As the gaming industries of Eastern Europe and Central Asia continue to mature, the conversation is shifting from market entry and rapid expansion to building sustainable businesses that can succeed over the long term.
SBC Summit Tbilisi, held in partnership with SMH, will bring together 2,500 industry leaders to examine the challenges and opportunities shaping this next phase of growth, from talent acquisition and player engagement to leadership strategy, affiliate partnerships and regulatory change.
Building a successful gaming business today requires far more than securing a licence and acquiring customers. Sessions will examine how companies attract and develop talent in an increasingly competitive hiring market, how shifting player expectations are reshaping product and marketing strategies, and how operator-affiliate relationships can be built on transparency rather than short-term returns.
Strategic leadership will also come under the spotlight, with panels examining how executives balance growth with regulatory pressure, how operators can convert World Cup momentum into long-term customer loyalty, and how sports organisations are reinventing themselves as global entertainment brands.
Rasmus Sojmark, CEO and Founder of SBC, said: “The conversation is shifting from growth alone to building businesses that succeed in the long term. This agenda brings together the leaders who have already experienced long-term success in the region to share their insights and predictions for the future.”
Lasha Machavariani, Founder of SMH, added: “Long-term success in this region comes down to the right talent, the right partnerships, and a real understanding of what players here actually want. Those are the conversations Day Two is built around.”
As operators and suppliers compete for a limited pool of experienced professionals, The Talent War in iGaming: Attracting Newcomers, Developing Professionals, and Retaining Key Industry Players will examine what it takes to build and retain high-performing teams in a rapidly expanding industry. Panellists Daria Fot (HR Director, EvenBet Gaming), Dr. Andreas Ditsche (Angel Investor, Professor, and CEO, iGaming.com), Natalie Fligg (International Recruitment Consultant, Smart Recruitment), Nino Kiknavelidze (People Director, Flutter CEE), Sanja Isakov (General Manager, Rizk.rs), and Tanya Shevchuk (CEO, iGamingHUNT) will share their perspectives on attracting new talent, developing future leaders, and retaining key employees in an increasingly competitive market.
The discussion will then turn to evolving player expectations in the session The Next Betting Consumer. Panellists Tamaz Gambashidze (Head of Sports Brand Experience, adjarabet.com), Gagi Ninoshvili (Head of iGaming Products, betlive.com), Vakhtang Mdivani (Co-Founder, Promofy), Tsotne Mdivani (Head of Product Management
Beter) and Ivan Kurochkin (4H Agency) will discuss how player choices are increasingly affected by personalisation, how brand values and ethical standards increasingly inform player choices, and how brands can tailor their approach accordingly.
Leadership strategy will come under the spotlight in the panel The C-Level Agenda: Growth, Regulation, and Market Leadership in Modern iGaming. Panellists Dmitry Starostenkov (CEO, EvenBet Gaming), Nuka Mshvidobadze (Chief Strategy Officer, Crocobet), Tamar Badashvili (CEO, Setantabet), Zurab Sukhishvili (Managing Director, Adjarabet.am), and Suren Khachatryan (Deputy CEO, Gamingtec) will discuss how they are balancing ambitious growth targets alongside increased regulatory pressure in the region. The session will also examine which markets these leaders are prioritising as they look to balance growth with compliance.
Also featured on the agenda are two panels dedicated to the future of affiliate marketing. The Operator – Affiliate Compact will discuss how both sides can work together to create a relationship that is both transparent and built on trust. The Evolution of the Affiliate Manager: From Link Pusher to Trusted Consultant will then explore how AI, automation, and predictive data insights are reshaping the role, and how affiliate managers can position themselves as strategic partners rather than middlemen.
Through SMH’s strong connections to the sporting world, the conference agenda includes two sessions discussing the intersection of sport and iGaming. Game Time: How Operators Prepare and Perform at the World Cup will explore how operators can build marketing, CRM, and retention strategies around major sporting events and convert tournament excitement into long-term customer value. Meanwhile, From Clubs to Entertainment Brands: The New Business Model of Modern Sports will discuss how sports organisations are building sustainable revenue streams through commercial partnerships, fan communities, and digital content.
Also operating on Day Two of the event will be the Regulators Forum, allowing delegates to hear from and engage directly with regulators from jurisdictions across Eastern Europe and Central Asia. This year’s edition has doubled in scale, creating an even larger platform for regulatory dialogue, knowledge sharing, and cross-border collaboration between policymakers and industry stakeholders.
SBC Summit Tbilisi takes place from 15-16 July at the Sheraton Grand Tbilisi Metechi Palace, bringing together over 2,500 attendees from across Eastern Europe and Central Asia. Through two days of conference content, networking, and exhibition opportunities, the event will explore the trends, technologies, and strategies shaping the future of gaming across the region.
Secure your tickets for SBC Summit Tbilisi!
Full Event Pass (€300) – This pass includes full access to the show floor, conference sessions, and evening networking events. Tickets also include complimentary breakfast and dinner, and full access to SBC Connect.
Operators and affiliates can apply for complimentary full event passes, subject to approval.
