In case you missed the big news, SBC Summit is making its highly anticipated return to Lisbon on September 16–18, welcoming 30,000 industry stakeholders for three days full of networking and knowledge exchange.
Now, it’s safe to say that SBC Summit offers a wealth of opportunities for all corners of the betting and gaming ecosystem. But today, we’re shining a spotlight on what makes this event an unmissable experience for operators, and why bringing your entire team could be the smartest move you make this year.
With over 8,000 operator representatives expected, this year’s event is built to offer real value across all teams; from execs shaping strategy to those working hands-on in marketing, product, payments, compliance, and more.
While there’s plenty on offer for senior leadership, what really makes SBC Summit stand out is its team-focused setup. It’s a chance for everyone to learn something useful, meet the right people, and bring fresh ideas back to the business.
Across six conference stages, the agenda covers key topics like payments, affiliation, marketing innovation, and global market trends, whilst the expo floor has been strategically designed by industry sector, so your team can explore more efficiently. Plus, there are loads of tailored networking events that make it easy for every team to connect with peers, partners, and potential collaborators.
And did we also mention that anyone who works for an operator can attend for FREE? Yes, you read that right, all you need to do is apply for a complimentary ‘Operator Pass’, and you are able to bring your entire company at no extra cost (other than hotel and travel costs).
So if you’re planning your trip, consider bringing the whole crew as essential. This blog will walk you through exactly what each team can get from the event, including sessions to attend, areas to explore, and networking opportunities you won’t want to miss.
New for 2025: Content Relevant for Your Entire Operation
Before diving into the tailored content and networking opportunities designed for specific departments within an operator’s organisation, SBC Summit 2025 will debut a range of new, exclusive content created to benefit the entire business.
From unmissable industry keynotes to the introduction of hands-on Tech Academies and dedicated stages for global and emerging markets, SBC Summit offers a unique opportunity to elevate both the expertise and connections of your whole team.
Keynote: Gary Vaynerchuk, Serial Entrepreneur & Marketing Powerhouse, Chairman of VaynerX
Bringing your entire team to SBC Summit will get your team a front-row seat to one of the most influential voices in modern business as Gary Vaynerchuk headlines the Super Stage on 17 September.
From investing in Uber and Facebook to creating his entertainment IP company VeeFriends and building global brands, Gary is considered one of the leading global minds on what’s next in culture, business, and the internet.
His keynote, Day Trading Attention, will take place at the iconic MEO Arena, where he’ll deliver forward-thinking insights on storytelling, digital disruption, and business strategy tailored to the betting and gaming industry.
Tech Academies:
New for SBC Summit 2025, the Tech Academies are full-day, expert-led training programs, designed to deliver practical, hands-on education in AI, Marketing, Startups, and Web 3.0 & Blockchain.
Open to all Expo+ and VIP pass holders, these academies offer interactive learning experiences through a mix of keynotes, workshops, AMAs, case studies, and panel debates. Delegates can expect real-world insights from world-class trainers, with a focus on actionable takeaways that drive ROI, whether you’re launching a startup, refining your marketing strategy, exploring AI applications, or navigating the blockchain landscape.
Global & Emerging Market Tracks:
For any aspiring or established operator, staying ahead of international trends and regional shifts isn’t optional. It’s essential.
That’s why this year, we’re excited to introduce a major evolution to our conference format, relevant for every operator team— two dedicated stages, each focused on the world’s most critical markets.
Global Markets: This stage focuses on the most mature and influential regions shaping the gaming and betting ecosystem today: Latin America & Brazil, Western Europe and North America.
Emerging Markets: On this stage, we’ll spotlight dynamic regions that are fast becoming the next frontiers for industry growth: Africa, Eurasia & the Middle East and Asia.
Networking Opportunities for the Entire Company:
- SBC Summit Opening Party (Tuesday, September 16 2025, Urban Beach Cais da Viscondessa, 20:00PM – 1:00 AM)
- Affiliate Leaders Awards 2025 (Separate Ticket Required) (Wednesday, September 17, 2025, MEO Arena, 9:00 PM – 12:00 AM)
- SBC Awards 2025 (Separate Ticket Required) (Thursday, September 18, 2025, MEO Arena, 19:00 PM – 23:00 PM)
- Infinity Lisbon Closing Party 2025 (Thursday, September 1,8 2025, Salon Tejo & MEO Arena, 20:00 PM – 03:30 AM)
Leadership/Executive Team
For senior leadership, SBC Summit offers a platform to explore big-picture ideas, connect with C-level peers from all over the world, and stay informed on global shifts in regulation, tech, and investment. It’s a good chance to step out of the day-to-day and focus on long-term strategy.
