SBC Summit 2025 sets new records with 30,000 delegates and global reach
Summary
SBC Summit 2025 in Lisbon closed as the largest edition yet, attracting more than 30,000 delegates from 150 countries across FIL and the MEO Arena. The event grew 20% year-on-year, occupying roughly 135,000 sqm and featuring over 700 exhibitors, 550 speakers and new Global & Emerging Markets stages and networking zones.
The programme included the SBC Leaders Summit, the Affiliate Leaders Summit (and Awards), plus Tech Academies on AI, blockchain, gamification and marketing. High-profile keynotes and sports stars — from Gary Vaynerchuk to Oleksandr Usyk — added draw, while entertainment and the Legends Charity Game raised €600,000 for charity. Organisers estimate the week generated an estimated €80–100 million for the Portuguese economy. The next Summit returns to Lisbon, 29 Sept–1 Oct 2026.
Key Points
- Attendance exceeded 30,000 delegates from 150 countries — a 20% increase on 2024.
- The event footprint expanded to c.135,000 sqm with 700+ exhibitors and 550 speakers.
- International reach increased (16 more countries than 2024), with growth in Latin America, Asia, Africa and Europe.
- More than 5,900 C-level executives attended; 600 took part in the SBC Leaders Summit.
- Operator attendance rose 31% and affiliate attendance 38%, supported by new affiliate-focused programming and awards.
- 235 new exhibitors joined; exhibition floor covered platforms, CRM tools and supplier offerings.
- Tech Academies signalled a clear industry focus on AI, automation, data-driven strategies and blockchain.
- Entertainment and charity moments — Legends Charity Game and major parties — boosted public engagement and tourism (72,000 hotel room nights).
Why should I read this?
Quick and blunt: if you work in gaming, betting, adjacent tech or partnerships, this was the industry moment of the year. Massive global reach, serious C-suite attendance and new market-specific stages mean deals, leads and trend signals were everywhere. We skimmed the spectacle so you can spot the essentials — affiliate growth, tech focus and where new international opportunities are emerging. Handy if you’re planning market entry, partnerships or next year’s events calendar.