SBC Summit Tbilisi, presented by EGT and Amusnet, returns in July 2026, aiming to guide stakeholders in the gaming industry through the evolving markets of Eastern Europe and Central Asia. Hosted at the Sheraton Grand Tbilisi Metechi Palace over July 15th & 16th, the event will focus on regulatory challenges, operational growth and innovative partnerships.
The conference, co-hosted with SMH Global, will feature panels led by regional and global experts, addressing the complexities of entering and scaling in these markets. A specific focus will be on the required operational and payment infrastructures, diverse regulatory landscapes and forming effective partnerships for acquisition.
The SBC Regulators Forum will offer insights from regulatory bodies on combating black markets and future changes expected in 2027.
Rasmus Sojmark, Founder & CEO of SBC, says: “Eastern Europe and Central Asia present huge opportunities, but they are not straightforward markets to navigate. Each country comes with its own regulatory nuances, operational challenges and player dynamics, which means there is no one-size-fits-all approach.
“What we are aiming to do with this agenda is provide a clearer roadmap. We are bringing together operators, affiliates and suppliers who have first-hand experience in the region to share what works, what doesn’t and where the real opportunities lie for those looking to build a sustainable presence.”
Day One will centre around market entry, led by seasoned experts. Discussions will evolve into strategies for developing compliant and efficient payment infrastructures, integrating AI for player protection, and countering fraud. The pressing issue of black markets will also be addressed, with a focus on industry-regulator collaboration.
Day Two shifts to future-proofing brands, tackling talent acquisition and retention in competitive markets. The agenda will delve into enhancing player experience and evolving acquisition strategies, highlighting the role of first-party data and influencer marketing. The closing sessions will explore the intersection of sports and gaming, focusing on tech infrastructure for events like the FIFA World Cup and evolving sports clubs into entertainment brands.
Lasha Machavariani, Founder of SMH Global, adds: “Bringing SBC Summit to Tbilisi for the fourth consecutive time is a landmark moment for the whole region. Together with the SBC team, we are proud to introduce the same world-class standards in 2026.
“Georgia is uniquely positioned as a bridge between Europe and Asia, and Eastern Europe and Central Asia represent one of the most dynamic and strategically important growth regions in the global gaming industry.”
The Summit is expected to bring together over 2,500 senior executives, providing networking opportunities and executive-level discussions to forge commercial connections in the region.
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