Naomi Barton: “Our commitment is to deliver industry ‘best’ events”

Today we catch up with Naomi Barton, Portfolio Director, iGB Events Clarion Gaming, with whom we discuss her position within the company and the immense shifts that have been happening with some of the industry’s largest events.

We touch on both iGB L!VE and the anticipated move of iGB Affiliate to the Fira de Barcelona Gran Via, and pick Barton’s brain on the challenges and opportunities these developments bring. Barton cautions that there is zero tolerance for complacency, arguing that old successes do not define new ones.

With the senior management at Clarion Gaming constantly thinking ahead of the curve, we take a deep dive into the company, its events and the philosophy that defines its events at arguably the most important on the calendar.

Q: Naomi, can we start by introducing your work to us – what do you do as Portfolio Director, iGB Events at Clarion Gaming?

Essentially my role is to deliver the two iGB branded live events which comprise July’s edition of iGB L!VE which will be the last held in Amsterdam prior to the 2025 relocation to ExCeL London and January’s iGB Affiliate which will be the first to take place in the magnificent surroundings of the Fira de Barcelona Gran Via.

That entails managing the team, working with our stakeholders to identify what they want from the shows, identifying opportunities, keeping the proposition fresh and exciting and ensuring that we deliver absolutely everything to the highest possible standards. The top performing live events across any sector are the ones that are fully engaged with their customers, the ones that always ask why not instead of why?And the ones who move heaven and earth to deliver before, after and of course during the event.

It’s a cliché, but you are only as good as your last event which means there’s zero tolerance of complacency. We recognise that people work extremely hard in order to attend and exhibit at our events and that effort and dedication has to be reciprocated. I also have an important strategic responsibility to our brands.

The senior team within Clarion Gaming has to be thinking and acting ahead of the curve and in the long-term interests of our loyal stakeholders.

The big strategic challenges are the migration of the two shows. This is something which cannot be delivered without a huge amount of thought, analysis and consultation. iGB Affiliate 2025 is already sold out and moving iGB L!VE to a city which is the home of igaming provides an invaluable opportunity for the show to scale at a pace that the industry demands.

Clarion Gaming has been building a formidable list of top-industry events – is there a point where managing so many events becoming unwieldly? How do you manage to stay on top of your game?

Pre-Covid Clarion Gaming was delivering branded events across international venues. Obviously, the pandemic changed everything not just for us but also for our customers. This resulted in a strategic change of focus and a concentration of resources into our key live events comprising ICE, iGB L!VE and iGB Affiliate. We’re often told by customers that our events are the most popular must attend on the industry calendar and the ones at which crucial business deals are made.

When you look at the industry calendar it’s vital to differentiate between those live events which deliver tangible benefits to the sectors they serve and those which simply take money out of the industry.Our commitment is to deliver ‘industry best’ events: this means always working with our customers and standing shoulder-to-shoulder withthemin both good and challenging times for the industry.

Q: One of the biggest events coming up, that Casino Guru News is proud to be a media sponsor of, is iGB L!VE. How are the event preparations coming along and what do you see as being the highlights of the gathering?

Thank you and I’m delighted to have Casino Guru News on board as a partner for what isa unique brand. Importantly iGB L!VE is the only event that connects the leading igaming affiliates, operators, tech vendors, game providers and suppliers to maximise performance and drive tangible business growth. It has a unique chemistry and is widely regarded as being not just a dynamic and exciting show but also the home of the igaming community.

We shouldn’t overlook the fact that iGB L!VE delivers unparalleled business opportunities with attendees having free access to in excess of 300 exhibitors and sponsors occupying 21,000+ square metres of gross space, a figure which is35% higher than in 2023.

The number of industry professionals that have registered is tracking more than60% ahead at the same stage in 2023.iGB L!VE is already iGaming’s fastest growing business event and to be so far ahead of last year’s campaign which culminated in a record unique attendance of 7,299 (+44% y-o-y) and 14,500 on-site visits is of course massively encouraging.

Drilling down into the numbers 40% of those registered have confirmed that they will be attending the show for the first time which is also ahead of what was achieved last year. Each performance metric that we reference is in positive territory and I am confident that everything is in place to hit our projected 10,000+ attendees.

Q: How important is networking to iGB L!VE delegates and what’s on offer?

