The Sheraton Grand Tbilisi Metechi Palace closed out SBC Summit Tbilisi’s 2026 edition on July 16, bringing two full days of discussion, networking and strategy to a fruitful conclusion.
This event, organized by SBC in partnership with SMH Global, shifted focus on the second day away from market entry and towards the topic of long-term business development, regional compliance and sports engagement across Eastern Europe and Central Asia.
The Regulators Forum takes center stage
The standout session of the day belonged to the Regulators Forum, which expanded size-wise for this year’s installment. Leading up to a full house, hands-on case study workshop focused on fighting illegal gambling. Hosted jointly by Global Association of Gaming Regulators (IAGR) and the International Masters of Gaming Law (IMGL), the workshop convened seven regional regulators to hash out international enforcement regimes and potential solutions. Thus, allowing for Monday’s black-market debate to have real life, policy driven continuation.
A football legend joins the conversation
Spanish football legend Fernado Morientes joined the Summit on Day Two, a known element of SBC team to bring a sporting icon as a means of inspiration for business leaders and also adding star power to the show floor. His interview was all about player engagement, leadership and how sports organizations are transforming themselves into modern entertainment brands.
Rethinking the player experience
Another aspect of the day looked at the movement of player expectations around the region. Panelists unpacked what operators need to change on their platforms. Right from speed and usability to the bigger question of digital trust, a key aspect for holding on to the next generation of players.
The battle for talent
Competition for skilled talent continues to rise across Eastern Europe and the Balkans. One track addressed the region’s talent shortage head-on. Panelists provided operators with helpful tips on how to not only recruit but more importantly retain top-notch talent in one of the industry’s most competitive hiring markets.
Operators and affiliates talk economics
Representatives from some of the region’s prominent gaming brands like Flutter CEE, MaxBet, Adjarabet, SOFTSWISS, and Betlive, gathered to discuss the future of operator and affiliate relationships. The conversation revolved around on how both parties can work together to find better methods for reducing costs associated with acquiring customers while improving the relationship.
Closing the Summit in style
As the conference sessions came to an end, all delegates gathered at Noble Savage, post event to attend the official SBC Summit Tbilisi Closing Party, which was organized by Flutter CEE. The evening provided the perfect finale to the two-day event, offering attendees an opportunity to network, strengthen business relationships, close deals, and celebrate before heading home.
Also Read: SBC Summit Tbilisi 2026: Day 1 Reveals Key iGaming Trends
