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At the beginning of 2026, the Alanbase team attended two major industry events — SIGMA Eurasia in Dubai and ICE Barcelona. These conferences traditionally bring together operators, providers, affiliate teams, and technology companies from around the world, shaping the industry agenda for the years ahead.
For us, this was more than simply attending exhibitions. It was an opportunity to observe how market demands are evolving, which challenges are becoming priorities, and how affiliate infrastructure is developing across different regions.
In this review, we share key observations, insights from in-person meetings, and conclusions that may be valuable for operators and C-level teams working in the European market and the MENA region.
ICE Barcelona 2026: A Mature Market, Meaningful Dialogues, and a Focus on Quality
ICE Barcelona 2026 once again confirmed its status as one of the key meeting points for the European iGaming market. For the Alanbase team, this conference was less about large-scale networking and more about meaningful meetings and strategic discussions.
Focus on Existing Clients and Operational Depth
In Barcelona, we held numerous meetings — both with potential and current clients. However, the most valuable conversations were with those already working on the platform.
The discussions centered not on “basic features,” but on specific operational challenges:
- optimizing processes within affiliate programs;
- adapting to new markets;
- improving analytics and data transparency;
- increasing cross-team efficiency.
This reflects the maturity of the market: operators are increasingly looking not just for a tool, but for a strategic technology partner.
Demand for Training and Deeper Implementation
A special focus during the conference was the launch of training sessions for Alanbase clients. These structured meetings with technical support teams allow clients to better understand platform capabilities and strengthen internal expertise.
This format is particularly relevant for companies scaling their operations and facing growing process complexity. Essentially, the market is shifting from a “plug and use” model to a “implement and systematically develop” approach.
Feedback as a Growth Driver
During the meetings, the team gathered detailed feedback on working with Alanbase — both in terms of interface and operational processes.
As Margarita, BizDev at Alanbase, notes:
“ICE Barcelona gave us not only the opportunity to expand our network but also to better understand the current needs of our clients. We received valuable feedback that helps us strengthen the product and build closer partnerships with the market.”
Networking Beyond the Exhibition Floor
In addition to the official agenda, the team actively participated in side events — private meetings, dinners, and informal gatherings. In iGaming, such formats are often just as important as working at the booth.
It is in these informal settings that real challenges are discussed: regulation, scaling, risk management, and the transformation of affiliate models.
What Barcelona Showed
ICE 2026 once again confirmed that the European market remains mature, competitive, and demanding. Companies are placing increasing emphasis on:
- affiliate program efficiency;
- attribution transparency;
- player quality;
- sustainable growth rather than traffic volume alone.
For Alanbase, this signals further product development toward deeper analytics, structured client education, and flexibility tailored to different operators’ needs.
SIGMA Eurasia 2026, Dubai: Market Density and the Dynamics of MENA
If Barcelona represented maturity and systemization, SIGMA Eurasia 2026 in Dubai reflected scale, density, and a strong sense of acceleration. The conference gathered a large number of participants, and interest in the MENA region was evident everywhere.
High Industry Concentration
According to Maxim, BizDev at Alanbase, one of the key impressions was the sheer concentration of industry professionals:
“There were a lot of people — not all of them were directly relevant, of course, but almost everyone was deeply immersed in the industry. You could feel that the market is active and growing, and it was genuinely interesting to discuss iGaming development with so many new contacts.”
Despite the high density of visitors — at peak moments, it was literally difficult to move through the venue — this only confirmed the strong interest in the region. Today, MENA is perceived as one of the major growth directions, and this is clearly reflected in the level of participation.
Networking as the Main Value
Unlike European events, where conference content often plays a central role, the main focus in Dubai shifted toward business communication.
As Maxim highlights:
“In the rare moments when I managed to listen to the speakers, the impressions were positive. But in reality, the main value of the conference was networking and live conversations with market participants.”
Many presentations were more entertainment-oriented, serving as a backdrop for active discussions. However, personal meetings became the key driver — conversations about strategies, regional specifics, affiliate models, and scaling opportunities.
A Region in Active Formation
SIGMA Eurasia demonstrated that the MENA market is in a dynamic phase. There is:
- high competition for the attention of operators and affiliates;
- strong interest in expanding into new geographies;
- active search for technological solutions to support scaling.
At the same time, the market is still forming: processes of standardization and infrastructure unification are evolving alongside rapid growth.
This creates both opportunities and risks. Companies entering the region must be prepared for:
- adapting affiliate models;
- flexibility in tracking and payout configurations;
- close attention to traffic quality and data transparency.
Conclusion: The Market Is Changing Faster Than Ever
SIGMA Eurasia 2026 in Dubai and ICE Barcelona 2026 were not just attendance points for the Alanbase team, but working platforms for deep market engagement. Both conferences proved productive — in terms of new connections, strategic dialogues, and valuable feedback collection.
Barcelona demonstrated the maturity of the European market and its focus on optimization, process quality, and analytical depth. Dubai confirmed the strong interest in the MENA region and its rapid development, where speed and flexibility play a critical role.
For us, participating in such events is an opportunity to:
- better understand real operator needs;
- analyze regional differences;
- gather feedback to improve the product;
- strengthen partnerships on a global level.
iGaming remains an industry built on personal connections, and face-to-face meetings continue to play a strategic role.
The Alanbase team will continue to actively participate in key industry conferences. We will definitely attend upcoming events and inform you in advance — we look forward to meeting you in person and discussing your business challenges.
