At IGB Barcelona 2025, the energy was electric as industry leaders, innovators, and affiliate marketers gathered under one roof to network, learn, and celebrate the iGaming world. Among the many insightful conversations at the event, one that stood out was Mukul Kaushik’s chat with Amy Cunnington, Head of Sales at Clarion Events — the powerhouse team behind globally recognized events like ICE and IGB Affiliate.
Amy, who plays a key role in organizing some of the biggest shows in the iGaming industry, shared her experience, challenges, and excitement about managing large-scale events and expanding into new locations.
Meet Amy Cunnington: The Force Behind IGB’s Success
Amy began by introducing herself and her role at Clarion Events. As the Head of Sales for IGB events, she oversees two major shows — IGB Affiliate Barcelona and IGB Live. Both are among the most anticipated gatherings for professionals in the iGaming and affiliate marketing sectors.
She also touched on the massive ICE Barcelona event, which brings together thousands of gaming professionals, affiliates, and technology providers from around the world. Her work involves not only managing relationships with clients and partners but also ensuring that each show delivers value, visibility, and engagement for exhibitors and attendees alike.
Moving Mountains: The Challenge of Relocating ICE
One of the biggest talking points in the conversation was the relocation of ICE — a show that had been held in London for nearly two decades — to Barcelona.
Amy described the process as a “big challenge” that took over two years of planning and coordination. Moving a show of this scale wasn’t just about changing venues; it meant adapting to a completely new environment.
From navigating different languages and suppliers to designing new floor plans and managing logistics in a new country, the transition required immense effort from every department — sales, marketing, content, and operations.
Despite the challenges, Amy emphasized that the experience was incredibly rewarding. “It’s been a really exciting challenge,” she shared. “We’ve loved the process, and it’s great to finally be here and see it all happening.”
The Team That Makes It All Possible
When asked about the size of her team, Amy revealed something surprising — only four people make up the core sales team that manages such a massive show.
Even though that number might sound small, she highlighted how much coordination and teamwork go into making it all work. Each team member manages clients from different countries, industries, and specializations, tailoring their approach to suit diverse needs and cultural contexts.
“It can be difficult sometimes,” Amy admitted, “because you have to adjust your way of communicating with different people. But it’s also what makes our work so varied and enjoyable.”
Her comments were a testament to the dedication, adaptability, and resilience required to run world-class events.
Looking Ahead: IGB Live Heads to London
Amy also shared exciting news about IGB Live, the next big event on the Clarion calendar. Scheduled for July 2025, IGB Live will be hosted at London’s ExCeL Centre — marking the first time this event will take place in London.
Amy expressed enthusiasm about the move, especially since it allows the team to bring the event closer to home. “We’re really looking forward to it,” she said. “London in the summer is much nicer than London in the winter!”
The upcoming show promises to bring together affiliates, operators, and technology innovators for another round of networking, learning, and collaboration.
Inspiration and Collaboration in the iGaming Space
Throughout their conversation, Mukul praised Amy and the Clarion team for their incredible work and consistency in bringing the iGaming community together. He also shared how Clarion’s initiatives inspired Nook Talks, a short-form video series launched to highlight voices and stories from the affiliate and marketing space.
Amy appreciated the acknowledgment and echoed the sentiment that the iGaming industry thrives on community and connection. She encouraged professionals and companies looking to participate in future events — whether as exhibitors or visitors — to reach out directly through platforms like LinkedIn or Skype to explore opportunities.
Wrapping Up
The discussion between Mukul Kaushik and Amy Cunnington offered a fascinating glimpse into what it takes to manage and grow large-scale global events like ICE and IGB Affiliate Barcelona.
From relocation challenges and cultural differences to maintaining strong relationships and planning for the future, Amy’s insights revealed the heart and hard work behind the success of Clarion Events.
Her story is a reminder that behind every spectacular event are teams of passionate professionals who work tirelessly to make the experience seamless, engaging, and unforgettable for everyone involved.
As the conversation closed, Mukul thanked Amy for her time and extended an open invitation for the industry to continue supporting Clarion’s incredible journey. And with IGB Live in London just around the corner, the future looks even brighter for Clarion Events and the global iGaming community.
