From the grand spectacles of Ancient Rome to today’s high-tech showcases, events have always sparked excitement. But in an iGaming world overloaded with content and noise, how has the role of events evolved? Can they still deliver that same level of impact in 2025, and what’s next?
To explore this, we spoke with leading voices in iGaming: Rhys Jones, Head of Business Development at NEXT.io and Diana Larina, Head of Marketing at Evoplay.
Classic strategies still work – but only with reinvention
According to open data, 54% of marketers believe events are one of the most effective ways to engage clients, while 47% of business representatives say event marketing outperforms both email and content marketing. And with good reason – as the saying goes, seeing something once beats hearing about it a hundred times.
This is especially true for iGaming. From branded parties to major exhibitions like NEXT.io, ICE, iGB, and many more worldwide, these events are filled with energy and intent. They bring together providers, operators, affiliates, media, and others, each with goals – from networking and lead generation to showcasing new products and building connections. Whether the focus is business, professional growth, or a mix of both (business by day, party by night), these formats offer unique value for each participant.
The blend of formats makes event marketing a powerful tool – and as Diana Larina, Head of Marketing at Evoplay, explains, it plays several strategic roles at once: “Event marketing serves as both a brand awareness and lead-generation tool alongside expanding networking.“
At the same time, she notes that while large expos offer broad reach, they often come with significant costs and commitments. That’s where smart resource allocation becomes crucial. Diana highlights that “To make a real impact, you need a skilled team, careful planning, and a well-defined strategy”.
Rhys Jones, Head of Business Development at NEXT.io with extensive experience in the field, also emphasises the growing need for a strategic mindset: “Event marketing now demands a holistic strategy that intertwines brand awareness, lead generation, and thought leadership.”
Reflecting on how the landscape has evolved since the early days of industry conferences, Rhys adds, “It’s no longer sufficient to focus on a single aspect; companies need to deliver value across multiple fronts to stand out.” He also points out that prioritising quality over quantity became more crucial than ever: “It’s not about how many meetings you can fit into a day, but the depth and authenticity of those interactions”. In an industry that’s constantly evolving, Rhys stresses that staying agile is key: “The holistic approach, combining careful planning with real-time flexibility, is essential to navigating today’s event marketing landscape.”
A good example of implementing the same agile approach was Evoplay’s decision to set up a podcast room right at ICE Barcelona at the start of the year – a space created to interview top industry voices and spark meaningful conversations on the spot. It was all about quality and a move that’s not commonly seen at such events. As a result, Evoplay’s network has not just increased, we also strengthened our connections. Behind the scenes, the team is refining the format – and getting ready to unveil what’s next.
Beyond glitter: what really makes an impression?
When it comes to parties – still a powerful marketing tool – iGaming has taken extravagance to new heights. These events remain a bold way to make a statement, and this still holds true today. But in a space saturated with flashy, sprawling showcases – often costly – audiences are beginning to tire of over-the-top displays, and their impact is starting to fade. Not to mention the expense – something not everyone, especially newer brands, can easily afford or justify.
As Diana Larina puts it: “Throwing a big party makes a loud statement – people start talking about you right away. But the cost of such an approach often exceeds that of a targeted, themed campaign that genuinely resonates with your audience. That’s why it’s usually a move for brands with serious resources; for newcomers, it’s a strategy that should be weighed even more carefully.”
As attention shifts, the pendulum is swinging back toward more natural, refined formats. It’s not just a move away from excess, but a shift toward thoughtful, elegant experiences that also help lower the barrier to entry.
Rhys Jones echoes the broader trend toward intimacy and quality: “There’s also been a noticeable move away from extravagant parties to more intimate, meaningful engagements. Companies are choosing quality over quantity, aiming to build real connections rather than simply collecting contacts.”
And from our side, we can add: those who’ve attended flagship summits or exclusive retreats organised by NEXT.io know just how rich these experiences are – packed with insight, real value, and a strong sense of community. It’s a true pleasure to be part of it.
After all, you can throw the most spectacular party, but if people feel more like extras than part of the experience, it’s unlikely to leave a lasting impression. In iGaming, where trust and meaningful partnerships are essential, overly flashy or one-size-fits-all approaches may no longer deliver the same impact.
And just a little bit about branded ‘socks’
As personalisation becomes more important in iGaming, brands are rethinking how they connect with their audience at events. While branded stands, giveaways, and content still matter, the focus is shifting towards exclusive, well-curated, and on-trend experiences that boost visibility and memorability.
Diana Larina agrees, saying that every detail counts – from how often your logo appears (to avoid banner blindness) to ensuring the design feels fresh and relevant, to the impact of merchandise. “Gifts are a point of contact with the target audience. If they’re cool and useful, they stay with partners long after the event.”
She adds that it’s ultimately about leaving a lasting impression: “It’s not just about recognition – it’s about making sure our brand resonates emotionally.”
A new chapter: thoughtful formats are on the rise
As 2025 brings even bolder initiatives, we’re seeing how brands are finding their own ways to stand out – each in a style that reflects their values and resources. One strong example is Evoplay’s launch of Game Changers Club – a gathering designed to bring together like-minded minds to share ideas that are reshaping the industry. Such new formats strip away the noise: smaller groups, handpicked attendees, fewer distractions. And in return? More honest connections and bold ideas that spark real collaboration.
“Evoplay’s Game Changers Club was created to unite like-minded people who, like us, are driven to move the industry forward. Here, we focus on the people – not the brands – who are bringing real change,” says Diana Larina, who helped shape the concept and set the tone for the club’s first gathering.
She recalls the atmosphere of the debut meeting, held out at sea, away from the usual industry buzz: “We slowed down, shared honest insights, and actually listened to each other – all while enjoying plenty of good fun. Everyone wants to feel at ease in a fair, open community. And it’s great to be part of something like that.”
Diana shares that the warm feedback from guests confirmed just how valuable such intimate gatherings can be, adding: “This club is by invitation only – so keep an eye out as we’ll be glad to welcome more thoughtfully curated, atmospheric meetings soon. ”
But don’t get it wrong – bright, fun-filled events are still exciting. This approach works just as well for both small and large gatherings, whether it’s a party or a conference. What we’re seeing is simply a shift towards quality, meaningful, and naturally honest connections.
Rhys Jones highlights this trend when speaking about major conferences: “Decision-makers today are seeking more than just leads; they’re looking for authentic human connections and valuable use of their time.” He points out that in these environments, trust is often built, and relationships move beyond professional contacts into long-term partnerships – even friendships.
That’s why, for iGaming professionals, Rhys Jones recommends focusing on building genuine relationships rather than just collecting business cards. “Engage in conversations that go beyond surface-level exchanges, and seek out events that prioritise meaningful interactions.”
And as Diana Larina puts it: “You realise it’s a costly investment, but with the right team and approach, it pays off in partners’ trust and loyalty – the most valuable coin in business.”
Summing up, experts agree on what truly matters today: the industry is prioritising deeper connections that go beyond business. And, for those who want to truly stand out, creativity and professionalism will matter more than expensive gifts or wow-flashy shows.
