Looking ahead to iGB L!VE Anastasiya Baravaya, Chief Executive Officer at Affilka explores key trends shaping the industry not least how the iGaming industry is returning back to basics, with a stronger focus on long-term player value, trusted partnerships, engaged communities, and balanced regulation.

To what extent is AI transforming the industry and how are you adopting AI-driven innovations in your business? 

AI adoption in iGaming is shifting from experimentation to practical application where it can create measurable value. 

The biggest impact occurs in the product development lifecycle, as organizations such as Affilka are moving towards SDLC 2.0. AI streamlines various stages, including market research, competitive analysis, technical evaluations, prototyping, validating POCs, coding and code reviews, documentation and test case generation, automated testing.

By delegating routine and repetitive tasks to AI, professionals like product managers and developers can focus more on architecture, system orchestration, strategic decision-making, and product innovation. While still in the early stages, for many teams the integration of AI agents and workflow automation is beginning to connect previously fragmented or inefficient processes and lower operational costs.

AI application further extends to other areas such as content creation, player segmentation, customer support, behavioral analytics, fraud detection, large-scale data analysis, and the transition from traditional SEO to AI Optimization.

At the same time a certain level of FOMO exists as companies compete to be among the first to unlock new opportunities and are pressured to move fast. However, successful AI adoption is not about replacing everything with AI or chasing every new idea. It is about disciplined experimentation and scaling what actually works. Human oversight remains essential when it comes to priorities, investments, and final decisions.

What other key trends are currently shaping the industry?

The iGaming industry is returning back to basics, with a stronger focus on long-term player value, trusted partnerships, engaged communities, and balanced regulation.

The cost of acquiring new players is skyrocketing. While larger operators can easily absorb such expenses, smaller brands cannot compete on pure acquisition spend. As a result, the industry is shifting its focus from sheer traffic volumes to long-term player retention and engagement. Operators invest more in loyalty programs, personalized experiences, gamification, and authentic player communities.

This trend is also heavily driven by a major generational shift. Younger audiences demand fast-paced experience, instant gratification and seamless one-tap interactions. They expect personalized content and social interactions. As competition for limited player attention intensifies, operators and affiliates are investing more in owned audiences through communities, social platforms, creator-led content, influencer marketing, and brand ambassadors

Partnerships between operators and affiliates are also evolving. With acquisition costs at an all-time high, hybrid deal structures are prioritized, balancing upfront risks with long-term player retention and sustainable growth.

However, a hybrid model only works if there is absolute trust, which is why strong relationships are built on data transparency and data-driven decision making. Affiliates prioritize operators who share detailed, real-time performance metrics. This is where Affilkastands out: by delivering comprehensive, near real-time statistics and cohort reports, we give partners a massive competitive edge. The quicker affiliates can access this live player data, the faster they can adjust their marketing strategies to capture much higher-quality traffic.

Finally, regulation remains one of the industry's biggest forces. As governments tighten regulatory oversight, the key is balancing consumer protection, business health, and tax revenue. All industry stakeholders must maintain an open dialogue to ensure regulated markets remain the go-to-choice for both businesses and users.

What do you anticipate will be the key talking points at iGB L!VE both in terms of the opportunities and the challenges facing the industry?

The conversations at iGB L!VE 2026 will likely focus on the relentless AI race and how businesses adapt to an increasingly competitive and regulated environment.

Geographic expansion is a hot topic right now, especially in newly regulated markets where state monopolies are lifting and fresh frameworks are rolling out. Everyone is looking for ways to enter these territories responsibly but profitably. At the same time industry consolidation means that larger groups continue to scale and dominate while smaller brands face enormous pressure to stand out and survive.

Because player acquisition costs keep rising, we will likely see a lot of buzz around alternative engagement models, including sweepstakes, prediction markets, community-led experiences. The way brands reach new players is also changing completely. As search behavior changes, operators and affiliates are exploring how SEO, AI-powered search, and multi-channel marketing can work together to drive growth.

Beyond the panels on technology and expansion, events like iGB L!VE are still about people. In an industry evolving at such a remarkable speed, face-to-face conversations remain one of the most valuable ways to build trust, explore partnerships, and exchange ideas that help shape the future of the sector.

The 2025 edition of iGB L!VE attracted representatives from 149 nations – a figure only bettered by ICE Barcelona: how important is iGB L!VE’s international profile and what emerging markets would you identify as having the most growth potential?

While regional events are great for deep local dives, iGB L!VE is where the global industry actually meets to connect. Having 150 nations in one room is invaluable mainly because treating all emerging markets as the same uniform block is a big mistake.

True localization goes far beyond just setting up local payment methods. It requires adapting to unique player experiences, cultural backgrounds, and entertainment preferences, as well as highly specific technological and legal nuances. 

In terms of growth, Latin America remains a major focus, with Brazil and Mexico leading the charge. We're also seeing strong potential in new hubs like the UAE and Thailand as they evolve their regulatory landscapes. Even Europe is shifting as state monopolies like Finland prepare to transition to a competitive multi-license framework by 2027. Meanwhile, Africa is evolving into a multi-hub model where South Africa is setting the regulatory bar, Nigeria is driving scale, and markets like Egypt and Ethiopia are showing the next wave of untapped consumer demand.

iGB L!VE is unique because it brings all these diverse, fragmented opportunities under one roof.