How SBC Summit Grew into a Global Brand – Interview with Rasmus Sojmark

Grzegorz Kempiński: This year’s SBC Summit saw remarkable growth. Can you share more about the scale of the event, the audience numbers compared to last year, and the international reach it achieved?

Rasmus Sojmark: In terms of scale, this is one where numbers speak for themselves. The event covered 135,000 square meters and hosted 700 exhibitors and sponsors. In terms of audience, we achieved 20% year-on-year growth and delivered on the promise to bring 30,000 industry professionals to Lisbon. A 20% growth at events of this magnitude is quite impressive, but what I consider the biggest achievement is that we made it loud and clear that this is indeed the greatest show in gaming.

Last year, we had just moved to Lisbon, and there was a lot to learn. I think those who attended then would agree that the majority of notes we had to take as an organiser were addressed in this 2025 edition. We delivered an experience that was smooth despite the massive scale. It really was a very successful event.

In terms of international reach, we had attendees from 150 countries this year (16 more than last year), which is remarkable. This is our global show, so I’m glad to see it lives up to expectations on that front. Also, beyond simply ticking off new countries, it’s worth noting that audience growth was particularly strong across Latin America (78.2%), Asia (68.8%), Africa (40.4%), and Europe (49%).

SBC Summit 2025 brought together 30,000 attendees and over 700 exhibitors. Which networking and knowledge-sharing solutions proved most interesting? Can you name concrete examples that created practical value for the industry?

In terms of networking, this year, the SBC Connect app was widely embraced by attendees.

In fact, looking for the SBC Connect Lounge was one of the most common direction/map questions we received at our booth. This is great to see because we developed the app in-house. While in the past we experimented with third-party app-based networking tools, we decided that we know our attendees better and focused on improving what we had already built ourselves. SBC Connect is a very valuable and easy-to-use tool, and those who want to make the most of the event really need to use it. When you book a meeting via the app, you also get space allocated in the lounge, instead of having to search for a quiet and convenient spot. I think this is a very thoughtful touch that makes networking much easier for delegates.

In terms of knowledge sharing, we obviously had a lot going on at the event, as I’m sure you’re aware. We introduced two new stages – Global and Emerging Markets – running across three days and covering major regions of interest such as LATAM, Africa, Asia, North America, and Western Europe.

We also launched the Tech Academies, which I’d describe as an elevated conference format: a focused day track on key themes such as marketing, AI, gamification, and Web 3.0 and blockchain. Instead of a single panel brushing over these topics, we offered full-day content tracks featuring more interactive formats, including workshops, Q&As, “ask me anything” sessions, and case studies. Talk about practical value.

This year saw the addition of new stages like Global Markets, Emerging Markets, and the expanded Super Stage. Which of these innovations worked best, and what could still be developed further?

In terms of the Global and Emerging Markets, this format was introduced because we, of course, analyse data from our events and assess what works and what doesn’t in terms of panels.

We realised that at large-scale events like this one, attendees are really hungry for market-specific content. So, instead of having, for example, a separate stage for all things casino and another for all things sports, we embedded those themes into other tracks where they were relevant, and used the “freed up” space to deliver exactly what people were asking for.

Yes, you can learn something from any panel, but if you’re focused on a specific market, it’s incredibly valuable to sit down and hear insights from people who have actually experienced its ups and downs. Overall, we delivered three days of content across six tracks, covering markets that addressed the interests of virtually every attendee in the room.

When it comes to what could be delivered further, I think it’s the use of the Global and Emerging Markets lounges attached to those stages. We need to think about how we can help people better embrace this, because it could turn into an incredibly valuable networking tool.

When it comes to the Super Stage, while it’s not a novelty per se, as we launched it last year, it feels new every single time because it all comes down to the people who step onto that massive arena stage. This is where we host our keynotes, and this year was nothing short of impressive. The speakers we had this year hardly need introductions: Gary Vaynerchuk, Randi Zuckerberg, Oleksandr Usyk, and a lineup of football legends who also played in the Legends Charity Game on Monday. The only challenge ahead on that front is finding a way to top them next year. No pressure.

