2026 is no longer “somewhere in the future” — it’s being shaped right now.

We’ve gathered insights from iGaming industry leaders on key market trends, the role of AI, and what will truly work in the coming years.

No abstractions or generic statements — only practical insights from professionals who work with the market every day.

Read the article for a concise, to-the-point look at the future of the industry.

Alexa | Head of Affiliates N1 Partners

The Future of Traffic: Which Sources Will Dominate the Market?

The market is increasingly shifting toward social media, as this is where user actions and conversions are growing. The behavioral shift is clear: users are turning away from traditional search and consuming more content directly within platforms like Facebook, Instagram, TikTok, and YouTube.

At the same time, SEO is changing: AI-generated answers are replacing traditional lists of links. This presents a challenge not only for classic SEO, but also for content strategies and brand authority.

Which traffic source will start losing ground?

Classic PPC is facing the highest risk today. In 2025, stricter regulation and updated Google policies significantly reduced its share for many operators. This is a clear signal to the market: relying on a single channel is no longer viable — diversification and strategic flexibility are essential.

The market in 2026 will be transforming rapidly.

Where should you start when working with affiliate programs to avoid wasting time?

The most important thing is to start not by chasing quick results, but by setting clear agreements. Choose an affiliate program with a proven reputation and a product that performs consistently in your target GEOs, and approach the affiliate manager with a clear brief: traffic sources, past experience, budgets, and testing timelines. From the start, align on GEOs and offers, success criteria, and the analytics framework. A clear structure and transparent expectations help reach a workable model much faster.

How will AI transform traffic arbitrage roles in the coming years?

Roles in traffic arbitrage will not disappear, but they will change significantly. Manual processes will give way to AI-driven workflows, analytics, and algorithm management. Automation will also impact operational functions, increasing the importance of data and predictive models. At the same time, BDMs and Affiliate Managers will remain key figures in building partnerships — AI will handle routine tasks, but it will not replace strategy, trust, or communication.

Mike Waizman | CMO NGM GAME

If you had to launch a new campaign from scratch in 2026, which three marketing channels would you choose — and why would they dominate?

B2B brand and direct relationships with operators
This is not about traffic, but about mindshare: content, reputation, events, and personal relationships. In 2026, the winners will be those who are remembered — not those with the largest game portfolios.

Performance marketing as a tool, not the foundation
Highly targeted paid campaigns for releases, case studies, and new mechanics — without illusions of unlimited scaling.

Owned channels and in-house expertise
LinkedIn, Telegram, and email act as a constant signal to the market that the brand is active and deeply understands both the product and the player.

How will the balance between performance marketing and brand marketing change? What will matter more in 2026?

For providers, this isn’t even a debate. In 2026, brand will play the decisive role. Without a strong brand, you end up at the bottom of the list, starting conversations by asking for discounts. With a strong brand, the focus shifts to mechanics, exclusives, and release priorities. Performance marketing won’t disappear, but it will become a tool to support the brand and the product.

Which roles and skills will be most in demand in iGaming marketing teams in 2026?

Product / Promo specialist
Someone who can clearly explain to operators why a game exists and where it generates revenue.

Data-driven analyst
A specialist who understands which mechanics truly perform in the current market environment.

AI-oriented marketer
A next-generation generalist combining automation, creatives, copy, and analytics.

B2B communications leader
The connective role between product, sales, and the market. Without it, a provider quickly becomes “just another one of many.”

Sabrina | Head of Sales Affiliate World

How will the conference format change in 2026, considering the growth of metaverses and AI-powered networking tools?

As long as face-to-face interaction cannot be replaced online, the conference format will not change radically. However, events will become more hybrid. AI will be used before and after conferences for interest-based matchmaking, personalized recommendations, and networking analytics. Online formats and metaverses will take on a supporting role — for pre-event acquaintance, remote participation, and content sessions.

By 2026, conferences will remain offline points of attraction, with technology enhancing the value of every connection.

Which countries and cities will become key hubs for iGaming conferences in 2026?

The industry’s core hubs remain largely the same, but certain regions are gaining momentum.

Mexico is emerging as the main growth driver. A real boom is expected in 2026, with several major conferences in a row, a rapidly growing LatAm market, and increasing interest from operators, affiliates, and payment providers. The region is becoming strategic.

Italy continues to hold its position as a key iGaming location, backed by strong expertise and well-established infrastructure.

Bangkok is strengthening its role as a hub for multi-vertical conferences, bringing together iGaming, fintech, crypto, Web3, and the broader digital business ecosystem. Convenient logistics and an international audience make it one of the most promising cities.

In 2026, the industry will gravitate toward regions with growing markets, favorable regulation, and convenient global networking.

What will be the key to success at conferences in 2026?

People have always been — and will continue to be — the key to success. Neither technology, platforms, nor formats create an industry on their own. iGaming is an ecosystem shaped by people: founders, managers, partners, and teams.

In 2026, success at conferences will be driven by the quality of relationships, the ability to listen, long-term thinking, and genuine involvement in the industry. We don’t just attend conferences — it’s people and their values that define tomorrow’s success.

Join N1 Partners

If you’re entering 2026 with a structured and sustainable strategy, it’s essential to start with an affiliate program that offers transparent terms, flexible offers from day one, and a manager who acts as a strategic partner rather than an intermediary.

Join us — we set clear agreements, tailor personalized offers for your traffic across 10+ Tier-1 GEOs, and help you build an efficient testing and scaling model without unnecessary risks or wasted time.