The atmosphere at iGB Barcelona 2026 was nothing short of electric. Between the networking and the high-energy floor, there was a sense that the industry is hitting a major turning point. On the second day, Jeremy Castillo, Head of Sales EU at Affnook, caught up with Andy Scott, Director at TBD Media.
Andy has been a fixture in the iGaming world since 2008. In an industry that moves at lightning speed, nearly two decades of experience gives you a unique perspective. Their conversation wasn’t just about the “next big thing”—it was a practical look at how brands can actually grow without losing their minds in the process.
The “Work Smarter” Approach to Growth
TBD Media operates on a simple premise: you don’t always need to build a massive, expensive internal team to see results. Many operators find themselves overwhelmed trying to manage SEO, paid media, and affiliate programs all at once. Andy’s team acts as an extension of the brand, taking over the heavy lifting of customer acquisition.
However, Andy shared a piece of advice that every operator needs to hear: Fix your foundation first. He pointed out that a surprising number of brands jump into expensive marketing campaigns without proper tracking or infrastructure. If you can’t accurately see where your players are coming from or what they’re doing, you’re essentially gambling with your marketing budget. Getting the “boring” technical basics right is often the secret to a successful launch.
Launching the TBD Affiliate Network
The biggest news from the chat was TBD Media’s plan for 2026: the launch of their own dedicated affiliate network.
Affiliate marketing is often the backbone of iGaming, but for new brands, it’s a minefield. It’s hard to know which partners to trust and how to manage hundreds of individual relationships. TBD Media is using their 20+ years of expertise to create a centralized hub.
This network is designed to be an “entry point.” It allows brands to test the waters with trusted affiliates in a controlled, structured way. It takes the guesswork out of the equation, allowing operators to scale up once they see what’s working.
Where is the Money Moving?
Andy and Jeremy also dove into the trends currently shaking up the market. We’re seeing a massive shift toward “borderless” gaming. TBD Media isn’t sticking to one corner of the map; they are looking at sports betting, casino, and poker on a global scale.
A few specific trends stood out:
- Sweepstakes Models: These are blowing up right now, especially in regions where traditional licensing is tricky. They offer a huge opportunity, but Andy warned that you have to be smart about compliance.
- Prediction Platforms: These are the new kids on the block. While they are still in the early stages, the level of player interest is huge.
- The AI Hype vs. Reality: Andy’s take on AI was refreshingly honest. It’s not a magic “win button.” It’s a tool for efficiency. If you use it to automate a bad strategy, you just get bad results faster. The winners will be the ones who use AI to sharpen their data and personalize the player experience.
Weathering the Regulatory Storm
It wouldn’t be an iGaming talk without mentioning regulation. With the UK and other markets facing higher taxes and tighter rules, things are getting tougher for some.
Andy noted that when regulated markets become too restrictive, there’s always a risk of activity shifting elsewhere. For affiliates, it means commission structures are changing, and everyone has to be a bit more nimble. However, his outlook remained positive. The industry has survived big shifts before. It’s a cycle of adjustment—the brands that stay flexible and play by the rules will eventually find their footing.
Final Thoughts
If there was one “mic drop” moment from the conversation, it was the idea that strategy means nothing without execution. As we move through 2026, the iGaming space is going to get more crowded and more competitive. Success isn’t just about having the biggest budget; it’s about having the right partners and the right setup. Whether it’s through their new affiliate network or their end-to-end marketing support, Andy and TBD Media are proof that in a high-tech world, human expertise is still the most valuable asset you can have.
