World Gaming Business Sales Lounge

Overview

World Gaming Business Sales Lounge is the operational sales and booking unit of World Gaming Business (WorldGaming), the entity created from the rebranding of Clarion Gaming’s digital events division in 2024. Although not a separate legal entity, the Sales Lounge functions as the central hub for exhibitor stand sales and relationship management for flagship events such as iGB L!VE. The team is listed as an exhibitor itself at iGB L!VE 2026, reflecting its role as a direct point of contact for both new and returning exhibitors. The service also supports other WorldGaming shows, including the World Gaming Forum and the Global Gaming Expo (G2E).

History and Evolution

The lineage of the Sales Lounge traces back to Clarion Gaming, which was established in its current form in the early 2000s. Under Clarion, a similar “Clarion Gaming Sales Lounge” existed. In 2023–2024, Clarion Gaming’s digital division was rebranded as World Gaming Business following the acquisition of Global Gaming Business (GGB) magazine and its associated media. The Sales Lounge was renamed accordingly and now operates under the World Gaming Business umbrella. The parent company, Clarion Events Ltd (backed by Blackstone), provides the broader infrastructure.

Business Model and Services

The Sales Lounge primarily generates revenue through stand bookings and sponsorship packages for World Gaming Business events. Its team offers a curated, concierge‑style service that includes assistance with visa‑support letters, access to event networking events like Welcome Drinks, and guidance on the Sustainable Gambling Zone. The service aims to simplify the exhibitor experience, making it easy for companies to secure effective presences at shows. The Sales Lounge is also a channel for exhibitors to participate in the World Gaming Forum and other leadership conferences.

Key Events and Brands

The Sales Lounge supports a portfolio of events and brands: iGB L!VE (the flagship global iGaming event in Amsterdam), the World Gaming Forum (the official leadership conference of ICE), Global Gaming Expo (G2E) (co‑produced with the American Gaming Association), and WorldGaming.com (a corporate website aggregating news and intelligence). Additionally, following the acquisition of Global Gaming Business (GGB) magazine, the company now produces a trade publication focused on North American casino operations.

Market Position

World Gaming Business is one of the largest organisers of gaming industry events worldwide. The Sales Lounge, as its commercial sales arm, is critical to maintaining the company’s dominant position in the iGaming event space. Competitors include other event organisers such as SiGMA, but World Gaming Business differentiates itself through its long‑standing relationships, broad portfolio, and integrated media and intelligence offerings. The Sales Lounge’s visa‑assistance initiative, introduced in 2024, further strengthens its appeal to international exhibitors.

Leadership

Stuart Hunter serves as Managing Director of World Gaming Business, having previously held the same role at Clarion Gaming Digital. Ewa Bakun is Vice President of Content & Community, responsible for content strategy and community engagement across the portfolio. The Sales Lounge team reports through the commercial sales department, but no separate leadership for the service itself is publicly identified.

Recent Developments

In 2024, World Gaming Business launched the visa‑support service and continued to integrate GGB into its media offering. The Sales Lounge remains a key touchpoint for exhibitors as the company expands its North American presence and evolves its event lineup. The rebranding from Clarion Gaming to World Gaming Business signals a strategic focus on a unified global brand.