SBC Summit Tbilisi 2026 will dedicate the first day of its conference agenda to helping operators navigate market entry, expansion, and long-term growth across Eastern Europe and Central Asia.
Held in partnership with SMH Global, the event will take place at the Sheraton Grand Tbilisi Metechi Palace on 15-16 July. Across two days of networking, exhibition, and conference content, the summit will explore the opportunities and challenges shaping the future of gaming across Eastern Europe, Central Asia, and beyond.
Day one of the conference will explore the key drivers of growth across the region, from market entry strategies and emerging product trends to the practical application of AI. Sessions will also examine the challenges of maintaining regulated growth in the face of black-market competition and how operators can maximise returns from sports sponsorships in an evolving regulatory landscape.
Rasmus Sojmark, CEO and Founder of SBC, said: “Sustainable growth today depends on making the right strategic decisions. This year’s agenda brings together leaders who have tackled these challenges firsthand, giving attendees practical insights into what’s working today and where the next growth opportunities lie.”
“One of the biggest challenges is separating genuine opportunities from industry hype. The most successful companies are not always the ones moving fastest, but the ones making informed decisions based on local knowledge, data, and long-term strategy,” added Lasha Machavariani, Founder of SMH Global.
The conference agenda will open with Regional Growth Lab – Market Entry Playbooks, a session exploring what it really takes to break into high-growth markets without losing control of compliance, payments, or operations. Bringing together Giorgi Gvenetadze (COO, Flutter CEE), Nika Gigashvili (SMH Global), and Kaido Uulejev (Former Betsson Group), the discussion will examine the realities of market expansion across Eastern Europe and Central Asia, from navigating regulatory complexity and building local infrastructure to balancing rapid growth with long-term sustainability.
With crash games now firmly established as a mainstream casino product, The Next Casino Hype: Game Mechanics, Player Behaviour & Product Innovation will ask the industry’s next big question: what comes next? Miranda Guliashvili (Head of Regional Growth at SOFTSWISS), Dositej Kosanovic (Casino Director, MaxBet) and Ilya Machavariani (CEO, 4H Agency) will explore the trends shaping the future of casino entertainment, from instant and arcade-style games to AI-powered personalisation, gamification, and region-specific content strategies designed to drive engagement and retention.
Next up is the session AI That Actually Works in iGaming, a session designed to separate meaningful AI applications from industry buzzwords. Irakli Davarashvili (CEO and Founder, Promofy), Lasha Jojua (Head of AI & Workplace Tech Innovation, adjarabet), Ketevan Potova (Machine Learning Engineer, Crocobet), Madlen Silagava (Head of Digital Marketing, betlive.com), and Roxana Dinescu (Head of Marketing Strategy, Superbet) will explore where AI is already delivering measurable results, with a particular focus on fraud prevention, personalisation, and risk modelling.
The challenge of competing with the black market will take centre stage in Regulated Growth vs Black Market: The Real Battle.Quirino Mancini (SBC Advisory Partners), Anna Agu (Co-Founder and CEO, Lex Law Office), Milica Delevic (Co-Founder, DeleWhite), Dan Alexandru Ghita (Chairman, Rombet), , Vahagn Tangamyan (Head of Legal, Totogaming), and Bill Pascrell III (BP3) will examine why unlicensed operators continue to attract players despite increasing regulatory oversight, and discuss how regulators, legal experts, operators, and payment providers can work together to strengthen the appeal of regulated markets.
Closing the first day of the conference agenda is Sports Rights, Sponsorship & Media: What Still Delivers ROI, a session exploring how betting brands can generate measurable value as the cost of visibility continues to rise. Panellists Levy Andratchniko (Co-Founder, Munegu Sport), Gheorghe Cristian Dragos (Founder, Sports Business Academy), Baki Lortkipanidze (Commercial Director, SMH Global), Nikoloz Nadaraia (Head of Partnerships, betlive.com), and Andrei Stan (Head of Sponsorships, Superbet Romania) will examine how sponsorships, media rights, content strategies, and fan engagement initiatives are evolving, and what operators should prioritise to deliver returns that go beyond brand exposure alone.
SBC Summit Tbilisi will bring together more than 2,500 industry professionals at the Sheraton Grand Tbilisi Metechi Palace for two days of conference content, networking, and business opportunities focused on the future of gaming across Eastern Europe and Central Asia.
Secure your tickets for SBC Summit Tbilisi!
Early Bird Full Event Pass (€200) – For a limited time only, full event passes are just €200. This includes full access to the show floor, conference sessions, and evening networking events. Tickets also include complimentary breakfast and lunch and full access to SBC Connect.
Operators and affiliates can apply for complimentary full event passes, subject to approval.
