Are you still betting everything on big expos? That’s like playing only the high-roller tables and missing the smart money at the side tables.
You get the noise and the footfall but not always the follow-through.
Most brands double down on big expos and overlook the impact of smaller events. While large expos have their place. A more balanced approach can sharpen your event marketing game.
So, ask yourself:
- Does your calendar make room for smaller iGaming events, or is it all big expos?
- Is your event marketing strategy really set up to win?
Are Big iGaming Expos Enough for Your Event Strategy?
Big expos look like the place to be. Massive crowds, big brands and round-the-clock networking. They offer unmatched exposure but standing out is often harder and more expensive.
Smaller events, on the other hand, create focused spaces where real conversations happen. They deserve a place right next to big expos in your calendar.
At iCatalyft, we help you map the right mix of events to match your goals. We shape how you show up before, during and after so your event strategy hits with intent and drives momentum.
Let’s unpack why the smartest brands are balancing both.
Why You Shouldn’t Rely Only on Big iGaming Expos
| Big Expos | Small Events |
|---|---|
| High-cost presence, harder to stand out | Leaner setups with focused outcomes |
| Crowded floors, limited personal connection | Sharper brand storytelling in tight rooms |
| Layers of gatekeepers before real decisions | Faster access to decision-makers |
| Surface-level conversations | Intent-led conversations with real depth |
| Great exposure, but harder to follow through | Momentum that compounds beyond the event |
iGaming expos are everywhere and companies spend hundreds of thousands to stand out. But beyond the lights and logos, what do they really deliver?
The data from the ICE and iGBA BCN event apps paints a clear picture. Most attendees struggle to connect with decision-makers, and real relationships rarely take shape.
Even with a 50% jump in meeting conversions, nearly 80% of requests at ICE Barcelona were ignored. The industry’s average success rate is just 16.1%. Even at iGBA, where attendees were more active, it only reached 24%.
Big iGaming events are still powerful for visibility and presence but they’re no longer enough. You need the right mix of events and a plan to make each one count.
Visibility Drowns in Noise
Big iGaming expos are a battlefield. Thousands of attendees shuffle through endless booths, bombarded by sales pitches and flashing displays. Even the biggest, boldest setups fade into the background.
They offer massive exposure but it alone doesn’t guarantee recall. Most visitors wander, collecting brochures they’ll never read, jumping from one booth to the next. Conversations blur, business cards pile up, and by the end of the event, most brands are just another forgotten name in the crowd.
Transactional Networking Isn’t Enough
Can you really build lasting business relationships in a five-minute chat? At big expos, networking often turns into a numbers game. Attendees collect business cards, hear the same pitches, and move on. They barely remember who they spoke to.
Even scheduled meetings can fall short. Decision-makers are stretched thin, juggling back-to-back commitments. Conversations feel rushed, and most connections fade just as fast as they start. That’s why more brands are starting to explore smaller formats that prioritize connection over chaos.
High Costs with Low Returns
The costs stack up fast. Booths, sponsorships, travel, and hotels can easily hit six figures. But after all the effort, many walk away with little more than a list of cold leads.
For iGaming Marketing Teams Who Want More
Practical tips, trends, strategies, and more.
Is all that spending actually driving business? Visibility doesn’t equal traction. Conversations blur together, follow-ups stall, and ROI is hard to pin down. Without a clear strategic event marketing approach, even the biggest investments can feel like costly branding exercises.
The Right Ears Aren’t Listening
Who are you really talking to at these events? Expos promise access to industry leaders but more often than not, the real iGaming decision-makers are behind closed doors.
Instead, you meet sales reps who take notes, nod politely, and promise to pass things along. Even when you land a meeting, it’s often not with the final decision-maker. By the time your pitch reaches the right desk, it’s already old news. This is where smaller, focused gatherings often create stronger inroads because the right people are actually in the room.
iGaming Event Strategy Questions Answered
- Should B2B iGaming marketers focus on large expos, small events or both? What are the risks of ignoring one?
A smart mix of both delivers the best ROI. Big expos drive brand visibility and broad reach. Small events spark targeted engagement, quality leads and faster pipeline acceleration. Ignore either and you risk wasting spend, missing key buyers or stalling conversions. - Do smaller iGaming events deliver measurable ROI?
Yes. These events often lead to higher-quality leads, deeper engagement and faster deal progress. - How can I measure success at iGaming expos beyond booth traffic?
