Key Moments:
- The SBC Summit 2025 welcomed over 30,000 attendees from 150 countries, exceeding last year’s turnout by 20%.
- The exhibition featured 700 sponsors and exhibitors, including 235 new partners, across 135,000m² and five halls.
- More than 72,000 hotel room nights were booked, delivering a significant boost to Lisbon’s tourism sector.
Unprecedented International Participation
Between September 16 and 18, the Feira Internacional de Lisboa (FIL) and the MEO Arena played host to the SBC Summit 2025, marking it as the company’s most extensive event to date. Attendance soared to over 30,000, a growth of 20% compared to 2024, and those present hailed from 150 nations around the globe. Notably, operator participation climbed by 31%, affiliates increased by 38%, and an exceptional 6,000 C-level executives were counted among the delegates, reflecting unmatched senior management engagement for the sector.
Spanning five exhibition and networking halls over 135,000m², the summit was powered by the presence of 700 sponsors and exhibitors, including 235 new partners. Regional growth was pronounced from Africa (up 78%), Asia (up 69%), and Latin America (up 40%). Participants ranged from iGaming suppliers and operators to affiliates and payment providers.
Curated Content and Innovation
SBC emphasized global coverage by introducing the Global & Emerging Markets Stages, each spotlighting a different region daily and offering valuable insights for both established and expanding companies. The event also debuted Tech Academies, focusing on hands-on education related to AI, blockchain, Web3, and emerging technologies.
Notable Speakers, Entertainers, and Community Initiatives
The event’s Super Stage was headlined by Gary Vaynerchuk, Randi Zuckerberg, Rubens Barrichello, and Oleksandr Usyk, among others. Over 550 speakers participated in thematic programs, including dedicated events for affiliates and payment experts. This year saw the introduction of new community features, such as a Food Festival and the first stand-alone Affiliate Leaders Awards.
A highlight was the Legends Charity Game, where football legends Roberto Carlos, Alessandro Del Piero, Marek Hamšík, and Giorgos Karagounis competed for charity. The match, broadcast in more than 90 jurisdictions, reached half a million online viewers in Spain alone.
Lisbon’s Economic and Cultural Impact
With more than 72,000 hotel room nights reserved by participants, the summit proved to be a major driver for Lisbon’s tourism and hospitality sectors. Collaboration with local authorities facilitated logistics, traffic, and zoning, anchoring SBC Summit as a key annual fixture in the city’s calendar.
McCarron noted: “This has a significance for the local community now. Lisbon knows us, works with us, and the impact is tangible.”
Networking, Startups, and Diversity Initiatives
Delegates benefited from special networking spaces adjacent to conference stages. SBC continued to spotlight startup innovation through First Pitch and advanced discussions on diversity with Women in Gaming meetups and panel sessions. Entertainers Alok and Timmy Trumpet wrapped up the proceedings at the Infinity closing party.
Host City and Future Vision
At a press conference, Dennis Algreen explained the decision to select Lisbon, citing venue scale and accessibility: “When you put on an event of this scale, suitable options in Europe are limited. Lisbon offers one of the biggest indoor arenas in Europe, which allows us to deliver everything from the Super Stage to Infinity. Combined with the city’s beauty, weather, hospitality, and its strategic connection to Brazil – the next major growth market – it became the perfect choice.”
Reflecting on the summit’s success and the future, McCarron outlined the evolving priorities: “Emerging technologies will be a priority. From AI to blockchain and Web3, our goal is to make sure the industry is not just aware, but educated, so they can take their businesses forward. This year proved we can keep raising the bar, but we won’t rest – the summit is meant to be the greatest show in gaming, and that vision continues.”
Event Growth at a Glance
| Metric | 2025 Summit | Change from 2024 |
|---|---|---|
| Total Attendees | 30,000+ | +20% |
| Operator Attendance | – | +31% |
| Affiliate Attendance | – | +38% |
| C-level Executives | ~6,000 | – |
| Sponsors & Exhibitors | 700 | – |
| New Partners | 235 | – |
| Exhibition Space | 135,000m² | – |
| Room Nights Booked | 72,000+ | – |
Conclusion
The SBC Summit 2025 cemented itself as a landmark event, both for the global gaming industry and the city of Lisbon. Organizers confirmed that the summit will return to Lisbon next year, reaffirming its importance for stakeholders ranging from industry veterans to local businesses.
- Author
Daniel Williams
