GBC Time has interviewed – Irina Yeromenko, Investment Portfolio Manager at PIN-UP.INVESTMENTS. In this interview, we discuss the key takeaways from the ICE Barcelona conference, emerging trends in iGaming, MarTech, AI, and Web3, and investment strategies that drive faster business scaling.
What results did your fund achieve following the ICE Barcelona conference, and how do you evaluate the audience’s activity at your booth?
The ICE Barcelona conference was a key platform for expanding our network and exploring new investment opportunities. We held over 70 meetings with representatives from Web3, MarTech, AI, FinTech, Game Dev, and other tech segments. The most valuable takeaway from this event was the opportunity to engage directly with companies shaping the future of the industry.
The activity at our booth exceeded expectations—we received over 50 serious applications from startups seeking investment. It was clear that the market is in a phase of rapid transformation—iGaming companies are not just looking for funding, but for strategic partners who can provide long-term support and expertise.
Another key outcome of ICE Barcelona was discovering technologies and products that had not previously appeared on the market. This further reinforces that our investment strategy aligns with the industry’s current needs.
Which topics or trends presented at the conference do you consider the most relevant?
If we talk about the key trends presented at the conference, they clearly indicate the direction in which the iGaming industry will evolve in the coming years. Some projects are still in the conceptual stage, but their emergence already signals major changes ahead.
The First Major Trend: The Rise of MarTech and Neuromarketing
Marketing is no longer just about advertising—it is becoming an integral part of the gaming experience. This means that traditional traffic acquisition methods are taking a back seat, while Web3, gamification, and streaming are moving to the forefront.
AI is no longer just a data analysis tool—it anticipates player behavior and adapts content accordingly. In the near future, advertising will no longer be based on clicks and conversions in the conventional sense. Instead, it will be personalized, emotionally engaging, and rooted in behavioral analysis. We are essentially entering the era of neuromarketing, where AI understands individual player triggers and creates a tailored connection with them.
The Second Key Trend: The Evolution of Traffic Monetization
Affiliate marketing in iGaming has long relied on CPA and RevShare models, but the industry is now shifting towards more flexible and transparent structures, where AI-driven analytics assesses traffic quality in real time.
A crucial role in this transformation is played by blockchain, which eliminates data manipulation and ensures honest and predictable affiliate programs. Combined with AI, this enables dynamic adaptation of conditions for both partners and players.
The Third Trend: The Convergence of AI/ML, Blockchain, and Cryptocurrencies
These technologies are already influencing every aspect of iGaming. AI and Big Data allow for predictive player behavior modeling and tailored offers.
For instance, one project showcased Computer Vision technology that analyzes a player’s emotions via a webcam and adjusts the gaming experience in real time. This introduces an entirely new level of personalization and user engagement.
How has the change in location from London to Barcelona impacted the conference, including the composition and geography of participants?
The relocation of the conference from London to Barcelona had a positive impact on its scale and overall convenience. The new venue offered modern exhibition spaces and well-developed infrastructure, making participation in ICE 2025 more comfortable for both exhibitors and attendees.
Logistics also played a crucial role: Barcelona provides a more advanced transportation system, and its international airport ensures seamless connectivity with key iGaming markets. This made it easier for participants from different regions to attend the event without difficulties.
Another key change was the composition of the audience. We saw a higher presence of tech-driven participants, including representatives from Web3, AI, FinTech, and MarTech. This broadened discussions on the future of iGaming and fostered new partnership opportunities.
One of the standout advantages was the networking potential beyond the conference itself. The favorable climate, open meeting spaces, and Spain’s welcoming culture created a relaxed environment, where business connections formed naturally. This kind of setting is crucial for developing long-term partnerships in the industry.
How do you assess the new format and organization of the event in Barcelona?
The new format in Barcelona brought a fresh energy to the event, making it feel more dynamic and engaging. The venue was well-organized, allowing for both structured business discussions and spontaneous networking, while the city’s accessibility attracted a broader international audience. The atmosphere felt more open and collaborative, creating the perfect setting for both deal-making and idea exchange.
