Day 1 of SBC Summit Americas spotlights prediction markets, AI and industry challenges

Prediction markets took center stage on the opening day of SBC Summit Americas 2026, as industry leaders, regulators, operators, and technology providers gathered at the Broward County Convention Center to discuss the issues shaping the future of gaming across North and Latin America.

While the two-day event covered topics ranging from artificial intelligence and responsible gambling to fantasy sports on its first day, one theme consistently resurfaced throughout the conference agenda: the growing influence of prediction markets and their potential impact on the established sports betting ecosystem.

Prediction markets dominate the conversation

The discussion began early during the Leaders Stage panel, The Big Picture: Steering the Future of Gaming, where executives debated whether prediction markets represent competition, innovation, or an inevitable evolution of wagering products.

Fanatics Betting & Gaming Chief Technology Officer Ian Botts argued that prediction markets have succeeded partly because of their simplicity.

"The reason prediction markets are doing so well is it's very simple to play," Botts said. "It's a binary yes or no. If you look at a sports betting event with 100 different markets, it's generally a complicated game to get into if you're not too familiar with it."

According to Botts, this simplicity could influence how operators develop future products. "I think the impact across the industry is going to be quite significant. You'll start to see online casinos and sportsbooks adapt their products to be a bit more user-intuitive, a bit simpler, a bit cleaner," he added.

However, the rapid rise of prediction markets also generated concerns regarding consumer protection. Kevin Mullally, CEO and Managing Director of IAGR and The Mullally Group, questioned the lack of safeguards compared to traditional regulated gambling environments.

"It's unbelievable to me that you have people who take the very difficult action admitting, 'I have a problem with this product. I'm going to take personal responsibility for it. Will you help me?'" Mullally said. "Then their own federal government says, 'Well, we know you've self-excluded, we know you're trying to stop engaging in this activity, but we don't care.'"

The conversation continued later in the day during The Current State of Prediction Markets in the US, a panel that gained additional relevance following the Commodity Futures Trading Commission's release of proposed rules regarding prediction market regulation.

DraftKings Predictions Senior Vice President and General Manager Jeanine Hightower-Sellitto joined Sporttrade Founder and CEO Alex Kane, Optimove US Lead Jeff Laniado, and Sidley Austin Partner Ian McGinley to examine whether sports event contracts complement or compete with regulated sportsbooks.

Kane revealed that he had approached the Massachusetts Gaming Commission seeking permission for sportsbook operators offering prediction market products to provide both services simultaneously, arguing that doing so could broaden participation and increase tax revenue.

Consumer protection concerns take center stage

Beyond prediction markets, responsible gambling remained a major focus throughout the opening day.

Former U.S. Congressman Patrick J. Kennedy delivered one of the conference's most powerful sessions during the panel Building a Public Health Response to Gambling Harm. Kennedy, a long-time advocate for mental health awareness and addiction treatment, drew from his personal experiences while emphasizing the importance of treating gambling-related harm as a public health issue.

"I'm an old-fashioned drug addict," Kennedy said candidly. "I had lots of DUIs and major jackpots. I knew intellectually that I was suffering from addiction, but I couldn't do anything about it."

Kennedy argued that society faces broader challenges regarding addiction and behavioral health, particularly among younger generations increasingly exposed to various forms of digital engagement.

Player protection discussions continued throughout dedicated symposium sessions focused on modern approaches to responsible gambling. Industry experts highlighted how operators are moving beyond traditional compliance-driven models toward more personalized interventions powered by behavioral data and real-time engagement tools.

AI shifts from innovation to necessity

Artificial intelligence emerged as another defining theme of Day 1, with speakers emphasizing that AI has evolved from an emerging technology into an operational necessity.

During the panel Land-Based Leaders: Navigating Shifting Demand in a Changing Gaming Landscape, Sun Gaming and Hospitality CEO Bobby Soper stressed the importance of effectively leveraging data through AI-powered solutions.

"That's the necessity now," Soper said. "You aren't a leader anymore. You have to be able to optimize your data."

The comments reflected a broader industry sentiment that AI is increasingly influencing areas ranging from customer engagement and marketing to fraud detection and operational efficiency.

Other key discussions of Day 1

Sports integrity also remained firmly on the agenda as stakeholders addressed concerns surrounding match-fixing, insider information, and the growing accessibility of betting products.

During the session Lines, Limits, and Loopholes: Protecting the Future of Sports Wagering, NCAA Managing Director of Enforcement Mark Hicks expressed concern regarding certain prediction market platforms permitting participation from individuals as young as 18 years old.

Meanwhile, Legacy Consulting Group CEO Tony Amormino noted that while insider information has always existed within sports, technological advancements and social media have significantly accelerated access to such information.

Tribal gaming leaders, meanwhile, reflected on evolving priorities within Native American gaming operations. During discussions surrounding representation and sovereignty, concerns were raised that increased competition within expanding digital gaming markets could shift focus away from protecting tribal rights toward protecting market share.

