If youβre one of the 30,000 industry professionals heading to SBC Summit in Lisbon this September, you might have spotted something surprising on the agendaβno dedicated sports betting track.
At first glance, that could seem like a major oversight. After all, sports betting is one of the most established and passionately followed verticals in the gambling industry.
But hereβs the thing: thereβs a clear strategy behind the decision.
With delegates attending from across the globeβeach market shaped by unique regulations, cultural preferences, and levels of technological maturityβwe knew that a one-size-fits-all track simply wouldnβt do the sector justice.
Instead, sports betting content has been strategically embedded across the entire agenda. From region-specific panels to sessions focused on marketing, technology, and regulation, the topic is woven throughout in a way that reflects its diverse and ever-evolving nature.
So, if youβre a sports betting professional aiming to get the most out of your time in Lisbon, consider this blog your go-to guide. Weβll highlight the most relevant panelsβcomplete with times, locations, key takeaways, and panel experts βso you can navigate the agenda with confidence and focus on the sessions that matter most to your sports betting operation!
Market-Specific Sports Betting
If you operate across multiple regions, youβll know just how distinct each market can be.
In markets like North America, operators face the challenge of acquiring new customers in highly competitive, saturated environments. In newly regulated regions such as Brazil, brands must tailor their approach to local cultural norms and marketing channels. And in rapidly growing markets like Africa, a mobile-first strategy is key to meeting the preferences of an increasingly connected player base.
Ultimately, success in sports betting hinges on understanding the specific dynamics of the market youβre inβfrom regulatory frameworks and tech infrastructure to player behaviour and engagement trends.
At SBC Summit, sports betting professionals can dive deep into these topics in the βEmerging Marketsβ and βGlobal Marketsβ tracks. These sessions will offer deep insights into the trends and challenges shaping Africa, Brazil, Latin America and North America, equipping delegates with the knowledge they need to thrive in both new and established territories.
Are you a sports betting stakeholder interested in key global and emerging markets? Consider these panels:Β
LATAM LEADERS: Latin America First – the Home-Grown Operators Reinventing the GameΒ
πTime: 12:15-13:00
π
Date: Tuesday, 16th September 2025
πLocation: Stage One (GLOBAL MARKETS – LATIN AMERICA & BRAZIL)
Key Questions This Panel Will Tackle:
- What role should Latin America play in shaping its own sports betting future? A look at how markets like Argentina and Colombia can move beyond European models to establish region-first strategies and leadership.
- How can operators use cultural touchpoints to drive deeper engagement? Leveraging football partnerships, local payment systems, and regional insight to build stronger player loyalty and regain market share from international competitors.
- What does true innovation look like for Latin American operators? Exploring actionable approaches to creating engaging products and sustainable growth through local partnerships, tailored offerings, and regional expertise.
A Continent on the Move: Sportsbook Technology in Africa
πTime: 14:00-14:45
π
Date: Tuesday, Β 16th September 2025
πLocation: Stage Two (EMERGING MARKETS – AFRICA)
Key Questions This Panel Will Tackle:
- How is mobile access reshaping the African sports betting landscape? Examining the impact of widespread smartphone adoption and mobile-first behaviour on market growth across key regions like Nigeria, Kenya, and South Africa.
- What role do mobile money and local payment ecosystems play in driving engagement? Leveraging familiar, fast, and accessible payment methods to enhance user experience and streamline onboarding.
- Is Africa set to lead the next wave of betting innovation? A look at how local talent, blockchain, and next-gen in-play betting could position Africa as both a major market and a global trailblazer in gaming.
BRAZIL LEADERS PANEL: The Bubble That Just Won’t Burst – Looking Back at the Launch of Sports BettingΒ
πTime: 14:00-14:45
π
Date: Tuesday, 16th September 2025
πLocation: Stage One (GLOBAL MARKETS – LATIN AMERICA & BRAZIL)
Key Questions This Panel Will Tackle:
- How can operators navigate Brazilβs unexpectedly strict licensing landscape? Insights into aligning with regulatory frameworks while maintaining momentum in a rapidly expanding market.
- Why arenβt European marketing strategies landing with Brazilian audiences? Understanding cultural nuances and adapting engagement tactics to resonate more authentically with local consumers.
- Whatβs the key to building brand equity in Brazilβs booming market? Tapping into influencer marketing, local partnerships, and community-driven approaches to foster trust and long-term loyalty.
US LEADERS PANEL: Sweeping the States – the Rise of Alternative BettingΒ
πTime: 11:15-12:00
π
Date: Thursday, 18th September 2025
πLocation: Stage 1 (GLOBAL MARKETS – NORTH AMERICA)
Key Questions This Blog Will Tackle:
- Will alternative betting models like sweepstakes 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.
- Whatβs fueling the shift in player interest beyond traditional sportsbooks and casinos? Insights into how innovation and limitations in state-level expansion are redirecting sports bettors to new, emerging gaming formats.
