When we set out to create SBC Summit 2025, we had one clear goal – to deliver the Greatest Show in Gaming.
This vision comes to life this September, when more than 30,000 attendees will come together at the Feira Internacional de Lisboa (FIL) and the MEO Arena for three days of world-class conference sessions, high-level networking, and a show floor packed with the biggest names from within and beyond the industry.
While the conference programme and exhibition space remain at the heart of the summit, this year we’ve added a host of new features to make SBC Summit 2025 truly unforgettable. From opening with a Legends Charity Football Game featuring Kaká, to closing with chart-topping DJs Alok and Timmy Trumpet at the INFINITY Lisbon, this year’s event promises an experience like no other.
In this blog, we’ll walk you through every major feature you need to know about before touching down in Lisbon.
Legends Charity Game
New for 2025, we’re kicking off SBC Summit with a truly legendary football match.
On Monday, 16 September, Portugal’s icons – led by Luís Figo, Ricardo Carvalho, and Ricardo Quaresma – will face a World XI featuring stars such as Kaká, Cafu, and Alessandro Del Piero.
The match will take place at either Sporting CP’s or Benfica’s stadium, depending on Champions League scheduling.
More than just a spectacle, the event has a bold goal: to raise €1 million for charity. It’s the perfect opportunity for attendees to enjoy world-class football, reconnect with the heroes of the game, and network ahead of the summit’s official start.
👉 Click here for more info on the Legends Charity Game.
SBC Leaders Summit
On Monday, 15 September 2025, 500 industry leaders will gather at the Myriad by Sana in Lisbon for the most exclusive invite-only C-level event in the gaming industry.
The summit offers an exclusively curated conference agenda, featuring talks from tech powerhouse, media entrepreneur, and AI advocate Randi Zuckerberg, appearances from football legends such as Cafu, Roberto Carlos, and John Terry, and keynotes from industry leaders including Flutter International CEO Daniel Taylor.
Guests will enjoy exceptional food and drink served by the River Lounge restaurant, ensuring a premium experience from start to finish.
The day will conclude with a lavish cocktail reception, giving attendees the opportunity to connect in a relaxed, informal setting.
Please note: this event is by invitation only.
👉 Find out more on the SBC Leaders Summit here.
iGaming & Casino Zone
The iGaming & Casino Zone is the largest area on the SBC Summit show floor, spanning Halls 1 and 2 of the Feira Internacional de Lisboa. It’s home to leading exhibitors showcasing the latest innovations in iGaming technology and casino solutions.
This zone is a must-visit for operators, suppliers, and affiliates looking to explore new products, forge partnerships, and gain fresh insights into the iGaming & Casino Sector.
Global Markets Stage
Also located within the iGaming & Casino Zone is the Global Markets Stage. Here, industry leaders will share insights into the world’s most mature iGaming regions: Latin America & Brazil (day one), Western Europe (day two), and North America (day three).
Across the three days, panels will explore the key regulatory developments, effective player retention strategies, and the gaming formats driving growth across these flourishing regions.
Additionally, beyond the conference sessions, the zone provides opportunities for operators, affiliates, and suppliers to connect courtesy of four dedicated networking lounges and two separate food festivals.
Top Tip: VIP and affiliate pass holders will have a complimentary €30 a day loaded onto their wristbands to make full use of the food options.
👉 Find out more about the zone here.
Sports Betting and iGaming Zone
The Sports Betting and iGaming Zone is the ultimate meeting place for sportsbook operators, affiliates, and suppliers shaping the future of the industry.
Whether you’re an operator searching for your next sportsbook platform partner or an affiliate looking to drive traffic to an ambitious brand, you’ll find an excellent range of exhibitors on the show floor willing to turn a conversation into a deal.
Emerging Markets Stage
The Sports Betting and iGaming Zone also contains the Emerging Markets Stage. Conference sessions on Africa (Day One), Eurasia and the Middle East (Day Two), and Asia (Day Three) will equip operators, affiliates, and suppliers with the industry knowledge they need to expand their businesses to these rapidly growing markets.
Additionally, the zone contains five dedicated networking lounges, designed to create a relaxed atmosphere for delegates to turn conversations into deals. Food Festivals 2 and 3 are also located in the zone, offering Vietnamese, Japanese, and bar-style salad options.
Want to find the zone on the floor plan? Simply look for the area marked in blue.
👉 Click here to find out more about the zone.
