SBC Summit 2025 cemented its reputation as the greatest show in gaming with a record-breaking 30,000+ attendees from 150 countries.
This year’s edition delivered 20% year-on-year growth in participation, drawing together the world’s top operators, suppliers, affiliates, regulators, media, fintechs and sports professionals. The summit welcomed over 700 exhibitors and sponsors and 550+ expert speakers across an expanded footprint of 135,000m² at FIL and MEO Arena.
The event also 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%). New Global & Emerging Markets stages and regionally focused networking zones also gave delegates fresh opportunities to explore growth markets.
“When there are so many people here from all around the world, that’s the real value we’re after,” said Jesper Svensson, CEO of global operator Betsson Group. “For us, operating in so many different jurisdictions, the opportunity to meet people from different places is invaluable.”
“SBC is one of the best shows in the world,” added Dinos Stranomitis, director and COO of 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. It’s not just about quantity, it’s about quality. People come with a real appetite for business, and we’re having valuable discussions with high-level industry leaders.”
Nearly 6,000 C-suite decision-makers
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, just ahead of the main conference days.
“It’s a great opportunity to meet other chief executives from businesses around the world in one place,” said Flutter International CEO Dan Taylor, who spoke at the Leaders event. “It’s a really efficient way to do that, which is fantastic.”
Strong affiliate turnout
Operator attendance grew 31%, while affiliate attendance rose 38%, largely driven by the dedicated three-day Affiliate Leaders Summit and the brand-new Affiliate Leaders Awards ceremony.
“The Affiliate Leaders Summit is incredibly valuable,” said Sarah Sabo, director of affiliate marketing at BetMGM. “I don’t think a lot of conferences do it, so it definitely sets SBC apart. 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.
Headliners hit the mark
On the conference side, more than 550 industry leaders took the stage to share insights, with highlights including industry celebrities, keynote speakers and sports icons such as Gary Vaynerchuk, Randi Zuckerberg, Oleksandr Usyk and Rubens Barrichello.
“Those are things you don’t get to see often,” noted Entain’s Ivan Gojic. “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. As Catena Media Chief Operating Officer Pierre Cadena put it, “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 soccer legends to the Super CEO Panel, featuring top executives from Flutter International, Super Group, Betfred, Betsson and Fast Track.
Legends Charity Game scores big
Speaking of soccer legends, the star-studded Legends Charity Game treated fans 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. The game has already raised more than $700,000 for four charities.
Van der Sar then joined TV presenter Kirsty Gallagher to co-host the SBC Awards, where excellence across the industry was celebrated in more than 40 categories. And the evening entertainment stole the show, with the Opening Party at Urban Beach featuring Joel Corry and Imanbek, and the INFINITY Lisbon Closing Party headlined by ALOK and Timmy Trumpet.
The summit’s significance extended beyond the industry, with an estimated 72,000+ hotel room nights booked and a direct contribution of an estimated $94-117 million to the Portuguese economy.
“We are incredibly proud of what we achieved with SBC Summit,” summed up SBC CEO Rasmus Sojmark. “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.”
Let’s do it again in 2026
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 Sept. 29 to Oct. 1, 2026.