With invite-only networking, targeted lounges, and a strong lineup of regional market panels, execs can meet the right people, gather insight, and leverage key opportunities — all in one place.
Notable Panels to Attend:
- The Gambling World: Present and Future. (Super Stage)
- Day Trading Attention. (Super Stage)
- LATAM Leaders: Latin America First – The Home-Grown Operators Reinventing the Game. (Global Markets – Latin America & Brazil)
- Brazil Leaders Panel: The Bubble That Just Won’t Burst – Looking Back at the Launch of Sports Betting. (Global Markets – Latin America & Brazil)
- European Leaders Panel: Old World, New Way Forward – How the Most Established Brands Are Rethinking Regulation and Retention. (Global Markets – Western Europe)
- US Leaders Panel: Sweeping the States – The Rise of Alternative Betting. (Global Markets – North America)
- Africa Leaders Panel: An Ever-Expanding Horizon. (Emerging Markets – Africa)
- Eurasia Leaders Panel: Expansion or Contraction – Which Way Will the Bridge Between Continents Swing? (Emerging Markets – Eurasia & Middle East)
- Making It in MENA: Will the UAE and Others Join the Fray? (Emerging Markets – Eurasia & Middle East)
Event Areas of Interest:
- SBC Connect Lounge (C01)
- SBC Leaders Lounge (C02)
- Affiliate Bar & Lounge (F292)
- Affiliate Leafers VIP Lounge sponsored by bet365 Partners (F196)
Bonus: As well as dedicated networking spaces, there will be a number of networking opportunities in between sessions at the global and emerging markets stages.
Tailored Networking Opportunities:
- SBC Leaders Summit (Invite-Only) (Monday, September 15, 2025, Myriad by SanaCais das Naus, 09:00 AM – 20:00 PM)
- Payment Expert Summit VIP Dinner & Party (Invite-Only) (Wednesday, September 17 2025, Kais Restaurante Bar Cais da Viscondessa, 19:30PM – 1:00 AM)
- C-Level & Operator VIP Dinner & Party (Invite-Only) (Wednesday, September 17, 2025, SUD Lisboa, 19:30 PM – 1:00 AM)
Note: If you are interested in attending an ‘Invite-Only’ event, reach out to your SBC Account Manager to see if you can attend.
Product/Operations Team (Sports Betting)
For product and operations teams, SBC Summit offers a hands-on look at how sportsbook tech is evolving across different markets. Whether it’s refining the UX, exploring new features like bet builders, or tackling localisation challenges, there’s plenty of insight to take back to the office.
It’s also a rare chance to connect with providers, explore new tools on the expo floor, and hear how others are approaching product development in fast-moving regions like Brazil and Africa.
Notable Panels to Attend:
- The Social Side of Betting – Peer-to-Peer, Gamification & Community. (Global Markets – North America)
- A Continent on the Move: Sportsbook Technology in Africa. (Emerging Markets – Africa)
- UX & UI in Sports Betting – Is the Interface Holding Players Back? (Technology)
- The Future of Bet Builders – Risk, Rewards & Tech Evolution. (Technology)
- Brazil Leaders Panel: The Bubble That Just Won’t Burst – Looking Back at the Launch of Sports Betting. (Global Markets – Latin America & Brazil)
Event Areas of Interest:
- SBC Connect Lounge (C01)
- First – Best In Sports Bar (D147)
- BetConstruct Bar & Lounge (C132)
Product/Operations Team (iGaming & Casino)
For casino product and ops teams, SBC Summit’s conference content and show floor are ideal for staying ahead of player trends and tech shifts. The conference agenda will cover crucial developments within the space, from SaaS models and omnichannel rollouts to the rise of crypto and sweepstakes, to keep you ahead of the curve.
The show floor will serve as the perfect space to explore how other teams are adapting, connect with suppliers, and get inspired by new formats, features, and tech designed to keep players coming back.
