Ellen Learmonth, Program Manager at Safe Affiliate Programs, has highlighted the rise of mega-media affiliates, the transformative impact of AI, and the non-negotiable status of mobile optimization as the key trends that will be at the top of the agenda at January’s edition of iGB Affiliate. The event is set to gather the international affiliate industry for its first edition in Barcelona from January 20 to 23, at the Fira Gran Vía.
Speaking ahead of iGB Affiliate, Learmonth said: “The rise of mega-media affiliates that control a large share of the market has shifted the landscape, but we’re now seeing a move towards more specialized, niche markets. This shift allows affiliates to target specific player segments more effectively, leading to tailored content that boosts conversions and enhances player retention.
“AI has had a transformative impact on the iGaming affiliate sector over the past year. Advancements in Natural Language Processing (NLP) have improved language understanding, sentiment analysis, and chatbot interactions, making them powerful tools for content creation and SEO. These technologies are saving time and improving efficiency, but they should be seen as complementary to human expertise rather than replacements.
“AI’s potential in fraud detection, predictive analytics, and personalized content delivery will continue to shape the industry. The tools are evolving rapidly, and their integration into iGaming will bring even more innovation and value in the coming years.
She added: “It’s clear that mobile optimization is no longer optional—it’s essential. As mobile gambling continues to grow, iGaming operators must prioritize mobile-first strategies to ensure seamless gameplay and secure transactions. Those who don’t adapt quickly will fall behind.”
The upcoming iGB Affiliate event is set to offer a unique opportunity to engage with affiliates in one of Europe’s most vibrant cities. The show is set to bring together like-minded professionals to explore the latest trends within the sector and network.
Looking ahead to January’s landmark edition of iGB Affiliate, Learmonth said: “We’re thrilled to be part of iGB Affiliate Barcelona in 2025. The location is a hit with affiliates and operators alike, and a few days away from the wet and cold that January usually offers, is a plus in my book.
“We will be taking the opportunity of a new and exciting conference location to invite affiliates to explore the secure and profitable opportunities available here. We plan to kick-start 2025 with a winning game plan! We’ll also be hosting another exclusive S.A.P. Affiliate Dinner — a highlight for our partners. It’s a fantastic opportunity to connect with industry peers in an exclusive setting, with great food, a beautiful location, and an excellent crowd.
Earlier this year, iGB Affiliate said that iGaming professionals from 55 nations are already registering to attend, placing the show on course to break through the 100-nation landmark for the first time. With the ‘Nuevos Horizontes’ (New Horizons) theme spearheading an international marketing campaign that went live in September, the most represented nations comprise the UK, Israel, Malta, Cyprus, Spain, Italy and India.
