SBC Summit returns to Lisbon next week with its biggest edition yet, delivering 20% year-on-year growth to reach 30,000 delegates. The event will also debut fresh features addressing urgent industry priorities, alongside a renewed emphasis on hospitality.

With attendees from over 130 countries, the summit will take on its most international scope to date, introducing stages on Global and Emerging Markets and regionally focused networking spaces to spotlight opportunities across Africa, Latin America, Asia, Europe, the Middle East, and North America.

Agenda highlights include keynotes with Gary Vaynerchuk, Randi Zuckerberg, and a lineup of sporting icons, plus the launch of Tech Academies with hands-on learning in AI, blockchain, gamification, and marketing.

The expo floor, conveniently split into themed zones to help delegates navigate the 700 exhibitors across 135,000 square metres, will also feature lounges, interactive showcases, plus nine Food Festival areas offering more than 40 options. Notable names exhibiting on the floor include 1xBet, Altenar, Amusnet, Clever Advertising, Digitain, EveryMatrix, GR8 Tech, iGP, Kaizen Gaming, Optimove, PayFuture, Smartsoft, Soft2Bet and Stake.

Adding to the excitement, the show floor will also feature celebrity appearances and walkthroughs from the likes of award-winning artist Jordan Dawson, Portuguese actress and influencer Margarida Corceiro, and international footballers Cafu, Marco Materazzi, Claude Makélélé, and Marek Hamšík, among others.

Rasmus Sojmark, CEO and Founder of SBC, commented: “We are looking forward to SBC Summit returning to Lisbon next week. Last year was a huge success and taught us a lot, especially when it comes to what really connects with delegates.

“This year, we focused on the topics that matter most, from adding new stages covering global and emerging markets to dedicated academies on AI and marketing. And of course, some super star appearances to add that iconic SBC flair.”

On the educational front, the six-stage conference programme, which now includes the new Global and Emerging Markets stages, will bring together over 550 industry experts, 44% of whom are C-level executives. Affiliation and player protection will be discussed extensively, while the revamped technology stage will now include a focus on martech and payments, complementing the offerings at the Payment Expert Summit.

Adding to the event’s star-studded line-up will be the return of the Super Stage at the MEO Arena. The stage will host a series of inspirational talks from some of the biggest names in sport, including Oleksandr Usyk, Rubens Barrichello, and legendary footballers from the Legends Charity Game such as Kaká, Edwin van der Sar, Roberto Carlos, Michael Owen and Petr Čech. 

Super stage attendees will also have the chance to explore the latest industry thought processes and strategies during a ‘Super CEO Panel‘ featuring the likes of Daniel Taylor (CEO International, Flutter International), Neal Menashe (CEO, Super Group), Joanne Whittaker (CEO, Betfred), Jesper Svensson (CEO, Betsson Group) and Simon Lidzén (CEO & Co-founder, Fast Track).

In the evenings, the MEO Arena will be transformed into a stage of celebration, hosting two industry award ceremonies. On Wednesday, 17 September, the venue will welcome the inaugural Affiliate Leaders Awards, a ceremony dedicated to honouring the brands driving innovation in the affiliate sector. The following evening, the industry will gather for the 12th edition of the SBC Awards. Hosted by renowned goalkeeper Peter Schmeichel, the evening will recognise the achievements of global operators and suppliers across payments, marketing, platform provision, and data.

The Affiliate Leaders Awards will also anchor the expanded Affiliate Leaders Summit, which this year runs across all three days and features a 40% larger show floor, bringing together the industry’s leading affiliates and operator affiliate programmes under one roof.

Closing the week, delegates will gather on Thursday evening for the INFINITY Lisbon Closing party, hosted at the MEO Arena. The finale will feature headline performances from EDM icons ALOK and Timmy Trumpet, ensuring the Summit concludes on a high note.

Ahead of the main event, SBC will host the Legends Charity Game on Monday, 15th September, where Portugal Legends will take on World Legends in a match aiming to raise more than €1 million for local and international charities.

Other standout features of SBC Summit include:

• Airport Registration:  Collect your event badge on arrival at Humberto Delgado Airport (14–17 September) for seamless entry on Tuesday.
• SBC Connect app: Your dedicated event app allowing you to network with attendees, book meetings, view the agenda, and bookmark key sessions.
• SBC Summit Opening Party: Celebrate the start of SBC Summit at Urban Beach with headline sets from world-class DJs Joel Corry and Imanbek (VIP pass holders only).
• Media Headquarters: Uniting the industry’s leading media publications, allowing brands the chance to boost visibility through interviews, press conferences and podcasts.
• Masterclasses: Participate in expert-led masterclasses on sportsbook trading, designing engaging slot machines and Ukrainian regulation.
• First Pitch Competition: Watch five startups pitch their products for a prize package worth over €90,000.
• Numerous daytime & evening networking events.

“SBC Summit 2025 wouldn’t be possible without the incredible support of the industry. To our sponsors, exhibitors, speakers, and attendees, thank you for helping us bring to life what has truly become the greatest show in gaming.” Sojmark added.

