When imagining the home of sports betting and iGaming, your mind might turn to the dazzling lights of the Las Vegas Strip or even the lush greenery of England’s Cheltenham Racecourse.
And while those are valid contenders, there can be no denying that none of these iconic locations would be possible without the instrumental groundwork laid by Western Europe’s longstanding relationship with sports betting and iGaming.
With roots stretching back to Ancient Greece (circa 500 BCE) and references to games of chance in Homer’s Iliad and Odyssey (c. 8th century BCE), Europe’s gambling heritage is long established. In recent years, the continent has led the way in regulation, online gaming formats, and marketing innovation, culminating in a gross gaming revenue (GGR) of €47.9 billion in 2024 and over 30 million active customers across European Gaming and Betting Association (EGBA) members.
Yet as neighbouring markets mature and innovations in regulation, technology, and safer gambling gain ground, Europe must adapt to maintain its relevance, compliance, and global leadership.
The upcoming SBC Summit, SBC’s global flagship event, taking place this September 16-18 in Lisbon, aims to support this evolution with a new ‘Global Markets’ conference track. This regional-focused programme spans three days, each dedicated to a key established market. Day one will focus on Latin America & Brazil, day two will turn its attention to Western Europe, whilst the final day will hone in on North America.
In this blog, we highlight the most relevant panels for those interested in Western European developments, covering the key themes, discussion points, logistical details, and the takeaways delegates can expect from each panel.
EUROPEAN LEADERS PANEL: Old World, New Way Forward – How the Most Established Brands are Rethinking Regulation and Retention
Time: 12:00 – 12:40
Date: Wednesday, 17th September, 2025
Location: Stage One (Global Markets)
Why This Panel is a Must-Attend:
Regulation is a crucial component for every brand strategy, essential for protecting players and stifling illegal activity. However, there’s growing concern that overly cautious regulations may actually be doing more harm than good. Stringent frameworks across Europe risk driving players toward unregulated markets, stifling innovation, and limiting the ability to meet modern player expectations. This panel will seek to help those in Europe better understand shifting regulations and how to balance compliance with regional success.
Key Questions This Panel Will Tackle:
- Are strict regulations pushing players toward the black market? Examining whether well-intentioned safeguards are backfiring in mature gambling jurisdictions, and how regulatory fear is shaping unintended consumer behaviour.
- Is there room for innovation amidst tighter regulatory frameworks in Europe? Debating the balance between compliance and creativity—what operators can do to maintain a competitive edge without falling foul of shifting legislative lines.
- How can operators build constructive relationships with regulators and the public? Exploring strategies for effective communication, public trust-building, and policymaker engagement to navigate an increasingly scrutinised and globalised industry.
Speakers:
- Axel Hefer, CEO, Tipico
- Vlad Kaltenieks, CEO, BoyleSports
Dutch Courage: Collaboration in the Face of Changing Regulations
Time: 14:40 – 15:20
Date: Wednesday, 17th September, 2025
Location: Stage One (Global Markets)
Why This Panel is a Must-Attend:
The Netherlands’ regulatory framework is entering a pivotal transitional phase, with the Kansspelautoriteit (KSA) proposing sweeping reforms aimed at strengthening player protection and curbing problem gambling. From raising the minimum age for online slots to 21, to tightening deposit limits and overhauling the CRUKS self-exclusion system, these changes mark a significant shift in the country’s approach to responsible gambling.
For operators active or looking to enter the Dutch market, this panel offers a perfect opportunity to understand the real-world implications of these updates and explore viable strategies for maintaining compliance whilst enhancing brand awareness.
Key Questions This Panel Will Tackle:
- How can operators collaborate to ensure a unified and proactive response to the KSA’s regulatory overhaul? Examining how industry collaboration can help avoid ineffective compliance approaches and reinforce a culture of responsibility.
- What are the practical implications of the proposed regulatory changes—such as age restrictions, deposit limits, and CRUKS enhancements—for operators, affiliates, and tech providers? A breakdown of what each new measure means across the ecosystem and how businesses can adapt both operationally and ethically.
- How can the Dutch industry actively support player protection while maintaining a viable, engaging market? Exploring strategies to balance safeguarding measures with commercial performance and public perception in a market under scrutiny.
