In just six weeks, the inaugural SPARK (Software, Payments, Affiliates, Revenue Kickoff) 2026 is set to take place in Sofia, Bulgaria, on October 19-20. This event aims to address the myriad considerations facing gaming businesses in Southeast Europe, moving beyond merely evaluating market growth.
The first day will kick off with a keynote speech focusing on the latest trends, regulatory developments, and strategic approaches relevant to products, payments, and affiliate relations. This focus is particularly significant given that acquiring new players typically incurs costs several times higher than retaining existing ones. The experience with payment systems remains critical in influencing operators’ choices. Subsequent sessions will cover a range of topics, including the importance of retention over acquisition, the role of live operations in boosting revenue, the evolving landscape of retail gaming in an increasingly digital environment, and the challenges of compliance across various jurisdictions while maintaining a user-friendly experience.
The second day will center on strategies for scaling with confidence. An opening keynote will discuss the transition from traditional search engine optimization to AI-driven technology. Additional sessions will delve into the evolving dynamics of affiliate marketing, strategies for acquisition that go beyond SEO, effective practices within modern iGaming operations, and the implications of the EU AI Act on responsible AI in marketing. Attendees will also explore the balance between proactive and reactive compliance efforts, concluding with insights on how to implement the knowledge gained during the event into sustainable business growth.
Several confirmed speakers are anticipated to share their insights at SPARK 2026. Andreas Ioannou, CEO of Skyrocket Marketers Agency, stated that his company creates AI chatbots specifically for the iGaming sector, enabling 24/7 customer support and enhancing player experiences in multiple languages tailored to business needs.
Hanna Plachkova from The Persona Lab emphasized the importance of adaptability in the fast-changing landscape, remarking on how critical events like SPARK are for staying ahead of trends and identifying real solutions that foster growth. "I’m eager to help the audience grasp the most significant insights from these two days and depart with actionable next steps," she noted.
Henk Wolff, an iGaming consultant, highlighted the financial potential of focusing on retention rather than acquisition, explaining that many new operators waste budgets on attracting players without investing in their continued engagement. He asserted that over 85% of casino revenue stems from repeated players, stressing that those who do not receive communication post-signup often move on to competitors. "That is the biggest leak in the industry. New operators have it, and many established ones do too," he remarked, pledging to demonstrate the impact of retention marketing on profitability at the event.
Chrysothemi Valanidou of Startwise Ltd acknowledged the intertwining of compliance and growth, asserting that the evolving regulatory landscape requires businesses to understand how compliance translates into practical strategy. She aims to share insights from her work in AML and regulatory compliance, discussing how businesses can incorporate compliance into broader growth strategies at SPARK 2026.
Mark McGuinness from CreateFuture plans to advocate for integrating governance from the outset rather than as an afterthought. He contended that while compliance does not generally impede performance, retrofitting it into existing systems often causes disruptions. "The teams that design governance from the start keep shipping, while those that add it later tend to unravel operational systems that already function well," he explained.
As the event draws near, there remains an opportunity for organizations to showcase their brands to the Southeast European gaming community and foster valuable relationships through available sponsorships, delegate options, and exhibition packages.
