GMB - About SBC Summit in Lisbon, how do you assess the importance of the event in expanding SBC’s presence in Europe?
Rasmus Sojmark - The response to the SBC Summit was overwhelmingly positive. With 25,000 attendees this year (an incredible 70% jump from last year’s Barcelona show), this event became the fastest-growing in the industry and also the largest-ever industry event, which is a huge achievement by SBC. It’s now clear that if you’re part of the iGaming and sports betting industry, this is the must-attend event.
We filled the entire show floor at Feira Internacional de Lisboa and even built the Super Stage at the MEO Arena, one of Europe’s largest indoor arenas. Hosting the event in the same space and at the same size as the Web Summit with its 70,000 visitors was a proud moment, and seeing 600 exhibitors across 110,000 square meters really highlighted just how far we've come.
This year, we took things even further by introducing three new summits: ESI Lisbon, the Affiliate Leaders Summit, and the Payment Expert Summit. These additions weren’t just about expanding; they were about giving these key verticals the spotlight they deserve. We had the tools and the vision to elevate the experience, with dedicated show floors, tailored conference content, and targeted networking opportunities. It was our way of pushing the boundaries and ensuring every corner of the industry had the space to thrive.
While you talk about European expansion, what we're really seeing is SBC Summit cementing its place on the global stage. We had attendees from 135 countries this year, and that alone shows how we've captured the attention of the entire industry, no matter where in the world they’re from.
We pulled out all the stops—inviting global icons like World Wide Web inventor Sir Tim Berners-Lee, skateboarding legend Tony Hawk, UFC Champion Merab Dvalishvili, footballers Peter Schmeichel and Luis Figo. And let’s not forget the biggest party the industry has ever seen—INFINITY Lisbon—featuring world-famous DJs Don Diablo, Miss Monique, and Darude.
Our move to Lisbon was all about embracing this growth. The demand for exhibition and sponsorship opportunities was soaring, and with the incredible attendance projections, we made the bold choice to make Lisbon our new home.
In our very first year, we were able to secure the backing of key local figures like Mayor Carlos Moedas, Minister of Economy, Pedro Reis, and Secretary of State for Tourism, Pedro Machado. Having their support really shows the impact of this event, and it's exciting to see Portugal now being recognised as a central hub for our industry.
As Brazil solidifies its role as a major player in the global gaming scene, what notable discussions or observations about the Brazilian market stood out at the Summit?
SBC Summit was held in Portugal, a country deeply connected to the Brazilian market and culture through language, so there’s an undeniable link there.
Brazil has had an exciting year on the regulatory front—after years of waiting, we finally got the breakthrough we needed, and now the industry is ready to seize this moment. It’s a pivotal time for anyone looking to gain that first-mover advantage in a country that lives and breathes sports.
We saw a remarkable increase in attendees coming from Brazil—154.8% more than last year! Brazil had the second-largest growth in attendance for us, right after Portugal. What really stood out was that, even with our event in Rio, many still viewed SBC Summit as a must-attend.
As Brazil steps into its freshly regulated market, there’s so much value in learning from international counterparts. The exchange of expertise and best practices was a huge draw—whether it was global companies sharing their insights or Brazilians bringing their local expertise and deep audience knowledge to the conversation. It created a powerful dynamic that really resonated with everyone involved.
How did the discussions at SBC Summit capture this growing interest in Brazil, and what do you personally foresee as Brazil’s future role in shaping the direction of the industry?
Brazil was a hot topic throughout the event. This year, we introduced the “Global Markets Lounge” specifically to ensure that every market gets the attention and insights they deserve, and Brazil was front and centre. We wanted attendees to gain real, actionable insights, and Brazil’s booming market was a major focus. Udo Seckelmann, a local expert from Bichara e Motta, led an in-depth discussion on the explosive growth in Brazil and the state of marketing and affiliation there.