BETBY, a premium provider of innovative sportsbook solutions, will unveil a major update to its AI-powered sportsbook suite of tools, AI Labs, at the upcoming SBC Summit Lisbon 2025. The upgrade delivers enhancements across Betting Tips, Personalization, and Entertainment Feed, marking another step in BETBY’s mission to transform the sports betting experience through advanced AI.

The first major enhancement is to Betting Tips, BETBY’s tool that provides data-driven insights to help users make more informed decisions. Already covering multiple sports and esports in 25 languages, the feature now scales to 40,000 events per month, the widest coverage in the industry. Most importantly, BETBY is launching live betting tips, an industry-first that reacts to in-game data and updates recommendations in real time. This ensures players receive advice that reflects the actual match conditions, not outdated pre-match assumptions. Moreover, BETBY also shifted focus from traditional markets such as 1×2 to combined markets like “1×2 & Total”, which deliver both higher margins and stronger interaction when complemented with tips.

The second key update is the launch of the enhanced Personalization engine. Designed to tailor the betting journey to each player, the new model introduces real-time personalization that adapts instantly to bets as they are placed. By combining individual preferences with hourly, daily, and weekly trends, the system empowers operators with precise retention tools while giving players more relevant and engaging experiences.

The third enhancement is an evolution of the Entertainment Feed, BETBY’s AI-based feed for non-sporting events such as movies, series, games, TV shows, and breaking news. The feed has expanded beyond generating markets to actively monitor live developments, ensuring odds remain relevant and settlements are automated. Currently used as an alerting system for traders, this update paves the way for fully automated entertainment markets.

Additionally, BETBY’s AI-powered Risk Management system continues to demonstrate market-leading performance, now identifying the top 15% of high-risk players with 99.99% accuracy. This achievement highlights BETBY’s unique combination of speed, precision, and robust analytics in ensuring a secure and profitable operator ecosystem.

“With these upgrades, AI Labs enters an entirely new phase,” said Danil Emelyanov, Head of BETBY’s AI Labs. “We are not only increasing coverage and efficiency but also pioneering features such as live betting tips and automated entertainment markets. These innovations empower operators to engage players in ways no other supplier in the industry can match.”

The upgraded AI Labs features will be officially presented at SBC Summit Lisbon 2025, where BETBY will showcase how its AI-driven approach continues to set new benchmarks for personalization, engagement, and operator success. Attendees are invited to visit BETBY at stand C110 to experience first-hand the supplier’s comprehensive sportsbook solution and its latest innovations.

To find out more about BETBY, visit: https://betby.com/

Evoplay, the award-winning game development studio, is heading to SBC Summit Lisbon 2025, where it will celebrate eight years of innovation, partnerships, and standout content in the iGaming industry.

Now home to a portfolio of over 250 titles, Evoplay has climbed to the top tier of the industry by consistently pushing boundaries across slot, instant, crash, table, lottery and skill-based verticals.

At this year’s show, the studio will celebrate “Level 8” of its journey with a party-themed booth that includes entertainment, product showcases and a warm thank-you to the partners who have helped shape its story.

Visitors to the stand can take a spin on the Wheel of Fortune, and enjoy signature cocktails inspired by Evoplay’s most iconic games, while a special activity is also planned exclusively for Evoplay’s partners.

The past year saw growth in both Evoplay product portfolio and platforms for partners. Evoplay launched new game types, including its first lottery game, Adrenaline Rush: Scratch, and a football-themed instant game, the latest edition in the Penalty Shoot-out trilogy which combines the best elements of the previous two titles, Penalty Shoot-out: Super Cup. Evoplay also continued to innovate with games featuring new mechanics for the iGaming world like Hot Slice and Tap Craze, which especially appeal to modern players.

One of the most notable achievements was Uncrossable Rush, the studio’s first co-developed title created in partnership with the analytics platform SlotCatalog. Based on SlotCatalog’s deep player insights and data analysis, combined with Evoplay’s innovative design and technical expertise, Uncrossable Rush represents a fresh approach to game creation.

Beyond games, the studio introduced several platform updates, including an enhanced Client Area, and the launch of an all-in-one Affiliate Hub – a platform which provides Evoplay’s media and affiliate partners with access to exclusive materials of Evoplay’s innovative slots and instant games. The company also introduced Evoplay Media, a resource that shares the latest company news, insightful articles with industry experts, and other valuable content.

Ivan Kravchuk, CEO at Evoplay, said: “SBC Summit Lisbon is the perfect stage to celebrate eight incredible years of Evoplay. This year’s show is all about saying thank you to our clients, partners, and players, and inviting them to share in the energy and creativity that drives everything we do.

Over the past years, we’ve launched new verticals, deepened our partnerships, and provided players with completely new forms of entertainment, and we’re just getting started.”

Join the celebration at Stand A182 and see what’s next as Evoplay levels up for its most ambitious chapter yet.