SBC Summit 2025 has concluded successfully, further cementing its status as the premier event for the betting and gaming industry. This year’s summit attracted over 30,000 delegates from 150 countries, setting a new all-time record.
Attendance grew by 20% compared to 2024, bringing together top-tier global operators, suppliers, affiliates, regulators, media representatives, fintech companies, and sports industry professionals. The event featured more than 700 exhibitors and sponsors, along with over 550 expert speakers, spanning a total area of 135,000 square meters across the FIL and MEO Arena.
Reflecting on the reasons for attending, Elaine Gardiner-Ruddock, Managing Director of the affiliate marketing firm TAG Media, stated: “Last year, the SBC Summit was the most rewarding event for our business.” She added that, for this very reason, “we simply couldn’t miss it this year.”
Jesper Svensson, CEO of the global operator Betsson Group, echoed this sentiment, describing the event as a “fixture on the annual calendar.” For Dinos Stranomitis, Director and COO of Altenar, the value is clear: “SBC is one of the best trade shows in the world. At Altenar, we have a specific set of metrics to evaluate which events are worth attending, and the SBC Summit is undoubtedly one of the most compelling gatherings globally.”
Ivan Rozic, Global Commercial Director at EveryMatrix, shares this sentiment: “If there are two ‘must-attend’ events each year, the SBC Summit is definitely one of them. For us, participating in this event is an obvious choice.”
Pierre Cadena, COO of Catena Media, highlighted the scale of the 2025 summit: “This is easily one of the largest and most comprehensive conferences I attend every year.”
Beyond its sheer scale, this year’s summit achieved an unprecedented level of international reach, with 16 more countries represented among the delegates compared to last year. Growth in attendance was particularly strong from Africa (40.4%), Latin America (78.2%), Asia (68.8%), and Europe (49%), underscoring the summit’s global impact.
Reflecting on the event’s global nature, Svensson noted: “Bringing people together from all corners of the globe—that is where the real value lies. For a company like ours, which operates across multiple jurisdictions, the ability to engage with people from such diverse regions is invaluable.”
Ivan Gojic, Chief Sportsbook Officer at Entain, added: “I’ve seen many people here from Eastern Europe and South America; everyone comes together, and everyone has the chance to share their perspective. What I particularly appreciate is that here, everyone is treated as an equal—whether you’re a CEO or a member of the cleaning staff.”
The addition of a “Global & Emerging Markets” stage, along with dedicated regional networking zones, has provided delegates with fresh opportunities to explore growth markets across Africa, Asia, Latin America, North America, and beyond. Commenting on these additions, Marcel Prioteasa, CEO of NetBet, stated: “This is a fantastic enhancement. It allows operators to selectively focus on specific areas or markets that align with their own interests.”
Beyond its vast scale and global reach, the summit attracted a significant number of high-level executives. More than 5,900 C-level decision-makers were in attendance, underscoring the SBC Summit’s status as a premier gathering point for the industry’s most influential leaders.
Among them, 600 executives took part in the annual “SBC Leaders Summit” held in Lisbon on Monday—an event that preceded the main conference agenda. Dan Taylor, CEO of Flutter International, remarked: “I attended and spoke at the Leaders Summit yesterday. It’s an excellent opportunity to bring together senior executives from across the globe. It’s a highly efficient way to connect, and the experience was superb.” Prioteasa highlighted the presence of so many top-level decision-makers as a key feature of the SBC Summit, noting: “Leaders from many major companies are gathered here, driving market trends.”
The number of operators attending the event grew by 31%, while participation from affiliate partners surged by 38%—a clear reflection of the increasing value the event holds for these vital stakeholder groups. Commenting on the significant increase in the number of affiliate partners attending this year—a growth largely driven by the three-day “Affiliate Leaders Summit,” held concurrently with the main summit and featuring the inaugural “Affiliate Leaders Awards”—Sarah Sabo, Director of Affiliates at BetMGM, stated:
“I find the ‘Affiliate Leaders Summit’ to be incredibly valuable. To my knowledge, very few other conferences dedicate a specific track to this area, which truly sets SBC apart from similar events. As the lead for BetMGM’s affiliate team, I’ve found it immensely beneficial. Not only am I able to meet with all our partners, but I can also engage with a wide range of excellent sessions; the summit is highly professional and laser-focused on our specific vertical, which is fantastic.”
On the exhibition floor, 235 new exhibitors and sponsors joined the event, bringing the total number of brands showcasing their latest products and innovations to 700.
Reflecting on the diverse range of offerings on display, George Anestis, Online Casino Director at the Greek operator OPAP, noted: “Everything is here—from sports betting and casino platforms to solutions, CRM, and user acquisition. Furthermore, we’ve seen a large number of affiliate partners…”
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