- 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.
The Next Wave: New Sports & Betting Formats
The rise of the digital age has completely reshaped the sports betting landscape.
With mobile betting now dominating and tech innovation continuing at an unstoppable pace, a new wave of betting disruptors is shaking up the space. From socially driven platforms to stripped-back formats designed for casual or first-time users, the race to win over modern bettors is well underway.
Fueling this evolution are new sports capturing the imagination of fans and operators alike. The UKβs Baller League has exploded in popularity thanks to its mix of ex-pros and internet personalities, while R360 Rugby League is gearing up to become a global rugby union powerhouse, backed by Premier League, F1, and NFL stakeholders.
As alternative formats and niche sports gain traction, the industry must take noteβnot only to stay competitive, but to deepen its understanding of the cultural and behavioural preferences driving engagement in each market.
If you are a sportsbook stakeholder looking to diversify your offerings, consider these panels a must-attend!
The Social Side of Betting β Peer-to-Peer, Gamification & CommunityΒ
πTime:14:00-14:45)
π
Date: Thursday, 18th September 2025
πLocation: Stage One (GLOBAL MARKETS – NORTH AMERICA)
Key Questions This Panel Will Tackle:
- How are player-to-player models and gamification redefining the betting experience? Exploring the shift from transactional betting to interactive, socially-driven platforms that keep users engaged beyond the odds.
- Can digital communities recreate the camaraderie of the betting shop? Insights into how operators are building social-first gaming environments that foster loyalty, retention, and year-round activity.
- Is social betting a lasting evolution or a passing trend? Evaluating the long-term potential of community-led gaming.Β
UX & the Betting Interface: How Microbettingβs Simplicity Could Attract a New Wave of Female and Younger PlayersΒ
πTime: 14:45-15:30
π
Date: Thursday, 18th September 2025
πLocation:Β Stage One (GLOBAL MARKETS – NORTH AMERICA)
Key Questions This Panel Will Tackle:
- How is microbetting reshaping player engagement in North America? A look at how fast-paced, real-time wagering is changing how fans interact with sportsβand sportsbooks.
- Could microbettingβs simplicity be the key to attracting new and casual players? Exploring its potential to break down traditional barriers and appeal to audiences who find standard sportsbooks overwhelming.
- Can microbettingβs rapid rise lead the next wave of accessible, inclusive betting? Assessing how its user-friendly format could help broaden the appeal of sports wagering across demographics.
The Rise of New Sports β Whoβs Watching & Betting?
πTime:12:00-12:45
π
Date: Thursday, 18th September 2025
πLocation: Stage Four (AFFILIATION – MARKETING)
Key Questions This Panel Will Tackle:
- How are niche leagues and emerging sports reshaping the betting landscape? Exploring shifting player interests and how growing fan bases are creating fresh engagement opportunities for operators.
- Why are some brands still hesitant to expand beyond traditional sports? Unpacking the risks, misconceptions, and missed opportunities in overlooking high-growth segments.
- Can tapping into emerging competitions drive long-term growth? Insights from early adopters on how integrating new sports into betting strategies can boost acquisition, retention, and market relevance.
Marketing Matters: Building a Sportsbook Brand That Wins
If history has taught us anything, itβs that even the most advanced sportsbook, with unbeatable odds, slick gamification, and a seamless user experience, can fall flat without the right marketing strategy behind it.
Successful sportsbook marketing demands more than just product knowledge. It requires a deep understanding of emerging technologies, the cultural preferences and behaviours of target markets, and the marketing channels that deliver real impact. From campaign execution to localisation, every touchpoint matters.
As technology evolves, player expectations shift, and new sports capture global attention, getting your brandβs marketing mix right is more critical than ever, whether you’re breaking into a new market or trying to rise above the noise in a crowded one.
If you are a marketing professional seeking to elevate your sportsbookβs brand awareness, consider attending the following panels.Β
AI-Powered CRM β Unlocking Deep Player Insights & AutomationΒ
πTime: 16:00-16:40
π
Date: Tuesday, 16th September 2025
πLocation: Stage Four (AFFILIATION – INNOVATION)
Key Questions This Panel Will Tackle:
- How can AI-driven CRM help sportsbooks better understand and anticipate bettor behaviour? Discover how machine learning is powering smarter segmentation, betting preferences, and player behaviour.
- Whatβs the impact of automated personalisation on player engagement during key sporting events? Learn how real-time data can trigger timely, relevant offers and content that keep bettors active and loyal.
- How can sportsbooks use AI to increase lifetime value without overloading marketing teams? Explore how automation is streamlining retention workflows while driving measurable ROI.
