Nordic Partners Gaming will be the strategic esports partner at AffPapa Conference Cancun 2026

Nordic Partners Gaming (NPG) has been designated as the Strategic Esports Partner for AffPapa Conference Cancun 2026, an event taking place from November 23 to 25 in Cancun, Mexico. Attendees will have access to an exclusive esports zone throughout the three days, managed directly by NPG and including interactive sessions with professional player and streamer FreeZe, who will be present throughout the event.

AffPapa Conference Cancun 2026: The Approach of Nordic Partners Gaming

The selection of Nordic Partners Gaming as the strategic partner for esports marks a notable shift in the integration of competitive gaming within the iGaming environment. Fabian Broich, Director of NPG, emphasized the opportunity to introduce esports "directly into the iGaming universe so that participants experience it firsthand." This will not be a passive experience: participants will compete at designated stations, testing, under the guidance of FreeZe, what professional play entails in real time.

“Having FreeZe makes the experience much more authentic. They won’t just be watching from the outside; they will engage and play with a professional,” stated Fabian Broich, Director of NPG.

The Esports Zone will be located in the main area of the venue, aiming for interaction with esports to be woven into the rest of the conference. NPG stressed that their vision is to prevent the activation from being perceived as an isolated element and to make it a central part of the event, exposing attendees to both competitive gaming culture and new audiences within the sector.

Nordic Partners Gaming and Its Positioning in the Sector

Nordic Partners Gaming was recently launched by Nordic Network Ltd., establishing itself as a new player in the esports landscape within the iGaming context. Since its inception, NPG has focused on direct collaborations with events geared towards the sector, aiming to elevate the visibility of competitive gaming among operators and professionals. The collaboration with AffPapa Conference Cancun 2026 represents one of the first key moves for the brand, linking its image to an internationally recognized event.

Featuring professional player FreeZe, known for his activity as both a professional and streamer, is part of NPG's strategy to humanize the offering and add tangible value to the esports zone. Direct interaction between attendees and a professional is intended to differentiate this activation from traditional proposals.

Practical Integration of Esports in iGaming Events

AffPapa and NPG's approach aims for esports to cease being a secondary attraction at iGaming conferences. By placing the Esports Zone at the center of activities and allowing participatory experiences, the organization is answering the demand for more engaging formats for attendees.

Yeva Avagyan, Head of Commercial at AffPapa, shared:

“The Esports Zone will offer attendees something different, and thanks to FreeZe, they will have the opportunity to play alongside a professional. It’s a fun addition to the event, and we look forward to seeing that participation,” Avagyan stated.

This approach seeks to create new touchpoints between iGaming and young audiences attracted to competitive gaming. For operators and platforms, it becomes a pilot space to explore engagement opportunities with demographic segments that are challenging to capture through traditional means.

Impact of the Collaboration: Opportunities for Operators and the B2B Sector

For professional attendees, this collaboration offers the possibility to observe closely how esports can be integrated into the value proposition of a B2B conference, as well as to explore hybrid business models. The visibility of NPG at an event like AffPapa Conference Cancun may generate long-term synergies, especially as the sector continues to seek convergences between iGaming and esports.

Organizers assure that the activation will allow delegates to make direct contact with professional players, analyze competition formats, and assess the potential of esports to expand the reach of iGaming within markets like Mexico and the international sector.

Conclusion: Integration, Visibility, and New Formats for iGaming

The designation of Nordic Partners Gaming as the Strategic Esports Partner for AffPapa Conference Cancun 2026 reflects the trend of merging competitive gaming with the main agenda of sector events. The joint action of NPG and AffPapa will demonstrate how far esports can become a lever for activation and attraction at B2B conferences, for both operators and providers as well as international stakeholders.