SBC Summit 2026 is expanding its agenda to address some of the fastest-changing issues facing the betting and gaming industry, with new dedicated tracks covering prediction markets, compliance technology and marketing and customer experience.
Taking place from 29 September to 1 October 2026 at the Feira Internacional de Lisboa and MEO Arena, the event is expected to bring together around 40,000 industry professionals for three days of education, networking and exhibition.
Among the latest additions are the Global Prediction Markets Forum, a dedicated Compliance Tech track and a new Marketing & CX conference track, reflecting the growing importance of regulation, technology, customer acquisition and AI across the sector.
The Global Prediction Markets Forum will take place on 1 October at the Myriad Hotel in Lisbon, alongside SBC Summit 2026. It will bring together prediction market operators, legal and regulatory specialists, technology providers and other industry stakeholders to examine the rapid development of the sector.
The forum will explore whether prediction markets should be treated as financial products, gambling products or a distinct category requiring its own regulatory framework. Discussions will cover developments in the US and Europe, opportunities for prediction markets in European markets, the technology needed to launch such products and their potential relationship with traditional sportsbooks.
Regulation will be a central theme, with sessions examining the differences between US and European approaches and the unresolved question of whether prediction market contracts constitute gambling or financial trading. The programme will also address the technological hurdles involved in bringing prediction market products to market and whether the sector is entering a period of sustained growth or consolidation.
At the same time, SBC Summit is putting technology at the centre of its response to increasingly sophisticated fraud and compliance challenges.
The new Compliance Tech track, taking place on 1 October as part of the summit’s Regulation & Compliance stage, will bring together operators, technology providers, compliance and legal specialists, and experts in fraud, risk and cybersecurity.
The programme will examine how technology can help operators prevent fraud, manage risk and meet regulatory requirements. Topics will include fraud prevention, illegal activity in new markets, digital identity and EUDI Wallets, as well as the growing intersection between regulatory compliance and cybersecurity.
One session will consider how operators can increase approval rates for legitimate customers while reducing fraud and false positives. Another will examine the challenges of entering new markets, including identifying local criminal threats and deploying appropriate fraud prevention technologies across jurisdictions.
Digital identity will receive particular attention through a session examining whether EUDI Wallets and digital identity technologies can create a new era for KYC or instead introduce additional regulatory, technical and operational complexity.
The summit’s agenda is also expanding on the commercial side, with the new Marketing & CX track bringing together CMOs, SEO and affiliate specialists, data experts and technology leaders to examine how betting and gaming brands can build stronger connections with their audiences.
Taking place on 1 October at the Feira Internacional de Lisboa, the track will explore brand identity, acquisition strategies, creator partnerships, data-driven marketing and the use of emerging AI technologies to generate measurable results.
The programme will open with a discussion of how brands can establish distinctive identities in a market where visual styles, promotions and player journeys are increasingly easy to replicate. Other sessions will examine how operators can use data and AI to improve marketing decisions, as well as how technology is changing influencer discovery, creator partnerships and performance measurement.
Customer acquisition will form another major theme, with industry experts looking at how operators can balance SEO, paid search, affiliates and media to allocate marketing budgets more effectively and achieve sustainable growth.
AI will feature prominently throughout the track. A dedicated session on the transition from generative AI to agentic systems will consider the operational and ethical challenges of adopting increasingly autonomous technologies. Another presentation will examine how generative and agentic AI could create new risks around advertising fraud, non-human traffic and brand suitability.
The Marketing & CX programme will also be supported by dedicated networking initiatives, including a Marketing Tech & CRM Show Floor Tour, designed to connect operators with marketing technology providers and their latest solutions.
Together, the new additions demonstrate how the priorities of the betting and gaming industry are expanding beyond traditional product and market considerations. Prediction markets are challenging existing boundaries between financial trading and gambling, while digital identity, fraud prevention and cybersecurity are reshaping compliance. At the same time, AI, data and new acquisition channels are changing how operators compete for customers.
By bringing these topics into dedicated conference programmes, SBC Summit 2026 is positioning technology, regulation, marketing and emerging market models as increasingly interconnected parts of the industry’s future.
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