INDUSTRY INTERVIEW: DENNIS ALGREEN – SBC EVENTS
Reaching the summit of iGaming events
Dennis Algreen
Please tell us a bit about yourself and your industry background.
I joined SBC nine years ago when we were a small operation of just nine people. We were running relatively small conferences and exhibitions for a few hundred attendees. Since then, it has been incredible to witness the industry’s growth. Today, SBC has over 130 employees worldwide, and our flagship event, SBC Summit Lisbon, hosted nearly 25,000 people last year.
Can you give us some background on SBC Events?
SBC started with a strong focus on sports betting, setting itself apart by combining media expertise with event organisation. Unlike companies that solely produce industry events, SBC’s deep sector knowledge has allowed us to create conferences that provide meaningful networking and knowledge-sharing opportunities.
As a leader in the betting, gaming, payments, fintech, affiliate, and entertainment event sectors, SBC is renowned for high-quality events that bring together global industry leaders and innovators. We spoke to SBC Events’ marketing director, Dennis Algreen to find out more about the company behind the successful series of Summits and what it takes to host world-class exhibitions and conferences in global hubs like Lisbon, Rio, Fort Lauderdale, Malta, Toronto and Tbilisi.
Our events have evolved to support the commercial needs of all stakeholders, including suppliers, operators, and affiliates. The exhibitions at our major summits are now a key component, offering an essential touchpoint for exploring partnerships and business opportunities. Our role is to ensure that we provide the best possible environment to facilitate these conversations.
What were the key milestones for SBC last year, and how did you achieve them? Our biggest milestone was SBC Summit Lisbon. When the event was in Barcelona, we focused on scaling it up, responding to industry feedback that fewer but larger events were preferable.
Moving to Lisbon was a strategic decision. The city has the infrastructure to support large-scale events, and the venue provides a platform for long-term growth. SBC Summit Lisbon has been the fastest-growing industry event since its inception in 2021. The first edition, coming after the COVID-19 pandemic, had around 2,500 attendees, and we have since grown it by 70-100% each year. Last year’s move to Lisbon was a monumental achievement, and the event was met with fantastic feedback. We secured nearly 70% of the exhibition floor plan for the next edition on-site.
As with any move, there were challenges. Hosting an event in a new location meant working with new partners and overcoming logistical hurdles. This year, we are refining
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every aspect to enhance the hospitality, service, and overall experience for participants. Our goal is for SBC Summit Lisbon to become a fixture in industry calendars, alongside major events like ICE.
Which events have you hosted this year, and which have been the most successful? SBC Summit Rio was a major success. The event significantly expanded this year, reflecting the excitement around Brazil’s newly regulated market. For many companies, understanding the local landscape is crucial, and our event provided a unique opportunity to explore local resources, expertise, and market intricacies. Another key change this year was rebranding the Casino Beats Summit in Malta to SBC Summit Malta. The event now has a broader scope, incorporating sports betting and other verticals. Malta remains a major iGaming hub, with around 12,500 industry professionals based there, so it’s important that we support the local industry with a premier event.
What are the key ingredients for a successful industry event?
A successful event starts with a solid foundation. The venue must align with participants’ business objectives, and clear structuring, such as our SBC Summit’s zoned layout, helps attendees easily navigate content and exhibitors relevant to them. Ensuring a strong return on investment for all participants is crucial. High-quality content is key, and we focus on showcasing industry innovation. In recent years, we have introduced high-profile keynote speakers. For example, Tony Hawk, a global icon, shared insights on brand-building at last year’s Lisbon event. This year, Gary Vaynerchuk will join us to provide marketing and entrepreneurial insights that extend beyond the industry.
Networking is another essential element. Many event organisers leave networking to sponsors and exhibitors, but we actively create opportunities for meaningful connections. Our Infinity Closing Party, introduced in Lisbon last year with 5,000 attendees and top-tier DJs, has now become a staple across all major SBC Summits. Shared experiences like these help build relationships in an industry where trust is paramount.
SBC already holds events in key global hubs. Are there plans to expand into new territories?
Rather than expanding for the sake of expansion, we align our strategy with industry
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