If you are one of the 30,000 industry stakeholders attending the upcoming SBC Summit this September, you’re in for a treat—a three-day educational programme designed to address the most pressing challenges and exciting opportunities shaping the global betting and gaming landscape.
Across the agenda, you’ll find dedicated conference tracks focused on the topics that matter most right now, from emerging and global markets to affiliation, technology, and player protection.
But it’s not just about the headline topics.
SBC Summit’s educational programme also dives into new formats and often-overlooked issues that may not yet be dominating weekly strategy meetings, but no doubt will be.
From betting disruptors driving regulatory reform in North America to the untapped promise of markets once deemed out of reach, SBC Summit is bringing vital, under-the-radar conversations to the forefront—arming you with insights that could give your business a real edge in the months and years to come.
Of course, with more than 80 individual panels to choose from, navigating the full scope of the agenda can be a challenge, especially when it comes to identifying the sessions that could shape your long-term strategy. That’s why we’ve put together a guide highlighting five essential discussions you won’t want to miss.
Each spotlighted theme includes key logistical panel details, a quick rundown of why the topic is so important, and guidance on who will benefit most from attending.
Is It Time to Rethink the Operator-Affiliate Relationship?
Traditional operator-affiliate deals were purpose-built for a bygone era—one with simpler tools, slower feedback loops, and far less data. But as the affiliate sector has grown into a key driver of acquisition, pivotal to operator success, the standard operator-affiliate relationship is becoming increasingly outdated.
Today’s environment demands more—more transparency, more fairness, and more sophisticated tracking. And yet, despite its key role in the gaming ecosystem, the affiliate deal itself hasn’t evolved much. It’s a conversation that’s often overlooked in favour of flashier topics like new traffic sources or AI tools.
As technology advances and performance expectations rise, is it time to rebuild the affiliate relationship from the ground up? Or can smarter tweaks to contracts and communication breathe new life into a model that still has plenty of value to offer for both parties?
PANEL TO WATCH: Should the Industry Reset Operator and Affiliate Deals?
Time: 14:00-14:45
Date: Tuesday, 16th September 2025
Location: Stage Four (Affiliate Leaders – Martech)
Keywords: Affiliates, operators, partnerships, data, transparency, performance, affiliate models, revenue.
Key Questions This Panel Will Tackle:
- Are traditional operator-affiliate deal structures still fit for purpose in a performance-driven market? Exploring whether legacy models are holding the industry back and how evolving expectations are reshaping the conversation.
- Should the industry move toward standardised affiliate agreements? Evaluating the benefits and challenges of creating clearer, fairer terms across the board.
- How can greater transparency and improved tracking redefine trust in affiliate partnerships? Discussing the role of tech, data, and communication in strengthening long-term operator-affiliate relationships.
Who should check it out:
- Affiliates
- Operator Affiliate Managers
- Heads of Media Buying
- Heads of Performance Marketing
- Chief Marketing Officers (CMOs)
- Partnership Directors
- Legal & Compliance Officers
- Business Development Managers
- Affiliate Network Executives
Rethinking Dispute Resolution: The Missing Piece in Player Protection
When we talk about ‘Player Protection’, most minds immediately go to age verification tools, deposit limits, and problem gambling detection technology—and rightly so. These tools are vital to safeguarding vulnerable players and reinforcing the industry’s commitment to responsible gambling.
But one topic rarely gets the spotlight: customer-operator disputes. At its core, gambling is about winning and losing, but when things go wrong, is the dispute process truly fair and player-focused? Or is it simply a box-ticking exercise aimed at fast resolutions?
In an era where 80% of customers have switched brands due to poor customer experience, gambling operators can’t afford to overlook the importance of transparent, trustworthy dispute resolution. Loyalty and brand integrity are on the line. So, is it time for a universally recognised independent arbiter? Should regulators take the lead, or could a new model emerge altogether?
It’s not always a comfortable conversation, but in a customer-first industry, tackling dispute resolution head-on may be one of the most important steps forward.
PANEL TO WATCH: Gambling Disputes: Who Should Adjudicate?
