From the rapid adoption of artificial intelligence to the rise of prediction markets and growing concerns around illegal gambling, SBC Summit Lisbon 2026 highlighted some of the biggest challenges and opportunities facing the global iGaming industry.

Taking place from 29 September to 1 October at FIL and the MEO Arena, the event attracted more than 40,000 industry professionals from 178 countries, bringing together operators, suppliers, regulators, affiliates and technology providers.

With more than 600 speakers, 800 sponsors and exhibitors, and a programme spanning emerging technologies, regulation, player protection and international market development, the summit offered an insight into the trends likely to shape the industry's direction in 2027 and beyond.

Beyond the exhibition floor and networking opportunities, several recurring themes emerged from discussions with leading industry figures.

Here are six of the biggest takeaways from SBC Summit Lisbon 2026.

1. Prediction Markets Are Becoming a Serious Consideration for European Regulators

Prediction markets emerged as another significant talking point, with SBC Summit hosting a dedicated Global Prediction Markets Forum.

The discussions reflected the growing interest in products that allow users to trade on the outcomes of real-world events and the questions surrounding how these markets should be regulated.

Charles Mizzi, CEO of the Malta Gaming Authority, confirmed that regulators were already experiencing increased engagement from businesses interested in the sector.

"Over the last months, we've seen huge interest from operators. We've had a lot of discussions with them," Mizzi said.

His comments suggested that prediction markets are moving beyond an exclusively US-focused conversation, with European regulators increasingly being asked to consider their place within existing frameworks.

However, significant questions remain around product classification, consumer protection, market integrity and whether prediction markets can attract audiences already familiar with traditional sports betting.

Executives from companies including Kalshi, Matchbook and WagerWire contributed to discussions examining the commercial and regulatory future of the sector.

The takeaway: Prediction markets represent a potentially significant new vertical for the gambling industry, but their future growth in Europe will depend on regulatory clarity, consumer understanding and demonstrable demand.

2. Artificial Intelligence Is Moving from Experimentation to Business Transformation

Artificial intelligence was one of the defining themes of SBC Summit Lisbon, with discussions moving beyond the potential of AI towards its practical application across gaming operations, software development and player engagement.

Speaking during an interview, Dan Whiteley, Chief Technology Officer at Bede Gaming, described AI as the next major technological transformation following the internet and cloud computing.

"The economics of software development are changing. The cost of producing software is decreasing, and the speed at which we can develop products is increasing," Whiteley explained.

"That creates a more competitive environment, which should ultimately drive greater innovation across the industry."

Whiteley identified three areas where AI is expected to have a particularly significant impact: software development, player personalisation and cybersecurity.

He also highlighted the changing security landscape, warning that AI is making sophisticated cyberattack capabilities more accessible and increasing the speed at which threats can emerge.

For Bede Gaming, the focus is on embracing AI within appropriate safeguards, accelerating innovation through internal hackathons and exploring how machine learning capabilities could be integrated directly into its platform.

However, Whiteley emphasised that innovation must remain aligned with responsible gambling obligations, particularly when AI is used to deliver increasingly personalised experiences.

The takeaway: AI is no longer simply an emerging technology for the gambling industry. It is becoming an operational priority, with businesses increasingly focused on how to integrate it securely, responsibly and at scale.

3. Tackling Illegal Gambling Requires Greater Cooperation with Technology Platforms

The continued growth of illegal gambling operators was another major concern raised throughout SBC Summit Lisbon.

Industry leaders argued that licensed operators and regulators cannot effectively address the black market without greater involvement from digital advertising platforms and social media companies.

Björn Fuchs, Chairman of Dutch industry association VNLOK, highlighted frustrations surrounding illegal gambling advertisements appearing across major online platforms.

"We don't see any improvement – in fact, it's getting worse. Now is the time for them to uphold their responsibility," he said.

The discussion reflected wider concerns about the visibility of unlicensed gambling operators and the difficulties regulators face when attempting to restrict their ability to reach consumers.

However, the summit also highlighted potential opportunities for cooperation.

Jesper Eliasson, Director at PAF, discussed an experimental initiative involving Meta, under which information such as licensing documentation and operator URLs could be shared to help distinguish regulated businesses from unlicensed providers.

Such approaches could support more effective identification and enforcement while helping legitimate operators compete within regulated markets.

The takeaway: Combating illegal gambling increasingly requires a coordinated approach involving regulators, licensed operators, technology platforms and advertising providers, rather than relying on enforcement action alone.

