SBC Summit Tbilisi, presented by EGT and Amusnet, will return to Georgia this July with a conference agenda focused on helping stakeholders explore opportunities across Eastern Europe and Central Asia as the region’s gaming markets continue to evolve.
Co-hosted with SMH, a Georgia-based company operating at the intersection of sports, media, and iGaming, the summit will take place at the Sheraton Grand Tbilisi Metechi Palace from 15-16 July 2026.
Across the event’s two-day conference programme, attendees will hear from regional and global experts on how companies can scale successfully across Eastern Europe and Central Asia. Panels will explore the operational and payments infrastructure required for growth, how to navigate varied regulatory frameworks, and how operators and affiliates can build more effective partnerships to drive acquisition.
The agenda will also feature an SBC Regulators Forum, giving delegates direct insight from the bodies responsible for shaping gaming frameworks across Eastern Europe and Eurasia. Sessions will explore how regulators are tackling the black market, strengthening cross-border cooperation, and preparing for the regulatory changes expected for the region in 2027.
Commenting on this year’s conference agenda, Rasmus Sojmark, CEO and Founder of SBC, said: “Eastern Europe and Central Asia present huge opportunities, but they’re not straightforward markets to navigate. Each country comes with its own regulatory nuances, operational challenges, and player dynamics, which means there’s no one-size-fits-all approach.
“What we’re aiming to do with this agenda is provide a clearer roadmap. We’re 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 of SBC Summit Tbilisi’s conference agenda will centre on how businesses can enter and scale successfully in the region, opening with market entry discussions led by experts who have already navigated Eastern Europe and Central Asia’s fragmented regulatory landscape.
The programme then shifts to execution, with sessions examining how operators can build payment infrastructure that is compliant, fast, and capable of earning player trust. Discussions will also explore how AI can be integrated into core systems to strengthen player protection and improve fraud prevention.
The agenda also addresses the ongoing challenge of the black market, with a focus on how the industry can work more closely with regulators to reinforce the licensed sector.
Closing the day, SMH Global’s sporting expertise will take centre stage, highlighting how gaming companies can partner with sports clubs to deliver stronger returns on sponsorships as regulations continue to tighten.
Day Two shifts the focus to how brands can build for the future in the region, starting with discussions on talent, from attracting skilled professionals to retaining them in increasingly competitive markets. The agenda also explores how operators are rethinking the player experience, as expectations around speed, usability, and trust continue to rise.
Attention then turns to acquisition, examining how it is evolving across Eastern Europe and Central Asia. Industry experts will share insights on building more transparent and sustainable operator-affiliate partnerships, alongside the growing role of first-party data and influencer-led channels in performance marketing.
The programme closes with a spotlight on sports and sports betting. Delegates will gain practical insight into preparing tech infrastructure for major events like the World Cup, as well as the marketing strategies needed to convert and retain new players. The final sessions will also explore how sports clubs are evolving into global entertainment brands, and what this means for future collaborations with gaming companies.
Lasha Machavariani, Founder of SMH Global, added: “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.”
SBC Summit Tbilisi will unite over 2,500 senior executives from across Eastern Europe and Central Asia. Across two days, delegates can expect focused networking opportunities, executive-level discussions, and an exhibition floor designed to facilitate commercial connections in the region.
Get your tickets for SBC Summit Tbilisi now!
Delegates can purchase Early Bird Passes for just €200, a saving of €100 on a Full Event Pass price.
Full Event Passes include:
- Two Days of full conference access
- Full access to the exhibition floor
- Complimentary breakfast and lunch
- Access to evening networking sessions taking place throughout the event
Operators and affiliates are eligible for free Full Event Passes. Simply apply here.
