At the end of this month, over April 28th to 30th, SBC Summit Malta takes place at the InterContinental Hotel in St Julian’s, uniting 6,000 global betting and gaming professionals in the beating heart of iGaming.
Malta is the perfect setting for a senior-level, focused event that combines networking, education and product showcases, offering a complete snapshot of the industry ecosystem. The show floor is designed for maximum visibility, with operators representing 47% of participants – a uniquely high buyer-to-exhibitor ratio.
The conference agenda delivers on the promise of Turning Theory into Practice, covering strategic learning across product, marketing, affiliation, operations and compliance. These insights are brought to life through interactive workshops running across both days.
For companies based on the island, SBC Summit Malta provides an easy and cost-effective way to involve more team members with valuable content and experiences for every area of the business. In just three days, you will gain the kind of commercial clarity that usually takes months to achieve.
SBC Summit Malta stands out on its own. Its differentiators are clear; the detailed and highly specific focus on content, the workshops and master classes and its unique networking elements.
No other industry event, especially in Europe, offers comparable levels of content depth or identifies the specific verticals and sectors of the industry that have become a core staple of the event.
Around the world, conference panels typically deliver high level topics to a non-participatory audience. SBC Summit Malta distinguish itself by facilitating the in-depth content, where active participants come away with key points and tools that they can immediately apply to their business.
And this year will also see a slightly different approach to networking. In addition to ‘traditional’ networking, elements within the show and in the evenings, there will also be a number of networking opportunities before the show starts; more engaging formats such as padel and golf tournaments and a boat trip.
Conferences and networking have always been really strong suits for SBC. And then they added expo to that. Others came from an expo background and then started to add content networking. And it is this juxtaposition that has always set SBC events apart.
We sat down with Dennis Algreen, SBC’s Marketing Director, in order to clarify this conscious commitment to differentiation.
“The bottom line is that the way we create quality for our audience is to think about only that – what does the audience want?
“We constantly engage with the industry and have developed a good sense of what the industry actually wants. So for instance, the reason why we have a full affiliate-oriented track with workshops and in-depth content is because the affiliate sector is huge in Malta.
“Another thing that differentiates SBC Summit Malta from other industry events is its massive ‘buyer audience’. Last year, 47% of attendees were operators, which is unheard of. And 37.7% were senior decision makers at Director level and above. Again, unheard of. This level of access to senior decision makers simply does not happen at the larger events.”
Content Focus & Differentiation
SBC Summit Malta excels by offering in-depth content through workshops and master classes, providing attendees with immediate, applicable business tools. This caters to audiences with specific needs, such as a full affiliate-oriented track, which is hugely popular and often results in standing-room-only conference rooms.
“The affiliates have become such a vital crowd for all of our events, especially the Malta-based one,” Dennis confirms. “We have seen such popularity for our style of in-depth content for this particular segment and those disciplines, and this continues this year.
“We have a full two-day track for just affiliate insights. On day two, this expands to the wider marketing spectrum, including lessons and insights from other industries and the SEO Trilogy that has gained such huge popularity.”
Broadening the Scope
“We also broadened the Malta event last year to include both casino and sports betting, broadening the affiliate aspects of these. Essentially, the affiliate and the marketing is a full two-day track, delving into both the more strategic elements and the nitty-gritty stuff.
“This is a discipline that everybody needs to keep learning, because it keeps changing based on corporate entities and their individual decisions, with everybody else having to play ball. But that’s the name of the game. The same applies to the constant evolution of SEO and is why we have the SEO Trilogy every year.”
As to whether SBC Summit Malta is superior to other events in terms of its value to the affiliate sector, Dennis states the obvious: “If nothing else, the sheer concentration of affiliates and operators with affiliate networks or programs in Malta is right.
“The simple notion that SBC Summit Malta represents an easy opportunity for them to put their heads together and have a touch point that is facilitated in a nice environment.
“And in terms of the learning, again I think that is where our events stand apart is the volume of dedicated content for affiliates and opportunities for the affiliate networks. So they will be out in in in in style because convenience is king and the ROI is efficient, right..?”
European Focus
SBC Summit Malta is European based, and the focus of the event is, of course Europe and European markets. There are dedicated tracks and sessions for both the higher profile regulated markets and the newer pre-regulated and ‘grey’ new markets. Dennis picks out Italy as an obvious example: “Italy always justifies a dedicated session because so much has been going on and is still going on.
“And then we try and pinpoint markets that make sense to cover, such as Germany, Finland and the Nordics overall. We analyse these markets simply because they have enough movement to merit it.
“We already all know what the biggest European markets are. It follows the operational side, which means it follows the regulation. I wouldn’t say that the scenery in Europe is unchanged, but it is consistent in terms of development.
“There will be more in terms of Eastern Europe; there are still emerging markets there and there are still markets that have potential but have not tapped into it yet, but eventually this will happen, it is just a matter of time.”