The Summit attracted decision-makers and leading brands from around the world. Which specific industry trends or topics drew the most international attention this year?

We are very happy with the C-level turnout this year. People often assume that bigger shows dilute the focus on C-level attendance, but we have always prioritised this, as it’s something SBC events are known for – whether in Lisbon or at any of our shows around the world.

This year, we welcomed just over 5,900 C-level executives, which is a fantastic achievement. Beyond the wider Summit, which is of course a major draw, the SBC Leaders Summit – our invite-only event for 600 industry leaders held on the Monday before the main show – remains a key factor in attracting this calibre of attendees.

In terms of trends that captured their attention, it’s no surprise that AI dominated the conversation, whether in keynotes, Tech Academies, or across other conference tracks on affiliation and player protection. It may not be the most original answer, but it is the reality. And it makes perfect sense: if you’re a C-level executive, you want to know how to make AI your ally, whether for time optimisation, quality improvement, or simply ensuring you don’t fall behind. Of course, regulation was, and will always remain, a hot topic in our industry.

High-calibre speakers such as Gary Vaynerchuk, Randi Zuckerberg, and global sports stars were featured. How did their presence impact the quality of debates, industry interest, and overall event profile?

We can all agree that the message or knowledge shared is what matters most, but if we pause and think about it, the same message can be delivered in many different ways, and not all of them will resonate.

We all had favourite professors at school and, apart from our natural predispositions, these people often played a major role in inspiring us to pursue a specific career path. For us, keynotes are first and foremost about that kind of inspiration that we can pass on to our attendees. Yes, our keynote speakers have impressive bios and remarkable achievements, but more importantly, they have the gift of inspiring. They also have the ability to look ahead, sense the next big thing, and communicate it in a way that moves people.

As for the sports legends, their presence is also about inspiration, but it reflects something deeper too. Our industry has strong intersections with sports, often using ambassadors as powerful marketing “machines.” At the same time, many people in this industry simply love sports on a personal level.

This serves as a reminder that while, yes, this is a work event where you can walk away with a stack of leads, we never forget the human element or the magic of making dreams come true.

Usyk’s keynote, participation in the Legends Charity Game and presence at the event overall are a good example of this. He is the first undisputed world heavyweight champion in the four-belt era, and people absolutely adored seeing him. It’s not often that you get this chance.

For some attendees, seeing their sporting heroes in person, listening to their stories, asking them questions, or snapping a photo together is one of those unforgettable moments.

Organizing logistics at such scale must have been a challenge – what proved the most difficult and which solutions is your team most proud of?

One of the biggest strengths of this year’s edition was its growth in scale, which naturally also brought greater complexity. With more exhibitors and attendees than ever before, our build period and registration processes were put to the test.

It is worth noting, however, that while that did create a few moments of congestion, it also proved the value of having larger hall management teams in place, closer communication with contractors, and the upgraded Zendesk system, which helped us streamline and resolve exhibitor requests much more efficiently. These experiences gave us clear direction on how to fine-tune space planning, supplier responsiveness, and signage to create an even smoother flow for 2026.

We also saw that expanding elements like the Food Festival, multiple registration points, and bigger networking parties opened up opportunities to refine. Based on the feedback we received, we can now try to further simplify certain catering and venue processes and better balance access points across the venue.

The key takeaway is that none of these were setbacks but valuable learnings from an edition that was already rated between “Very Good” and “Great,” and they’ve given us a clear roadmap to make the Summit even stronger next year.

The Tech Academies were one of this year’s key new formats. Which themes – AI, Web 3.0, blockchain, gamification – generated the most buzz, and which do you believe could truly impact the industry’s future?

It’s hard to say which generated more buzz, as attendance levels across these academies were very evenly matched. And that’s, of course, very likely because we selected themes that are already generating the most excitement in the industry right now.

Of course, much of the success comes down to the calibre of experts leading the academies this year. How often do you get a front-row seat to hear Gary Vaynerchuk share his views on what captures audience attention today and what will continue to do so in the future? Gary also impressed me with his deep knowledge of our industry, having worked with major iGaming clients in the US. He’s no stranger to our sector as a marketeer.