Time: 14:00-14:45
Date: Tuesday, 16th September 2025
Location: Stage Five (Player Protection – Regulation)
Keywords: Operators, safer gambling, player protection, customer service, gambling disputes, regulation, arbitration, accountability, loyalty, brand perception.
Key Questions This Panel Will Tackle:
- Should the gambling industry adopt a universally recognised, independent dispute resolution body? Exploring the pros and cons of centralising dispute arbitration across markets and verticals.
- Where should the responsibility for resolving operator-player disputes lie—regulators, courts, or industry bodies? Debating the most effective and fair structures for accountability.
- Can a single model handle both simple betting disagreements and serious claims involving player safety or terms and conditions? Assessing whether a tiered or specialised approach to dispute resolution is needed.
Who should check it out:
- Operators
- Affiliates
- Operator Affiliate Programme Managers
- Heads of Customer Support
- Legal Professionals
- Responsible Gambling Officers
- Licensing Authorities & Gambling Commissioners
- Player Protection Leads
The United Arab Emirates: The Next Booming Market?
It’s no secret that gambling is still officially illegal under UAE federal law. But in September 2023, the country made a surprising and significant move by introducing the General Commercial Gaming Regulatory Authority (GCGRA)—a potential first step toward a regulated gaming market.
This new body is tasked with creating a framework for commercial gaming and a national lottery, and while full legalisation hasn’t been announced, it’s certainly sparked global interest.
In recent years, the UAE has been steadily working to diversify its economy beyond oil, and part of that strategy includes turning the country into a world-class hub for entertainment, tourism, and business. From hosting Formula 1 races in Abu Dhabi to launching UFC Fight Island, the country is no stranger to high-profile events. Add in the lavish resorts, luxury shopping malls, and tax-friendly Free Zones that allow 100% foreign ownership, and you’ve got a recipe that’s very attractive to international investors.
So, is the UAE quietly laying the groundwork for future scalability in the gaming and sports betting sectors? All signs point to…maybe. There’s growing speculation that the GCGRA is more than just a symbolic gesture, especially after Wynn Resorts announced plans to build a $3.9 billion integrated resort on Al Marjan Island that is expected to include gaming elements.
This move could unlock a brand-new geographical market for the industry, and it raises a big question: Will other countries in the region follow the UAE’s progressive lead?
One thing’s for sure—the industry should be watching closely.
PANEL TO WATCH: Making it in MENA: Will the UAE and Others Join the Fray
Time: 14:00-14:45
Date: Wednesday, 17th September 2025
Location: Stage Two (Emerging Markets – Eurasia & Middle East)
Keywords: United Arab Emirates, new markets, gambling, sports betting, regulation, influence.
Key Questions This Panel Will Tackle:
- How will the creation of the General Commercial Gaming Regulatory Authority (GCGRA) reshape the future of gambling in the UAE? Examining what the formation of a dedicated regulator signals about the country’s ambitions and timelines for legal betting.
- Could the UAE become a regulatory blueprint for neighbouring Middle Eastern countries? Discussion on whether the Emirates’ approach will inspire a regional shift toward more progressive gambling legislation.
- What influence will international markets, particularly the U.S. and Europe, have on shaping the UAE’s regulatory framework? Insights into how global best practices and partnerships might impact the UAE’s path to a safe, scalable betting ecosystem.
Who should check it out:
- Chief Executive Officers
- Chief Strategy Officers (CSOs)
- Heads of Regulatory Affairs
- Chief Compliance Officers
- Legal Teams
- Regional Managers
- M&A Specialists
- Private Equity & Venture Capital Partners
- Platform Providers
Is Casino the Next Industry to Go Subscription-Based?
Subscription models aren’t something we usually associate with the casino space, but that may be starting to change.
Several operators are beginning to experiment with the idea, exploring new ways to package content, bonuses, and player rewards. Yet, despite its disruptive potential, the topic remains largely under the radar.
