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From athlete partnerships to esports and gamification, SBC Summit Tbilisi 2025 will explore how sports and interactive formats are driving player engagement, with case studies and expert discussions scheduled during the two-day event in Georgia.
The conference, co-hosted with Georgia-based SMH Global, will take place at the Sheraton Grand Tbilisi Metechi Palace on October 15–16. The summit brings together local and international experts to share insights relevant to Eastern European and Central Asian markets.
Agenda and speakers
The 2025 agenda includes more than 50 speakers addressing a range of topics, from regulatory issues to technology and talent acquisition. Organizers said the program is designed to provide practical perspectives for operators and affiliates seeking to better understand the region.
“We’ve worked closely with SMH and a group of local experts who really understand the region to shape this agenda,” said Rasmus Sojmark, CEO and founder of SBC. “They know how to connect with Eastern European players, why crypto has taken off in gaming here, and how sports icons influence the way fans engage. It’s their stories and expertise that make the program in Tbilisi so valuable.”
Day One: Market operations and regulation
The first day of the summit will address topics related to entering and managing operations in Eastern Europe and Central Asia. Sessions will examine marketing strategies and the complexities of multi-jurisdictional compliance, including taxation, GDPR, and responsible gambling policies.
Other panels will cover how traditional casinos are integrating digital products to align with changing player preferences. The day will conclude with a session on cryptocurrency in iGaming, with discussions on its role in payments and trust, as well as the potential risks it presents.
Day Two: Sports, interactive formats, and talent
The second day will focus on sports, engagement strategies, and interactive gaming. Panels will look at how athletes and sports figures influence fan communities, responsible play, and brand trust, supported by case studies of collaborations between gaming brands and prominent sports personalities.
Sessions will also explore the rise of esports and fantasy sports, as well as gamification mechanics such as leaderboards, missions, and loyalty programs. Speakers will analyze which approaches are sustaining player interaction over time.
Later in the day, discussions will turn to the region’s development as a hub for gaming technology and product talent. Experts from Georgia, Armenia, Ukraine, and other countries will share recruitment and retention strategies. The event will close with a look at the impact of major sports events, including the World Cup and Olympics, on betting activity and sponsorship trends in the global sports economy.
“For me, the real value of this agenda is its practicality. Delegates will leave with ideas they can put into practice across Eastern Europe and Central Asia,” Sojmark added. “Just as importantly, it’s about looking ahead, thinking about the region’s future role in the industry and how businesses can start preparing for it today.”
Registration and passes
Registration for SBC Summit Tbilisi 2025 is open. The Early Bird offer includes a full event pass priced at $150, a $50 discount. The pass covers all conference sessions, access to the exhibition area, and evening networking events during both days.
Operators and affiliates may apply for free passes.
For operators, the event offers direct engagement with affiliates from regional markets such as Georgia, Romania, Serbia, Bulgaria, Kazakhstan, and Slovenia. Organizers said the summit facilitates meetings with affiliates that deliver significant traffic volumes and provides a venue to present products directly to potential partners.
For affiliates, the program includes sessions dedicated to affiliate marketing, featuring updated data, strategies, and insights for regional growth. Affiliate passes are available only to affiliates actively delivering traffic to betting or iGaming operators.
The deadline for submissions is Friday, Oct. 10, 2025. Organizers noted that submissions received after that date may not be reviewed in time for the event.
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