Lottery Innovation - SBC Summit 2026

The Global Meeting Place for Lottery Innovation

SBC Associate Member of

Lottery is no longer a sector apart. Digital transformation, AI, payments and safer gambling are reshaping the wider gaming industry, and those same forces are now central to how lotteries operate, compete and grow.

SBC Summit brings the two worlds together. Across three days in Lisbon, senior lottery leaders join 40,000 industry professionals to discover the technologies, partners and ideas driving digital transformation, benchmark against operators solving similar challenges in adjacent sectors, and return home with practical strategies to accelerate player engagement and operational performance. So why SBC Summit? Because it offers something a lottery-specific event can’t: exposure to innovation beyond the traditional lottery ecosystem.

SBC Associate Member of

Get Your Pass View Conference Agenda

The Lottery Market: What’s Changing and Why It Matters

$400B+
in annual sales

The global regulated lottery and sports betting ecosystem is one of the largest regulated gaming sectors worldwide.

200+
regulated operators

More than 200 state-regulated lottery and sports betting entities operate across over 100 states and territories worldwide.

100+
countries

spanning national, state and provincial lotteries, charity lotteries, and private licensed operators, alongside the tech & payment providers, digital platforms and retail partners that support them.

1.4M
indirect jobs

World Lottery Association members supported more than 113,600 direct employees and approximately 1.4 million indirect full-time jobs in FY2024.

HOW IS THE LOTTERY SECTOR EVOLVING?

Lotteries are now investing in

Better UX

Creating smoother, more intuitive player journeys.

Mobile-first products

Designing lottery experiences for mobile users.

Instant win games

Offering faster, more engaging ways to play.

Gamification

Adding interactive features that encourage engagement

Digital marketing

Reaching new audiences through targeted campaigns.

Loyalty programmes

Building stronger, longer-term player relationships.

WHAT DO LOTTERIES AND GAMING HAVE IN COMMON?

They face many of the same challenges

Shared Technology Challenges

Lotteries are investing in AI, payments, data, cybersecurity and digital platforms, the same technologies reshaping the wider gaming industry.

Changing Player Expectations

Mobile-first products, instant-win games and personalised experiences are becoming essential for reaching new generations of players.

Common Regulatory Priorities

Safer gambling, compliance, digital identity and responsible growth are now central challenges across both lotteries and gaming operators.

On the Agenda

Wednesday, 30 September, 2026

17:10 - 17:50

Lottery’s Digital Shift: AI and Product Innovation for Modern Play

As mass-market gaming evolves, lotteries are increasingly using predictive engagement, adaptive UX, segmentation and CRM innovation to modernise player journeys. In a rapidly changing digital landscape, shifting player expectations and changing entertainment habits are driving a new wave of product innovation. AI, real-time personalisation and smarter technologies are reshaping how experiences are designed, delivered and retained, but which innovations are genuinely creating more engaging, intelligent and long-term player experiences?

Companies Attending

Lottomatica
Veikkaus
Svenska Spel
Brightstar Lottery
Lotería De Concepción
Island Luck
Virginia Lottery
Sisal Italia S.P.A
Szerencsejáték Zrt.
Scml
Totalizator Sportowy Sp. Z O.O.
Szerencsejáték Zrt
Allwyn Hellas
Loterie Nationale Sénégalaise
Lotto Baden-Wuerttemberg
Lottohelden
Sisal
Loterie Nationale Du Bénin
Bclc
Lotese
Ontario Lottery And Gaming
Pwo By Lottomatica
Nederlandse Loterij (Nlo)
Santa Casa Da Misericórdia De Lisboa (Scml)
Croatian Lottery
Croatian Lottery Lutrija
Športna Loterija
Staatliche Lotterie- Und Spielbankverwaltung
Austrian Lotteries
Grupo Simka
Supergiros
Flutter
Rosegaming
Lotería Escoge 2
Loterj
Lottery Now
Nederlandse Loterij – Toto
Danske Licens Spil
Atlantic Lottery
Allwyn Lottery Solutions
National Lottery Board
Lotería De Córdoba
Lotería De La Ciudad De Buenos Aires
C.N. Loteria Romana S.A
Giocaonline
Norsk Tipping
Danske Spil
Latvijas Loto
Western Canadian Lottery
Totalizator Sportowy / Total Casino
Totalizator Sportowy
Momentum
Caixa Loterias
Grupo Jer
Nederlandse Loterij
Grupo Empresarial En Linea (Grupo Gelsa)
Flutter Sea
Lotto Bw.De

Networking Opportunities

21 Regulatory Gaming Meetups

Connect with regulators, legal experts and senior decision-makers from key jurisdictions. Lottery leaders are already represented across sessions covering CEE, Africa and other major regions.

Smart Connect

Arrive with relevant meetings already in your diary. This curated programme matches senior buyers and suppliers according to their business objectives, market focus and technology needs.

8 Show Floor Tours

Join guided tours focused on areas including AI, Marketing Tech and CRM, fintech, compliance and platform solutions, with direct introductions to relevant exhibitors and potential partners.

Speed Networking

Meet more than a dozen new contacts in one structured session, with themed opportunities covering AI, payments and next-generation leadership

View Networking Opportunities

Plan Your Day

Day 1

Start with Leadership in Sports Business

featuring Michael Jordan, Carsten Koerl and Jason Robins.

Then join the AI Academy for practical AI resources.

Alternatively, take the AI in Gaming Show Floor Tour

or explore the Sports Betting & iGaming Zone in the Blue Zone.

Day 2

Explore the Digital Marketing & CRM Academy

Visit the Casino & iGaming Zone

and join the Marketing Tech & CRM, Sportsbook or Compliance Show Floor Tours.

Browse the CPD-certified conference agenda

then connect at the AI and Payments Speed Networking sessions.

Day 3

Explore Latin America on the Global & Emerging Markets Stage

or attend the Crypto & Blockchain track on the Payment Expert Stage

Visit the Payment Expert Summit, Player Protection Zone and Startup Hub

and join the Marketing Tech & CRM, Sportsbook or Compliance Show Floor Tours.

Join the Responsible Gaming Marketing Masterclass

and connect at Next Generation Leaders Speed Networking.

Get Your Pass

${{ app_name }}$

Network Smarter & Stay Organized

SBC Connect is a 360° solution for smarter event planning.

Download our event app