Track booked meetings, post-event follow-ups and how many qualified buyers you engaged. Focus on outcomes and not just footfall.
Why Smart Brands Balance Big iGaming Expos with Small Events
Big expos are here to stay and they’re not fading out anytime soon. They offer scale, visibility, and a chance to meet the entire industry under one roof. But standing out is harder than ever. Costs are rising, floors are overcrowded, and most meaningful conversations don’t happen at the booths.
That’s why small, focused events matter more than ever. They’re not a replacement. They’re the counterbalance. When used strategically alongside expos, they unlock the direct access that the big shows often can’t deliver on their own.
“Small events are where real conversations start. You’re not just handing out cards. You’re listening, connecting and building trust. For new brands, they’re a secret weapon. People are more open, feedback is real, and partnerships feel natural. The right mix depends on your goals, though. Startups need big iGaming expos for visibility, then smaller events to follow up and build depth. Established brands should anchor at key expos and go niche where it matters. For me, it’s quality over quantity, always.”
Deep Conversations Convert Faster
Most deals at expos don’t happen during five-minute chats at a booth. They happen later at private dinners, curated side-events, and casual meetups.
Small events cut straight to that layer. You’re not chasing attention. You’re already in the room with people who matter, talking about things that move the needle.
Your Voice Doesn’t Get Lost
At small events, you don’t need to wave for attention. You already have it. There’s no noise, no distractions, and no overcrowded floor packed with competing agendas. It’s a calm, focused, and personal kind of space where people actually want to talk.
With fewer players and a curated room, every interaction counts. You’re not one of many. You’re one of a few. And that makes all the difference.
No Gatekeepers in the Way
At big expos, layers of gatekeepers slow everything down. You pitch hard, follow up harder and still wait.
Smaller iGaming events flip this completely. You’re in the room with decision-makers from the start. No filtering and no waiting. Just direct, focused conversations that lead to fast outcomes.
Cost-effective iGaming Event Marketing
Expos burn budgets fast. You invest in builds, backdrops, and banners and hope it lands.
Smaller events do the opposite. You invest in people, not production. Every conversation feels intentional. The cost per lead drops, but the quality of engagement shoots up. And unlike expos, you’re not guessing who’s serious. You already know they are.
Relationships Last Beyond the Event
Trust is the real currency and that takes time. Small events create that space. You meet the same people across dinners, panels, and off-the-record conversations that feel real, not rehearsed.
When you’ve shared ideas over a quiet table, not a loud booth, people remember you. You may bump into the same person multiple times throughout the event. Each time, the conversation picks up where it left off and that’s how personal connections grow into real business.
Small iGaming Events You Shouldn’t Miss
Whether you’re aiming for market expansion or high-value partnerships, you need the right mix of events. Here are the ones your 2025-2026 iGaming calendar shouldn’t miss.
Flagship iGaming Summits Shaping the Industry
Flagship iGaming events like NEXT Summit, Valletta 2025 is where the industry gets real.
Here’s what stood out this year:
- Prediction market: Legal experts debated whether prediction markets should be treated as gambling; a healthy conversation that could reshape market access and user experience.
- Practical Environmental, Social, and Governance (ESG) actions: Tipico and partners advocated for real, efficient supply chain reforms to fight the black market and promoting responsible iGaming growth.
- AI’s double edged impact: Tech leaders showed off AI’s predictive power while warning about its risks. This year, the CEO panels dropped the usual polish and spoke honestly about burnout, pressure and leadership in an AI-driven world.
Affiliate Events for Targeted Networking
Affiliate-focused events cut straight to the point. They connect operators, affiliates, and networks in a curated, distraction-free space built for results. No crowds – just the right people in the right room.
Take the iGaming Club Conference in Malaga, for example. Organizers introduced a revamped speed-dating format that boosted the pace and quality of introductions throughout the event. Content like the live YOSA podcast kept discussions grounded in industry relevance and extended visibility beyond the venue.
Example:
- iGaming Club Conference (Malaga, May): A structured networking event bringing together top affiliates and operators for direct business discussions.
- iGaming Club London 2025 (London, July): An exclusive invite-only AffPapa-powered event for affiliates, operators, and B2B providers.
Boutique Conferences for Exclusive Networking
Boutique conferences gather a focused group of decision-makers like CEOs, compliance experts, regulators, and tech leads. These events often focus on niche topics such as tech, fraud prevention, regulation, or regional growth, keeping every discussion sharp and relevant.
