The iGB Startup Accelerator is part of iGB L!VE’s overarching commitment to support new businesses and foster the entrepreneurial spirit that drives the industry. Developed in partnership with Kelly Kehn, co-founder of startup launchpad Defy the Odds, the programme is dedicated to early-stage founders entering or scaling within the gaming and betting industry. The day combines expert talks, founder insights, investor perspectives and interactive sessions all curated to help startups accelerate product development, fundraising and market entry. Previewing the iGB Startup Accelerator ( 1pm – 4pm, 30 June, Excel London) Kelly explores the investor landscape and highlights both the challenges and the opportunities facing fledgling businesses.

In what ways will the Startup Accelerator help businesses seeking investment, and what are the tangible take-outs?

The Accelerator gets startups and investors in the same room to hear each other's perspectives, then network properly. Our industry runs on trust, you do business with people you know, and this is where those relationships start. For a founder, the tangible take out is leaving with warm introductions to capital and a much clearer read on what investors in this space actually want. For investors, it's early sight of the companies coming through before anyone else gets to them!

How difficult is it for startups to attract investment in the current climate?

There's no shortage of appetite right now. Sport is having a moment - the FIFA World Cup, new leagues, the global rise of women's sport - and that's pulling investor and customer attention toward sports tech, betting and prediction markets. So, in terms of interest, it's a good time to be raising. The harder part is standing out. Tech isn't a moat anymore. Anyone can build the product, so the question every founder has to answer is what actually protects them: brand trust, a niche that nobody else has spotted, a distribution edge? Investors are excited, but they're excited about defensibility, not features. If you can't point to your moat, you blend into the crowd.

Is it easier to raise from successful individuals who've been through the same process?

At the early stage, yes. Exited founders have been through exactly what these founders are facing, so they get it in a way most investors don't: the grind, the regulatory walls, what it actually takes to build here. That makes them strong prospects, both as capital and as people who can open doors. The catch is there aren't many of them and they're not always visible, which is why networking matters so much in fundraising. A lot of the best money in this industry isn't advertised. You find it through the right introduction.

Are institutional investors risk-averse when it comes to gambling startups, and if so, why?

Some are, and it's worth being honest about why. Gambling carries baggage other sectors don't: governance mandates, responsible gambling concerns, regulatory and reputational risk. Some funds simply aren't allowed to invest in the sector at all.

But it's not a blanket no. Most of it comes down to stage and traction. Early on, when a company is unproven and the regulatory picture is still being worked out, the risk feels high. Once a startup has shown growth, a clean compliance record and a team that knows the rules, a lot of that hesitation falls away. The investors who do well here tend to be the ones who already understand the space, so it's as much about matching expertise and perspective as it is about appetite for risk.

What do you hope to achieve, and what does success look like?

Personally, I want to walk away having made real connections, new startups and new capital for our community. We’ve built a really engaged network of startups, expert and capital (called Empower) and I would love to make new connections to add to that. Beyond that, I hope people leave having learned something they can use, whether they're raising, investing or just trying to read where the market's going. If founders leave with a clearer path and investors leave with companies worth backing, that's a good day.

Finally, do you think world class events such as iGB L!VE London and ICE Barcelona have a responsibility to support new businesses through initiatives like the Accelerator and Pitch iGB?

100%. Every one of the biggest businesses in this industry was a startup once. The companies coming through now might not be your biggest customers today, but supporting them is an investment in the future of the whole industry. Events like iGB L!VE and ICE are where the industry gathers, so they're in the best position to open that door, and I'd say they have a responsibility to.