Rather than publishing a traditional event recap, this article brings together first-hand insights from members of Team NetRefer who were actively engaging in conversations across the show floor at iGB Affiliate and ICE 2026. By comparing recurring questions, challenges, and priorities raised by operators, affiliates, and partners, this article aims to highlight the themes that surfaced most consistently.
iGB Affiliate and ICE 2026 in Barcelona once again underlined their importance as key touchpoints for the global iGaming industry. This year, conversations felt more focused and purposeful, with operators and affiliates prioritising sustainability, data quality, and long-term partnerships over short-term scale. For NetRefer, the events provided a valuable opportunity to listen closely to evolving industry needs and observe the signals shaping affiliate strategies in 2026 and beyond.
The clearest theme across iGB Affiliate and ICE 2026 was an intensified focus on cost optimisation and marketing efficiency. Regulatory pressure, particularly following recent UK tax changes, is forcing operators to look beyond traffic volumes and interrogate performance at a deeper level. The priority has shifted decisively towards identifying which traffic converts, delivers long-term value, and justifies continued investment. Broad, volume-led acquisition strategies are increasingly seen as inefficient and unsustainable.
“This year marked a clear shift away from chasing volume and towards understanding value. Operators are under real margin pressure, so they want clarity on which traffic genuinely converts. That requires deeper visibility into traffic quality, stronger attribution, and the ability to act on data, not just collect it.”
Mark Scerri Pace, Head of Product Delivery at NetRefer
This shift placed greater emphasis on enhanced tracking and attribution depth, particularly where operators are combining multiple acquisition channels. Tools that bring together bot detection and user agent insights were repeatedly highlighted as critical for understanding traffic quality, protecting marketing spend, and gaining a clearer view of how users move across devices and touchpoints. Granular, trustworthy data is now viewed as essential infrastructure rather than an added extra.
There was also a growing reassessment of how data is analysed and consolidated. Many organisations are questioning the limitations of fragmented reporting stacks or basic in-house tools, and are looking for more flexible analytics environments that allow multiple datasets to be merged, automated, and interpreted together. Interest in BI analytics capabilities, including configurable dashboards, automated reporting, and API-driven data access, reflects a wider expectation for reporting that adapts to different teams and use cases. In this context, solutions such as NetRefer BI Analytics, previously known as the Report Builder, align closely with what the market is now demanding.
Commercial conversations reflected a more pragmatic and outcome-driven approach to platform evaluation. Decision-makers showed less interest in feature breadth and more focus on data accuracy, trust, and long-term reliability. Confidence in attribution models, reporting depth, and ongoing support has become a key differentiator, particularly as poor data quality is seen as directly undermining acquisition strategies and partner relationships.
“Across our conversations at iGB Affiliate this year, it became clear that data trust, attribution, and compliance are now tightly connected. Operators and affiliates want confidence that performance data is accurate and transparent across markets, because without that foundation, it becomes difficult to optimise effectively or scale with confidence.”
Michael Saliba, Global Acquisitions Manager at NetRefer
Alongside data confidence, pricing clarity and predictability also emerged as important decision factors. Operators increasingly favour transparent, fixed-fee models over variable pricing structures, particularly as they seek greater control over forecasting, budgeting, and long-term platform costs.
There was also a noticeable move towards phased adoption. Rather than committing at scale from day one, many operators discussed starting with specific markets, brands, or channels before expanding further. This approach allows teams to validate performance improvements, cost savings, and operational fit before wider rollout, especially in margin-sensitive or heavily regulated regions. Flexible reporting frameworks were referenced as important tools in supporting this evaluation phase, including automated summaries and configurable views, as well as the Affiliate Standard Reporting (ASR 1.0), which standardises performance and financial reporting to improve transparency and data consistency across operators and affiliates.
These phased approaches also reflect a broader need for reassurance around platform migration. Growing programmes are actively exploring upgrades, placing strong emphasis on transition support, continuity of data, and confidence that migration can be handled without disruption.
Hands-on validation is now an expected part of the buying journey. Demos, trials, and working sessions are increasingly used to assess how insights translate into real-world decision-making. Trust is built through demonstrated impact, not promises, reflecting a more mature and selective purchasing mindset.
Beyond initial acquisition, discussions highlighted rising expectations around adaptability and collaboration over time. Operators want platforms that can evolve alongside their internal structures, compliance requirements, and acquisition strategies, without requiring disruptive reimplementation. Flexibility after onboarding is now considered just as important as initial functionality.
“What stood out in our discussions with clients was the shift from simply accessing data to really connecting and interpreting it. Teams want clearer, deeper insight into traffic quality, and the ability to bring different data sets together in a way that genuinely supports day-to-day decision-making.”
Amanda Camenzuli, Manager of Account Management at NetRefer
A particularly forward-looking topic was the evolving nature of user acquisition itself. Several conversations touched on the growing influence of AI-driven discovery, with large language models increasingly directing users straight to operator websites, bypassing traditional search journeys and, in some cases, affiliate channels. While optimisation strategies for this emerging behaviour are still unclear, there was broad agreement that it represents uncharted territory that will play a growing role in future acquisition models.
Across all discussions, one signal was consistent. Operators and affiliates are seeking greater control, clearer insight, and partners who can support increasing complexity with confidence. Success in the years ahead will be defined by the ability to identify quality traffic, optimise spend intelligently, and adapt quickly to regulatory and behavioural change, combining robust technology with informed, ongoing human expertise.
Alongside these conversations, NetRefer used its presence at iGB Affiliate 2026 to give back to Barcelona through a dedicated CSR initiative, See • Smile • Shine. In place of traditional giveaways, every business card collected at our stand translated into a €5 donation to the Pere Tarrés Foundation, supporting children’s health and wellbeing programmes across the city. By the end of the event, this initiative resulted in a €5,000 donation, turning everyday networking into a meaningful contribution to the local community.
The conversations at iGB Affiliate and ICE 2026 made one thing clear: the iGaming industry is entering a more disciplined, data-driven phase. Operators and affiliates are prioritising quality over volume, demanding greater transparency, and seeking partners that can help them optimise spend, remain compliant, and adapt to changing acquisition behaviours. As regulatory pressure increases and discovery channels emerge, success will belong to those who combine robust technology with informed human expertise. These events offered a clear view of where the industry is heading, and reinforced the importance of building affiliate programmes that are efficient, adaptable, and built for long-term growth.