What stood out most was how naturally conversations flowed—whether in meeting rooms or during informal gatherings around the city. The event struck a great balance between high-level industry discussions and real opportunities for connection, making it not just productive but genuinely enjoyable.
What aspects of future events of this format could be improved?
ICE Barcelona once again reinforced its status as one of the most innovative conferences in the industry. A standout feature was the official app, which made navigation, meeting scheduling, and the overall experience even more seamless.
This year’s event attracted an impressive number of attendees, creating an incredible atmosphere for networking and new connections. The demand for meeting spaces was high, as everyone was eager to discuss key topics in person. I’m confident that the organizers will take this into account and expand networking areas next time, ensuring even more room for productive conversations.
The food courts also left a great impression—plenty of options, delicious food, and even a chance to meet new people while grabbing a bite. We look forward to seeing even more dining spots next year, making it even easier for everyone to find something to their taste.
ICE isn’t just setting the standard—it keeps evolving every year. There’s no doubt that the next edition will be even more convenient, dynamic, and packed with business opportunities!
What key plans and focus areas are in your direction for 2025?
In 2025, the fund will focus on expanding and diversifying its portfolio, prioritizing innovative and fast-growing sectors. Our key investment areas include AI and machine learning-powered projects, blockchain solutions, and businesses with strong traffic-generation models and scalable potential.
A major focus will be on game development, not just in terms of creating new mechanics but also enhancing business efficiency and user experience. We see strong potential in adaptive AI-driven games, innovative CRM solutions for iGaming, and new approaches to personalization.
Additionally, the fund aims to attract top-tier talent in technology, marketing, and strategic growth, strengthening our presence in key markets and boosting the competitiveness of our projects.
Our goal is not just to invest but to build an ecosystem of innovative solutions that will drive the iGaming industry forward.
Which projects and investment trends will be your main priorities in 2025?
In 2025, our focus will be on MarTech solutions that enable the automation and optimization of marketing processes. We prioritize innovative tools for promotion, content personalization, and improving the efficiency of digital campaigns.
We are particularly interested in influencer agencies and digital agencies specializing in SEO and PPC, as well as startups working with platforms like TikTok, Twitch, and similar channels to engage younger audiences. It’s essential that these projects offer innovative growth strategies and traffic conversion solutions.
We also maintain a flexible investment approach, considering the acquisition of established teams specializing in traffic generation and development. Our fund has already built an ecosystem of businesses, where such teams can become a crucial infrastructure component for further scaling and expansion.
What sets your fund apart from others?
Today, securing funding is not enough for startups—they need proven marketing tools, market access, and expertisethat will not only help them develop their product but also quickly turn a profit.
Most funds invest in early-stage projects but do not provide comprehensive support. We take a different approach.PIN-UP.INVESTMENTS is not just Smart Investments—it’s funding with a powerful Go-To-Market strategy, giving startups both capital and an ecosystem for rapid market entry.
What does this mean in practice?
- Access to clients, partners, and traffic. Our network of operators, affiliate programs, and advertising platforms is ready to test and scale the product.
- Established marketing channels. We connect startups with key opinion leaders, arbitration teams, and advertising networks, ensuring they acquire their first users within the initial months.
- Legal and business expertise. We know how to efficiently enter regulated markets. Instead of spending months navigating licensing and legal complexities, we provide an optimized market entry strategy from day one.
- Analytics and Big Data. Instead of high-cost trial-and-error testing, startups gain access to real behavioral data from players, profitable GEOs, and high-performing ad formats, minimizing unnecessary expenses.
The key distinction of PIN-UP.INVESTMENTS is that startups are not left to navigate customer acquisition, marketing, and market entry alone. We don’t just invest—we create the conditions for rapid growth.
Without this level of support, a startup might need years to find a viable business model. With our fund, this timeline is reduced to just 3–6 months—from proof of concept to the first clients.
Read More: PIN-UP.INVESTMENTS at ICE Barcelona