We also hosted six additional panels focusing entirely on Brazil, covering every critical vertical. We talked about payment familiarity in the country, the incredible rise of this once "sleeping giant," how brands can simplify identity verification to improve user experience, and the crucial differences between pre and post-regulation business management. We also tackled regulatory challenges, as well as the complexities of player acquisition, onboarding, and retention.
To cap it all off, we hosted a dedicated roundtable for Brazil—a more intimate setting where our delegates could dive deep, ask their questions, and get direct insights from fellow market experts. It was the perfect space for real, meaningful conversations.
In terms of shaping the direction of the industry, we’re already seeing the impact with the publication of the list of operators approved to continue operating ahead of the legal market launch. This shows that many major global operators are positioning themselves to tap into this emerging market.
It's clear they all recognise the enormous potential Brazil offers and I believe this is just the beginning. We’ll undoubtedly be hearing much more about Brazil’s influence as operators continue to enter and shape this exciting new chapter in the gaming industry.
With the upcoming SBC event in Miami focusing on LatAm, what key topics and regional developments will be highlighted? How do you plan to address the unique challenges and seize the opportunities that the Latin American markets present?
While Brazil is certainly dominating many conversations, the region is much more than just one country. There are so many diverse markets across Latin America, each with its own regulatory landscape, player preferences, and unique potential.
This event will allow us to focus on these differences and help the industry understand how to navigate this promising region. We’re expecting around 4,000 attendees at our Miami event, which makes it an incredible opportunity to dive deep into the Latin American markets
Our agenda covers everything—across all verticals and markets. We’ll have 200 speakers tackling topics from leadership and affiliates to sports betting, emerging markets, and payments. We’ll be focusing on key markets like Mexico, Colombia, Argentina, Peru, and more. What makes it special is how it brings together a diverse group—regional and global operators, affiliates, sports teams, game studios, and regulators—all in one place to explore the biggest trends and challenges shaping Latin America. It’s going to be an invaluable experience for everyone involved.
We’re diving into some crucial topics this year, from finding ways to create regulatory harmony and promoting responsible gaming, to how brands can leverage local marketing strategies and influencers for more effective, responsible outreach.
We'll also explore the latest tech driving growth in emerging markets like Peru and Chile, evolving payment regulations, and the importance of partnerships between operators and suppliers. Plus, there will be discussions on how digital ID can help fight fraud, the impact of video games on casinos, and the shift toward digitising lotteries. The agenda is all about addressing both the opportunities and challenges facing operators, affiliates, and suppliers in the region.
And the cherry on top? We’ve got some amazing keynotes this year that I’m personally really excited about. We’ll be hearing from René Higuita, the legendary goalkeeper known for his fearless "scorpion kick." He’s someone who truly understands what it means to take risks and redefine expectations in sports, and his insights on leadership and perseverance are going to be incredible.
We’re also thrilled to have Tatiana Calderón with us, a Colombian racing driver who has broken so many barriers in motorsports. Her journey is all about resilience and pushing limits, which is something that really speaks to the heart of our industry.
And, let's not forget the party at the Chase Stadium, home to Lionel Messi and Inter Miami. Networking is a vital aspect of every SBC event, but I’ve noticed that no one embraces it quite like the Latin American audience—they really make the most of these moments.
SBC Summit Rio in February is shaping up to be an incredible event. Can you share some insights into what attendees can expect, especially when it comes to Brazil's regulatory landscape and the market's growth potential?
This is truly shaping up to be an incredible event. It’s only our second edition, and we’re already moving to a bigger venue, Riocentro—one of the largest in all of Latin America. Last year, for our very first edition, we were expecting around 3,000 attendees and ended up far surpassing that with 4,000. This year, we will surpass 15,000, which really shows just how much excitement is building around the market and how SBC Summit Rio is quickly becoming the go-to event for everything related to Brazil.
We’re also adding some exciting new elements. After the success of the Affiliate Leaders Summit and Payment Expert Summit at SBC Summit in Lisbon, we’re bringing them both to Brazil—and I think this is going to be a huge benefit for attendees. Traditional affiliation, as we know it, isn’t something the Brazilian market is deeply familiar with yet. They work a lot with influencers, which brings great opportunities but also some challenges. I’m confident we’ll see traditional affiliation booming in Brazil soon, but the market needs education on how to navigate it, which is where we come in. There’s a lot to explore and share that can benefit both operators and affiliates.