4. Africa Is Becoming an Increasingly Important Part of the Global Gaming Conversation

The importance of emerging markets was evident throughout SBC Summit Lisbon, particularly with the introduction of the African Gaming Forum.

The forum provided a dedicated platform to examine the opportunities and challenges facing gambling businesses across African markets, including differing regulatory environments, infrastructure development and local consumer behaviour.

Jason Gibson of SportPesa highlighted the importance of ensuring African operators are directly involved in conversations about the continent's future.

"It's important that we control the narrative of the continent and the countries we operate in," he explained.

His comments reflected a broader message from the event: international expansion strategies must be informed by local expertise rather than applying the same operating model across every jurisdiction.

Africa's increasing relevance was also reflected in attendance figures, with participation from the continent rising by 129.6% compared with the previous year.

The growing representation of African operators, regulators and technology businesses illustrated the increasingly international nature of the iGaming industry.

The takeaway: Africa is becoming an increasingly important market for the global gambling sector, but long-term success will depend on understanding individual markets, developing local partnerships and responding to regional regulatory requirements.

5. The Relationship Between Sport, Entertainment and Gaming Continues to Evolve

One of the most anticipated appearances at SBC Summit Lisbon came from basketball legend Michael Jordan, who joined DraftKings Co-Founder and CEO Jason Robins and Sportradar Founder and CEO Carsten Koerl on the Super Stage.

Their discussion explored the increasingly interconnected worlds of professional sport, technology, commercial partnerships and fan engagement.

Jordan, who has business interests in both DraftKings and Sportradar, spoke about the importance of authenticity when choosing commercial relationships.

"When I get involved in deals, be it with Sportradar or DraftKings, I need to know it's authentic to what represents me," Jordan explained.

His comments highlighted how the relationship between athletes, commercial brands and audiences has evolved, with sports personalities increasingly becoming businesses and brands in their own right.

For the gaming industry, this development reflects the growing importance of creating meaningful connections with sports audiences rather than relying solely on traditional sponsorship exposure.

The session also demonstrated how the boundaries between betting, digital entertainment, sports media and technology are becoming increasingly interconnected.

The takeaway: The future of sports betting and gaming partnerships is likely to place greater emphasis on authenticity, audience engagement and the ability to create experiences that connect sport, entertainment and technology.

6. iGaming's Global Growth Is Increasing the Importance of Industry Collaboration

While individual technologies and markets generated considerable discussion, one of the clearest messages from SBC Summit Lisbon was the growing importance of international collaboration.

The event recorded a 34.5% year-on-year increase in overall attendance, alongside a 37% rise in operator participation and a 40.7% increase in C-level attendees.

These figures demonstrated not only the continued expansion of the summit but also the growing presence of senior decision-makers.

For Rasmus Sojmark, Founder and CEO of SBC, the increasing scale of the event reflects the importance of bringing different areas of the industry together.

"The growth is obviously something we are very proud of, but the most important thing for us is what that growth represents," he explained.

Throughout the event, conversations extended beyond traditional operator and supplier relationships to include regulators, financial technology providers, artificial intelligence specialists and businesses operating in emerging sectors.

The introduction of additional specialist forums, technology academies and regulatory meetups also reflected the industry's increasing need for focused knowledge-sharing and collaboration.

A further milestone came with the announcement that SBC Summit would remain in Lisbon until 2030, following a long-term agreement with local authorities and tourism partners.

The commitment provides continuity for future editions while reinforcing Lisbon's position as an important meeting point for the international gaming industry.

The takeaway: As the gambling industry becomes more technologically advanced, internationally connected and heavily regulated, collaboration between operators, suppliers, regulators and emerging technology businesses will be increasingly important.

Looking Ahead: What SBC Summit Lisbon 2026 Tells Us About the Future

If one overarching message emerged from SBC Summit Lisbon 2026, it was that the global gambling industry is entering a period of significant technological and commercial change.

Artificial intelligence is reshaping how products are developed and operated, prediction markets are challenging established definitions of betting, and regulators are facing increasingly complex questions surrounding consumer protection and illegal gambling.

At the same time, emerging markets are gaining greater influence, while the relationship between sport, entertainment and gaming continues to evolve.

The insights shared by executives such as Bede Gaming's Dan Whiteley reinforced the importance of approaching innovation with both ambition and responsibility.

For operators and technology providers, the challenge will be identifying which emerging opportunities can deliver sustainable growth while maintaining the security, reliability and safeguards expected of regulated businesses.

As the industry looks towards 2027, the conversations held in Lisbon suggest that technological adaptability, regulatory cooperation and meaningful partnerships will be central to the next phase of iGaming's development.