Rasmus Sojmark explains What Makes SBC Summit “The Greatest Show in Gaming”

More Than Just a Bigger Gaming Exhibition

When  SBC Summit moved from Barcelona to Lisbon, the event presented an opportunity to rethink what a flagship gaming industry gathering could become. For Sojmark, the goal was not simply to create a larger exhibition, but to build what he calls “The Greatest Show in Gaming.”

Scale Is Only Part of the Equation

SBC Summit is expected to attract 40,000 people, while the exhibition will cover more than 135,000 square metres and feature more than 800 exhibitors and sponsors. However, Sojmark explains that size alone does not guarantee a better event.

The key question, he argues, is what those numbers mean for attendees and the business opportunities, knowledge and connections they can generate.

Five Pillars Driving the SBC Summit Experience

Sojmark describes SBC Summit through five key areas: exhibition, networking, conference, education and experience. Although each serves a different purpose, they share a common objective: maximizing the value attendees receive during their time in Lisbon.

Connecting Businesses and Discovering New Opportunities

The exhibition provides access to hundreds of potential partners, products and technologies, allowing attendees to compare solutions and hold multiple business conversations within a few days.

Networking, meanwhile, gives industry professionals access to people and expertise across global markets, helping companies establish relationships with operators, suppliers, lawyers, regulators and specialists.

Industry Intelligence and Practical Education

The conference program is designed to provide insights into regulatory developments, emerging technologies and changing consumer behaviour. According to Sojmark, these discussions can help companies reassess and improve their strategies.

Education takes this a step further by focusing on practical skills that attendees can apply directly in their professional roles.

The Business Value of Experience

For Sojmark, the experience element is also commercially important. He argues that business relationships are often strengthened through informal interactions, including dinners, awards ceremonies and conversations outside formal meetings.

Creating an environment where attendees want to spend time together is therefore an essential part of the event.

Making Every Moment Count

Experience also means making the event as convenient as possible, from collecting badges and navigating the venue to providing comfortable meeting spaces and food.

And, of course, entertainment remains part of the formula, with Tiësto set to perform at INFINITY Lisbon.

Measuring Success Through Return on Investment

Behind the scale and entertainment, Sojmark says SBC Summit is ultimately focused on a more serious question: what changes for attendees because they came to the event?

Whether it is finding a supplier that reduces costs, establishing a partnership in a new market, gaining strategic insights or strengthening relationships with key customers, these outcomes represent the real business value of attending.

The Greatest Show in Gaming Is About What Attendees Take Away

For Sojmark, “The Greatest Show in Gaming isn’t really about how much we can put into an event. It’s about how much you can get out of it. That’s the standard we have to keep measuring ourselves against”.

And added “And then, once everyone has gone home and we’ve finally had some sleep, we start working out how to deliver even more value next year”.