In a noteworthy move last year, SBC announced the relocation of its flagship event to Lisbon. However, beyond the focus on the move, the real narrative unfolds in the transformative changes that come with this shift in location.
Set against the backdrop of Feira Internacional de Lisboa,ย SBC Summit, scheduled for theย 24-26 of Septemberย definitely takes on a fresh dimension. Anticipating a staggering attendance ofย 25,000, it introduces three new summits and expands across a sprawling show floor spanningย 100,000m2, boastingย 600ย exhibitors and representatives from the global sports betting and iGaming communities.
We sat down with key figures from the conference side to delve into the content offerings and ponder whether, in this case, bigger truly means better.
Our conversations included insights fromย Aidan Brain, VP of Conference Production,ย Jack Richardsย andย Natalie Lees, Senior Conference Producers overseeing the main SBC Summit agenda, andย Laura Byrne, Events Manager at Esports Insider, who offered a sneak peek into what attendees can expect from ESI Lisbon this year, set to unfold as part of the wider SBC Summit.
SBC: How did you approach constructing such a far-reaching conference agenda?ย
Aidan Brain (VP of Conference Production):ย To begin with, research, research, research.
As a team, we knew itโd be easy to recycle the same old topics, but the audience expects more from SBC Summit. Therefore, we engaged with all of our industry friends to come up with something as up-to-date and cutting edge as possible.
With seven stages โ plus one Super Stage and one Leaders Summit โ there was a lot to handle, so we divided the workload among the team. For example, Natalie, the brains behind our CasinoBeats Summit, naturally took on our Casino stage. Jack, our go-to-guy for sports betting, researched and wrote the Sports stage.
Also, as always, we are building the agenda in a way that encourages dialogue as much as possible โ this is a place for the industry to learn from one another. Weโre planning as many new formats as possible this year โ from hackathons to debates and roundtables โ to ensure things donโt get stale.
SBC:ย SBC Summit is set to be the biggest SBC event yet. Has this additional space allowed you to include any elements that you have previously not been able to implement at other SBC events andย what are you most looking forward to regarding the conference agenda at SBC Summit?
AB:ย The biggest addition to Lisbon this year is the Super Stage.
I donโt want to spoil too much, but this is like nothing weโve seen before at an SBC event in terms of sheer โwowโ factor. Itโs not just the stage itself, but also the content and formats weโve planned for it!
The audience always wants to hear from its leaders, but weโre also looking to bring in those from outside the gaming industry. Itโs not often the audience gets the opportunity to hear from them, and there are real lessons to be learned.
In terms of what Iโm most looking forward to. Well, 5pm on Thursday, 26th September! Iโm obviously kidding, but overall, this is a huge undertaking for the team, more so than ever before, so Iโm sure weโll all be relieved once a successful show has been completed!
Iโm excited for the audience to see and experience the Super Stage, and the fact that we now have three days of content instead of two.
Topics we had to set aside last year will now have the space and time they deserve in 2024.
SBC: What emerging trends are highlighted across different sessions, and how do they reflect the current state and future trajectory of the gaming industry?
AB:ย Obviously, one of the biggest drivers of change in the industry is technology โ whether itโs AI, machine learning, new developments in CRM for marketing, or increasing digitization in everything from player protection to affiliation.
Elsewhere, weโre witnessing the potential for sweeping regulatory change โ this year is a major election year in many countries, and weโll see that reflected in the agenda.
SBC: On the Leaders stage, discussions will focus on geographic regions like Europe, Latin America, North America, Africa, and Asia. Can you outline the key perspectives for each region, and what insights will be shared regarding the challenges and opportunities of operating in these diverse markets?
AB:ย As mentioned, there are major regulatory changes coming in almost every market, particularly in Europe where scenarios such as the UK white paper on gambling could potentially reset the board.
In the United States, the question is whether sports betting will continue expanding across the states, and if not, how operators can respond and reinforce their current place in the market.
In Latin America, all eyes are on Brazil, which has just opened up to sports betting, but there are also issues with advertising regulation and multiple countries in the region where grey market operators are still major players.
Asia presents a tougher landscape as most markets are unregulated, but weโll explore countries such as the UAE and the Philippines.
In Africa, South Africa is obviously a big focus, but there are other important territories to discuss, so we try not to leave anywhere out!
As always, we encourage dialogue as much as possible โ this is a place for the industry to learn from one another. Weโre planning as many new formats as possible this year to make sure things donโt get stale, from hackathons to debates and roundtables.
SBC: As an event encompassing all verticals, SBC Summit Lisbon will once again host dedicated stages for sports betting and casino. What are the primary trends and upcoming developments expected in both verticals?
