BETBY closed a highly successful week at ICE Barcelona 2026, combining major industry recognition, a social initiative, and a landmark chess activation to reinforce its position as a Tier 1 B2B sportsbook supplier in the iGaming sector.
From January 19 to 21, BETBY was one of the most visible and active presences on the exhibition floor, welcoming partners, media, and industry leaders at its largest stand ever, spanning 200 square metres at Fira Barcelona Gran Via.
Landmark Chess Activation on Day 2
The undisputed highlight of BETBY’s presence came on Day 2, with a landmark chess activation that brought together — for the first time ever publicly in Europe — three of the biggest chess stars in the world: the five-time World Chess Champion and chess GOAT Magnus Carlsen, the current world number two and five-time US Champion Hikaru Nakamura, and the most influential chess content creator GothamChess (Levy Rozman).
Hosted at a fully chess-themed stand built in collaboration with Chess.com and supported by Take Take Take and FIDE, the activation delivered a full day of live chess, discussions, and interaction, including a press conference, fireside chat, exhibition matches, and a headline blindfold match between Carlsen and Nakamura.
The activation, which drew hundreds of attendees to BETBY’s stand, reflected the provider’s long-term strategy of transforming chess into a scalable betting vertical, supported by innovations such as becoming the first sportsbook supplier to offer 24/7 live chess content, and aligned with the second chapter of its global campaign starring its brand ambassador Magnus Carlsen, “Leaders Choose Leaders.”
To explore the chess activation in detail, including photos and videos, visit BETBY’s blog post.
Double Industry Recognition
BETBY’s week in Barcelona was also marked by major industry recognition, as the supplier was named Breakthrough Company of the Year at the Global Gaming Awards and Sports Betting Platform of the Year at the European iGaming Awards.
Widely regarded as one of the most prestigious accolades in the industry, the Global Gaming Awards follow a rigorous and fully independent judging process, led by senior industry figures including founders, CEOs, and C-level executives from across the gaming ecosystem. Judges are excluded from voting in categories where conflicts of interest exist, and the entire voting process is independently adjudicated by KPMG, ensuring the highest standards of transparency and integrity.
Winning Breakthrough Company of the Year reflects BETBY’s rapid growth, product innovation, and bold strategic execution, recognising a supplier that has disrupted the status quo through technology, vision, and measurable performance across global markets.
The European iGaming Awards celebrate creativity and innovation across the online gaming sector. BETBY’s Sports Betting Platform of the Year award highlights the provider’s technical excellence, imagination, and impact within the sports betting landscape, following evaluation by an anonymous panel of independent industry experts.
The BETBY Social Run
Ahead of the exhibition, BETBY partnered with Guru Pay to host a Social Run on January 18 near the Museu Nacional d’Art de Catalunya. Open to runners of all levels, the initiative brought the industry together in a relaxed and informal setting, while supporting Special Olympics Catalunya and helping raise awareness and funds for inclusive sports initiatives.
The Social Run reflected BETBY’s commitment to community, inclusion, and purpose, setting the tone for a week defined not only by innovation, but also by shared values.
A Strong Week On and Off the Exhibition Floor
Beyond the headline moments, ICE Barcelona 2026 provided BETBY with the opportunity to strengthen relationships, explore new partnerships, and showcase its evolving sportsbook ecosystem. Among the key innovations on display was BETBY’s expanded Betting Tips offering, now covering 40 sports and esports — the widest coverage in the industry — alongside award-winning esports content and AI-powered tools designed to enhance odds creation, UX, operations, and risk management.
With major industry awards, a successful Social Run, a standout chess activation, and a constant flow of meaningful conversations at stand 5K20, BETBY once again demonstrated its ability to combine strategy, innovation, and leadership on the industry’s biggest stage.
ICE Barcelona 2026 may be over, but the momentum — and the moves ahead — are only just beginning.