Regulatory Content
With Malta being the home of the Malta Gaming Authority (MGA), regulatory topics will naturally be a key focus. The MGA open the show, and there is a session dedicated to the Malta ecosystem.
“Our collaboration with the MGA is vital,” says Dennis. “They participate in sessions dedicated to building a sustainable gaming future within the regulatory framework and this content includes deep dives into European markets with significant regulatory movement, such as Italy, Finland, Germany, and the Nordics.
“They are building a sustainable gaming future and how this will align with the wider regulatory framework.”
New Networking Approach
SBC Summit Malta’s networking strategy has shifted from traditional formats to engaging activities like sports tournaments and a boat trip, some of which are offered before the show even begins.
Dennis explains this evolution of strategy: “Elements of the networking has moved away from high-quality traditional networking to slightly different, more engaging formats. This approach is based on the notion that networking should not always be a forced business discussion, like playing padel with someone new, with the aim of fostering trust-building over forced business discussions.”
Addressing the ‘Buzz’
At a point when many of the traditional, long-standing companies are very suspicious of topics such as AI and crypto, SBC Summit Malta addresses these ‘buzzwords’ by providing tangible and application-focused content rather than abstract discussions.
The key, according to Dennis, is to focus the Summit sessions on relevant applications, such as its supportive functions, rather than focusing on the fear of replacement: “Two years ago, I moderated a session on AI in terms of its application to player protection and safer gambling,” he recalls.
“Danske Spel was building their own AI with just one key function – to help predict problem gambling behaviour so they could identify and approach players with a potential problem, not as a replacement function but as a supportive one.
“This speaks to one of the misconceptions that people have about AI; that it is going to replace half of their people rather than going into it with the mindset that it’s an ‘assistant’ and a ‘supportive technology’ and not a replacement for a brain.
“That said, it is not our role to push our own opinions; our role is to facilitate and make sure that the topics that are at top of mind have a space to be discussed and provide a balanced learning platform. This is probably where we share a common denominator with you in the B2B media.
“And the angle we take with crypto is essentially to try to provide what we know is really tangible. On crypto, we have we have a session with the Chair of the Malta Chamber, outlining actual updates and insights for the crypto assets sector because it needs to be related to the actual market, otherwise crypto becomes just kind of a buzzword.
“We also we also have a session exploring some of the myths and trends where we delve into what is what and what is the real deal here.”
Beyond Malta
With SBC announcing its intention to host a new high-level B2B gambling and gaming industry event in Amsterdam in Spring 2027, addressing strong demand from the industry for a return to the city, Dennis looks ahead to another European challenge: “Amsterdam presents us with a fantastic opportunity to create we want to create, a fully ‘Eurocentric’ event.
“Lisbon is our big global flagship, we have a regional show in the Americas, and we have one in Rio. But specifically for Europe, we wanted a Spring option that can continue this path of delving deep into the content and the learning, and some of the very intricate, complicated and mature European markets. Amsterdam is simply too good an option to pass up for this.
“We can do so much more with it as it evolves. You will see when it comes to even our Lisbon show, we are starting to tailor different content options and different areas of the event.
“This makes for a more focused, more valuable and more enjoyable experience for the audience. And this is pretty much our mantra, right…?
GGN Opinion
Exhibitors at SBC Summit Malta, particularly smaller operations, find that their brand visibility is better compared to larger expos where they are overshadowed by massive stands. And attendees appreciate the focused audience and report that the value for their money is good, needing only a few good conversations and leads to secure deals.
The message is clear: SBC Summit Malta is not about flag-waving or corporate ‘ego’; this is the event you exhibit at or attend if you want to be in the right place, at the right time, for learning, developing, evolving and meaningful interaction with the right people.
Dennis Algreen
Dennis is a seasoned Senior Marketing Director, bringing a wealth of experience and expertise to the table. With 10 years at SBC, he has developed a deep understanding of the intricacies of the betting and gaming industry, and his contributions have played a pivotal role in propelling the company from humble startup beginnings to renowned global event organiser and media powerhouse in the gambling sector.
His approach is marked by a genuine curiosity and a strategic mindset, which allows him to navigate the ever-evolving dynamics of the industry with a forward-thinking approach. His grasp of stakeholder motivations enables him to devise and drive marketing strategies that resonate with diverse audiences. Throughout his career, Dennis has successfully executed a wide range of marketing initiatives and delivered impactful results across multiple channels.
Leading an ever-growing team of dynamic professionals, he has adeptly managed digital marketing, email marketing, social media marketing, content and PR initiatives within the events division of the company. His management style is characterised by inclusivity, emphasising the value of each team member’s unique contributions.
With a results-driven mindset, he motivates and guides his team towards achieving tangible goals. However, he believes in cultivating a creative atmosphere that encourages innovative thinking and out-of-the-box strategies.
To secure maximum available discounts, get your tickets for SBC Summit Malta 2026 HERE
And don’t forget to quote Promo Code GGNPARTNERVIP at the checkout.