Over the last two decades, subscriptions have become second nature in everyday life—from Netflix and Spotify to PlayStation Network and Xbox Live. Even unexpected sectors like fast fashion, food delivery, and digital news have embraced the model to drive loyalty and consistent revenue.
As player acquisition gets tougher and retention becomes king, the appeal is clear. But could subscriptions work in a gaming environment built on spontaneity and individual transactions? Or is this a model built for the next generation of players—one that could redefine engagement as we know it?
PANEL TO WATCH: The Shift to SaaS: Are Casinos Going Subscription-Based?
Time: 12:15-13:00
Date: Wednesday, 17th September 2025
Location: Stage Three (Technology)
Keywords: Subscription models, operators, casino, engagement, retention, loyalty, player behaviour, regulation, compliance, commercial growth.
Key Questions This Panel Will Tackle:
- Can a subscription-based model enhance player engagement and loyalty in the casino space? Exploring how lessons from SaaS and other industries could translate to gaming.
What are the regulatory and responsible gambling challenges of introducing subscriptions? Assessing the risks, compliance considerations, and potential impact on player protection. - Is the casino industry ready to adopt a subscription model, and what would successful implementation look like? Examining the commercial upside, operational hurdles, and appetite among players.
Who should check it out:
- Chief Product Officers (CPOs)
- Heads of Player Retention & CRM
- Marketing Directors
- Platform & UX Designers
- Compliance Officers
- Regulatory Affairs Specialists
- Investor Relations Leads
Alternative Betting Formats That Are Shaking Things Up
Sweepstakes and free-to-play formats are popping up more and more across the U.S., especially in states where real-money betting hasn’t fully landed yet. They offer a new way to play—without the legal red tape that comes with traditional gambling.
Because sweepstakes-style betting doesn’t quite fit the standard regulatory mould, it’s been tricky for lawmakers to categorise. That legal grey area has given these formats room to grow, and they’ve been doing just that—quietly but rapidly. According to recent reports, the U.S. sweepstakes casino market generated over $3 billion in gross revenue in 2023, indicating a significant appetite among players. With continued popularity over the last 18 months, this number is expected to increase significantly.
Although these formats have flown under the radar in recent years, they’re starting to shift the conversation. Are these models a risky loophole that could damage the industry’s image and consumer trust? Or are they the natural next step in the evolution of gaming, offering more flexibility and access for players?
Either way, it’s clear that operators, regulators, and industry watchers alike will need to keep a closer eye on how these formats develop.
PANEL TO WATCH: US LEADERS PANEL: Sweeping the States – The Rise of Alternative Betting
Time: 11:15-12:00
Date: Thursday, 18th September 2025
Location: Stage One (Global Markets – North America)
Keywords: Sweepstakes, alternative betting, operators, North America, regulation, regulated markets, innovation, gamification.
Key Questions This Blog Will Tackle:
- Will alternative betting models like sweepstakes and prediction markets face stricter regulatory scrutiny? Exploring how U.S. regulators might respond to the rapid rise of non-traditional formats and whether a crackdown is on the horizon.
- What’s fueling the shift in player interest beyond traditional sportsbooks and casinos? Insights into how innovation and limitations in state-level expansion are redirecting consumer attention to new verticals.
- Can the U.S. betting market continue to grow without the rollout of new regulated states? A look at how alternative platforms are keeping momentum alive and what that means for the future of market saturation.
Who should check it out:
- Operators
- CEOs and Founders
- Legal Teams
- Game Studios
- Heads of Product & Innovation
- VPs of Strategy & Market Development
- Regulatory & Compliance Teams
- Social Gaming Product Managers
Final Thoughts
SBC Summit’s educational agenda is designed to tackle the big issues that matter most to the industry right now.
But it doesn’t stop at the obvious talking points like regulation, AI, and major global markets. The agenda also shines a light on emerging topics that aren’t making daily headlines…yet.
From the untapped potential of the UAE to the rise of alternative betting formats, SBC Summit brings under-the-radar topics to the global stage. It’s your opportunity to stay ahead of the curve and get a real sense of where the industry is heading, well before anyone else catches on, giving you a strategic advantage in the years to come.