Notable Panels to Attend:
- Sweepstakes Boom – Sustainable Growth or Short-Lived Trend? (Global Markets – North America)
- Africa Casino & Games Technology. (Emerging Markets – Africa)
- Cryptocasinos & Emerging Markets – The Boom Continues. (Emerging Markets – Eurasia & Middle East)
- The Shift to SaaS: Are Casinos Going Subscription-Based? (Technology)
- Slots Powered by Players. (Technology – Compliance)
- Land-Based to Omnichannel – Overcoming the Training Challenge. (Technology)
Event Areas of Interest:
- Bar & Lounge sponsored by Upgaming (A145)
- Networking Lounge sponsored by Cactus Gaming (A600)
- Poker Tournament Lounge (B795)
- Casino Tournament Lounge (B797)
Affiliate Managers
If you manage affiliate relationships on the operator side, SBC Summit gives you direct access to key partners, networks, and platforms. It’s a rare chance to strengthen existing relationships, meet new affiliates face-to-face, and have open conversations that can lead to better deals and long-term growth.
The conference sessions dig into the real challenges and opportunities affiliate managers face — from optimising deal structures and improving tracking to integrating AI and automation. On the show floor, dedicated zones and networking lounges make it easy to connect with affiliates, martech providers, and fellow operator teams looking to share insights and strategies.
Notable Panels to Attend:
- Debate: Can Innovation Truly Redefine the Affiliate Landscape? (Affiliates – Martech)
- Should the Industry Reset Operator and Affiliate Deals? (Affiliates – Martech)
- AI-Powered CRM – Unlocking Deep Player Insights & Automation. (Affiliates – Martech)
- The Future of Affiliation: Reinvention, Resilience, and Relevance. (Affiliates – Audience)
- Leading the Change: Operator and Affiliate Relationships in the Age of Tech Innovation. (Affiliates – Audience)
- Workshop: Mastering the Metrics: Making Affiliate Deals Work Smarter. (Affiliates – Audience)
- Workshop: Affiliate Manager Toolkit: Tips, Tech & Tactical Wins. (Affiliates – Future of Affiliation)
- Workshop: Finding Affiliates and Getting in Contact. (Affiliates – Martech)
Event Areas of Interest:
- Networking Lounge sponsored by Pin-Up Partners (F16)
- Affiliate Leaders Garden, Food Festival & Networking Lounge (F58)
- Affiliate Casino Tournament & Lounge (F613)
- Affiliate Poker Tournament & Lounge (F750)
- Affiliate Networking Lounge sponsored by Control F5 (F532)
- Affiliate Bar & Lounge (F292)
- Affiliate Leafers VIP Lounge sponsored by bet365 Partners (F196)
Tailored Networking Opportunities:
- Affiliate Leaders Awards 2025 (Separate Ticket Required) (Wednesday, September 17, 2025, MEO Arena, 9:00 PM – 12:00 AM)
Payments, Fraud/Risk, AML Team
For payments, fraud, and AML teams, SBC Summit offers a focused platform to explore the tech, regulation, and trends shaping the future of transactions in betting and gaming. Whether you’re looking at crypto, open banking, or omnichannel solutions, it’s a valuable chance to meet PSPs, compliance providers, and other operators tackling similar challenges.
The Payment Expert Summit features its own show floor area, making it easy to navigate conversations with key suppliers and explore the latest tools. Meanwhile, relevant conference sessions are woven throughout the agenda — covering payment innovation, decentralised finance, AML, and risk — so your team can stay sharp on both current challenges and emerging solutions.
Notable Panels to Attend:
- Payments 2030: Where Could New Tech Take the Industry in 5 years? (Technology – Payments)
- Open Banking and Decentralisation: Where’s it Going and are we Truly Ready? (Technology – Payments)
- Payment Innovation in New and Emerging Markets. (Technology – Payments)
- Crypto Capitals: A Watershed Year for Alternative Currencies. Technology – Payments)
- The Tech Behind the Sportsbook Boom. (Technology)
- AML 2.0: Getting Serious About Fraud. (Technology – Compliance)
- KYC Lessons from Out of Industry: What Can Tech Teach Us? (Technology – Compliance)
- Crypto and RG – Is it Safe to Play With Alternative Currencies? (Player Protection – Tech)
- Omnichannel Payments: From Digital Wallets to Brick & Mortar Terminals. (Technology – Payments)
Event Areas of Interest:
- Yaspa Payments Networking Lounge (E745)
- Networking Lounge sponsored by Pay4Fun (E596)
- Payments Bar & Lounge sponsored by Kushki (E162)
- Coffee Bar & Lounge sponsored by Neosurf (E164)
- Payment Protection Lounge (PP230)
Tailored Networking Opportunities:
- Payment Expert Summit VIP Dinner & Party (Invite-Only) (Wednesday, September 17 2025, Kais Restaurante Bar Cais da Viscondessa, 19:30PM – 1:00 AM)
Note: If you are interested in attending an ‘Invite-Only’ event, reach out to your SBC Account Manager to see if you can attend.
