SBC Summit 2025: Full halls and LatAm discussions mark day one as Lisbon gears up for more

2025-09-17

Portugal

Reading time 4:20 min

SBC Summit Lisbon opened yesterday, Tuesday, with record-breaking numbers, welcoming over 30,000 delegates to the Feira Internacional de Lisboa and MEO Arena for the largest edition of the event to date. The scale was immediately apparent: more than 700 exhibitors filled the exhibition halls across 135,000 square meters, a 20% increase from last year, underlining the acceleration of the global gaming and betting event.

The exhibition floor is divided into dedicated zones — Casino & iGaming, Sports Betting, Payments & Compliance, Affiliate, and Player Protection — providing structure to the show's unprecedented size. Each section carried its own energy, with established suppliers showcasing flagship products, startups introducing innovations, and service providers competing for attention. Visitors noted the density of activity at the affiliate and payments zones, where conversations about traffic strategies, retention, and regulatory demands were at the forefront.

Networking opportunities remained central to the summit’s opening day. Lounges and open spaces across the venue were constantly active, while the Food Festival, with more than 40 international dining options, offered a setting for more informal meetings. In the evening, the Opening Party at Lisbon’s Urban Beach brought together hundreds of attendees. Sponsored by RedCore, the night featured live sets by Imanbek and Joel Corry, setting a lively tone for the rest of the week.

Conference program: strategy and regional focus

Day 1’s conference program proved varied and exciting, with one of the highlights taking place at the Super Stage with the Super CEO Panel. Executives including Flutter International’s Daniel Taylor, Super Group’s Neal Menashe, Betfred’s Joanne Whittaker, Betsson Group’s Jesper Svensson, and Fast Track’s Simon Lidzén explored the sector’s future direction. Themes ranged from the balance between innovation and regulation to the role of artificial intelligence in enhancing both operational efficiency and player engagement. Discussions also touched on the responsibility operators bear in building sustainable models, particularly around safer gambling initiatives.

Regional tracks highlighted Latin America’s continued momentum. With Brazil’s regulated framework now in motion, experts discussed the balance between taxation and market sustainability. Peru’s evolving model and Mexico’s growing maturity were also assessed, with speakers emphasizing the need for localized strategies rather than importing solutions from Europe or North America. The LATAM sessions reinforced the region’s reputation as a hotbed of opportunity, particularly as local operators gain confidence in shaping their own markets.

Africa was also in focus, with panels examining how markets such as Nigeria, South Africa, and Kenya are handling rapid growth amid calls for more harmonized regulations. Panelists highlighted infrastructure challenges and the need for balancing accessibility with player protection. These sessions reflected the summit’s broader mission: to provide a platform for exchanging knowledge across markets that are often at different stages of development.

Innovation and technology on display

The integration of new technologies was a defining theme of Day 1. The launch of SBC’s Tech Academies provided structured discussions on AI, gamification, and emerging marketing tools. Case studies showed how data-driven personalization is reshaping retention strategies, while sessions also cautioned against overreliance on automation at the expense of human oversight.

On the keynote front, entrepreneur Randi Zuckerberg set the tone with “StAI Ahead: Upleveling Yourself and Your Business with AI.” Her address outlined practical ways in which artificial intelligence can be used to scale creativity, improve customer experiences, and anticipate market shifts. Her focus on adaptability resonated with both operators and suppliers navigating rapid technological change.

Across the exhibition floor, product launches reinforced the emphasis on innovation. From immersive slot titles and sportsbook features to new compliance solutions, exhibitors sought to demonstrate not only technical sophistication but also alignment with regulatory requirements and changing player expectations. Conversations around Web3 and the potential of blockchain applications signal the industry’s appetite for experimentation.

Looking ahead: Day 2

As the summit moves into its second day, attention turns to another packed program. Gary Vaynerchuk headlines the Super Stage with his keynote “Day Trading Attention,” where he will discuss how brands can identify undervalued channels in an oversaturated media landscape. His appearance is expected to draw one of the week’s largest audiences.

Day 2 will also expand the regional lens, particularly on Eurasia and the Middle East, alongside specialized summits for affiliates and payments. Below are some of the key highlights on today’s agenda:

Keynote: Day Trading Attention (Super Stage, 11:00–11:30)
Entrepreneur Gary Vaynerchuk, Chairman of VaynerX and CEO of VaynerMedia, will headline the day with his trademark energy, offering practical strategies on how brands can leverage underpriced attention channels, from influencer marketing and paid media to collectibles.
Panel: All In on AI: The Future of Player Experience in iGaming (Stage 3 – Technology, 11:00–11:40)
Experts from Casumo, Totogaming, BetMGM Brazil, Click Hunters, and Fast Track will explore how artificial intelligence is transforming the player journey through real-time personalization, predictive insights, and next-generation engagement tools.
Emerging Markets Track: Eurasia & the Middle East (Stage 2, all day)
A full-day program dedicated to the region’s fast-rising markets, with sessions on:
- Eurasia Leaders Panel: Expansion or Contraction? featuring executives from Flutter, Superbet Group, Parimatch, and 1XBET.
- Georgia & Armenia Lead the Way, spotlighting regulatory and tax shifts and the operators adapting to them.
- Cryptocasinos & Emerging Markets – The Boom Continues, assessing compliance and responsible practices in crypto gaming.
- Crossing Borders: Cross-Selling in Balkan Markets, where leaders from Entain CEE, Rombet, Campeon Gaming, and others will share strategies for multi-jurisdiction growth.
- Inside the UAE’s Ambitious Vision, with executives from Aristocrat, Wynn Al Marjan Island, GCGRA, and Momentum debating how the UAE could shape the region’s regulatory future.
Affiliate Leaders Awards (MEO Arena, evening)
The industry gathers tonight for the debut edition of the Affiliate Leaders Awards, recognizing innovation and excellence in the affiliate space. The ceremony will be the centerpiece of the expanded Affiliate Leaders Summit, which now spans three days and boasts a 40% larger exhibition floor.