The fact that iGB L!VE is such an enjoyable event is due in no small part to the networking programme which sits at its core. We like to think that iGB L!VE's networking events are more than just gatherings—they are immersive experiences that inspire growth, innovation, and collaboration in a relaxed setting.

Events include Welcome Drinks (16 July), 5km morning Run Club (18 July) Official Networking Drinks and Party (18thJuly), Closing Party running through to the early hours (18 July) and a leisurely cruise along the iconic Amsterdam Canals (19 July). On the show floor we also have iGB INTRODUCING, the facilitated networking initiative which connects audiences,and ASCEND which promotes and celebrates diversity, equity and inclusion.

Q: What learning content will be available at the show?

First of all, I’m delighted to confirm that the award-winning developer and provider of online and land-based gaming solutions BetConstruct is the Headline Sponsor of thePulse atiGBL!VEConference. With50+ speakers across 21 sessions, this is the largest PULSE conference to date, and has been positioned to accelerate growth ahead of our move to London next year.

Headline sessions on this year’s agenda include a live masterclass on ways to engage players in the world’s hottest online casino markets, innovation in slot game design, navigating cyber threats in the aftermath of an attack, the role of ESG in boosting M&A valuations, parasite SEO, surviving the search bar squeeze, link localisation in Spain and LatAm, and how affiliates should respond on player protection.

Q: Can you highlight a feature that’s new to iGB L!VE 2024?

LaunchPad is vibrant and new. It has been created to showcase ground-breaking tech and innovation from the brightest start-ups and small businesses in gaming. Taking place on the Pulse Stage (18 July 16.30hrs – 18.00hrs) it will feature five companies presenting their innovations to a panel of judges with each presentation followed by a probing Q&A session designed to interrogate the viability and commercial prowess of each product pitch.

This is a unique opportunity for new talented businesses to grow by giving them extra exposure in front of an influential C-Level audience of industry investors and influencers. In order to provide further assistance we are providing cash prizes of £5,000 for the winner, £2,500 for second place and £1,000 for third. LaunchPad will have an authentic iGB L!VE twist with an emphasis on competitive fun. To ensure this, I am delighted to confirmthat 25+ year industry veteran and non-exec Clarion Gaming Chairman Michael Casellihas agreed to be our MC and will also head the panel of judges drawn from across the iGB L!VE community of industry professionals, investors and sponsors.

Q: How will Safer Gambling be represented?

The Sustainable Gambling Zone (SGZ) reflects the heightened importance that’s being placed on proactive customer interventions taking place at earlier stages of the player journey. The SGZ will engage with operators who are focused on long-term sustainability, something which goes way beyond simply meeting the regulatory mandate.

The overarching objective is to be at the vanguard of initiatives to help develop healthy play right from the outset. While not yet standard across the whole of the industry, this more holistic approach underpins the safer gambling dynamic. Its goal is to create a more sustainable business in which the vast majority of players can continue to enjoy their gambling entertainment experience but where the small proportion who are at risk of developing problems are pro-actively identified and assisted by operators.

Q: Is it Clarion Gaming’s goal to create events that carry industry-wide impact, or are you beginning to see the value in focusing on individual markets and regions with each event? For example, is iGB Amsterdam really about Europe, or does it go beyond that?

The simple answer is that we exist to meet the needs of our stakeholders and to assist them to be successful whether that’s doing more business in Europe or on a global scale. We know from the research that we conduct with our stakeholders how important emerging markets are, a fact that is represented on the show floor and in our content programme. Last year representatives from over 100 nations registered for iGB L!VE which I think says it all.

Q: How do you think the event culture at Clarion Gaming has evolved over the past years and since you took over as Portfolio Director and what are you hoping to achieve or help contribute as part of Clarion Gaming over the coming months?

We have always been customer-focused: it explains the success that we have enjoyed and the trust that our stakeholders place in the brands. There’s a Dutch proverb which says that ‘Trust comes by foot and leaves on horseback’ - a saying which can easily be applied to live events.

We know that trust must always be earned which is the philosophy that underpins our culture. 2024/2025 will go down as being one of the most significant years in the history of Clarion Gaming a period in which we will be migrating three live events – two to Barcelona and one to London. These are massive undertakings and my team is playing a full and active role in helping to ensure they are seamless, trouble-free and full of opportunity for our growing stakeholder community.

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