LeoVegas’ Sofio Sequenzia on Regulation, Relationships, and AI at iGB London 2025

 _{Sofio Sequenzia (l), Group Head of Affiliates at LeoVegas, shares insights at iGB Affiliate London 2025 on the brand’s priorities and the challenges ahead. (Image: Alan Evans)}

For LeoVegas, showing up at iGB Affiliate London isn’t just a tradition, it’s a strategic move. The Group Head of Affiliates at LeoVegas opened up to casinos.com about the value of face time, adapting to ever-changing regulations, and keeping an eye on AI.

“It’s a very great show for us,” said Sofio Sequenzia, Group Head of Affiliates at LeoVegas, during the 2025 edition of the event. “It’s always a pleasure to meet our affiliates, our partners.”

LeoVegas has been a regular at iGB events for years, but the London stop is particularly valuable. Sequenzia noted the noticeable growth of the expo, with the organizers reporting nearly double the floor space and footfall compared to the Amsterdam event.

“Amsterdam was a bit smaller,” he said. “We had a bit of doubt about moving to London, but actually I believe it’s a very good show.”

The Value of Face Time

For LeoVegas, a regulated online casino operator headquartered in Sweden, industry events like iGB offer more than exposure. They reinforce the company’s credibility and longstanding partnerships.

“As you know, we are a very trusted and known brand,” Sequenzia said. “For us, it’s always important to come to this event.”

Meeting face-to-face with affiliates, partners, and other stakeholders strengthens those relationships in ways digital communications can’t replicate.

Navigating a Tighter Regulatory Landscape

Sequenzia has been in the industry for a decade. In that time, he’s seen the landscape shift significantly, especially around regulation.

“Well, we are a super regulated brand. We want to be super regulated,” he said. “In the last few years, if you remember, there was Ontario, now Finland, New Zealand next year will be regulated.”

Regulatory frameworks differ dramatically from country to country. Italy, for example, introduced a strict gambling ad ban in 2019. LeoVegas has had to stay agile in response, relying heavily on legal and compliance teams.

“You need to be focused,” he said. 

“You need to check everything because again, we want to be super compliant, super regulated… It’s not just important for us. It’s important for our partners, our affiliates, and also for the customers.”

AI’s Growing Role, and Risks

Like most digital-first companies, LeoVegas is exploring artificial intelligence. But Sequenzia urges caution.

“Everyone today uses AI,” he said. 

“If you want to know my opinion, everyone should use AI in the right way because it’s dangerous.”

While LeoVegas isn’t using AI in content production, it is exploring how the technology can assist with data analysis. Still, he stressed that human oversight is crucial to keeping its use in check.

“It has to be monitored. The human touch has to be there,” he said.

Why Being a Trusted Brand Matters to LeoVegas

LeoVegas launched in 2012 and has grown into one of Europe’s best-known online casino brands, particularly in mobile gaming.

“I believe we are one of the trusted and known and stable brands that you can find in the industry,” Sequenzia said. “For sure, we will not disappear from one day to another.”

The company continues to prioritise mobile-first innovation and professional integrity.

“We are not perfect. We need to improve for sure,” he said. “We are not the best. We are trying to be the best.