Every January, Barcelona gets flooded with the best of the best in the iGaming industry. Late dinners stretch into early mornings, and business conversations happen everywhere from show floors to coffee queues. iGB & ICE Barcelona is one of those events where the size alone tells you it matters. 

iGB is major; it’s where the affiliate industry checks in with itself. Deals get pressure-tested, partnerships get recalibrated, and relationships move forward with momentum. Attending iGB and ICE is about staying relevant and making sure the conversations that shape the year don’t happen without you. Which is exactly what Jim, Vikram, and Jimmy did. 

📆 Date: 21–22 January, 2026
📍 Place: Barcelona, Spain 🇪🇸
🏟️ Venue: Fira Barcelona Gran Via

Who Was There and What They Wanted

iGB & ICE felt like a high-tech strategy room. We met with countless valued partners seeking the next big move. Energy was spent strengthening relationships with networks and advertisers, aligning on plans, and setting them in motion. So many valuable meetings, with some great shared insight. 

The scene was as international as they come. The brightest minds in iGaming, from the 4 corners of the globe, surrounded by the most innovative demos and industry tech. It was a sight to behold. It felt like there were more players than ever, all seeking the same thing: new traffic.

Key Trends

Aside from traffic, traffic, and more traffic, there was an added focus on diversifying the channels that traffic is coming from. With PPC noticeably dropping, interest is growing in media buying avenues, and even through influencers. 

One thing that stood out was the high number of less-experienced booth staff across the floor. Conversations were friendly, sure, but often slowed down by a lack of decision-making authority on the spot. It confirmed for us why showing up with people who actually know the market, the product, and the numbers, and can dive straight into meaningful discussions, is necessary.

The Vibe Check

iGB & ICE probably felt like everyone was there because they actually were. iGB & ICE Barcelona is one of those unmissable events, and it’s good to see the world knows it. If you’re looking for a specific contact, the chances are that they’re already there. It’s the ultimate place to connect. 

Talking of connecting, the affiliate bar was popping off, as usual. Crowded from morning to night, your telegram account was guaranteed to fill up after a quick visit. It became an unofficial meeting point where quick hellos turned into long conversations, and introductions happened without needing a calendar invite. Some of the most valuable conversations at iGB & ICE aren’t always at the booths themselves. 

It’s the event that keeps on giving. Thanks to Alea, the iGB studio offered exclusive insights and thought pieces from leading experts throughout the event, which are still available now. iGB knows its value and is happy to share it with the world.

iGB & ICE Barcelona 2026: Ratings

Location:

⭐⭐⭐⭐⭐

(Barcelona is always superb, iGB & ICE made good use of the massive space.)

Networking:

⭐⭐⭐⭐

(Strong partner connections and high-quality chats (if you came prepared).)

Booths:

⭐⭐⭐⭐

(Visually stunning; innovative, in-depth demos.)

Presentations/Speakers:

⭐⭐⭐⭐⭐

(Super useful insights, even better that they’re available for later viewing)

After-events/Parties:

⭐⭐⭐⭐

(Social energy was solid – business often continued long after the show floor closed.)

Cost (accommodation, food, etc.):

💰💰💰💰

(Standard European event prices applied, nothing unusual.)

Final Verdict

iGB & ICE Barcelona once again proved why it holds its place at the top of the affiliate calendar. This is where the industry shows up prepared, where conversations move quickly from catch-ups to concrete plans, and where momentum for the year ahead starts to take shape. The focus on traffic, diversification, and performance signals a market that’s sharpening rather than slowing down.

More than anything, the event reinforced a simple truth: being present matters. Not just physically, but with the right people, the right conversations, and the right intent. iGB & ICE aren’t about ticking an event box. They’re about staying plugged into the ecosystem, keeping relationships moving forward, and making sure you’re part of the conversations that define where the industry goes next.