The iGaming industry gathered once again at IGB Barcelona 2025, bringing together operators, affiliates, and technology providers from across the globe. Among the notable participants were Adrian Schembri, CEO of Excitable Gaming, and Mark George, COO of AMG Platform. Jeremy Castillo of Affnook had the opportunity to sit down with both industry leaders at the Affnook booth for a candid conversation about their platforms, the challenges of running a gaming business, and their insights from the event.
About Excitable Gaming and AMG Platform
Excitable Gaming and AMGaming Group have carved out a reputation for innovation and flexibility in the online gaming space. Adrian Schembri explained that AMGaming is a casino-focused platform, offering a range of technological tools for operators. The company is also planning to expand into sports betting in the near future. Their approach is to provide turnkey solutions for operators who have licenses in different markets, enabling them to enter the online casino industry with ease.
Mark George added that the platform’s flexibility is a key differentiator. “We’re marketers ourselves, so we understand the needs of our clients. Whatever new functionalities they require, we can quickly adapt and build them into the platform to help our clients succeed,” he said. This hands-on approach has allowed both companies to grow rapidly, even before officially launching certain services.
Experience at IGB Barcelona 2025
When asked about their experience at the event, both Adrian and Mark were positive. This was not their first time attending, and they highlighted the benefits of the new Barcelona location compared to previous years in London. The larger venue, better layout, and improved connectivity were clear advantages, making it easier to navigate the conference and connect with industry peers.
Adrian appreciated the spacious setup and the ease of moving between stands. Mark agreed, noting that the venue was cleaner and less crowded, making networking more enjoyable. Despite a few challenges with flight connections from Malta, the overall experience was highly rewarding, offering ample opportunities to meet potential partners and clients.
Balancing Client Service and Platform Improvement
One of the biggest challenges for Excitable Gaming and AMG Platform, according to Adrian and Mark, is finding the right balance between servicing clients and improving the platform. Both agreed that while it’s crucial to continually enhance the platform with new features, responding to client requests and delivering timely support is equally important.
Adrian explained, “We have a roadmap for our platform, but we also need to be flexible to accommodate client needs. Finding that balance is key to long-term success.” Mark echoed this sentiment, emphasizing that the companies are focused on creating solutions that help operators thrive while maintaining a clear vision for the platform’s future.
What They Look for in Affiliate Tools
A significant part of operating a successful gaming platform is integrating affiliate systems that are flexible, transparent, and reliable. Adrian shared his expectations: a good affiliate tool should allow operators to perform all necessary actions easily, provide near real-time reporting, and include fraud detection to prevent bot traffic and other issues that could cost money.
Mark added that the market has many affiliate platforms, but flexibility is what sets the best apart. The ability to integrate with multiple affiliates and adapt to different operational needs ensures that operators can maximize their revenue potential while keeping their systems efficient.
Key Takeaways from IGB Barcelona 2025
The conversation with Adrian and Mark highlighted several important themes for the iGaming industry:
- Innovation and Flexibility Are Critical – Both companies focus on building platforms that can adapt to client needs, allowing operators to stay competitive in rapidly changing markets.
- Networking and Location Matter – The new Barcelona venue provided a more spacious, accessible environment that made networking easier and more enjoyable.
- Client-Centric Approach – Balancing platform development with client support is a challenge but also a driver for long-term growth.
- Affiliate Integration Is Key – A flexible, reliable, and transparent affiliate system is essential for operators to grow and manage their business effectively.
Looking Ahead
Excitable Gaming and AMG Platform are poised for continued growth, leveraging their experience, innovative solutions, and client-first approach. Their presence at IGB Barcelona 2025 allowed them to strengthen relationships with existing partners, explore new collaborations, and showcase their platforms to a global audience.
For industry professionals looking for platforms that combine cutting-edge technology with flexibility and responsiveness, Excitable Gaming and AMG Platform represent a compelling choice. Their focus on solving real-world problems for operators and affiliates alike makes them standout players in the iGaming landscape.
As IGB Barcelona demonstrated once again, events like these are more than just trade shows—they are opportunities to connect, learn, and shape the future of the industry. For Adrian Schembri, Mark George, and their teams, the event was a chance to reinforce their mission: providing operators with the tools, insights, and support they need to succeed.
