SBC Summit
The C-suite gaming and betting conference. 12,000+ attendees, 1,580+ C-suite executives, four days at Feira Internacional de Lisboa. The strategic show for sportsbook, igaming, and casino operators.
Attendees to attributed pipeline, projected
What a Luminik program at SBC Summit produces, stage by stage.
Projection based on the event's published attendance, your event's persona density, and Luminik's average conversion rates from documented customer programs (19% ICP density, 92% touched within a week, 8% lead-to-meeting, 30% meeting-to-opportunity). Past performance not a promise. Run your own numbers in the ROI calculator.
Why SBC Summit matters for B2B marketing leaders
SBC Summit Lisbon is the C-suite show for global sports betting and igaming. 12,178 attendees registered for the 2025 program, with a striking density of 1,582 confirmed C-suite executives, or roughly 13% of the room. That is the highest C-suite density on the gaming calendar, and meaningfully higher than ICE Barcelona, G2E Vegas, or any of the regional gaming summits.
For B2B SaaS vendors selling payments, compliance, fraud, or platform tooling into operators, SBC is where the strategic conversations happen. ICE is where the buying committee fills out evaluation matrices. SBC is where the CEO of a Tier-1 operator decides whether to commit Q1 budget to a category.
Vendelux and Bizzabo treat SBC as a generic gaming show. The persona breakdown below is what actually matters.
Who actually attends SBC Summit Lisbon
The 2025 attendee list breaks down across pre-segmented categories that map cleanly to B2B SaaS targeting:
- C-suite (CEO, CTO, CFO, COO): 1,582 attendees, 13% of the room. The highest-density C-suite cluster on the gaming calendar.
- Product and tech leaders: 486 confirmed, 4% of the room. VP Product, Head of Engineering, CTO-1 layer.
- Exhibitor company representatives: 1,849 attendees from 380+ exhibiting companies. Useful for partnership conversations, lower priority for buyer outreach.
- Payments and fintech professionals: 104 confirmed. Small absolute number but high signal: these are the operator-side payments leaders running active vendor evaluations.
- Compliance and regulatory professionals: 110 confirmed. Critical for KYC and AML vendors.
- Fraud prevention and security professionals: 28 confirmed. Small list, but every one of them is in-market for fraud tooling.
- Innovation and digital modernization leaders: 25 confirmed. The buyers for emerging-vertical tooling (live dealer, crash games, prediction markets).
For a B2B SaaS vendor selling into gaming operators at the C-suite or VP-Product level, the working list at SBC is closer to 200-400 named contacts. That is the list to sequence five weeks out.
The pre-event sourcing playbook for SBC Summit
SBC is a strategic-conversation show, which changes the playbook materially compared to ICE or Money20/20. Volume sequences underperform here. Personalized C-suite outreach with a clear strategic anchor wins.
Step 1: Start five weeks out
SBC attendee data publishes around five weeks before the floor. C-suite calendars fill in the three weeks immediately before the show.
Step 2: Source against pre-segmented categories
The 2025 attendee data ships with seven clean segment files: c_suite, product_tech, exhibitors, payments, compliance, fraud, and innovation. Match each segment against your TAL separately. The fraud and payments segments are small but every contact in them is high-value for KYC, AML, and payments vendors.
Step 3: One sequence per segment, not one sequence for everyone
C-suite outreach should be 3-touch, hand-personalized, with a clear strategic anchor (regulatory shift, M&A signal, recent operator earnings call). Product/tech outreach can be 4-touch with product proof points. Compliance outreach should reference specific regulator activity (UKGC, MGA, Gambling Commission of Curacao).
Step 4: Pre-book before the floor opens
SBC’s floor is meeting-driven, not foot-traffic-driven. The meetings you do not pre-book do not happen. Aim for 60-80% of your target meetings on the calendar before the show opens.
Step 5: Capture on the floor with C-suite-grade follow-up
Voice notes from a 10-minute C-suite booth conversation are higher signal than badge scans at SBC. The follow-up sequence after a CEO conversation should be a one-touch personal email with a proposed next step, not a generic post-event drip. Same business day Salesforce sync is non-negotiable here.
Recommended booth strategy for SBC Summit
For B2B SaaS vendors selling into gaming C-suite or VP-Product:
- Booth size: Smaller is fine at SBC. A 4x4m booth in a high-traffic aisle, plus a private meeting suite, outperforms a 10x10m island. SBC is meeting-room driven.
- Location: Pay for placement near the conference rooms used for the strategic tracks (regulation, M&A, payments). Avoid the back of the exhibition halls.
- Staffing: 1 AE plus 1 senior leader (CRO, VP Sales, or Founder) at the booth at all times. SBC operator-side buyers expect to talk to senior people.
- Side meetings: Book a 6-person dinner Tuesday or Wednesday with your top-tier operator C-suite targets. SBC dinners are the actual deal venue.
How Luminik runs the SBC motion
SBC is a fintech-adjacent show for payments, fraud, and compliance vendors. The five-stage pipeline (source, enrich, sequence, capture, attribute) runs identically. See the Fintech industry playbook for the underlying motion and the Money20/20 case study for a real customer running the same playbook on adjacent fintech shows with $1.2M attributed pipeline.
FAQ
How many C-suite executives actually attend SBC Summit?
1,582 confirmed C-suite executives in 2025, or roughly 13% of the 12,178 total attendees. That is the highest C-suite density on the gaming calendar.
How is SBC different from ICE Barcelona?
ICE is a buying-committee show: high volume, big booths, large evaluation teams. SBC is a C-suite strategic show: smaller, meeting-driven, where category-level budget decisions happen. Most operators send their CEO, CTO, and CFO to SBC; they send their working teams to ICE.
What is the typical exhibitor cost at SBC?
A 4x4m booth runs around $75K base. The all-in cost with a private meeting suite, staffing, and side dinners is typically $130K-$190K for a four-day program.
When should I start sourcing for SBC?
Five weeks out. C-suite calendars fill in the three weeks immediately before the floor.
How many of my ICP will be at SBC?
For a B2B SaaS vendor selling into gaming C-suite or product leadership: expect 50-60% of your EMEA-and-emerging-markets operator TAL to send at least one ICP-matched contact, with the C-suite density being the highest-use cluster.
Is SBC right for fraud or compliance vendors?
Yes. The fraud cluster at SBC is small (28 confirmed contacts) but every one of them is in-market. Compliance is similar at 110 confirmed. These are not volume plays; they are precision plays. One closed deal pays for the show.