SBC Summit 2026 Opens in Lisbon with Focus on Global iGaming Trends

The global betting and iGaming industry is gathering in Lisbon this week as SBC Summit 2026 opens its doors, bringing together operators, technology companies, regulators, affiliates and other industry leaders for three days of business, networking and discussion.

One of the biggest attractions on the opening day is basketball legend Michael Jordan, who is appearing on the Super Stage alongside Sportradar Founder and CEO Carsten Koerl and DraftKings Co-Founder and CEO Jason Robins. Their session, titled “Leadership in Sports Business,” examines the changing relationship between sport, technology, media, data and fan engagement.

The scale of this year's event is significant. SBC expects more than 40,000 industry professionals to attend the Lisbon summit, which runs from September 29 to October 1 at the Feira Internacional de Lisboa and MEO Arena.

For SBC Founder and CEO Rasmus Sojmark, the value of the event goes beyond simply putting famous names on stage.

“What makes the Super Stage special is the people you get to hear from.”

Sojmark said the programme is designed to give attendees access to the experiences and lessons of people who have reached the top of their respective fields.

Regulation is another major theme at the summit. The Global Regulations track brings together operators, regulators, policymakers and legal experts to discuss regulatory developments affecting both established and emerging gambling markets. The programme also includes dedicated regulatory meet-ups covering regions including Africa.

Africa has a particularly strong presence this year. The African Gaming Forum, taking place on September 30, will examine regulation, taxation, market development and growth opportunities across markets including Kenya, Ghana, Nigeria, South Africa and Ethiopia. Sojmark described the continent as developing “at an incredible pace” while stressing that African markets cannot simply be treated as one market.

Technology and innovation will also dominate discussions, with a dedicated Product Innovation Showcase highlighting new products, startups and technologies across the industry. AI-powered customer support, gaming technology and other emerging solutions are among the areas being showcased.

For Kenya and the wider African market, the summit provides an opportunity to follow how global operators, regulators and technology providers are approaching the continent's rapidly changing gaming environment.

As the event continues through October 1, the conversations in Lisbon are expected to provide insight into the industry's next priorities, from regulation and payments to AI, sports technology, responsible gambling and expansion into emerging markets.