Legal and Compliance Team
For legal and compliance teams, SBC Summit provides a unique chance to stay ahead of evolving regulatory frameworks across multiple regions. Whether you’re navigating new markets or fine-tuning internal processes, it’s a useful setting to engage directly with regulators, legal experts, and compliance leads from other operators.
Panels across the agenda cover key jurisdictions and industry challenges — from market regulation in LATAM, Africa, and India to broader debates around player protection and grey market activity. On the show floor, dedicated lounges offer space for more focused conversations with risk, payments, and legal tech providers.
Notable Panels to Attend:
- Latam Regulators Panel: From Land-Based to Mobile. (Global Markets – Latin America & Brazil)
- Over the Finnish Line: Regulation in the Nordics. (Global Markets – Western Europe)
- Regulating Africa: Putting the Player First. (Emerging Markets – Africa)
- Indian Regulatory Roadmap: The Next Decade for Gaming in the Subcontinent. (Emerging Markets – Eurasia & Middle East)
- The Regulatory Paradox: Are Stricter Rules Fueling the Illegal Market’s Rise? (Player Protection – Regulation)
- Gambling Disputes: Who Should Adjudicate? (Player Protection – Research)
- Stop, Collaborate and Listen – Can Operators Come Together to Protect Players? (Player Protection – Tech)
- Right Tech, Right Time: Monitoring Player Habits with Next-Gen Technology. (Player Protection – Tech)
- Does Player Protection Add to or Subtract From the Bottom Line? (Player Protection – Research)
- Debate: Who’s Really Responsible for Gaming? (Player Protection – Research)
- Crypto and RG – Is it Safe to Play with Alternative Currencies? (Player Protection – Tech)
Event Areas of Interest:
- Player Protection Lounge (PP230)
- SBC Connect Lounge (C01)
- BetConstruct Bar & Lounge (C132)
- Networking Lounge sponsored by ODDSGATE (FC90)
Marketing Teams
For marketing teams, SBC Summit is a great place to explore how player engagement is shifting across regions, channels, and platforms. From influencers and SEO to responsible messaging and localisation, there’s no shortage of fresh ideas to bring back to the team.
The agenda dives into real marketing challenges, how to build trust in AI-driven search, adapt to regional audiences, and strike the right balance between creativity and compliance. With lounges and networking areas full of CRM leads, media agencies, content creators, and fellow marketers, it’s the ideal setting to share insights and spark new campaigns.
Notable Panels to Attend:
- Lisbon’s Most Wanted: The Influencer Panel. (Super Stage)
- Marketing to Africa: No More One-Size-Fits-All. (Emerging Markets – Africa)
- The Future of Search – AI, Bots & Trust in Algorithms. (Affiliates – Martech)
- How to Adjust Your SEO & Marketing for Community Search in Sports Betting. (Affiliates – Audience)
- Positive Play: Re-Orienting and Reinforcing Views of Gambling. (Player Protection – Regulation)
- Ethics of Advertising: Is It Wrong to Market Fun When You Know Some Will Lose Everything? (Player Protection – Research)
Event Areas of Interest:
- SBC Connect Lounge (C01)
- BetConstruct Bar & Lounge (C132)
- Networking Lounge sponsored by ODDSGATE (FC90)
- Networking Lounge sponsored by PlayAmo (F57)
- Coffee Bar & Lounge sponsored by Kambi (C605)
Final Thoughts
For operators attending SBC Summit, this isn’t just another event on the calendar — it’s an essential opportunity to align, upskill, and energise your entire team.
Whether you’re operating in a team focused on navigating regulatory change, driving product innovation, expanding into new markets, or refining your player engagement strategies, there’s something here for every team and member.
By bringing crucial teams within your company, you’re not just investing in your employees, you’re investing in shared learning, deeper collaboration, and real competitive advantage. And with complimentary Operator Passes available, there’s no reason to leave anyone behind.
So don’t just send the C-levels — bring the full force of your company and make SBC Summit your company’s most valuable asset.
Apply for your complimentary Operator Pass today, and get ready to unlock the potential of SBC Summit together.
