Every quarter, the OGQ analyses the marketing activities of B2B suppliers to the online gambling industry. A major part of the work is the analysis of key online gambling events/expos. Altogether, we look at eight marketing channels: exhibitions/events, magazine ads, email newsletter banners, email newsletter headlines, online banners, online press coverage, LinkedIn, and SEO/GEO.

A key focus of the B2B marketing analysis is on expos and events

The chart shows the top 10 key suppliers by stand size for the events/expos analysed in 2026 Q1. The ranking/score points are normalised for each event/expo; the company with the largest stand per event gets 100 points, and others receive points relative to the top company.

We implemented a weighted event ranking where the biggest stand at ICE outweighs the biggest stand at a smaller regional event. This allows us to add more (smaller) events without impacting the overall analysis.

The analysed events in 2026 Q1: ICE Barcelona 2026, SBC RIO 2026, NEXT NY 2026, SAGSE 2026, SiGMA Eurasia and Africa as well as GAT.

The biggest stands in 2026 Q1

BetConstruct, Pragmatic Play, and Digitain had the biggest stands across all analysed shows in 2026 Q1.

Breakdown of attendance of analysed expos in 2026 Q1

In total, the sample included 92 key suppliers to the online gambling industry. As expected, not all of them attended all events taking place in the quarter.

• In total, 83% of the suppliers in our sample had a stand at least at one event in the quarter.
• ICE Barcelona 2026 – 82% of the suppliers in our sample had a stand.
• SBC RIO 2026 – 21% of the suppliers in our sample had a stand.
• NEXT NY 2026 – 2% of the suppliers in our sample had a stand.
• SAGSE 2026 – 8% of the suppliers in our sample had a stand.
• SiGMA Eurasia 2026 – 9% of the suppliers in our sample had a stand.
• SiGMA Africa 2026 – 17% of the suppliers in our sample had a stand.

Find here the overview of B2B marketing benchmarking for key suppliers – 2026 Q1.