The same goes for the Payment Expert Summit. We all know how crucial it is for operators to offer a wide range of payment options to be successful, and that’s why we’re bringing in multiple payment providers to showcase their products and solutions.
As for what attendees can expect, we’ve got plenty in store. Once again, we’ll have a Super Stage featuring some amazing keynote speakers, along with 250 speakers throughout the event covering a wide range of topics. We’re also bringing back the INFINITY party, this time as INFINITY Rio, with none other than Brazilian megastar DJ Alok performing—which, as you can imagine, is a huge deal.
The expo floor is expanding significantly too, with 400 exhibitors and sponsors showcasing their brands. And while it may not be as big of a surprise for the locals, I’m sure our international audience will love that the event wraps up just as Rio's carnival week kicks off, giving them the perfect chance to extend their stay and experience it firsthand.
When it comes to insights into the market, one thing's for sure—SBC knows how to do conferences right. There was a time when people would attend our events primarily for the conference sessions. While we've since expanded with impressive show floors, we’ve never lost sight of what we do best—putting together a top-tier educational program. We’re setting up six conference rooms and, as always, we’re diving deep into every topic you can think of. The conference team has already nailed down the key topics after consulting with Brazilian market experts, and now we’re focusing on bringing in the best minds to lead those discussions.
Do you believe Brazil is the next big global sports betting market?
Absolutely. I believe Brazil is on the verge of becoming the next big global sports betting market. The combination of its deep-rooted sports culture—particularly the nation’s passion for football—and its massive population creates a unique opportunity for exponential growth. With over 200 million people, many of whom are enthusiastic about sports, Brazil actually has the potential to rival some of the largest sports betting markets in the world.
The recent regulatory advancements have only added momentum. After years of waiting, Brazil is finally establishing a legal framework that is attracting both local and international operators. We’re already seeing major players making moves, positioning themselves to be part of this exciting new chapter. The new environment allows for a much more structured and transparent approach, which is crucial for sustainable growth and long-term success.
There’s also a huge opportunity for innovation. We’re likely to see operators introducing creative ways to engage with this audience to drive growth for their brand. This, coupled with the fact that sports are practically a way of life in Brazil, means the potential for engagement and retention is immense.
All signs point to Brazil becoming a powerhouse in the global sports betting industry, with the potential not just to catch up with established markets, but to set new trends and standards for the industry worldwide. It’s an exciting time, and we’re just at the beginning of what’s likely to be a transformative period for the region.
Will there be any other news as the event approaches?
There’s so much more to dive into—especially when it comes to the impact Lisbon has had in positioning SBC as a leader in the sports betting and iGaming events industry. It’s been a game-changer for us. And there’s a lot to uncover about SBC Summit Latinoamérica as well, which, by the way, is taking place at the Seminole Hard Rock Hotel & Casino for the last time. Next year, we’re moving the event to Fort Lauderdale at the Broward County Convention Center.
One thing I haven’t mentioned yet, but I’d love to bring up now, is that we’re actually combining North, Central, and South America with the event in Fort Lauderdale. We’re bringing the best of both worlds together, which will be a huge advantage for everyone attending.
It’s going to provide a mix of perspectives from both North and South, and it eliminates the need for two separate trips since the SBC Summit Americas will now combine both SBC Summit Latinoamérica and SBC Summit North America. Many of the companies attending cater to both regions, so this move will save them both time and money.
The new look show will be supported by our regional events in Rio and Toronto (Canadian Gaming Summit) which will continue to support those local markets.
As for Rio, I’m beyond excited about where we’re taking this event in such a short time. To already be considered the event for Brazil in just its second year is something I’m incredibly proud of. We’ve achieved so much, and I can’t wait to see where we go next!
Source: Exclusive GMB
