You may have heard that we’ve recently shaken things up a bit with our Malta event.
For those of you who haven’t, we recently said goodbye to our CasinoBeats Summit and rebranded to SBC Summit Malta – allowing us the opportunity to reflect every corner of the industry.
So what does this mean? Well with a new name and a new broader scope, comes an expanded conference agenda! The upcoming event will feature dedicated agenda tracks on payments, affiliation, sports, marketing, regulation, and, of course, game development.
As we gear up for SBC Summit Malta, taking place at the Intercontinental Malta from 10-12 June 2025, we sat down with Natalie Lee, the show’s lead Conference Producer, to discuss what’s in store.
Hi Natalie, thank you for taking the time to chat with us. For those who may not be aware, CasinoBeats Summit has rebranded to SBC Summit Malta. How does this change influence the agenda?
Natalie Lees: Yes, we’ve rebranded—a new name, same mission, but this time we have an even bigger scope. I would say our most notable change to the agenda is finally getting to give sports betting the spotlight it deserves – it is one of the most successful gambling verticals after all!
Beyond that, we’ve expanded the agenda to cover payments and market reviews, making sure we’re addressing the full ecosystem of the industry. The goal here is to bring together the key players shaping the future of betting and gaming, and this broader approach helps us do just that. So, think of it as an upgraded experience.
As a conference producer tasked with creating many hours of content for a single event, what key themes have you aimed to embed into this year’s agenda?
NL: As a conference producer, my job is essentially to curate a marathon of compelling conversations—without putting people to sleep. To set SBC Summit Malta apart, I have focused on making sure every session delivers actual value. No fluff, no recycled industry jargon—just solid, practical takeaways.
So, this year, it’s all about learning. Think hacks, workshops, how-to guides, and debates that don’t just skim the surface but actually help attendees walk away smarter (or at least with some impressive new buzzwords to use at the bar). There is also a massive focus on interactive learning. If someone is sitting there checking emails during a session, I’ve failed. We want people engaged, debating, maybe even mildly arguing—but all in the name of industry progress, of course.
What are the hottest regulatory topics in Europe that are set to be addressed across the agenda?
NL: Regulation in Europe right now is like a high-stakes poker game – some markets are all in, some are cautiously calling, and others keep changing the rules mid-hand. This year, we’re seeing new markets emerge, existing ones shift, and a few keeping the industry on edge.
Finland is finally making moves toward regulation, France might be opening up in new ways, Italy’s licensing system is shifting, and the Netherlands is keeping operators on their best behaviour. Meanwhile, Germany continues to challenge the industry with its strict framework, and the UK remains the blueprint for tight regulatory control.
But the real headline is the ongoing shift from black to grey to fully regulated markets. That transition isn’t always smooth, and every country has its own playbook. Expect some fiery discussions on what’s working, what’s failing, and what the future holds for operators, affiliates, and regulators alike. Safe to say, it won’t be a dull conversation!
Alongside the more traditional conference panels, SBC Summit Malta will feature two workshop rooms. Could you tell us a bit more about the workshop format?
NL: Traditional conference sessions are a tried-and-true format, one we’ve had great success with. But we get it—sometimes you want to mix things up, keep learning fresh, and actually engage with other like-minded professionals.
That’s where these workshops come in. They’re smaller, more intimate, and—dare we say—fun. If you don’t fancy sitting back and listening, this is your chance to be part of the conversation. Expect real interaction, actual questions, and plenty of audience participation!
The idea is simple: attendees should walk out of these workshops with practical, actionable insights they can immediately apply—whether in their business, their strategy, or even their personal brand.
With the event’s expanded scope, you’re able to retain fan favourites like the SEO trilogy and game design panels whilst introducing some new angles. Which topics are you most excited to add to the agenda this year?
NL: It’s like picking a favourite child—but if we’re being honest, I definitely have favourites. The expanded scope means we get to keep fan favourites like the SEO trilogy (because let’s face it, the Google algorithm is the ultimate villain in this industry) and game design panels while introducing fresh angles that push the conversation forward.
