform, automated where possible and supported by good UX, operators can meet regulatory requirements while protecting conversion, retention and long-term growth.

3. Player experience is becoming a key differentiator

Many operators offer similar games, promotions and platform features, making it difficult to compete through functionality alone.

As a result, more attention is being placed on personalisation, community, gamification and the overall player journey.

Technology should not simply introduce more features. It should help brands create experiences that are relevant, engaging and easier for players to use.

4. Player protection is becoming more data-driven

Responsible gambling is increasingly connected with data analysis, product design, payments and behavioural monitoring.

Instead of relying only on fixed thresholds or reacting after harmful behaviour becomes visible, operators are looking for ways to identify risks earlier.

This requires different teams – including product, compliance, payments, customer support and data – to work with shared information and coordinated processes.

5. International growth requires local flexibility

Another important topic was expansion into new and regulated markets.

There is no universal approach that works in every jurisdiction. Local regulations, payment methods, infrastructure and player behaviour can significantly affect how a product should be designed.

Operators therefore need flexible platforms that allow them to adapt integrations, processes and product components without rebuilding their entire system.

London gave us new ideas 

iGB L!VE London gave us two days full of meetings, insights and new perspectives on the challenges shaping the iGaming market.

We returned with new contacts, potential partnerships and many ideas that we are looking forward to developing further.

A huge thank you to everyone who met us, shared their experience or stopped for a spontaneous conversation. Events like iGB L!VE remind us that even in a technology-driven industry, progress usually starts with people talking openly about the problems they want to solve.

See you at the next event!