Payment Expert Summit
Payments are the backbone of any successful iGaming business. You can have the best product, marketing, odds, and player experience, but if transactions cause friction, delays, or security concerns, players will move on.
That’s why SBC created the dedicated Payment Expert Summit at this year’s event in Lisbon. Marked green on the floor plan, the summit will feature exhibitors from leading payment processors, crypto providers, open banking platforms, cross-border solutions, wallets, prepaid card services, and fintech pioneers. It’s a must-visit for operators and affiliates seeking faster, safer, and more reliable payment solutions.
Technology Stage
The summit also contains the Technology Stage, which will feature a deep dive on Payments (Day One), Technology (Day Two), and Innovation (Day Three). Topics discussed will include omnichannel payments, Open Banking, new sportsbook tech, and how innovation can improve AML solutions.
On the networking front, the side summit offers three bars, as well as multiple networking lounges, the perfect opportunity for operators, affiliates, and suppliers to come together in a relaxed and productive environment.
👉 Find out more about the Payment Expert Summit here.
Player Protection Zone
Player protection is now a top priority for the gaming industry, but achieving it requires seamless collaboration across customer support, compliance, and legal teams – all while adapting to regulations that vary between different markets.
The Player Protection Zone gathers exhibitors showcasing the tools and solutions that make responsible gaming possible, from behavioural monitoring to self-exclusion platforms and fraud detection systems.
Player Protection Stage
The zone will feature a dedicated Player Protection Stage, where global operators and safer gambling experts will gather to discuss the future of regulation (Day One), the latest research on responsible gaming (Day Two), and the tech that can help operators and affiliates promote safer gambling practices (Day Three).
Attendees can round off their visit by heading to the zone’s dedicated networking lounge to exchange strategies and build valuable connections.
👉 Find out more about the Player Protection Zone here.
Super Stage
The Super Stage is back at the MEO Arena, ready to deliver unmissable talks from some of the most influential voices inside and outside the betting and gaming world.
Global marketing icons Gary Vaynerchuk and Randi Zuckerberg will share actionable insights on how to make your brand stand out through innovative content and streamlining processes with AI.
Football legend Cafu will be joined by the fellow stars of the Legends Charity Game for a candid Q&A on the power of personal sporting brands – and how these can be used to raise money for charitable causes.
Keynotes such as the Super CEO Panel will unite some of the biggest names from inside the betting and gaming industry to offer insights you won’t hear anywhere else.
In the evenings, the Super Stage will become a hub for networking and celebration. On Wednesday, it will host the Affiliate Leaders Awards, recognising the best in the iGaming affiliate and operator communities. Thursday night will see the stage welcome the SBC Awards, celebrating top talent from across the betting and gaming industry, before transforming into the INFINITY Lisbon — our own EDM festival headlined by Alok and Timmy Trumpet.
👉 Find out more about the Super Stage via the agenda.
Tech Academies
This year marks the debut of our brand new tech academies, a series of hands-on sessions that will allow delegates to directly interact with world-class trainers at the top of their game.
The programme will feature keynotes, workshops, case studies, how-to guides, and AMA sessions, all created to encourage hands-on learning and direct engagement with leading professionals from both inside and outside the industry.
Here’s a taste of what’s in store:
- September 16 | AI Academy – Learn how to effectively integrate AI into your business, from harnessing AI agents for affiliate marketing to applying machine learning to player behaviour. AI and marketing expert Randi Zuckerberg will kick things off with an AMA session exclusively for registered attendees.
- September 16 | Gamification Academy – Learn how to keep your customers coming back for more with the latest game development and design techniques from the leading game studios, brands and marketers, while getting to the core of what truly engages players
- September 17 | Marketing Academy – Marketing leaders will take attendees through strategies to improve their brand-building and SEO in a series of interactive sessions. Plus, attendees will be able to attend an ask-me-anything session with none other than marketing legend Gary Vaynerchuk.
- September 17 | Web 3.0 and Blockchain Academy – Blockchain technology is experiencing a massive resurgence. Learn how to leverage crypto for your business, demystify smart contracts and learn all about NFTs in an AMA session with Gary Vaynerchuk.
👉 Click here to learn more about our Tech Academies and sign up!
First Pitch Competition
We’re on the hunt for the next big thing in iGaming – and SBC’s First Pitch, presented by Soft2Bet Invest, and sponsored by Xanada Investments, is where that happens.