Commercial opportunities linked to major sporting events also received attention ahead of the FIFA World Cup 2026. Industry executives discussed strategies for converting tournament-driven customer acquisition into long-term engagement, with retention emerging as a critical objective beyond the event itself.

What's next on Day 2

As Day 1 concluded, attendees prepared for the SBC Awards Americas while looking ahead to another packed agenda on Thursday. You can review the winners here.

The second day of SBC Summit Americas will continue examining key topics including payments innovation, Latin American regulation, affiliate marketing strategies, and further discussions surrounding prediction markets. Attendees will also have the opportunity to watch the opening FIFA World Cup match between Mexico and South Africa from designated areas across the exhibition floor.

10:15 AM - 10:35 AM
iGaming Daily (Podcast & Interview Stage)
Recap of Day 1's biggest stories and preview of the final day of SBC Summit Americas.

10:40 AM - 11:00 AM
Unlocking AI to Drive Growth (Stage 1 - Leaders)
How gaming companies can use AI as a commercial growth engine.

11:00 AM - 11:40 AM Sessions

• From The Legendary Sports Book Operator & Author of 'The Bookie' - Frontline Stories: Art Manteris on Growth, Risk, and Sports Integrity (Stage 1)
• The M&A Playbook: Turning Your Brand into an Acquisition Target (Stage 2)
• Tech Leaders: How Tech Leaders are using AI to Engage Customers, Transform Operations, and Shape the Industry (Stage 3)
• Affiliate Leaders 2026: Strategies for the Next Wave of Growth (Stage 4)
• The LatAm Betting Boom: Technology and the User Experience (Stage 5)
• Prediction Markets 101 (Breakout Stage)
• Fundraising 101: Win your First Round (Masterclass, 11:00 AM - 12:00 PM)

11:20 AM - 12:00 PM
IAGR Leaders Discuss Top Regulatory Priorities (Stage 1 - Leaders)
Global regulators discuss illegal markets, prediction markets, and future regulatory trends.

11:40 AM - 12:20 PM Sessions

• Regulators Rising: How Oversight Is Shaping North American Gaming (Stage 2)
• Emerging Payment Methods: Biometrics, BNPL, Open Banking & More… (Stage 3)
• X Gaming: Real-Time Engagement Today and Tomorrow's Growth Engine for LatAm Betting & iGaming (Stage 4)
• The Future of Sports Betting in Latin America (Stage 5)
• Prediction Markets: How Sportsbooks are Entering the World of Event Contracts (Breakout Stage)

12:00 PM - 12:20 PM Sessions

• Win Without Risk: Building a Positive-Sum Future for Prediction Platforms (Stage 1)
• Operators and Affiliates: Bet on Latam - Win with Google Ads (Stage 4)

12:00 PM - 2:00 PM
Building a World Cup Tournament Model: From Ratings to Outrights (Masterclass)
A practical workshop on creating betting models for major football tournaments.

12:15 PM - 12:40 PM
Tales from the Bookie (Podcast & Interview Stage)
Veteran bookmaker Art Manteris shares stories from a 40-year career.

1:20 PM - 2:00 PM Sessions

• Latin America's Evolving Gaming Frameworks (Stage 1)
• Innovation vs. Regulation: Finding Common Ground in Prediction Markets and Emerging Formats (Stage 2)
• Crypto Compliance and Regulated Stablecoins? (Stage 3)
• The Channels You Don't Understand Are the Ones Taking Your Players (Stage 4)
• Cross-Platform and Cross-Channel Innovation: The Future of National Lotteries in South America (Stage 5)
• Prediction Markets: A Question of Compliance and Integrity (Breakout Stage)

2:00 PM - 2:40 PM Sessions

• Regulator Rumble: The Future of LatAm (Stage 1)
• Crackdown on Unregulated Gaming: Where States Draw the Line (Stage 2)
• Every Withdrawal Is the Start of the Next Bet: New US Payout Research from SBC Insights and Stats Perform (Stage 3)
• The Operator / Affiliate Partnership Imperative: From Acquisition Volume to Player Value (Stage 4)
• Prediction Markets: What's the Future of Futures? (Breakout Stage)
• Cross-Border & Outbound Sweepstakes Opportunities (Masterclass, 2:00 PM - 3:00 PM)

2:20 PM - 3:00 PM
The Future of Payment Personalization: Should Players Choose How They Pay? (Stage 3)
Examining the balance between convenience, personalization, and responsible gambling.

2:30 PM - 3:00 PM
Regulators Rising: How Oversight Is Shaping North American Gaming (Podcast & Interview Stage)

2:40 PM - 3:20 PM
First Pitch (Stage 1 - Leaders)
Startups compete to win SBC's investment-focused pitch competition.

3:30 PM - 4:00 PM
First Pitch Winner Interview (Podcast & Interview Stage)
The winning startup discusses its business idea and future plans.

SBC Summit Americas 2026