SBC Summit Tbilisi returned last week, with attendees praising the quality of conversations, direct access to senior leaders and opportunities to build new partnerships across Eastern Europe and Central Asia and beyond.
Held on 15-16 July at the Sheraton Grand Tbilisi Metechi Palace in partnership with SMH, a founded in Georgia – international consulting firm focused on the iGaming and sports industries, the summit brought together operators, affiliates, suppliers, regulators and regional leaders for two days of high-level discussion, relationship-building and deal-making.
Reflecting on the summit, SBC Founder and CEO Rasmus Sojmark said: “Now in its fourth year, SBC Summit Tbilisi has truly cemented itself as the meeting point for gaming across Eastern Europe and Central Asia.
“It’s not simply the number of attendees that makes it so special, but the quality of the conversations taking place. Attendees can meet the people actively shaping these markets, understand their challenges and identify where they can build something truly valuable together.”
Dmitry Starostenkov, CEO of EvenBet Gaming, highlighted the balance created by the event’s focused size: “The size is perfect. It gives you exposure while still allowing for quality, in-depth conversations with established partners.”
The event’s conference programme explored the commercial, technological and regulatory challenges shaping the region, covering topics such as market entry, artificial intelligence, player engagement, sports sponsorship and executive leadership.
Across the two days, more than 70 experts took the stage, including: Giorgi Gvenetadze (COO, Flutter CEE), Kaido Ulejev (CEO, Mindcraft), David Japaridze (CCO, Setanta Holding), Toby Gilbert (CEO & Founder, OnRamp), Luka Kobalia (Chief Production Officer, Smartsoft), Sergiu Petre (Head of Brand – Super), Sanja Isakov (General Manager – Rizk.rs/Betsson), Denis Karpovich (CTO/Technical Director, EGT Georgia) and Levy Andratchniko (ex AC Milan Sponsorship Sales Manager and Co-Founder, Munegu Sport).
David Chikhladze, Managing Director at Matchday by Setanta Sports, praised the calibre of speakers, stating “the quality of speakers has been outstanding as always.”
The agenda was complemented by a keynote appearance from former Real Madrid, Liverpool and Spain striker Fernando Morientes, who discussed leadership, performance, fan engagement and the lessons businesses can take from elite sport.
Morientes highlighted the value of the conference in connecting expertise from different sectors: “Conferences like this are so valuable. They allow people to share experiences from their own fields and take those ideas into completely different industries.”
The 2026 programme also featured a dedicated Regulatory Forum, bringing together key regulatory figures from various EU countries as well as the United States, Georgia and some Central Asian countries to exchange regulatory best practices, encourage cross-border collaboration and discuss the policies shaping the future of gaming across Eastern Europe and Central Asia.
Speaking on the practical takeaways of the forum, Valerii Vyzhak, Vice-Chairman, International Development, National Gaming Business Council (Ukraine), said: “It is really important to get fresh ideas. It is our job to take those ideas back and discuss them with the Ukrainian government. Sometimes they are open to clever solutions, and what we find here are clever solutions.”
Milica Delevic, Founder of Delewhite, expressed how the forum provided clarity on the different legal frameworks of the region: “Not all the markets are developing at the same time, so it’s crucial to listen to colleagues who have experience in something that you are going through as a lawyer in a different market.”
Alongside leading brands, the show floor gave emerging regional startups a platform to showcase their latest products and technologies to industry decision-makers.
Starostenkov particularly praised the visibility afforded to newer businesses, saying, “What is nice about this expo floor is that every year I see startups. They are visible; you can come and check them out and talk with them. That is great.”
Networking remained a defining feature of the summit, with business discussions continuing well beyond the show floor through a programme of social events, including the Opening Party, C-Level & Operator VIP Dinner, poker tournament and Closing Party.
Reflecting on the summit’s evening events, Roxana Dinescu, Head of Marketing Strategy at Super, said, “It was lovely. After a full day of conference sessions and panels, it was nice to get to know people on a more personal level in a very relaxed and amazing location.”
Vyzhak also highlighted the role of the SBC Connect app in helping delegates plan meetings before arriving: “SBC Connect is very good. It works well, it is fast and efficient, and you can plan in advance what you are going to do. It works faster than anything else.”
Attendees also praised the organisation of the event, with Starostenkov rating the event “10 out of 10”, adding “from registration and reception to the parties, I cannot identify any aspect to criticise. There are only a few events that operate at this level of organisation.”
Lasha Machavariani, Founder of SMH Global, said: “The region is evolving quickly. Success is now defined by local knowledge, trusted relationships and direct access to regional decision-makers.
“This year’s summit provided exactly that, highlighting why SBC Summit Tbilisi has become such an important meeting point for the industry. The active participation of regulators from the US and the EU in the SBC Summit Tbilisi Regulators Forum is clear evidence of the event’s growing international relevance and influence.”
“I would like to thank our partners at SMH Global, along with every speaker, sponsor, exhibitor and attendee who contributed to another fantastic edition of the event,” Sojmark added.
Next on the calendar is SBC Summit, SBC’s flagship global event, taking place in Lisbon from 29 September – 1 October at the Feira Internacional de Lisboa and MEO Arena. Bringing together 40,000 industry professionals, the event will host more than 800 exhibitors and sponsors, alongside a multi-stage conference, specialist learning programmes and a packed networking schedule, making it one of the most significant gatherings for the global betting and iGaming sector.
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