SBC Summit 2026 draws record 40,000 attendees as Lisbon confirmed as host through 2030
The gaming industry event saw a 34.5% increase in total attendance and major growth among operators, affiliates and senior executives.
LISBON — The SBC Summit 2026 attracted a record 40,000 attendees to Lisbon, with the event's organizers confirming the city will host the conference through 2030.
Overall attendance grew by 34.5% year-on-year, while participation from key commercial groups surged.
The number of operator attendees increased by 37%, and C-level executive participation rose by 40.7%, from 5,969 to 8,398.
READ MORE: Brazil betting ban dominates discourse at SBC Summit Lisbon 2026
READ MORE: Deutsche Bank analysis warns UK Machine Gaming Duty hike could disproportionately impact Rank Group
Affiliate registrations grew by 71%.
“The figures point to a broader shift in the composition of SBC Summit as it scales: not simply towards a larger international audience, but towards greater representation from senior executives, operators and commercially significant industry segments,” said Rasmus Sojmark, CEO and founder of SBC.
Attendees came from 178 countries, with the event spanning the Feira Internacional de Lisboa and the MEO Arena.
Regional attendance grew across the board, led by a 129.6% increase from Africa.
North American attendance rose 58.5%, Asian attendance grew 44.3%, European attendance was up 32.3%, and Latin American attendance increased 10.7%.
Focus on Communities and Regulation
The event's expansion focused on specific industry communities, highlighted by the launch of the standalone Affiliate Leaders Summit.
That summit drew 10,000 attendees, including 6,000 affiliates and 3,000 operator representatives, alongside 150 exhibitors and sponsors.
A stronger regulatory focus was evident through new forums and meet-ups.
The debut African Gaming Forum and the Global Prediction Markets Forum both emphasized regulatory development.
The African Gaming Forum discussed licensing frameworks and market development for sustainable growth across the continent.
The Global Prediction Markets Forum examined regulatory questions at the intersection of betting, financial markets and forecasting.
Regulatory Gaming Meet-ups were organized in conjunction with the International Association of Gaming Regulators (IAGR) and the International Masters of Gaming Law (IMGL).
Commercial networking was supported by an expanded structured programme powered by SBC Connect.
“SBC Summit is, first and foremost, a major trade show, and the expo floor remains at the heart of the event because that is where a huge amount of business gets done,” Sojmark added.
The exhibition featured 800 sponsors and exhibitors, supported by a conference and education programme with 600 speakers and CPD-certified learning opportunities.
High-Profile Speakers and Broader Ambition
A historic keynote featured basketball legend, investor and philanthropist Michael Jordan alongside Sportradar Founder and CEO Carsten Koerl and DraftKings Co-Founder and CEO Jason Robins, drawing an audience of 5,000.
Other headline speakers included football journalist and transfer market insider Fabrizio Romano and UFC champion Charles Oliveira.
Industry leaders speaking at the event included Betsson Group CEO Jesper Svensson, Allwyn Digital CEO Kresimir Spajic and Group Chief Brand Officer Tatiana Vivienne Jouanneau, Flutter International Chief Strategy Officer Tom Bowry, Fortuna Entertainment Group CEO Dieter John, and LeoVegas Group CEO and Co-Founder Gustaf Hagman.
“What we focused on for this edition is the quality of the audience around that show floor and making sure the right people can find each other. As the event grows, that becomes even more important. Operators need access to the right suppliers, suppliers need access to decision-makers, and companies entering new markets need the right local connections,” Sojmark said.
He added, “The growth in operators, affiliates and C-level attendees tells us that the event is becoming stronger in exactly those areas.”
“We set out to create more than a gaming industry trade show. We wanted to build a global meeting place at the intersection of gaming, AI & tech, fintech, sports, music and entertainment,” Sojmark said.
The event will remain in Lisbon for the next four years.