Ahead of July’s iGB Affiliate Awards Stephen Carter, Head of Affiliate Content and internal judging lead at WorldGaming, explains the importance of transparency in the judging process and how that encourages a broader sweep of entries from businesses at every stage of their development.

Is it fair to say that the judging process for the iGB Affiliate Awards is the most rigorous in the gaming space?

We have certainly worked very hard to make it so over the last five or six years! I am confident that the improvements we have made since 2020 mean that our process is now among the most rigorous and fair in the sector. Among the changes I would highlight are the strength and diversity of our panel, the NDA, the highest possible transparency around the judging and the feedback loop we have created with the community. We can always do more, of course. Several of the other more respected awards providers across the wider iGaming space have an audit partner to provide independent validation of the process, so this is something we are looking at currently.

What was behind the decision to make it so robust and what does it add to the Awards?

It came about as part of a root-and-branch overhaul of the Awards initiated in 2020 by our special events manager at the time, Katya. She made the case internally that the entire Awards proposition needed a refresh to ensure it was still providing the platform for recognition and celebration that the sector deserved. She also argued that and the experience of igaming industry Awards ceremonies was and remains, pretty boilerplate and underwhelming, with the obligatory sit-down dinner accompanied by some lacklustre entertainment followed by a seemingly endless procession of Awards designed to recognise as many companies and individuals as possible. As a result, I was drafted in to review the categories, criteria, judging panel and process. After a false start due to Covid in 2020 when we were forced to run them online, we relaunched in a live capacity in 2021 with the Greatest Showman spectacular. Since then, the criteria and judging have been fine-tuned each year based on our experience and feedback from the iGaming affiliate community as well as our judges. As for what it adds to the Awards, it’s about establishing that trust out in the market that your submission will be treated entirely on its merits and the same as everyone else’s. The number of upsets in our headline categories in recent years prove that big definitely isn’t always better when it comes to the iGBA Awards. A primary purpose of our event is to showcase disruptive and fast-growing businesses, and I think our results reflect how wholeheartedly our judges embrace that principle. For me, the litmus test of the upgrades to the iGBA process was removing the metaphorical raised eyebrows by our audience in response to the outcomes. I make myself available to provide anonymised feedback and rationales for all decisions, which I think has helped.

Does the fact that the Awards are so transparent make them more attractive to smaller businesses who know that submissions will be judged on their merit and not on the commercial relationship that brands may have with media channels?

I certainly hope so! The iGB Affiliate Awards simply can’t be bought, we don’t make people pay to enter, shortlist or win and we have put multiple safeguards in place to ensure the process and the results are as fair and transparent as possible. That we regularly reject overtures from companies wanting to pay to shortlist or win suggests that such practices may unfortunately still be at large within the sector. But our focus remains on raising our own standards and continuing to service our niche with the best possible platform for the recognition and celebration of its achievements.

Does it make it harder or easier to recruit judges?

I think it makes it easier. In a space increasingly impacted by regulation, potential judges looking to progress in their careers want to be associated with an Awards brand with a reputation for integrity and quality. 

The Awards countdown sees nominations close at midnight on 1 April 2026 . The shortlist of finalists will be revealed 5 May with voting opening for Best Affiliate Manager on the same day. Voting for Best Affiliate Manager and Game of the Year will close 29 May. For more information contact awards.support@worldgamingbusiness.com