The Global iGaming Hub: SBC Summit 2026 Dates and Scale
SBC Summit 2026 in Lisbon will bring the global betting and gaming industry together from September 29 to October 1. The event takes place across Feira Internacional de Lisboa (FIL) and the MEO Arena in Parque das Nações, Lisbon, Portugal.
The 2026 event is expected to welcome around 40,000 industry professionals. More than 800 exhibitors and sponsors will take part across the event. In addition, over 600 speakers will contribute to the conference program. Attendees come from more than 150 countries, making SBC Summit a major international meeting point for the industry.
The event is targeted at gaming operators, sportsbook executives, casino experts, affiliate marketers, payment providers, software developers, technology suppliers, regulators, investors, consultants, and business leaders. Attending allows participants to gain valuable market insights, learn about innovative gaming technologies, network with global industry decision-makers, and explore new business partnerships.
Attendee access runs from 10:00 to 18:00 on Tuesday, September 29 and Wednesday, September 30, closing earlier at 17:00 on Thursday, October 1.
Navigating the 135,000sqm Floor Plan
The scale of the event spans an enormous 135,000 square meters. SBC Summit uses a large exhibition layout across several halls at FIL. The 2026 floor plan separates major industry sectors to make navigation easier:
- Casino and iGaming companies are mainly located across Halls 1, 2, and 4.
- Sports betting is centered in Hall 3.
- The Payment Expert Summit is located in Hall 4.
- The Startup Hub sits between Halls 1 and 2.
- The Player Protection Zone connects Halls 3 and 4.
Attendee Feedback and Logistics
“Perfectly organized event regardless of its huge size, perfect atmosphere for networking,” notes Julia Logan, an SEO Consultant who attended the summit. However, attendees provide a warning regarding logistics: “It was quite a walk from one side to the other, sometimes I was late to events because of this. Transportation to and from the venue was a mess. Perhaps consider dedicated coaches for attendee transfers.”
SBC acknowledges the footprint, stating the walk from the Affiliate Leaders Summit to the MEO Arena takes around seven to ten minutes. SBC recommends checking locations before booking back-to-back meetings across different areas. The easiest public transport option is Lisbon’s Red Metro Line to Oriente Station. From there, FIL is around a five-minute walk away.
The New Affiliate Leaders Summit 2026
For the first time, this premier iGaming performance marketing event is expanding into a standalone, co-located event running right alongside the broader SBC Summit. Affiliate Leaders first appeared as a dedicated area within SBC Summit, but in 2026, it becomes a standalone event with its own conference, exhibition areas, and networking program.
The event is expected to attract more than 10,000 delegates. It also features more than 150 exhibitors and sponsors across 15,000 square meters of dedicated space. The event focuses on affiliate marketing, acquisition, SEO, paid media, tracking, content, and emerging technologies.
SEO, Traffic Growth, and the Affiliate Leaders Academy
Acquisition costs remain an important issue across affiliate marketing. The conference will cover paid media, traffic growth, platform dependence, and sustainable acquisition strategies. It will also look at how affiliates can reduce reliance on a single traffic source. Tracking remains another key topic, with discussions around attribution, fragmented player journeys, first-party data, CRM, and retention.
For the 2026 edition, the organizer is introducing the Affiliate Leaders Academy. This new segment will provide practical sessions covering SEO, emerging marketing channels, and data analytics.
Keynote Speakers: Leadership in Sports Business
SBC Summit 2026 is hosting one of the most high-profile keynote sessions ever staged in Europe by bringing together three of the most influential figures in global sports business. The headline keynote, titled “Leadership in Sports Business”, will take place on Tuesday 29 September on the first day of SBC Summit 2026 in Lisbon.
The keynote features:
- Michael Jordan – Basketball icon, investor, and philanthropist.
- Carsten Koerl – Founder and CEO, Sportradar.
- Jason Robins – Co-Founder and CEO, DraftKings.
The session will explore the evolution of sports, technology, media, data, and fan engagement through the perspective of three leaders who have helped shape the modern sports landscape. Confirmed speakers for the affiliate side include Pierre Cadena of Catena Media, Peter Gunni of Traffic Lab, and Elaine Gardiner of TAG Media.
Practical Preparations and Networking Apps
SBC offers several organized networking formats during the three-day event. These include SBC Connect Meets, Speed Networking, Regulatory Gaming Meetups, and Show Floor Tours.
The SBC Summit Opening Party starts at 20:00 at Pavilhão Carlos Lopes on September 29. The Affiliate Leaders Awards take place at MEO Arena from 19:30 to 23:30 on September 30. Finally, INFINITY Lisbon starts at 20:00 on October 1 and closes the three-day event with entertainment and networking.
To prepare, attendees can collect their badges before the event begins. Pre-event badge collection at FIL runs from 12:00 to 20:00 on Monday, September 28. SBC also offers badge collection at Lisbon Airport from September 27. Collecting a badge early can help affiliates avoid registration queues on the first morning.
SBC Connect is the official event app. Attendees can search for companies and other delegates, send messages, and arrange meetings in advance. The app also includes the conference agenda, event schedule, and floor plan.
Sources: Genesys One (Luke Wagerfield), Visit Lisboa, Eventible (attendee review by Julia Logan), Affilitizer, and GamingMeets.
Leo Falsafi is a digital marketing veteran and senior journalist at Virlan.co, where he covers the intersection of digital marketing, gaming, and breaking US trending news. With nearly two decades of hands-on experience in SEO and digital strategy, Leo has consulted for and scaled hundreds of companies. His deep industry roots allow him to deliver sharp, fact-checked insights and analysis on the trends shaping today's digital landscape.