SBC Summit 2025: Day 2 spotlights European challenges and UAE ambitions as Lisbon looks to Asia for the final day

2025-09-18

Portugal

Reading time 3:54 min

The second day of SBC Summit Lisbon 2025 kept the momentum from Tuesday’s packed opening, filling stages and corridors with debates that ranged from Europe’s regulatory updates to the opportunities in Eurasia and the Middle East. If Day 1 set the tone with focus on Latin America and high attendance, Wednesday was about wrestling with some of the industry’s most complex markets.

From a heavyweight appearance by Oleksandr Usyk to fiery exchanges on Finland’s upcoming market launch, the programme showed why the Lisbon show has become a key meeting point for gaming leaders. And with the curtain set to fall today, Thursday’s sessions will shift the spotlight to Asia before the annual SBC Awards and a closing party at the MEO Arena bring the week to a close.

Italy: Stake’s challenge in a restricted market

The day featured insights into Italy, a market that remains highly attractive but notoriously difficult for new entrants. Fabio Angeli Bufalini, Country Director at Stake, admitted the brand still faces a steep climb despite its global presence.

“Stake is a huge brand globally, but in Italy it seems we will start from scratch, and honestly, it will not be easy because there is an advertising ban, and it’s not easy for a newcomer to operate and take the right action to establish,” Bufalini said.

Advertising restrictions, among the toughest in Europe, mean operators must rely on brand-building through alternative channels, making the Italian market one of the most closed in the region despite its size.

Europe under pressure

Taxation and public perception were central themes on the Western Markets stage. Pascal Chaffard, CFO and Strategy Officer at FDJ, urged a more holistic view of gambling that includes lottery and softer verticals, not just sports betting.

BoyleSports CEO Vlad Kaltenieks flagged sustained gambling industry reputational challenges across Europe. Meanwhile, LiveScore CEO Sam Sadi expressed disappointment in industry representation by its trade bodies in key tax debates in the UK and the Netherlands: “The platform of debate has been poor.”

The message was clear: growth opportunities exist, but operators will have to adapt to higher taxes and greater scrutiny in the years ahead.

Finland: no harmony on the launch path

If one session captured the tension of the day, it was the Finnish panel late in the afternoon. Moderated by Finnplay’s Jaakko Soininen, the discussion turned heated as operators and regulators sparred over the draft framework for Finland’s 2027 gambling market.

Nils Andén, CEO of Kindred (FDJ United), was sharp in his criticism: “Don’t give me loose interpretations, where we have to ponder the legislation. I want it fixed so that Kindred can compete on product and service.”

From Paf’s side, Sverker Skogberg called for liberalised affiliate access and even floated the possibility of Bitcoin integration. But Hippos ATG rejected any notion of advertising curbs, with CCO Antti Koivula asking bluntly: “Why should we enter into any agreements? We have never breached laws.”

The session ended with a warning from Entain’s Dainis Niedra: the Finnish regime risks becoming “the gloomiest launch to a multi-billion market ever.”

UAE: “Redefining what gaming means”

One of the most closely watched markets at this year’s Summit is the United Arab Emirates. With panelists from Aristocrat, Wynn Al Marjan Island, and Momentum, the discussion stressed the importance of creating a regulated environment that offers a credible alternative to illegal sites.

Kevin Mullally, CEO of the GCGRA, revealed that the regulator had already shut down 6,000 illegal websites. He was bullish about the country’s role in shaping the industry’s future: “UAE is going to redefine what gaming means for the rest of the world.”

The panel agreed that the UAE provides a unique testing ground for innovation, compliance, and consumer protection in equal measure.

Oleksandr Usyk takes the stage

Away from the regulatory debate, the Super Stage drew a large crowd for boxing legend Oleksandr Usyk. Interviewed by Kirsty Gallacher and GR8 Tech, Usyk reflected on his career and the values of resilience and excellence that align with GR8 Tech’s vision.

“His team is renowned for having the highest IQ in boxing, and that relentless pursuit of excellence is exactly what drives us,” said Yevhen Krazhan, Chief Sales Officer at GR8 Tech.

What’s ahead on Day 3

Thursday’s programme turns to Asia, one of the fastest-growing and most complex regions in the global gaming industry. With India, the Philippines, and Macau on the agenda, the Emerging Markets stage is set to deliver some of the week’s most anticipated sessions.

Highlights include:

Asia: Navigating Regulation, Opportunity and Uncertainty — with leaders from 12BET, Claymore Solutions, Rajah & Tan Singapore, and Big Idea.
India’s Regulatory Roadmap: The Next Decade for Gaming — exploring the recent federal ban on real-money games, fantasy sports, poker, and rummy.
Life after POGOs — evaluating the Philippines’ shift to domestic operators (PIGOs) and whether it positions the country as Asia’s first fully regulated iGaming market.

The 2025 edition of the First Pitch competition also marks another highlight of the day, as five startups compete on the Technology Stage for a prize package worth over €90,000, backed by Soft2Bet Invest and Xanada Investments.

The Summit will conclude with the 12th annual SBC Awards, hosted by football legend Edwin van der Sar, followed by the INFINITY Lisbon closing party at the MEO Arena featuring performances from Alok and Timmy Trumpet.