The Samurai Partners team is back from iGB L!VE London 2026, and we asked Olena B, Senior Affiliate Manager at Samurai Partners, to share her thoughts after two busy days at one of the industry’s biggest events.
Olena stated,
iGB L!VE was once again a great event with plenty of networking opportunities. As always, there were many operators, payment providers, and game suppliers. This year, I was especially happy to see more new affiliate partners joining the event.
According to Olena, one topic came up in almost every meeting: traffic quality.
Companies are looking beyond acquisition numbers. More discussions are focused on NGR contribution, player retention, player value, and hybrid partnership models. It’s clear that the industry is moving towards long-term value instead of short-term results.
Another highlight was meeting several SEO partners. While SEO traffic has become more challenging in recent years, it remains an important acquisition channel, and these new connections could lead to valuable collaborations in the future.
There was also time to enjoy London. Canary Wharf stood out with its modern architecture and unique atmosphere, while Tower Bridge, Big Ben, and the city’s famous streets made the trip even more memorable.
During her interview with Magdalena Klimko-Aydin, CMO at Ace Alliance, Olena shared her impressions about the iGB L!VE event, discussed the importance of partnership relations, and how affiliates can execute better campaigns with Samurai Partners:
If you’d like to continue the conversation or discuss partnership opportunities, feel free to reach out to Olena at [email protected].