One of the most exciting additions would have to be sports content. We’re diving into streaming services and niche sports, which are shaking up the betting landscape in ways that deserve serious attention. And, of course, I can’t resist the affiliate content. With Google constantly reinventing itself – and platforms making organic reach feel like a thing of the past – diversifying marketing channels has never been more crucial.
So, whether you love a good algorithm conspiracy theory or want to future-proof your strategy, there’s plenty to dig into this year.
For those who have never spoken at industry events before, what would you say to encourage them to apply as speakers?
NL: If you don’t apply, I will find you—Liam Neeson style. Kidding! (Mostly.)
Look, speaking at an industry event doesn’t have to mean sitting on a massive stage with hundreds of people staring at you like a deer in headlights. If that’s not your thing, no problem. We have plenty of formats where you can share your expertise in a more conversational setting—whether it’s in workshops, roundtables, or smaller discussions. If you’re passionate about a topic and willing to share insights with fellow professionals, congratulations, you’re speaker material!
And don’t worry, we won’t just throw you into the deep end. If you need confidence-building, practice runs, or just some reassurance that you won’t spontaneously combust on stage, I’ve got you covered. Every speaker has a first time, and we’re here to make sure yours is a win. Plus, let’s be real—if you look good, I look good. So it’s in everyone’s best interest!
What are your top three favourite panels you’re producing for this event, and why?
NL: My top three panels change on a daily basis, there are simply too many to choose from. However, these are some of the panels I’d happily fight to keep on the agenda.
Over-Gamification of Slot Games: Are We Moving Too Far from the Traditional Game?
NL: Are slots turning into full-blown video games? Have we gone too far with features, bonuses, and multiplayer chaos? This session asks the real question: do players actually want more, or are we just making things unnecessarily complicated?
Why? Because everyone assumes that throwing more features at a game makes it better. But what if less is actually more? If players aren’t asking for a full-blown RPG every time they spin, why are we making everything so complicated? This session is a reality check.
Diversify Your Channels Before It’s Too Late!
NL: SEO-reliant affiliates, it’s time for a wake-up call. Google’s playing 4D chess with its algorithm, TikTok might disappear overnight, and social platforms are more unpredictable than a VAR decision. So how do affiliates build a sustainable, future-proof strategy? This panel explores content diversification, AI’s role in the mix, and what the affiliate industry needs to do next.
Why? Because managing a bunch of different strategies is hard—but is AI about to change that? Are we moving from affiliate managers to full-blown channel managers? This session will cut through the chaos and help affiliates stay ahead of the game.
Live Sports in a Streaming World: Balancing Real-Time Action and Accessibility
NL: Netflix and Amazon are stepping into live sports, and the game is changing fast. This panel looks at how streaming is reshaping sports betting, live engagement, and accessibility. With real-time action meeting rising data costs, how does the industry balance affordability, innovation, and keeping fans locked in?
Why? Because the way people consume sports is evolving. Seeing live games hit streaming platforms opens up massive opportunities, as well as challenges. This is about the future of media, betting, and fan engagement all colliding. Who wouldn’t want to dive into that?
Lastly, what advice would you give to someone attending SBC Summit Malta this year?
NL: The first piece of advice is to not come alone! Bring your colleagues, bring your teams – there will be something for everyone! SBC Summit Malta is designed so that you can attend sessions that are actually relevant to you, while still having time to network, explore, and maybe even enjoy Malta’s sunshine.
More importantly, this is a prime opportunity to give your team members—especially those who don’t usually get to attend these events—a chance to learn, develop, and get inspired. Conferences shouldn’t just be for the C-suite. The more perspectives you have in the room, the better the takeaways for your business.
So, my advice? Plan ahead, split up, and conquer. And maybe, just maybe, leave some time to experience Malta beyond the conference walls. (Just don’t blame me if the post-event ‘networking’ turns into a next-day struggle.)
Get Your Ticket to SBC Summit Malta
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