How iGaming businesses can capitalise on event season, and form lasting business relationships

As event season approaches, the iGaming industry gears up for a whirlwind of conferences, expos, and networking opportunities. With countless chances to connect, expand, and make an impact, navigating these events strategically can set businesses up for success long after the season ends. In this op-ed, Boris Pashnev, CEO of Alpha Affiliates, shares insights on how iGaming businesses can maximize their presence during event season and build relationships that drive long-term growth.

For the iGaming industry, events are everything. Networking continues to be the cornerstone of successful marketing and sales, especially within the iGaming sector.

iGB Live Amsterdam took place last month, and in the last year, we’ve seen other notable events such as SiGMA Malta, SiGMA Dubai, and of course, iGB London.

We at Alpha Affiliates understand building connections at these events is crucial – however, converting these connections into long-term relationships is everything, and key to business growth.

So, how can iGaming professionals build on, and maintain relationships post-event?

Here are my top tips on how you can effectively network and convert the conversations started at events into business leads:

Listen, and pay attention

One of the best kept secrets in the art of networking, is not talking – in fact quite the opposite. Sometimes the best way to network and build meaningful connections is to zone in and listen.

By listening, you learn a lot. For instance, you may learn something new about them or their business that you can connect to, or use as a hook for a follow up post-event. For instance, if a prospective client mentions they have an exciting holiday or life event taking place, you could get back in touch and ask how it was as a conversation starter. It can be as simple as that.

By listening, you can get to know a person better, and ask more thoughtful follow up questions at the right moments. Playing close attention to what is being said goes a long way in the business world!

Focus on shared interests

I encourage my colleagues to focus on forming connections based on shared interests, values and goals. When speaking in-person, conversations naturally move away from business to other topics, from politics to the economy and hobbies. You can build genuine connections and relationships with people when you share common interests.

Consistency is also important. Regularly touch base with your network and show that you value these relationships beyond just transactional moments.

Play the long game

Networking is often only considered to be successful if an immediate lead is generated. This is frequently not the case.

Building a network is a long-term tactic that takes dedication. Not every connection will lead to immediate benefits, but consistent effort will yield long-term results. Hard selling rarely delivers, and what really makes for effective networking is authenticity.

Focus on being present. Hand out your business card at the end of the conversation and follow up within 48 hours to nurture the relationship.

Make sure there’s never a firm goodbye

Conferences and events are there to make professional networks that last long after the venue closes. What I have learnt over the years is that even if a particular conversation is not likely to lead to a sale or outcome, it does not mean you should discredit that individual and stop any further conversation.

In the iGaming affiliate marketing sector, we see this all the time. People can quickly move positions, and suddenly have access to new opportunities. And, we should remember that people who enjoyed a conversation can introduce you to their wider network.

This is so important when it comes to networking – be sure to look at their bigger picture and follow-up with everyone you had the chance to speak with at the event. Maintaining these relationships in the long-term could open new doors in the future.

Ultimately, in person networking can deliver significant results if approached correctly. However, no long-lasting relationship can be made without a long-term strategy. Listening, identifying shared interests, as well as remaining authentic and consistent, is key to building meaningful relationships that can convert into business leads in the future.