SBC Summit 2025 sets new records with 30,000 delegates and global reach

SBC Summit 2025 closed its latest edition on a high note after welcoming more than 30,000 delegates from 150 countries in Lisbon, marking its most expansive edition to date. The event, held across FIL and the MEO Arena, grew by 20 percent compared to last year, extending over 135,000 square meters and featuring more than 700 exhibitors and sponsors alongside 550 speakers.

The summit once again gathered the full spectrum of the gaming ecosystem, including operators, suppliers, affiliates, regulators, media, fintech firms, and sports professionals. Attendees praised the conference as an essential fixture on the calendar.

Elaine Gardiner-Ruddock, Managing Director of TAG Media, said: “Last year’s Summit was the most fruitful show for us in terms of business,” adding that, “this year it was definitely a must-attend.” Jesper Svensson, CEO of Betsson Group, described the gathering as “a yearly occurrence in the calendar.”

Others underlined its global scale. Dinos Stranomitis, COO of Altenar, noted, “SBC is one of the best shows in the world. At Altenar, we have clear metrics for deciding which events are worth attending, and SBC Summit stands out as one of the most prominent shows globally.”

Ivan Rozic, Global Commercial Director at EveryMatrix, agreed: “If there are two shows you know you have to visit in a year, this has got to be one of them. For us, it was a no-brainer.”

This year’s edition reached new international heights, with delegates from 16 additional countries compared to 2024. Audience growth was particularly strong in Latin America, Asia, Africa, and Europe. Svensson highlighted the importance of that reach: “When there are so many people here from all around the world, that’s the real value we’re after.”

Ivan Gojic, Chief Sportsbook Officer at Entain, remarked on the inclusive atmosphere: “I see a lot of people from Eastern Europe, a lot of people from South America; everybody in the same place, everybody with a chance to speak up. And what I really like is that I don’t see a difference between somebody being a CEO and somebody being a janitor in a company.”

The conference expanded with new Global & Emerging Markets stages and networking zones focused on Africa, Asia, Latin America, and North America. Marcel Prioteasa, CEO of NetBet, said: “It’s a very good add-on. It offers operators the possibility to cherry-pick what they are interested in and where to go.”

The event drew more than 5,900 C-level executives, including 600 who attended the SBC Leaders Summit ahead of the main show. Dan Taylor, CEO of Flutter International, said: “I was at the Leaders Summit yesterday, where I spoke to the audience. It’s a great opportunity to meet other chief executives from businesses around the world in one place.”

Operator attendance grew by 31 percent and affiliate attendance by 38 percent, supported by the new Affiliate Leaders Summit and the debut of the Affiliate Leaders Awards. Sarah Sabo, Director of Affiliate Marketing at BetMGM, said: “I think the Affiliate Leaders Summit is incredibly valuable. I don’t think a lot of conferences do it, so it definitely sets SBC apart.”

On the expo floor, 235 new exhibitors joined the line-up. George Anestis, Online Casino Director at OPAP, said the exhibition “covered everything,” from platforms to CRM tools, while Rozic of EveryMatrix said his company “managed to meet pretty much everyone we wanted to.” Ramon Glieneke, COO of Alea, called the show “packed and crazy busy,” with their booth “buzzing with people, meetings, existing clients, and new leads.”

High-profile speakers and sports figures added further appeal. Keynotes featured Gary Vaynerchuk, Randi Zuckerberg, Oleksandr Usyk, and Rubens Barrichello. Yaroslava Romaniv of GR8 Tech said Usyk’s appearance “created an incredible experience for everyone who wanted to interact with a true legend.” Gojic of Entain added that seeing Usyk and Vaynerchuk was “something you don’t get to see often.”

The program also introduced Tech Academies on AI, blockchain, gamification, and marketing. Pierre Cadena of Catena Media said: “There’s probably not one attendee that walks through the doors who isn’t thinking about how things like AI, business automation, and data-driven strategies need to affect their day-to-day.”

Rasmus Sojmark, CEO and Founder of SBC

Entertainment and charity added to the week’s impact. The Legends Charity Game brought football icons such as Kaká, Roberto Carlos, and Luís Figo to Lisbon, raising €600,000 ($700,525) for charity in front of more than 20,000 fans. Pavel Krbec, CEO of Flashscore, said he was “pleasantly surprised by the attendance.” Glieneke of Alea added that supporting the match “aligns perfectly with our culture and values.”

Evening events included the Opening Party at Urban Beach with Joel Corry and Imanbek and the INFINITY Lisbon Closing Party headlined by ALOK and Timmy Trumpet. More than 72,000 hotel room nights were booked during the week, generating an estimated €80–100 million ($93.40 - 116.75 million) for the Portuguese economy.

Rasmus Sojmark, CEO and Founder of SBC, said: “We are incredibly proud of what we achieved with SBC Summit. The event continues to grow not just in size but in impact, bringing the global industry together for meaningful conversations, new partnerships, and memorable experiences.”

Next year’s SBC Summit will return to Lisbon from September 29 to October 1, 2026, with planning already underway.