The SBC Summit 2026 concluded a record-breaking week in Lisbon, drawing 40,000 attendees and confirming the Portuguese capital as its host city through 2030. The event, which took place at the Feira Internacional de Lisboa (FIL) and the MEO Arena, saw significant growth not only in overall numbers but also in key industry segments, including operators, affiliates, and C-level executives.
Significant Growth Across Key Audiences
This year’s summit experienced a 34.5% increase in total attendance compared to the previous edition. The number of C-level executives present rose by 40.7%, reaching 8,398, while operator participation grew by 37%. Affiliate registrations surged by 71%, reflecting the event’s growing importance for performance marketing professionals. International representation expanded as well, with notable increases from Africa (129.6%), North America (58.5%), Asia (44.3%), Europe (32.3%), and Latin America (10.7%).
Expanded Programming and Focused Industry Forums
The summit’s structure evolved to better serve its increasingly diverse audience, introducing new forums and dedicated tracks. The debut of the standalone Affiliate Leaders Summit brought together 10,000 participants, including 6,000 affiliates and 3,000 operator representatives. The African Gaming Forum highlighted regulatory developments and market opportunities across the continent, while the Global Prediction Markets Forum addressed emerging issues at the intersection of betting, financial markets, and regulation. Regulatory Gaming Meet-ups, organised with the International Association of Gaming Regulators (IAGR) and the International Masters of Gaming Law (IMGL), facilitated direct engagement between regulators and industry stakeholders.
Why This Matters for Industry Stakeholders
The continued expansion of the SBC Summit reflects broader trends in the gaming sector, with increasing internationalisation and a greater focus on regulatory engagement. For operators, the event offers direct access to decision-makers, suppliers, and emerging market opportunities. Affiliates benefit from a tailored environment that supports networking and commercial partnerships. Suppliers and startups gain exposure to a global audience, while regulators have dedicated platforms to discuss compliance and policy trends. The commitment to Lisbon through 2030 provides stability and allows for long-term planning by all participants.
High-Profile Speakers and Entertainment
The summit featured a diverse lineup of speakers from the gaming, sports, and entertainment industries. Highlights included a keynote session with basketball legend Michael Jordan, Sportradar Founder and CEO Carsten Koerl, and DraftKings Co-Founder and CEO Jason Robins, which attracted 5,000 attendees. Other notable speakers included football journalist Fabrizio Romano and UFC champion Charles Oliveira. The entertainment programme featured performances by The Script and DJ Tiësto, further enhancing the event’s appeal.
Key takeaways
- SBC Summit 2026 set a new attendance record with 40,000 participants in Lisbon.
- Significant growth in operator, affiliate, and C-level executive attendance.
- Event structure evolved with new forums and dedicated networking opportunities.
- Lisbon confirmed as host city for SBC Summit through 2030, supporting long-term planning.