Industry executives discussed iGaming market dynamics during the SiGMA Podcast session at SiGMA Asia 2026, concluding that Tier-1 regions continue to expand despite rising acquisition costs. The panel, featuring Jenny Olivar-Bolivar, Ri Serbank, Yulia Panina, Vakhtang, and Jeppa, examined performance data from North America and Europe alongside operator adaptation strategies.
Seven legalized US states recorded approximately 27% year-over-year growth. Online gambling revenue in New Jersey and Pennsylvania surpassed land-based casino earnings for the first time. Central and Eastern European territories, including Romania, Poland, Slovenia, and the upcoming regulated Finnish market, maintain strong expansion potential.
Executives noted that mature regions now prioritize monetizing existing player bases over acquiring new users. Operators are shifting focus toward retention programs, lifetime value optimization, and portfolio diversification.
Localization and Affiliate Evolution
Affiliate networks are transitioning from traffic providers to direct operators, capturing larger shares of the revenue chain. Companies are reducing dependence on standard traffic purchases by developing proprietary communities and long-term engagement platforms. Vakhtang of Affigates stated that Tier-1 audiences require customized acquisition and retention models rather than standardized approaches.
Jeppa from Lafik Philippines emphasized that Southeast Asian expansion serves as a diversification tool rather than a Tier-1 replacement. Yulia Panina of EvenBet Gaming highlighted that successful market entry depends on payment infrastructure, regulatory compliance, and cultural adaptation instead of interface translation.
Product variety across casino, sports, and bingo verticals remains the primary retention mechanism.