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The SBC Summit 2025 took place from 16–18 September at the Feira Internacional de Lisboa (FIL) and the MEO Arena in Lisbon, and the numbers and atmosphere confirm why SBC describes it as “the greatest show in iGaming.” Speaking at a dedicated press conference, SBC Events’ Managing Director Andrew McCarron and Senior Marketing Director Dennis Algreen shared the story behind this year’s record-breaking edition, its wider impact, and what comes next.

A Global Gathering for the iGaming Industry

The Lisbon event attracted over 30,000 attendees – a 20% increase on 2024 – representing 150 countries. Growth was visible across all audience segments, with operator attendance rising by 31% and affiliates by 38%. Importantly, the summit hosted nearly 6,000 C-level decision-makers, a concentration of senior leadership rarely seen at any industry event.

The show spanned 135,000m² across five expo halls and networking areas, supported by 700 sponsors and exhibitors – including 235 new partners. Regional participation also surged, particularly from Africa (+78%), Asia (+69%), and Latin America (+40%).

Exhibitors included iGaming suppliers, Online Casino and Sports Betting operators, Affiliates, Payment Providers, and more.

Beyond the numbers, Dennis Algreen emphasised that Lisbon has now firmly become “our global event” – expanded, and elevated after the success of its debut in Lisbon.

Content for Every Gaming Market

SBC placed special focus on tailoring content for a global audience. The new Global & Emerging Markets Stages highlighted different regions each day, giving attendees a direct window into growth areas like Africa, Asia, and Latin America, while for the rest of the agenda, the Summit revisited developments in more established territories. This dual approach ensured the event spoke to both established operators and those planning their expansion into emerging jurisdictions.

The introduction of Tech Academies was a new addition, offering hands-on learning about AI, blockchain, Web3, and other transformative technologies.

Headliners and Highlights

The Super Stage brought star power and inspiration, with headline speakers such as Gary Vaynerchuk, Randi Zuckerberg, Rubens Barrichello, and Oleksandr Usyk. The agenda was bolstered by more than 550 speakers across themed tracks, including the Affiliate Leaders Summit and Payments Expert Summit.

New additions in 2025 expanded SBC’s cultural and community footprint. A Food Festival enlivened networking areas, while the Affiliate Leaders Awards debuted as a standalone celebration of affiliate excellence.

Meanwhile, the Legends Charity Game became one of the most memorable features. Football icons including Roberto Carlos, Alessandro Del Piero, Marek Hamšík, and Giorgos Karagounis took to the pitch, raising significant donations for charity. The match was broadcast in more than 90 jurisdictions, with half a million online viewers in Spain alone.

Wider Impact on Lisbon’s Economy

The summit’s footprint was felt well beyond the venue. With more than 72,000 room nights booked, SBC Summit 2025 brought a measurable boost to Lisbon’s tourism and hospitality sector. Collaboration with local authorities was crucial, from traffic and zoning adjustments to logistical support, underlining how the city has embraced the summit as a flagship annual event.

McCarron noted: “This has a significance for the local community now. Lisbon knows us, works with us, and the impact is tangible.”

Networking, Community, and Culture

Networking remained a cornerstone. Dedicated areas linked directly to the conference stages, making it easier for delegates to connect around specific topics. The organisers also highlighted initiatives like SBC First Pitch, giving startups a chance to present their innovations, and Women in Gaming events, which included networking gatherings and super stage discussions on women in tech, sports, and gaming.

Entertainment, too, played a role. The Infinity closing party showcased world-class DJs Alok and Timmy Trumpet, giving attendees the chance to celebrate and unwind after an intense week of business.

European Gaming Media in the Room

European Gaming Media was present at SBC’s press conference, raising two questions to the organisers:

1. Why choose Lisbon for SBC’s “global event”?

Algreen explained that while multiple factors played a role, venue capacity and accessibility were decisive:

“When you put on an event of this scale, suitable options in Europe are limited. Lisbon offers one of the biggest indoor arenas in Europe, which allows us to deliver everything from the Super Stage to Infinity. Combined with the city’s beauty, weather, hospitality, and its strategic connection to Brazil – the next major growth market – it became the perfect choice.”

1. What’s next after breaking all these highs in 2025?

McCarron underlined that the immediate focus is on consolidating feedback and data, but pointed towards one clear direction:

“Emerging technologies will be a priority. From AI to blockchain and Web3, our goal is to make sure the industry is not just aware, but educated, so they can take their businesses forward. This year proved we can keep raising the bar, but we won’t rest – the summit is meant to be the greatest show in gaming, and that vision continues.”

SBC Summit in the Future: Looking Ahead

With its mix of scale, global reach, and innovative additions, SBC Summit 2025 laid the foundations for its organisers’ vision of a global event in the gaming industry calendar. The organisers confirmed that Lisbon will continue to host the summit, with next year’s edition already scheduled slightly later in September.

For attendees, exhibitors, and the city itself, SBC Summit 2025 was more than just an industry showcase – it was a statement of ambition and impact.

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