“Business Here Feels Easy:” SBC Summit Earns Glowing Reviews from Gaming Industry Giants

The 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, emphasised 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.”

Tammi Barlow-Marang, VP of Global Responsible Gaming at Bally’s Corporation, 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 emphasised 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 centre of gravity for our business shifted to Lisbon for this week.”

Rasmus Sojmark, CEO & Founder of SBC commented on the success: “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.”

Pedro Machado, Secretary of State for Tourism, who visited the event, said: “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.”

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 organiser. “Everything has been exceptional. It’s clear that no stone has been left unturned.” She added: “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.”

De Borle joked: “You might need a GPS to navigate, but luckily, you have that in the app, which is great.” Akadremarked that despite the growth, the event “also feels more organised. You haven’t increased the complexity—you’ve actually made it simpler.” Gonzalo Perez, CEO of Apuesta Total, also praised the layout: “I love how it’s organised by specific themes—like sportsbook, casino, and affiliates—it makes networking much easier, even though the space is huge.”

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.

Perez, who travelled from Peru, said: “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 added that, despite the large scale of the event, she feels seen and recognised: “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.

Dennys commented on the Affiliate Leaders Summit: “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.”

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 minimising harm to players. “The Player Protection Zone is a great initiative that’s helping to highlight a lot of the social good and harm minimisation efforts going on in the sector. It’s great to see conference organisers, getting involved and ensuring that these initiatives get the attention they deserve.”

A major draw at the SBC Summit was its impressive conference lineup, featuring eight stages, headlined by the Super Stage at MEO Arena. The sessions left a lasting impact on many. Hammon was thrilled to see her childhood hero, Tony Hawk, in action, while Barlow-Marang was captivated by the keynote conversation with Sir Tim Berners-Lee, the creator of the World Wide Web. Richard Dennys was equally excited to see legendary goalkeeper Peter Schmeichel share his insights.

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.

Dorsen commented on the move: “You guys are very experienced, and even though it’s a new venue, your team’s expertise has really shown through.”

Sojmark added: “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.

“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 on 16-18 September and a projected attendance of 30,000 delegates.