iGB L!VE opens at its new ExCel London home with goal of breaking 2024's attendance record

The 2025 edition of iGB L!VE opened today (2nd July) at its new ExCeL London home. iGaming professionals made full use of ExCeL London’s transport infrastructure, with Elizabeth Line and Docklands Light Railway trains full of visitors for the show’s relocation to the UK capital.

Organisers are seeking to grow the iGB L!VE attendance and, in the process, set another record for the event. The 2024 edition, which was the last to be held in Amsterdam, attracted 9,788 unique attendees, surpassing the 7,299 at iGB L!VE 2023 and was nearly double the 5,022 at iGB L!VE 2022.

The 2025 edition of iGB L!VE is set to be the biggest on record, says organizer Clarion Gaming, providing attendees with access to over 22,000 sqm of product innovation and networking and learning opportunities. The event recorded a 21.5% increase in pre-registrations compared to last year in the days ahead of its opening.

Over 15,000 professionals and 300 exhibitors from around the world are expected at the show, bringing together operators, affiliates, technology providers, game developers, and digital marketing experts.

Claire Williams OBE, the former leader of the Williams Formula 1 racing team and one of the most prominent and successful women in F1 history, provided the iGB L!VE 2025 keynote.

In her address, Claire Williams explored the best practice parallels which can be drawn between the data-driven worlds of F1 and iGaming: “There are a number of ways that Formula 1 can inspire businesses and provide tangible takeaways for iGaming operators of all sizes, from product innovation to navigating entry into new markets.

"As well as key requirements such as having dynamic leadership, a culture of continuous improvement, hiring the very best problem solvers, and being the first to embrace technology advances, F1 also demands the organisational agility that’s necessary to nuance strategy in what is an ultra-competitive space.“

Organizers hope to break the record set in 2024

Billed as the TED of iGaming, iGB L!VE features a mix of case studies, data presentations, and panel discussions on best practices across operators and affiliates.

Topics featured in the 2025 edition include innovations in in-play betting, how to use IP and branding to protect competitive advantage, integrated marketing and SEO strategies, how to build links when no one wants to talk about gambling, as well as market dives into LatAm, UAE, and Italy.

Highlights of this year's edition also include the iGB Pitch, featuring five start-ups seeking investment and strategic partnerships; the Sustainable Gambling Zone, highlighting best practices and tools for player protection; and the iGB Start-Up Accelerator, which drives innovation within the sector.

For this year, Clarion Gaming unveiled that iGB L!VE will run alongside London iGaming Week, a programme of immersive curated events, seminars, and parties centred around the show and taking place at iconic London venues. Among these are the iGB Affiliate Awards, the Legends by Fire & ICE party, and the London LMG Football Experience, a football tournament broadcast live.

The full iGB L!VE programme can be viewed here.