This summer we attended two key iGaming events – SiGMA Asia in Manila and iGB L!ve in London. Different markets, different approaches, but both offered a clear view of where the industry is heading.
This was already our third time at SiGMA Asia, and returning to Manila felt almost familiar – the same lively energy, familiar faces, but also a noticeable shift in focus this year.
Our booth reflected the vibrant spirit of Asia – decorated with traditional lanterns and warm lighting. While many exhibitors kept standard corporate designs, this localized approach made us stand out and start conversations more easily.
As George, our Business Development Team Lead, noted:
“Back a year ago, our internal BD and Marketing teams made a bald decision to “localize our presence” at every show we attend – unique designs for our stands, interpreters to support communication and customized outfits to create unique experience for visitors. And you know what – it was noticed!”
We also prepared localized materials – English-Chinese bilingual business cards and two separate flyer print runs (English and Chinese) – which helped build instant rapport with visitors.
The overall tone was more focused than in previous years. With fewer casual visitors, conversations felt targeted and meaningful. The hottest topic was Thailand’s upcoming licensing, signaling a shift from rapid growth to more structured, strategic partnerships.
“You could feel the market maturing,” – George added. “Everyone was talking about long-term moves, not just quick wins.”
Though SiGMA felt quieter in terms of entertainment, it didn’t take away from its value – networking at the booth proved the most effective way to work the event. And Manila kept its unique charm: the tropical heat, quick taxi dashes from one air-conditioned hall to another, and the familiar rhythm of a city we’ve now visited three years in a row.
If Manila was about targeted conversations, London was all about scale and intensity.
This was the first iGB L!ve in London after moving from Amsterdam, and the new location brought a fresh energy. The expo gathered operators, affiliates, media buyers, and tech innovators, and you could feel that everyone came with clear goals in mind.
The real action often started after hours, with two or three evening events in a single night.
As Dmitry, our Chief Revenue Officer, put it:
“It was intense, but 100% worth it. Some discussions that could take weeks online were wrapped up in just one evening.”
The tone in London contrasted with Asia. Compliance, player protection, and sustainable growth dominated discussions, while AI-driven compliance tools and advanced CRM systems generated buzz – a sign that personalization and regulation are finally finding balance in Europe.
Attending these two events back-to-back highlighted how different – yet complementary – these markets are:
As Andrew, our Head of Marketing, summed it up:
“Asia gives you room to move fast, Europe gives you stability. To stay competitive globally, you need both.”
For us, combining innovation from Asia with the stability of Europe is key to staying competitive in a global iGaming market.
The summer conference season may be over, but we’re not slowing down. Next, you’ll find us at:
We’ll be sharing insights throughout these events – and, as always, we’re open to meeting partners and exchanging ideas in person. See you there!
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Business Development Team Lead