Alea’s Marit von Stedingk on Sustainable Growth Driven by Affiliates
Spain.- January o5, 2026 www.zonadeazar.com Marit von Stedingk, Head of PR & Communications at Alea believes the growth of iGB Affiliate 2026, which will be 20% larger year-on-year reflects the status of the sector and the growing importance of the affiliate channel.
Speaking ahead of iGB Affiliate ’26 opening in Barcelona she stated: “I’ve watched this event evolve from the early days, first helping organise it, then attending as an affiliate, and now on the B2B side. This kind of expansion isn’t just about growth, it reflects the professionalisation of the affiliate channel and how seriously the industry now takes it.”
Von Stedingk believes that the effectiveness of the affiliate channel means that it simply cannot be ignored. “Affiliates now drive roughly 30% of new player sign-ups in Europe, about double their share from 2019” she confirmed. “A thriving exhibition like iGB Affiliate shows the channel is not just surviving—it’s influencing the market.”
When it comes to growing markets, she is both pragmatic and strategic. “We’ve moved past opportunistic rushes. Real value comes from jurisdictions with mature frameworks and stable infrastructure.” Brazil tops Alea’s priority list, despite recent tax uncertainty: “With over 200 million people, deep sports engagement, and strong digital adoption, Brazil remains a land of opportunity,” she notes. “Peru also presents a predictable, stable environment, ideal for long-term planning. And Africa, often talked about as a single emerging market, is in reality a complex ecosystem. Ghana, Nigeria, and South Africa are where the wins are—but you have to understand local nuance. There’s no one-size-fits-all approach.”
iGB Affiliate, she argues, sets the tone for the year. “This show, alongside ICE, is when momentum is built. You meet partners, test strategies, and accelerate deals that might otherwise take months. The themes we discuss here—AI, regulation—shape the year rather than follow it.”
According to the Head of PR & Communications at Alea, Affiliates are the architects of the future and pivotal to the market. “The best affiliates today are creators, data strategists, and educators. They’re producing content that genuinely shapes how players evaluate brands,” von Stedingk says. “Operators are increasingly selective, choosing partners who deliver quality players, not just volume. Mobile-first, video-led, short-form engagement—this is the reality now.”
“Having spent ten years as an affiliate, I can say this with certainty: they are connectors in the iGaming ecosystem. They guide players, highlight safe and regulated operators, and innovate in content and engagement. They help operators reach audiences where traditional marketing can’t, often more efficiently than advertising. That’s why events like iGB Affiliate exist—it’s not just networking; it’s about showcasing the channel that drives sustainable growth.”
The 2026 edition of iGB Affiliate Barcelona will occupy over 18,000 sqm, a 20% increase on 2025 and nearly double the footprint of 2022 (9,153 sqm). The expansion – taking the event into Halls 8 and 8.1 at Fira Gran Via Barcelona – reflects unprecedented demand from new exhibitors and long-term partners alike. Established industry leaders are scaling up their presence, while new entrants are seizing the opportunity to be part of what has become the iGaming affiliate sector’s most influential growth platform.
From emerging market insights and regulatory briefings to AI-driven marketing strategies iGB Affiliate Barcelona 2026 will deliver the intelligence, innovation and connections required to succeed in the global i-gaming affiliate ecosystem.
Affiliates wanting to secure their place at iGaming Affiliate Barcelona can unlock their complimentary entry at: https://igb-affiliate.
Edited by @pererarte www.zonadeazar.com