How to Adjust Your SEO & Marketing for Community Search in Sports BettingΒ
πTime: 14:00-14:45
π
Date: Wednesday, 17th September 2025
πLocation: Stage Four (AFFILIATION – HACKS)Β
Key Questions This Panel Will Tackle:
- How can betting brands optimise SEO to capture high-intent, community-driven traffic? Unpacking keyword strategy, content structure, and search behaviour tied to predictions, tips, and fan conversations.
- What role do forums, social platforms, and interactive content play in boosting organic visibility and engagement? Exploring how to create content that resonates within communities and drives sustained interest.
- How can influencer partnerships amplify reach and credibility within betting-focused audiences? Discussing best practices for leveraging trusted voices to enhance content discoverability and brand trust.
The Rise of New Sports β Whoβs Watching & Betting?
πTime:12:00-12:45
π
Date: Thursday, 18th September 2025
πLocation: Stage Four (AFFILIATION – MARKETING)
Key Questions This Panel Will Tackle:
- How can betting operators effectively market emerging sports and niche leagues to new and existing audiences? Exploring strategies for positioning alternative sports within campaigns to drive awareness and engagement.
- What role does player data play in identifying high-potential opportunities beyond traditional sports? Understanding how insights into betting behaviour can guide smarter, more targeted marketing decisions.
- How can early adoption of niche sports impact acquisition, retention, and brand differentiation? A reflection on the real-world success stories that show the marketing advantages of being first to market with new formats.
Tech Innovation: Powering the Future of Sports Betting
In 2025, it feels like everyone is talking about innovative technologyβand with good reason.
Technology has firmly established itself as the driving force behind transformation in the sports betting industry. From providing millions with seamless access to sportsbooks via online and mobile platforms to streamlining backend operations through AI and machine learning, its impact is undeniable.
It also plays a central role in powering a wave of new and exciting gamification features that are redefining user engagement, such as real-time odds, VR integrations, dynamic challenges, and community-driven leaderboards.
But as technology continues to evolve at a rapid pace, staying ahead of the curve is no easy task. For operators, the challenge lies not only in adopting the latest tools but in doing so while navigating market-specific regulations, adapting to shifting player behaviours, and responding to the constant pressure to stand out in an increasingly competitive landscape.
If youβre looking to enhance your sportsbook operation with cutting-edge technology and learn how to make the most of it, these panels are not to be missed.
UX & UI in Sports Betting β Is the Interface Holding Players Back?Β
πTime: 16:00-16:40
π
Date: Wednesday, 17th September 2025
πLocation: Stage Three (TECHNOLOGY)
Key Questions This Panel Will Tackle:
- How can improved UX/UI design reduce friction and boost conversions across the sportsbook journey? Exploring how intuitive interfaces and simplified navigation impact player engagement and betting activity.
- Are outdated platforms costing operators valuable traffic and retention opportunities? Identifying common UX pitfalls and how they influence user behaviour, bounce rates, and brand perception.
- How can optimised UX support affiliate-driven acquisition and turn first-time visitors into loyal bettors? Examining the connection between usability, affiliate performance, and long-term customer value.
The Future of Bet Builders β Risk, Rewards & Tech EvolutionΒ
πTime: 16:40 – 17:20
π
Date: Wednesday, 17th September 2025
πLocation: Stage Three (TECHNOLOGY)
Key Questions This Panel Will Tackle:
- How can operators manage risk and maintain margins as Bet Builders become more complex and personalised? Exploring strategies for balancing user freedom with sportsbook sustainability.
- What technological advancements are enabling faster, more scalable Bet Builder experiences? Looking at how real-time data feeds, automation, and artificial intelligence are shaping the future of bet builders.
- How can Bet Builders be leveraged to boost engagement, retention, and long-term player value? Unpacking their potential as a key differentiator in a crowded sportsbook market.
The Tech Behind the Sportsbook BoomΒ
πTime: 14:45-15:30
π
Date: Thursday, 18th September 2025
πLocation: Stage Three (TECHNOLOGY – COMPLIANCE)
Key Questions This Panel Will Tackle:
- How are AI and real-time data analytics transforming odds creation, risk management, and in-play betting accuracy? Exploring how technological innovations are making sportsbooks smarter, faster, and more accurate.
- What technologies are driving more immersive and seamless betting experiences across devices? Examining how UX, streaming, and personalisation tech are shaping modern player engagement.
- How can operators leverage tech to meet rising player expectations while promoting responsible betting? Unpacking the strategies for operators to effectively balance innovation and integrity in a rapidly evolving market.
Final Thoughts
Although this yearβs SBC Summit doesnβt feature a dedicated βSports Bettingβ conference track, sports betting remains firmly at the heart of the agenda, woven into conversations across the eventβs core themes.
Whether youβre looking to enter new markets, strengthen your position in established ones, explore the latest technological innovations, master modern marketing strategies, or capitalise on the rise of new sports and betting formats, thereβs a panel for you.
Secure your place at SBC Summit here.Β
Are you an operator or affiliate? You can apply for a complimentary βFull Event Passβ here.Β