Attending industry conventions is usually an excellent opportunity for networking, sharing thoughts with others, and obtaining direct knowledge from people who play a key role in developing the future of the iGaming industry. At iGB Live Barcelona 2026, Jeremy Castillo (from Nook Talks) had the pleasure of interviewing Natalia Sheviakova – Director of Business Development at Ubidex. In this insightful discussion, Jeremy and Natalia talked about retention technologies, competition within the market, as well as predictions on how the industry will progress over the next few years.
A busy event floor on a rainy day
The weather in Barcelona is usually sunny, but on conference day one, it was raining heavily. However, the event floor had a lively atmosphere and people were busy in conversation. Natalia made a joke about how visiting the Affnook booth is always fun due to their warm welcome.
Conferences such as iGB Live are not only about networking but also being able to display innovation for companies while discussing the various ever-evolving needs of operators and marketers when it comes to the gaming ecosystem.
Introducing Ubidex and Its Role in User Retention
Natalia continued to discuss what Ubidex does and how the company helps operators to enhance user engagement throughout their time with the operator
Ubidex’s retargeting and retention toolset was created specifically for use by gaming operators. The platform assists brands to re-engage with past users, improve retention, and increase the lifetime value (LTV) of their customers. An equally competitive industry such as iGaming places as much value on retaining users as they do acquiring users.
Natalia articulated that the primary purpose of their technology is to allow operators to extend the duration of their players’ life cycle. By utilizing data and smart targeting tools, operators communicate with users more efficiently and maintain user engagement with operators’ platforms for longer periods.
From AdTech to iGaming
Natalia’s journey into the iGaming industry began in the broader advertising and ad-tech space. Over time, she and her team recognized that the gaming sector had a strong demand for advanced marketing technologies.
As a result, Ubidex gradually shifted its focus toward gaming operators. About three years ago, the company onboarded its first gaming client. Since then, the growth has been remarkable.
Today, Ubidex works with over 100 brands in the industry. This rapid expansion highlights how important specialized marketing technology has become for gaming companies trying to stand out in a crowded marketplace.
Why Retention Matters More Than Ever
Retention strategies were discussed as being one of the main themes that emerged from our conversation, according to Natalia. Mentioned that since there are so many new brands and operators coming into the iGaming market every day, there is increasing competition, making it extremely challenging for the established companies to retain their market share.
Natalia explained that the iGaming market is becoming increasingly competitive. New brands and operators are entering the market regularly, making it harder for existing companies to maintain their position.
Because of this, companies cannot rely solely on user acquisition anymore. Instead, they need to focus on building strong relationships with their players and delivering experiences that keep them engaged over time.
Retention tools, personalization strategies and data-driven marketing are becoming essential components of a successful gaming business.
Industry Trends to Watch in 2026
When asked about the trends shaping the industry in 2026, Natalia highlighted one major challenge: growing competition.
With more companies entering the market, standing out has become much more difficult. Operators now need to focus on stronger branding, smarter partnerships and better technology to maintain their competitive edge.
Natalia emphasized the importance of what she called “smart competition.” This means using data, technology and strategic thinking to differentiate your brand rather than simply competing on scale.
Companies that invest in innovative tools, better customer experiences and effective marketing strategies will be the ones that succeed in this evolving landscape.
The Role of Industry Conferences
Another interesting part of the discussion was Natalia’s perspective on industry events. She mentioned that she typically attends around five conferences every year, including major global events.
For professionals in the iGaming and marketing sectors, conferences are essential for staying updated with industry trends, building partnerships and discovering new technologies.
Events like iGB Live provide a platform where operators, technology providers and marketers can meet face-to-face and exchange valuable insights.
A Moment to Enjoy Barcelona
Beyond the conference itself, Natalia also shared her plans to spend an extra day in Barcelona after the event. Like many attendees, she was hoping the rain would clear so she could enjoy the city’s famous views and atmosphere.
Conferences often involve busy schedules and packed agendas, so taking some time to explore the host city is always a welcome break for participants.
Final Thoughts
The conversation between Jeremy Castillo and Natalia Sheviakova highlighted several important realities of the modern iGaming industry.
As competition continues to grow, operators must focus on retention, user engagement and long-term value rather than just short-term acquisition. Technologies like those offered by Ubidex play a critical role in helping brands understand their users and maintain meaningful connections with them.
At the same time, industry events like iGB Live Barcelona 2026 remain essential spaces for learning, collaboration and innovation.As the industry moves forward into 2026 and beyond, one thing is clear: success will belong to companies that combine smart technology, strategic marketing and a strong focus on user relationships.
