SBC Summit concluded in Lisbon with a remarkable turnout of nearly 25,000 attendees, earning its place as the industry’s leading event.
Celebrated by industry executives as the can’t-miss show of the year, with record numbers and extraordinary industry involvement, the Summit undoubtedly lived up to its billing as “The Greatest Show in Gaming.”
Shimon Akad, COO of Playtech, emphasized the impact of first impressions.
“When we arrived, the first thing everyone said was just ‘wow.’ This event is becoming the industry standard.”
A fellow COO from Casumo, Tim de Borle, also shared his thoughts on the new venue and the event’s impressive growth. “The bar has been raised to a whole new level. It’s really good to see, and it’s inspiring.”
VP of Global Responsible Gaming at Bally’s Corporation Tammi Barlow-Marang admitted she had initial concerns about the scale of the event.
“I was unsure of what to expect when I heard there would be 25,000 attendees. I thought, ‘What am I walking into?’ But it is so well executed—everything is clean, entertaining, and educational.”
Game Lounge CEO Richard Dennys emphasized the tremendous buzz surrounding the event even before it began. “Prior to the event, you get this critical mass where everyone’s asking, ‘Are you going to Lisbon?’ And everyone’s going. The center of gravity for our business shifted to Lisbon for this week.”
“We knew this event would be a hit; we put everything into making that happen! I’m beyond thankful for all the incredible feedback from exhibitors, sponsors, speakers, attendees, media, and even the Portuguese officials who made us feel so welcome. It’s been an unforgettable experience to see it all unfold,” said SBC CEO and Founder Rasmus Sojmark.
“The SBC Summit 2024, a major international event dedicated to iGaming, betting and esports, has made a considerable financial contribution to the national economy. We hope that the SBC Summit will return to Lisbon, as scheduled for September 2025, and continue to be an event not to be missed,” said Secretary of State for Tourism Pedro Machado after he paid a visit to the event.
A common theme echoed by attendees was that even with its dramatic expansion—including a 70% rise in attendance and an increase in expo floor space to a staggering 110,000 square meters at the Feira Internacional de Lisboa and MEO Arena—the SBC Summit preserved the exceptional quality it is known for.
Relax Gaming’s Marketing Director Marija Hammon commended the meticulous attention to detail by the organizer.
“Everything has been exceptional. It’s clear that no stone has been left unturned,” she said. “I’ve been absolutely blown away. From the moment I collected my badge at the airport to the amazing QR codes with budget loaded onto them. I can’t believe the size of this event—the sheer scale is phenomenal. The whole industry is buzzing.”
The event’s success was further highlighted by the industry’s praise for the caliber and diversity of its attendees. With participation swelling to include delegates from an impressive 134 countries, the show also expanded its reach into critical regions such as Africa, Latin America, North America and Asia.
Apuesta Total CEO Gonzalo Perez, who traveled from Peru applauded the global perspective.
“This is one of the most diverse exhibitions I’ve ever attended.”
Barlow-Marang who came all the way from the United States, echoed similar sentiments.
“The audience here in Lisbon is top-notch. I’ve met people from all over the world who do the same thing I do, and it’s been great,” she noted. “I’ll go back and say it was amazing—an experience that everyone in this industry should be a part of, no matter where they are. You all just continue to make people feel welcome.”
An exciting enhancement to this year’s event was the introduction of dedicated summits tailored specifically for the affiliate, payments and esports sectors. These focused summits provided industry professionals with a unique platform to engage in in-depth discussions, explore emerging trends, and foster collaboration within these rapidly evolving areas, making the event even more comprehensive and impactful.
“This is actually the first proper exhibition stand we’ve had—maybe ever.” The CEO was also very pleased with the quality and quantity of connections the company made at the event: “We’ve had an incredible number of leads—way, way higher than we thought we’d have,” Dennys said of the Affiliate Leaders Summit.
OKTO CCO Simon Dorsen also appreciated the more focused approach. “The fact that the show floors and activities are segregated according to themes or subjects, like payments, helps channel the right people to the right areas.”
Sofascore Co-Founder and CEO Zlatko Hrkac highlighted the advantages of exhibiting at the Affiliate Leaders Summit, where his company has been a consistent presence for the past three years, this time bringing over twenty team members to Lisbon.
“It’s such a big event, having a dedicated space where affiliates can meet operators, and vice versa, is definitely a good idea. Having a stand makes a big difference when you’re trying to make new deals or form new partnerships. It feels like your temporary office.”
BetBlocker Founder & Trustee Duncan Garvie praised the Player Protection Zone and commended SBC’s role in promoting initiatives aimed at minimizing harm to players. “The Player Protection Zone is a great initiative that’s helping to highlight a lot of the social good and harm minimization efforts going on in the sector. It’s great to see conference organizers, getting involved and ensuring that these initiatives get the attention they deserve.”
The SBC Summit has undergone a major transformation, transitioning from its previous identity as SBC Summit Barcelona to this year’s highly anticipated debut in Lisbon. The relocation was driven by overwhelming industry demand for exhibition space, culminating in a record-breaking 600 exhibitors.
“Our primary aim for this event was to create a space where the entire industry could come together for meaningful experiences—whether that meant learning something new, forging powerful connections, showcasing your brand, or leaving with valuable leads,” added Sojmark.
“We wanted everyone to take away something that truly matters to them. And in doing so, we’ve shown that SBC Summit really is the Greatest Show in Gaming.”
SBC Summit will return to Lisbon in 2025, with the event scheduled at the Feira Internacional de Lisboa Sept. 16-18 and a projected attendance of 30,000 delegates. Reach out to [email protected] for exhibition and sponsorship opportunities.