On Thursday, 18 September, five start-ups will take to the Technology Stage to pitch their business to a panel of leading industry investors, competing for a prize package worth over €90,000.
Watch as AIstats, Betpass, ChatBet, LiveDuel, and Nandemo Draft Co. go head-to-head for game-changing investment and the chance to accelerate their growth.
👉 Click here for more info on First Pitch.
Media Headquarters
The Media Headquarters is your gateway to getting your brand noticed. Located right next to the main registration desk, it provides a dedicated space to connect directly with trade journalists who are eager to share your story with the industry.
In partnership with Press Box PR, the Media HQ offers tailored support – from thought-provoking articles and high-impact video interviews to strategic advertising across key channels – ensuring your message reaches the right audience.
👉 Find out more about the Media Headquarters here.
3v3 Football Championship
We’re bringing a football pitch to the show floor, and we’re looking for the best team in iGaming.
Enter your team for the 3v3 football tournament for a chance to win bragging rights, a lovely shiny trophy and pairs of Meta Ray Bans for your squad.
While things may get competitive, this is the perfect way to break the ice with potential clients and meet new attendees.
Both men’s and women’s teams can enter! Follow the link below for more information.
👉 Sign up for the 3v3 Football Championship here.
Food Festival
Our Food Festival is back for 2025, bringing you the best food Lisbon has to offer all in one place.
The Festival features nine distinct zones, with all dietary requirements (vegetarian, vegan, gluten-free, dairy-free) catered for. Choose from Thai, Vietnamese & Japanese, Bar-Style Salads, Mixed Options, Sandwiches & Pizza, Seafood/Lebanese/Acai Bowls, Greek Street Food, Mexican, and American Barbecue.
Each food zone includes dedicated networking spaces, giving you the perfect setting to share a meal with your team, catch up with clients, or connect with new leads.
Remember, VIP, operator, and affiliate pass holders will receive a complimentary food wristband pre-loaded with €30-a-day to spend on food, so make the most of it!
👉 Find out more about our Food Festival here.
SBC Awards
SBC Awards is a night of glitz and glamour dedicated to celebrating the very best operators, suppliers, and payment leaders from across the betting and gaming industry.
Hosted by Manchester United legend Peter Schmeichel, the event will welcome 1,200 industry leaders for a three-course dinner, free-flowing drinks, and an evening of top-tier entertainment as we toast the winners across 38 award categories.
Taking place on Thursday, 18 September at the MEO Arena, make sure to don your finest tuxes and ball gowns for a fitting finale in Lisbon.
👉 Find out more about SBC Awards here.
Affiliate Leaders Awards
This year’s SBC Summit will debut the Affiliate Leaders Awards – a dedicated, standalone ceremony celebrating the companies and individuals shaping the future of affiliate marketing.
Previously part of the wider SBC Awards, this new format gives affiliate-focused brands their space to shine. Held at the MEO Arena, and hosted by Sky Sports presenter Alison Bender, the evening will welcome 500 guests for a drinks reception, a sumptuous three-course dinner, and unlimited drinks as we raise a toast to the very best in the business.
More than just a celebration, the Affiliate Leaders Awards will be a prime networking opportunity, bringing together affiliates, operators, and suppliers for an unforgettable night of recognition and connection.
👉 For more information, including how to secure your place, click here.
Opening Party Sponsored by RedCore
VIP Event Pass holders, operators, and affiliates can kick off SBC Summit in style at the Official Opening Party.
Hosted at Urban Beach with stunning views of the iconic 25 de Abril Bridge, the night will feature electrifying performances from Grammy Award-winning DJ Imanbek and British festival favourite Joel Corry. It’s the perfect way to start your SBC Summit experience – world-class music, great company, and unbeatable Lisbon views.
👉 Click here for all the details on the Opening Party.
The INFINITY Lisbon
We’re not called the Greatest Show in Gaming for nothing. This year marks the return of the INFINITY Lisbon, our EDM festival that caps off three days of high-value networking and insights.
This year, global superstar DJs Alok and Timmy Trumpet will be rocking the stage, ensuring you finish SBC Summit on a high note, and let your hair down with your fellow team members and new connections.
The INFINITY Lisbon takes place at the MEO Arena on Thursday, 18 September from 20:00-03:00.
This event is exclusively for VIP, operator, and affiliate pass holders, so make sure you have the right pass to avoid disappointment at the door!
