The new Zone, which is being sponsored by IGT, will feature six organisations comprising Yaspa, Department of Trust, BetBlocker, GamCare, AGOG, and Safer Gambling Training.

Explaining the rebrand from the Consumer Protection Zone, Ewa Bakun, Clarion Gaming's Director of Industry Insight and Engagement said: "We undertook an extensive programme of consultation with our stakeholders prior to rebranding from the Consumer Protection Zone to the Sustainable Gambling Zone.

"The industry is placing greater emphasis on making interventions at an earlier stage of the player journey. The goal is to create a sustainable business in which those players who are at risk of developing gambling related problems are pro-actively identified and assisted by operators. The focus is on building a safer gambling culture and achieving long-term sustainability rather than simply satisfying the regulatory requirements."

Naomi Barton, Portfolio Director responsible for iGB L!VE added: "We know from the dialogue that we have with stakeholders how much importance they place on using iGB L!VE to source new products, connect with new partners and to learn about the latest industry thinking. The Sustainable Gambling Zone with its redefined focus will deliver a fresh perspective on what is a key industry topic."

iGB L!VE 2024 will be the biggest on record featuring in excess of 300 exhibitors and sponsors occupying 21,000+ square metres of gross space, a figure which is 35% higher than in 2023.  

The international industry has thrown its support behind iGB L!VE with the latest data showing a 53% year-on-year uptick in registrations from industry professionals based in 121 countries.

The breadth of the geographical support which stretches from the United States to the United Arab Emirates, South Africa to Slovenia and Brazil to Belgium, confirms iGB L!VE's growing status as one of gaming's most powerful and compelling international business events.

For more information on iGB L!VE (16-19 July 2024: Expo Days 17-18 July) and to register for free visit: https://www.igblive.com