Then there was Randi Zuckerberg, who played a pivotal role in shaping what Meta is today; a platform used by nearly everyone in that room. Her insights and Q&A on all things AI were definitely a highlight.

And, of course, we had leaders from within our own industry, such as Soft2Bet, who ran the Gamification Academy. They are true experts in the field, and the agenda for this one was both timely and well-received. After all, gamification and personalisation are what truly set brands apart in our industry.

The event set a record for local economic impact, especially on Lisbon’s hospitality sector. How are you collaborating with the city and tourism industry so that the summit brings benefits not only to gaming but to the wider community as well?

We are working very closely with a wide range of stakeholders, including City Hall, Visit Lisboa, and Turismo de Portugal, to ensure that SBC Summit continues to deliver significant value not just for gaming, but for the city and the country as a whole.

Last year alone, the event generated more than €70 million in economic return for the local community, and current projections estimate that the 2025 edition will exceed €100 million in positive impact. While the hospitality sector is, of course, a big winner, with hotels, restaurants, public transport, and local suppliers all benefiting from the 30,000+ international delegates, the wider tourism industry also sees a meaningful boost, particularly given the high-spending senior executives who attend the Summit.

Importantly, our delegates don’t just come for the event. They explore Lisbon and often travel to other parts of Portugal. We regularly hear feedback along the lines of: “I had never been to Portugal before SBC Summit moved to Lisbon, but next year I’m planning to return and explore the country with my family.”

Lisbon has been a fantastic host city for us, and we see ourselves as proud global ambassadors for Portugal, committed to showcasing everything this beautiful country has to offer. Our goal is to remain in Lisbon for many years to come, and we are working hand in hand with Portuguese stakeholders to make that vision a long-term reality, because we truly love this city too.

Responsible gambling and player protection were a strong focus at SBC Summit 2025, including the dedicated Player Protection Zone. Which initiatives or technological solutions presented this year do you believe will most effectively raise industry standards and improve player safety going forward?

Player protection is always a strong focus for us at SBC. With the size of this event, we have the opportunity to highlight it even more, not only through a dedicated zone on the show floor where attendees can meet companies that support player protection efforts, but also through a full conference track.

This year, we had a dedicated stage running across three days, with day one focused on regulation and compliance, day two on research, and day three (most relevant to your question) on technology. We were very pleased to see both established operators and innovative startups presenting tangible solutions that can raise industry standards.

One highlight was our panel Right tech, right time: Monitoring player habits with next-gen technology, which explored the latest developments in protection technologies designed to make player safety an integrated and effective part of operations.

Overall, we saw a lot of focus on AI-driven monitoring systems that analyse player behaviour in real time and can flag early signs of harmful play before they escalate. There was also a clear focus on cross-industry collaboration, with payment providers and identity verification companies showcasing tools that add additional layers of safety and transparency. There is a great deal of momentum on this front.

Finally, if this is a topic of particular interest, I would recommend checking out our Player Protection Hub, which provides year-round access to content from SBC’s editorial team on responsible gambling and player safety.

After such a successful edition, what are your key takeaways and plans for 2026?

I’m sure you won’t be surprised to hear that we’re already working on what’s next for 2026. Lisbon is a beast of a show in the best way possible, but that also means it requires extra commitment on our end to make sure everything works exactly as intended.

The first step is, of course, reflection: what went well, what could go even better with an extra push, and what simply didn’t work. This is why I always encourage you not to ignore the post-event surveys that land in your inbox after the show. We take your feedback seriously, so please share your notes and constructive suggestions, and rest assured, they will be discussed on our internal calls.

It’s still a bit early to reveal what we have planned for 2026, but if you know us well, and judging by this year’s turnout, many of you do, you know that we always strive to top what you experienced the year before. For instance, last year we introduced the Food Festival. It was a great addition, but there were areas that needed improvement, such as shortening queues and creating more seating space. This year, we delivered on that. Similarly, some attendees felt that the Affiliate Leaders Summit was a little detached from the main summit action last year, so once again, we acted on that.

All we can promise is that we do make notes, and we work hard to address them. It will be no different in 2026. We hope to see you at next year’s show, SBC Summit 2026, which will take place slightly later, from September 29 to October 1.