This October 2025, SBC Summit Tbilisi returns to Georgia with an enhanced agenda designed to connect the industry with the knowledge and expertise of local leaders from Eastern Europe and Central Asia, equipping delegates with the tools they need to succeed in these dynamic markets.
Co-hosted with SMH Global, a Georgia-based company at the crossroads of sports, media, and iGaming, the summit will once again take place at the Sheraton Grand Tbilisi Metechi Palace on October 15–16.
With more than 50 speakers, the two-day program will explore local marketing strategies, regulatory challenges, and talent development, providing attendees with valuable insights to build stronger operations across Eastern Europe and Central Asia.
Commenting on this year’s conference agenda, Rasmus Sojmark, CEO and Founder of SBC, said:
“We’ve worked closely with SMH and a group of local experts who truly understand the region to shape this agenda. They know how to connect with Eastern European players, why crypto has gained such traction in gaming here, and how sports icons influence fan engagement. It’s their stories and expertise that make the program in Tbilisi so valuable.”
Day One: Growth, Regulation & Cryptocurrency
Day One will focus on the realities of entering and expanding in Eastern Europe and Central Asia. Panels will address what it takes to win over players from a marketing standpoint, while others will dive into navigating multi-jurisdictional compliance—balancing taxation, GDPR, and responsible gambling regulations without losing efficiency.
Beyond regulation, discussions will highlight how traditional casinos are reinventing themselves, from integrating digital products to meeting shifting player expectations. The day will close with a candid debate on the rise of cryptocurrency in iGaming, questioning whether it’s truly a game-changer for payments and trust or a risk that requires careful oversight.
Day Two: Sports, Engagement & Talent
Day Two will shift focus to sports and player engagement. Panels will unpack how athletes and sports icons influence fan communities, shape responsible play, and build brand trust, supported by case studies of successful collaborations between gaming brands and star athletes.
The agenda will then explore the rise of esports and fantasy sports, asking whether these interactive formats are the key to capturing younger, more skill-driven audiences.
Experts will also examine gamification, from leaderboards and missions to loyalty programs, debating which mechanics truly drive long-term engagement. Later in the day, attention will turn to the region’s growing reputation as a talent hub, with speakers sharing how companies are attracting and retaining top tech and product talent in Georgia, Armenia, Ukraine, and beyond.
The program will conclude by reflecting on the power of sports itself, exploring how global events like the World Cup and the Olympics fuel massive betting activity, and how sponsorships are reshaping the global sports economy.
Looking ahead to this year’s summit, Sojmark added:
“For me, the real value of this agenda is its practicality. Delegates will leave with ideas they can immediately put into practice across Eastern Europe and Central Asia. Just as importantly, it’s about looking forward, considering the region’s future role in the industry and how businesses can start preparing for it today.”
Tickets Available
Tickets for SBC Summit Tbilisi are now on sale. With the Early Bird offer, attendees can secure a full event pass for just $150—a $50 saving. The pass includes access to every conference session, the exhibition floor, and all evening networking events across both days.
👉 Operators and affiliates are eligible for free passes. Simply click to apply.