Jack Richardsย (Senior Conference Producer):ย Itโs a huge year for sports, given that we have the European Championships and Copa America dominating the football landscape. On top of that, the Olympics taking place in Paris create a crowded field of sporting events. While Paris 2024 may not be the largest for the betting markets, the sponsorship and marketing angles will certainly keep us creatively entertained.
The year will culminate with global elections, none bigger than the US presidential race, dubbed to be โthe most gambled-on event of all time,โ so there are a lot of new angles for us to work on here.
Natalie Lees (ย Senior Conference Producer):ย At the SBC Summit, weโre not just hosting stages; weโre offering a glimpse into the casino verticalโs dynamic future. This event will not just be about observing, but rather about being part of the innovation that drives our industry forward. Some of the topics weโre going to spotlight are sweepstake casinos, the casino games themselves and AR and VR.
Sweepstake casinos are at the forefront as this model reflects a significant shift in how players interact with casino platforms, blending traditional excitement with modern regulatory savvy. Itโs a digital evolution, making waves by offering everyone a seat at the table.
The core of the casino experience, the games themselves, are also undergoing a renaissance. Innovations in game features and design are captivating audiences, merging artistry with technology to create immersive, thrilling experiences. Itโs as if every game release is a premiere, with players awaiting the next big hit.
On the technological front, Augmented and Virtual Reality are transforming the casino floor into an expansive, immersive world. This integration is like opening a portal to new dimensions, where every spin or deal is an adventure. And with cryptocurrencyโs emergence, weโre witnessing a revolution in transactions, promising security and speed in the digital age.
SBC: With the debut of the Payment Expert Summit in 2024, featuring its dedicated stage, what specific themes will dominate the conference agenda in relation to payment expertise?
JR: The Payments Expert stage is one of our stages that traverses the industry most extensively.
Weโve got experts from other industries, as well as payments specialists who can share their expertise on the latest developments in the wider fintech space.
We are also planning content around geo-specific payments and compliance markets to provide comprehensive education for all teams involved in the operational side of organisations, which Iโm quite excited about. โThe fact that the Payments vertical gets its own summit definitely gives us more space and freedom to dig deeper and talk nerdier.
SBC: In the context of the Affiliate Leaders Summit, how does the event plan to support affiliates of all sizes by addressing their pain points?
NL:ย At the Affiliate Leaders Summit, weโre addressing the needs of every single affiliate, from the seasoned giants to the agile startups. Our goal is to deliver a programme so diverse and in-depth that everyone walks away richer in knowledge and strategy.
For our tier 1 affiliates, think of our sessions as the corner office of insightsโexclusive, elevated, and designed to challenge the status quo. These sessions are about pushing the envelope, encouraging you to look beyond the horizon and question, โWhatโs next?โ
The startups and smaller affiliates, will be pleased by the fact that our practical learning sessions are far from entry-level. Theyโre the essential toolkit, the Swiss Army knife for the modern affiliate, packed with actionable strategies and no-nonsense advice to navigate the complexities of the affiliate ecosystem.
But hereโs where we add a twist: the summit isnโt just a lecture series; itโs a think tank, a collective brain trust of the affiliate community. Weโre fostering an environment of collaboration, where ideas bounce, perspectives clash, and innovation sparks. In this dynamic arena, standing still is the only faux pas.
Letโs not just occupy space; letโs own it, shall we?
SBC: In a new development, weโre partnering with our sister company ESI to introduce the ESI Lisbon to SBC Summit 2024. While panel discussions specifically on esports have been a staple, tell us more about ESI Lisbon and the focus on esports, video games and the gaming creator economy.
Laura Byrneย (Events Manager at Esports Insider):ย Since its launch in 2017, ESI has cemented itself as a leader in the B2B space and the go-to esports industry events provider. After a milestone year in 2023 with record attendance and partners across London, Singapore and Warwick, we were looking to take our flagship event to the next level and expand our offering, and we couldnโt be more excited to join our sister company in Lisbon.
Gaming and esports thrive in an exciting intersection among so many industries, which is why over the last few years, we have chosen to ensure that brands and companies from video games, the creator economy, technology, sports, entertainment and beyond are represented.
ESI Lisbon will see us double down on this approach with our most ambitious industry festival yet as we bring together those in and around video games, esports and the gaming creator economy, with some B2C elements to complement our B2B core, and content across multiple tracks crafted to educate, inspire debate and bring key industry leaders together.
Weโre bringing across some of our most exciting IPs including the ESI Film Festival, a gaming short film festival launched at BAFTA last year, our start-ups competition The Clutch, the ESI Hall of Fame, gaming creator economy event Checkpoint, and weโre introducing Esports Leaders.
Source: SBC NEWS