SBC Summit 2025 has concluded on a high note, cementing its reputation as the greatest show in gaming with a record-breaking 30,000+ delegates from 150 countries in attendance.

This year’s edition delivered a 20% year-on-year growth in participation, drawing together the world’s top operators, suppliers, affiliates, regulators, media, fintechs, and sports professionals. The summit also welcomed over 700 exhibitors and sponsors, 550+ expert speakers, and an expanded footprint of 135,000m² across FIL and the MEO Arena.

The voices of the protagonists

Sharing the main reason for attending the Summit, Elaine Gardiner-Ruddock, Managing Director of affiliate TAG Media, mentioned that “last year’s Summit was the most fruitful show for us in terms of business,” adding that because of that, “this year it was definitely a must-attend.”

Jesper Svensson, CEO of global operator Betsson Group, echoed this sentiment, calling the event “a yearly occurrence in the calendar.” 

For Dinos Stranomitis, Director and COO of Altenar, the value is clear: “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.”

Pierre Cadena, COO of Catena Media, underlined the scale of the 2025 edition: “It is certainly one of the biggest and most expansive conferences that I attend in a given year.”

Apart from scale, the event achieved unprecedented international scope, with 16 new countries represented compared to last year. Audience growth was particularly strong across Latin America (78.2%), Asia (68.8%), Africa (40.4%), and Europe (49%), underscoring the summit’s global relevance. 

Svensson commented on the global nature of the event: “When there are so many people here from all around the world, that’s the real value we’re after. For us, operating in so many different jurisdictions, the opportunity to meet people from different places is invaluable.”

Ivan Gojic, Chief Sportsbook Officer at Entain, added: “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.”

New Global & Emerging Markets stages and regionally focused networking zones also gave delegates fresh opportunities to explore growth markets in Africa, Asia, Latin America, North America, and beyond.

Marcel Prioteasa, CEO of NetBet, shared his thoughts on the new addition: “It’s a very good add-on. It offers operators the possibility to cherry-pick what we are interested in and where to go.”

Beyond sheer scale and its global nature, the summit attracted a senior-level audience at an unparalleled rate. More than 5,900 C-level decision makers were in attendance, reflecting SBC Summit’s role as the central meeting point for the industry’s most influential leaders. 

600 of these C-level executives attended the annual SBC Leaders Summit in Lisbon on Monday, just ahead of the main conference days. Dan Taylor, CEO of Flutter International, commented: “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. It’s a really efficient way to do that, which is fantastic.” 

Prioteasa noted that the presence of senior decision-makers is a major draw to SBC Summit: “You have leaders of big companies setting market trends here."

Operator attendance grew by 31%, while affiliate attendance rose by an impressive 38%, demonstrating the event’s increasing value to these key stakeholder groups. 

Commenting on the impressive affiliate attendance at this year’s event—largely driven by the dedicated Affiliate Leaders Summit, which ran alongside the main summit for three days and even featured the brand-new Affiliate Leaders Awards ceremony—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. I run the affiliate marketing team at BetMGM, so to me, it’s great. I get to see all my partners; there are excellent sessions, and it’s very niche and focused on our vertical, which is fantastic.”

On the show floor, 235 new sponsors and exhibitors joined the roster, adding to the 700 brands showcasing their latest products and innovations.

Commenting on the variety of offerings on the expo floor, George Anestis, Online Casino Director at Greek operator OPAP, mentioned: “When it comes to sportsbook or casino platforms and propositions, as well as CRM and acquisition, everything is covered at the exhibition here. Moreover, we see a lot of affiliates, which are an integral part of our business, and it’s a great opportunity to connect with them as well.”

Rozic from EveryMatrix added: “Our stand gave us a dedicated space to host partners and engage in meaningful conversations, and we managed to meet pretty much everyone we wanted to. It’s been very useful, and we’re definitely coming back next year.”

Another exhibitor, Ramon Glieneke, COO of game aggregator Alea, said: “It’s been packed and crazy busy. Our booth was buzzing with people, meetings, existing clients, and new leads. It’s a great opportunity for us to showcase our new releases and products. So far, it’s been amazing — we’re really, really happy.”

On the conference side, more than 550 industry leaders took the stage to share insights, with highlights including not just industry celebrities but also world-class keynote speakers and sports icons such as Gary Vaynerchuk, Randi Zuckerberg, Oleksandr Usyk, and Rubens Barrichello.

