iGB Affiliate Barcelona 2025: The Shifting Landscape of Mobile Marketing & Affiliate Growth

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The iGB Affiliate Barcelona 2025 just wrapped up, and if you’re in the affiliate and mobile marketing space, this was the place to be. Every year, over 8,000 industry leaders, brands, and marketers gather to discuss the latest trends, network, and, let’s be honest, make the deals that will drive the next wave of growth. And this year? It didn’t disappoint.

For Z2A Digital, this conference is more than just another event; it always brings something new and exciting. Over the past three years, some of our biggest revenue sources have come from connections made at iGB events, and 2025 proved to be just as valuable. The landscape is shifting fast, and we saw two massive trends dominating conversations: the decline of mobile affiliate programs (thanks to fraud concerns) and the rise of sweepstakes in betting, especially in the US.

So, what exactly went down at iGB 2025? Let’s dive into the key takeaways and what they mean for the future of mobile marketing.

Industry Shifts & Key Topics of Discussion

A focus on direct media buying and first-party data

Something big is happening in the mobile affiliate space, and if you weren’t paying attention at iGB Affiliate Barcelona, you might have missed it. Major brands, big names that once relied heavily on mobile affiliates, are pulling back. Some have scaled down their programs, while others have shut them down entirely. Why? One word: fraud.

For years, mobile affiliate marketing was a goldmine. Brands poured money into affiliate programs, expecting a steady stream of high-quality traffic and conversions. But now, they’re realizing that a significant chunk of that traffic isn’t what it seems. Click spamming, fraudulent installs, and other shady practices have plagued the space, making it harder for brands to trust their data, and their partners. We talked more about it here.

The result? A shift in strategy. Instead of relying on mobile affiliates, many brands are focusing on direct media buying, first-party data, and partnerships that offer more transparency. They want results they can measure, not just a flood of clicks that may or may not lead to real users.

For companies like ours, this shift isn’t just a wake-up call, it’s also an opportunity. While traditional mobile affiliates struggle to prove their value, we’ve positioned ourselves differently. By emphasizing media buying, real user acquisition (check out our article to learn more), and incremental growth, we’re aligning with what brands actually want, and that is - quality over quantity, transparency over uncertainty.

The message from iGB was clear, mobile affiliates who can’t evolve will struggle to survive. The industry is moving on, and the ones who adapt will be the ones who win.

That being said, Z2A is really starting to make a name for itself in the industry, and that’s been key in connecting with companies that are usually hesitant to work with new partners. At the conference, we saw this firsthand. What stood out wasn’t just our pitch, but the trust we’ve built through consistent results and a clear, transparent approach. We’re proving that with the right strategy, companies can feel confident in stepping outside their usual circle and collaborating with us to drive real results.

Sweepstakes models are on the Rise

If there was one buzzword that kept popping up at iGB Affiliate Barcelona 2025, it was sweepstakes. And for good reason. This model is exploding, especially in the US, where it’s becoming the go-to workaround for brands navigating strict gambling regulations. On Day One, speaker Alex Windsor from GameTime Digital dedicated the entire talk to this topic.

Traditional sports betting and casino platforms face a maze of licensing requirements, state-by-state restrictions, and compliance headaches. But sweepstakes? They operate in a legal gray area, allowing companies to offer betting-style experiences without the same level of regulation. Users don’t technically have to deposit money to participate, which keeps these platforms outside the usual gambling laws.

As more brands look to scale their sweepstakes platforms, they’ll need smart, strategic user acquisition to fuel their growth. And with our focus on high-quality traffic and real user engagement, we’re perfectly positioned to help them do just that.

Where is the affiliate industry heading next?

Affiliate Rundown L!VE tried to answer it by tackling the biggest shifts from 2024 and how they’ll shape 2025, with a strong focus on data-driven strategies, evolving acquisition channels, and the increasing role of AI in performance marketing.

Meanwhile, a fiery debate around Parasite SEO in iGaming had experts split - Is it a shortcut to top search rankings or a risky tactic that could get you in trouble? No clear answer yet, but one thing’s for sure: Google’s algorithm updates aren’t making life easy for affiliates banking on this strategy. Right now, 40-50% of top searches have parasite pages ranking for key terms, often controlled by the same high-authority sites dominating the SERPs.
But the risks? Reputational damage, a complete lack of control, and the constant fear of Google (or the host site) pulling the plug overnight. Maybe you should have a backup plan.

And then there’s the gold rush happening in Asia and the Middle East. Emerging markets are proving to be the next big affiliate battleground, with companies scrambling to understand local regulations, cultural nuances, and the best way to capture user attention. The brands that move fast and get it right will be the ones unlocking massive new revenue streams.

Looking Ahead

Adapt or get left behind. 

Mobile affiliate programs are shrinking, fraud concerns are forcing brands to be more selective, and the rise of sweepstakes betting is reshaping the landscape. But we decided that for us these shifts aren’t obstacles, they’re opportunities.

By positioning ourselves as a mobile app user acquisition company rather than a traditional affiliate network, we’ve aligned with what brands actually want: transparency, real users, and measurable results. This new approach resonated at iGB, and it’s setting the foundation for our next phase of growth.

And with this momentum, we’re already gearing up for the next major industry event, where we’ll keep pushing the conversation forward. Let’s meet up again at Affiliate Summit West 2025 and Games Forum Barcelona 2025!

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