Dennis Algreen on SBC Summit’s 2025 Success and What’s Next in 2026

Marketing Director of SBC Summit Dennis Algreen has made an evaluation of the company’s performance in 2025, which he described as exceptional, highlighting the substantial growth and success of the Lisbon event, which was considered the best event the company has ever delivered, as well as the Rio trade show, which won an award for Event Growth of the Year.

Algreen also pointed to the successful consolidation of the LATAM and North America events into SBC Summit Americas in Miami, underlining its unique positioning in the market and its strong potential for future growth.

Algreen said, "In terms of goals for the following year, it is important to consolidate and grow from our successes. Our aim is to establish Lisbon, Rio, and the Americas trade shows as flagship events that stakeholders cannot avoid. We will also focus on continuously improving the on-site experience and ensuring a strong return on investment for all participants."

When discussing the challenges faced this year and areas for improvement in 2026, he explained that challenges tend to be event-specific. He noted that for Rio, there is a need to refine the quality of execution and further expand the scope to include slightly broader industry segments, such as startup content, AI, and high-tech, mirroring the evolution seen at the Lisbon event this year. Additionally, for the Americas event, he stressed the importance of better ensuring the show caters equally to audiences interested in LATAM markets and those based in the US.

When asked about expectations regarding legislation in the Brazilian market, he stated that "It is hard to predict the timing and shape of potential land-based elements being added and opening up, but we guarantee that the event will cover these elements on their conference agendas and feature the correct stakeholders and experts."

He also expressed strong excitement for 2026, revealing plans to grow and further cement the Affiliate Leaders Summits in Lisbon, Miami, and Rio. These summits could potentially become viable standalone events, including affiliates from outside the betting industry, while the team is also exploring opportunities to further develop the Payments Expert Summit.

To conclude, Dennis Algreen explained that the event represents the best opportunity for attendees to get an "insider scoop" on the industry, as all the key experts and decision-makers will be present.

As the industry looks ahead to 2026 and a new cycle of events, planning for the next SBC Summit is already well underway.

Confirmed Dates for SBC Events 2026

SBC Summit Rio (Brazil): March 3–5, 2026, at Riocentro, focusing on Brazil’s gaming market.
SBC Summit Americas (USA): June 9–11, 2026, at the Broward County Convention Center in Fort Lauderdale, Florida.
SBC Summit (Lisbon, Portugal): September 29–October 1, 2026, at Feira Internacional de Lisboa & MEO Arena, the main global event.