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SBC Summit 2025 Ends on a High: SBC Summit 2025 closed its doors after three busy days in Lisbon, setting new records as the biggest edition yet. Over 30,000 attendees from 150 countries made the trip, confirming the summit’s reputation as the industry’s ultimate meeting point.
Attendance rose 20% from last year, with the event welcoming operators, suppliers, affiliates, regulators, media, fintechs, and sports figures. The footprint stretched across 135,000m² of FIL and MEO Arena, featuring 700+ exhibitors, 550 speakers, and countless networking spaces.
Elaine Gardiner-Ruddock of TAG Media explained why she keeps coming back: “Last year’s Summit was the most fruitful show for us in terms of business,” she said. “This year it was definitely a must-attend.”
Why It Matters to the Industry
Jesper Svensson of Betsson Group called it “a yearly occurrence in the calendar.”
Dinos Stranomitis of Altenar added: “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.”
EveryMatrix’s Ivan Rozic said: “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.”
Catena Media COO Pierre Cadena put it simply: “It is certainly one of the biggest and most expansive conferences that I attend in a given year.”
Growing Global Audience
This year added 16 new countries, strengthening global reach. Growth was sharpest in Latin America, Asia, Africa, and Europe.
Svensson said: “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.”
Entain’s Ivan Gojic 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 Features and Focus
Networking zones and new Global and Emerging Markets stages gave attendees a closer look at growth regions.
NetBet’s CEO Marcel Prioteasa said: “It’s a very good add-on. It offers operators the possibility to cherry-pick what we are interested in and where to go.”
Leaders Gather in SBC Summit 2025, Lisbon
The summit drew 5,900+ senior executives, with 600 attending the exclusive SBC Leaders Summit.
Flutter’s Dan Taylor reflected: “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 emphasized: “You have leaders of big companies setting market trends here.”
Affiliates in the Spotlight
Affiliate participation rose by 38%, thanks to the Affiliate Leaders Summit and the debut of the Affiliate Leaders Awards.
BetMGM’s Sarah Sabo 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.”
Exhibitors and Deals
The expo floor was buzzing with 235 new exhibitors.
George Anestis of OPAP said: “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 of EveryMatrix noted: “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.”
Alea’s Ramon Glieneke shared: “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.”
Headliners and Legends
Keynotes from Gary Vaynerchuk, Randi Zuckerberg, Oleksandr Usyk, and Rubens Barrichello made waves.
GR8 Tech’s Yaroslava Romaniv said: “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.”
Entain’s Gojic added: “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.”
Football Stars Steal the Show
The Legends Charity Game was a major hit, raising €600,000 and featuring world stars like Kaká, Roberto Carlos, and Alessandro Del Piero against Portugal’s Luís Figo, Nani, and Ricardo Quaresma.
Flashscore’s Pavel Krbec said: “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.”
Alea’s Glieneke added: “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.”
Memorable Week in SBC Summit 2025 Lisbon
From airport registration to a food festival with 40 trucks, to parties headlined by global DJs, the hospitality experience stood out.
Gardiner-Ruddock said: “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.”
Sabo from BetMGM added: “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.”
The Road to 2026
The summit generated an estimated €80–100 million for the local economy, including 72,000+ hotel nights.
SBC founder Rasmus Sojmark 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. Our priority remains delivering an exceptional delegate experience, strong business ROI, and the greatest show in gaming.”
SBC Summit will return to Lisbon from 29 September to 1 October 2026.
ALSO READ: SBC Summit 2025: A Gathering Of Ideas, An Umbrella Of Opportunities Part 2