You’re not making small talk here. You’re having real conversations that matter with people who can move the needle. It’s where reputations are built and high-value partnerships begin.
Example: Prague Gaming & TECH Summit 2025: A niche event with 300 industry leaders focused on gaming tech, compliance, and future trends.
Regional Meetups to Unlock Local Markets
Entering a new market? Then you need more than surface-level knowledge. You need access to local insiders like regulators, operators, and tech providers.
The regional iGaming events can help you understand the ground reality, build trusted local relationships, and enter the market with confidence.
Example: SiGMA South Asia Summit 2025 (December, Colombo, Sri Lanka): A key entry point into South Asia’s rapidly growing local iGaming ecosystem.
Industry-Specific Summits for Insightful Dialogues
The most actionable insights often come from niche summits, not crowded expos. These gatherings focus on verticals like payments, fraud prevention, crypto gambling, and compliance. They often bring together experts who are shaping the rules, tools, and innovations that drive the sector forward.
No generic panels. No off-topic chatter. Just high-value discussions with the right people, all aligned around a common challenge or opportunity.Example: Payments, Fraud & Compliance Gaming Leaders’ Summit 2025 (London, UK): A focused event built for decision-makers tackling fraud and compliance with depth and urgency.
Exclusive Roundtables & Dinners for C-Level Networking
Invite-only roundtables and private dinners offer real, C-level iGaming networking and high-value engagement. They foster sharp, strategy-led discussions in a focused and executive-only setting.
Because everyone in the room is carefully selected, every conversation matters. Insights are shared openly. Trust builds quickly and deals move forward without friction.
Examples:
- NEXT Retreat 2025 (Cyprus, October): 100 handpicked operators and suppliers gather for two days of strategic discussions, focused networking, and curated experiences.
- GR8 Tech’s VIP Dinner at iGB L!VE 2024: A private canal cruise in Amsterdam, fostering high-trust networking in an exclusive setting.
- iGB Executive Membership Events: High-level networking at ICE and iGB L!VE, with private meetings, peer gatherings, and tailored industry reports.
How to Make Small Event Participation Successful
Small events demand an intentional approach. You need to start planning before the event. Secure meetings in advance, research attendees, and position yourself as a valuable contributor rather than just another participant.
Once inside, be proactive. These events bring decision-makers within reach, but deals aren’t signed on the spot. They’re built through meaningful conversations. Listen more, talk less, and offer insights that prove your value.
After the event, follow up and continue the dialogue. A well-timed message referencing key takeaways keeps momentum alive and moves conversations toward real business outcomes.
Establish Your Presence Before the Event
Check who’s attending, research their companies, and understand their pain points before the event. Announce your attendance on LinkedIn, industry forums, and event apps to stay on the radar. Engage in discussions, comment on attendees’ LinkedIn posts, and join event groups. This ensures conversations start before the event, making in-person networking smoother.
Be someone worth meeting. Instead of generic posts, share insights on key event topics or ask relevant questions. Mark your presence on event apps where decision-makers are active. When people recognize your name beforehand, interactions become more direct.
Personalize Your Outreach Before You Arrive
Small events give direct access to decision-makers, but walking in unprepared means missed opportunities. Check the attendee list, research key players, and engage with them on LinkedIn or event apps. A simple interaction before the event makes in-person conversations easier.
Avoid spray-and-pray outreach. Don’t send generic invitations or messages. Focus on shared interests, mutual goals, or key event topics. Even pre-booking a coffee chat can spark real traction.
Follow Up Quickly to Seal the Deal
Networking doesn’t stop when the event ends. It’s time to act fast and double down on your efforts. Follow up within 48 hours while the conversation is still fresh. Send tailored emails that reference your discussion, engage with their LinkedIn updates, or even offer a personalized solution that directly addresses their needs.
Instead of a generic check-in, provide something valuable. You can share a relevant case study, an exclusive offer, or an introduction to someone in your network. The key is to keep the momentum going with a clear next step. Drive the relationship forward while intent is high.
So What’s the Right Strategy?
Big expos give you visibility. Small events give you traction. The smartest brands know they need both. One builds awareness. The other builds trust.
Expos pull in the crowds. They’re where first impressions are made and connections begin. Small events take things further.
At iCatalyft, we help brands do more than just show up. We help them show up smart. That means building visibility before the event. Engaging the right people during. And staying top of mind long after.
