one where it fully came into the original vision,” Dennis reflects. “It’s now what we always wanted it to be, a global industry staple.” He explains that companies now anchor their year around the show. “Before the year even starts, ICE Barcelona and SBC Summit are already in the calendar. Tat’s exactly where we wanted to take it.”
Lisbon serves as the answer to the perennial claim that there are too many events. Rather than adding another niche conference, SBC set out to create one definitive global summit for the online sector, a catch-all platform that still feels curated. “If your interests are in iGaming, online sports betting, digital, this is where you go,” Dennis says. “G2E is still the legacy event for land-based gaming in the US. But if you care about your online presence, Lisbon offers more: more content, more relevant stakeholders, more of the right conversations.”
Dennis lists everything from the hospitality and included food service to the industry-leading conference programme, which now features
closing party has evolved into something more like a music festival, with superstar DJs and full-scale production. “Te spectacle we created this year was beyond anything I’ve seen,” Dennis shares. “And I’ve been to a lot of EDM concerts.”
Te Legends Charity Match, introduced this year, is another highlight SBC hopes to build upon, provided scheduling and venue logistics fall into place. Meanwhile, the Affiliate Leaders Summit and Payment Expert Summit are likely to grow further, potentially even into separate registrations. “Interest has exploded,” Algreen notes. “Now that we’ve ironed out most of the kinks, we can look at giving them even more room to develop.”
As our conversation winds down, we return to the familiar industry refrain: there are too many events. Algreen offers a more nuanced view. “Companies don’t usually say they want fewer chances to meet clients,” he fairly points out. “What you hear is individuals feeling burnt out
“If your interests are in iGaming, online sports betting, digital, this is where you go. G2E is still the legacy event for land-based gaming in the US. But if you care about your online
presence, Lisbon offers more: more content, more relevant stakeholders, more of the right conversations... I genuinely think it’s the strongest conference offering in the industry. Whatever your niche, you’ll find real depth there.”
market-specific stages, tech academies and high-profile keynotes from both business leaders and sports personalities. “I genuinely think it’s the strongest conference offering in the industry. Whatever your niche, you’ll find real depth there. If you go to one event a year to learn about the industry, it should be this one.”
Te plan for 2026 is about refinement rather than overhaul. SBC is working closely with Portuguese authorities to stretch the venue’s capacity without sacrificing comfort. Shuttle buses between the venue and partner hotels will be expanded, but accommodation remains a challenge. “Every year we get people saying they can’t find a hotel near the venue,” says Dennis. “We push hard in our communications to tell people to book early, but we can’t force them. Lisbon is a city of half a million people. Hotel capacity near the convention centre is limited.”
Lisbon is also the home of SBC’s most theatrical elements. Te Infinity
because they’re travelling constantly. Tat’s a very human reaction, but it’s not the same as the company’s perspective.” In Dennis’ view, the market will ultimately decide which events endure. Only those offering value will remain.
SBC’s bet is that value comes from clarity of purpose. Brazil gets its own stage in Rio. Europe’s working teams get depth in Malta. Canada gets a refreshed national summit. Te Americas get one serious online hub in Miami. And Lisbon, at the end of the year, becomes the place where it all connects.
“If you look at it from a stakeholder’s perspective,” Algreen concludes, “you need touchpoints early, mid and late in the calendar. You choose what works for your business. Our job is to make sure that when you do choose an SBC event, the quality of the experience justifies that decision.”
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