Over the Finnish line: Regulation in the Nordics
Time: 15:50 – 16:30
Date: Wednesday, 17th September, 2025
Location: Stage One (Global Markets)
Why This Panel is a Must-Attend:
Finland’s igaming and sports betting market is currently undergoing a major overhaul. Following in the footsteps of its neighbours, Denmark, Sweden and Norway, the country is preparing to dismantle its monopoly model by opening the market to private operators. While Veikkaus will retain control over lotteries and retail gaming, the reform signals a move toward a more competitive, regulated ecosystem—one that could redefine how gambling is engaged with.
This panel is essential for any operator, supplier, or policymaker eyeing Nordic expansion or interested in the future of regulated markets. It offers a deep dive into what Finland’s transition could look like, how it compares to its neighbours’ experiences, and whether the reform will succeed in displacing the black market.
Key Questions This Panel Will Tackle:
- Will the opening of Finland’s market effectively combat the issue of black-market operators? Exploring whether a robust regulatory framework can encourage players to play on legal platforms?
- What lessons can Finland learn from its Scandinavian neighbours—and what pitfalls should it avoid? Evaluating the regulatory journeys of Denmark, Sweden, and Norway to inform a smoother rollout of Finland’s reformed model.
- How can private operators enter the market responsibly while aligning with Finland’s long-standing commitment to social responsibility? Assessing the balance between commercial opportunity and ethical practices in a newly opened and closely watched market.
Speakers:
- Antti Koivula, Legal Advisor, Legal Gaming Attorneys at law
- Frederik Wastenson, CEO, Svenska Spel
- Dainis Niedra, COO, Enlabs | Entain
- Nils Andén, Chief Online Betting & Gaming Officer, FDJ United
Portugal: Smooth Sailing or Danger Ahead?
Time: 16:50 – 17:30
Date: Wednesday, 17th September, 2025
Location: Stage One (Global Markets)
Why This Panel is a Must-Attend:
In 2024, Portugal’s online gambling market surpassed the €1bn revenue mark as online games and sports betting generated a combined income of €1.07bn, up 42% from 2023. While this growth highlights the market’s immense potential, it also raises pressing questions about whether the existing regulatory framework is equipped to keep pace and effectively promote safer gambling practices.
This panel is essential for operators, suppliers, and regional stakeholders looking to navigate this rapidly evolving landscape. Attendees will gain critical insights into the current regulatory structure in Portugal, explore the opportunities on the horizon, and confront the potential challenges that lie ahead.
Key Questions This Panel Will Tackle:
- Is Portugal’s current regulatory framework keeping pace with the growth of iGaming? Exploring whether surging revenues and player volumes are exposing gaps in player protection and oversight.
- Are Portuguese operators facing a reputational or regulatory backlash if safer gambling isn’t prioritised? Discussing the potential consequences for operators who fail to enact safer gambling enhancements and how to stay ahead of policy shifts.
- What does the future hold for Portugal’s iGaming market—continued expansion, regulatory tightening, or both? Looking ahead at potential reforms, market maturity, and where the next phase of sustainable growth may come from.
Speakers:
- Tomas Goncalves, Managing DIrector, Apostas Sociais (Santa Casa)
- Rui Magalhães, CEO, Estoril Sol Digital
- Americo Loureiro, Director, Solverde
- Bernardo Neves, Secretary General, APAJO
Final Thoughts
Western Europe has long been a key player in the global sports betting and iGaming space, with some of the most well-established markets and regulatory frameworks in the world. For businesses looking to grow internationally, it’s a region that still offers plenty of opportunities, especially for those ready to adapt to its evolving landscape.
The upcoming SBC Summit’s ‘Global Markets’ conference track will dig into the practicalities of operating across Europe, with focused discussions on regulation, collaboration, and innovative ways to stay competitive. It’s a chance for stakeholders to gain fresh perspectives and connect with others navigating similar challenges in this diverse and dynamic region.
Secure your place at SBC Summit here.
Operators and affiliates can apply for a complimentary ‘Full Event Pass’. Operators can apply here. Affiliates can apply here.