Yaroslava Romaniv, Head of Marketing and PR at GR8 Tech, highlighted the impact of bringing boxing champion Oleksandr Usyk to the event: “Our partnership with Ready to Fight, co-founded by Oleksandr Usyk, made his appearance at SBC Summit especially meaningful. The response to his keynote has been fantastic. Later, when Usyk joined us at our booth, it created an incredible experience for everyone who wanted to interact with a true legend. For us, it was a huge milestone and a win-win.”

 Reflecting on the keynote lineup, Ivan Gojic of Entain remarked: “This year, you had Gary Vaynerchuk, you had Oleksandr Usyk, an undisputed champion. Those are things you don’t get to see often. And coming from somebody who is a huge sports fan, it really gets me going.”

 The launch of the Tech Academies also stood out, offering hands-on learning in AI, blockchain, gamification, and marketing. Commenting on their relevance, 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.”

Overall, the Super Stage at MEO Arena delivered standout moments, from an inspirational talk with football legends to the Super CEO Panel, featuring top executives from Flutter International, Super Group, Betfred, Betsson Group, and Fast Track.

A big highlight of this edition was the addition of the Legends Charity Game, which saw a team of world football legends take on a side of Portugal legends. Fans were treated to unforgettable performances from global icons such as Kaká, Alessandro Del Piero, Roberto Carlos, and Edwin van der Sar, who went head-to-head with Portuguese greats including Luís Figo, Ricardo Quaresma and Nani. Beyond the excitement on the pitch, the game has already raised €600,000 for four incredible charities, adding a powerful philanthropic dimension to the event.

Pavel Krbec, CEO of Flashscore, shared his thoughts on the Legends Charity Game: “I have to say that I really enjoyed the charity game. It was a great opportunity for Flashscore to invite our business partners. I really appreciated it, and I was pleasantly surprised by the attendance — over 20,000 people, from what I heard. A very nice achievement.”

Ramon Glieneke of Alea said: “For us, it was an easy yes (supporting Legends Charity Game). The event aligns perfectly with our culture and values. It shows how the iGaming industry can come together as a community to support causes that truly matter.”

Football legends also extended their visit to the main summit, mingling with attendees. Former Dutch goalkeeper Edwin van der Sar joined TV presenter Kirsty Gallagher to co-host the SBC Awards, where excellence across the industry was celebrated in more than 40 categories.

On the hospitality side, highlights included thoughtful touches such as airport registration and a Food Festival with over 40 food trucks. The evening entertainment truly stole the show, with the Opening Party at Urban Beach featuring Joel Corry and Imanbek, and the spectacular INFINITY Lisbon Closing Party headlined by ALOK and Timmy Trumpet.

Gardiner-Ruddock was particularly impressed by the abundance of options throughout the week: “What really stands out for me is the abundance of opportunities and side events. From food trucks to smoothie bars, there’s just so much of everything. I only wish I had more time to experience it all.”

BetMGM’s Sabo also praised the mix of features and experiences: “I’d say the features and experiences have stood out the most to us. I thought it was great that we could register at the airport. I also loved the Food Festival — it’s a fun thing that SBC does. I loved all the food variety, and of course, the networking events at night are a lot of fun.”

Notably, the summit’s significance extended well beyond the industry, with an estimated 72,000+ hotel room nights booked and a direct contribution of an estimated €80-100 million to the Portuguese economy.

Rasmus Sojmark, CEO & Founder of SBC, commented: “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. Our priority remains delivering an exceptional delegate experience, strong business ROI, and the greatest show in gaming.”

As Noelia Groisman, Paid Social, Media and Affiliation Team Leader at Codere Online, put it: “SBC Summit is the greatest show in gaming because you can start the day with an idea and end it with the whole picture complete.”

Or, as Elaine Gardiner described it: “It is Disneyland for iGaming professionals. There’s something new and exciting everywhere you look.”

Stranomitis said: “It’s not just about quantity here, it’s about quality. People come with a real appetite for business, and we’re having valuable discussions with high-level industry leaders. For us, attending SBC is absolutely worth it — it’s a great show.”

Rozic added: “I’ve been following SBC since the early days, and each year you push another boundary. People see that and appreciate it, even if they don’t always say it to your face. Talking to industry peers, you can tell the appreciation is there.”

With planning already underway for SBC Summit 2026, next year promises to raise the bar yet again, introducing new features and experiences while continuing to deliver on SBC’s commitment to being the most international, innovative, and impactful event in the gaming calendar. 

SBC Summit will return to Lisbon from 29 September to 1 October 2026.