In the first article of a new series, SBC CEO and Founder Rasmus Sojmark looks beyond the “Greatest Show in Gaming” slogan to explore what truly lies behind the event’s concept. He explains how networking, the educational programme, memorable experiences and new business connections ultimately create value for attendees and deliver a return on investment. In Sojmark’s view, scale alone is not a measure of success — what matters far more is the tangible value guests take away from the event.
Somewhere at home, I still have a birthday card that probably captures the essence of SBC Summit better than any strategic document ever could.
A few years ago, the team edited a poster for the film The Greatest Showman, replacing Hugh Jackman’s face with mine. And, naturally, they added the words: “The Greatest Showman.” I found it hilarious.
About a year later, I somehow ended up wearing a genuine “Greatest Showman” costume at our Halloween party during SBC Summit Latinoamérica.
So, looking back, perhaps the first hints of what all this would eventually become were already there.
After SBC Summit moved from Barcelona to Lisbon, the concept of the “Greatest Show” took on an entirely new meaning for us. We had an opportunity to rethink the format of SBC’s flagship event and define what it should become. I didn’t want to simply organise another exhibition for the gaming industry — even if it was a bigger one. My ambition was much greater: to create the “Greatest Show in Gaming.” Giving your own event a name like that is a bold statement. And statements like that have to be backed up by real results.
This year, we expect 40,000 attendees in Lisbon. The exhibition floor will cover more than 135,000 square metres, while the number of exhibitors and sponsors will exceed 800. I am genuinely proud of these figures, but I have never believed that bigger automatically means better. The key question is a different one: what value does this scale actually create for the people attending?
Will 40,000 guests give attendees the opportunity to meet potential clients who would otherwise be difficult to reach? Will having hundreds of companies gathered in one place help businesses discover technologies capable of taking them to the next level? Will attendees gain insights that can help reduce costs, enter new markets or rethink their business strategies?
That is where the true value of an event lies.
Attending an international event requires a significant investment. It is not just the cost of flights, accommodation and tickets, but also — and perhaps most importantly — time. If attending a summit means stepping away from running your business for several days, we need to provide enough opportunities to make that decision worthwhile.
We look at SBC Summit through the lens of five core pillars: exhibition, networking, conference, education and experiences. Each has its own role, but they all serve one common goal — to make attendees’ time in Lisbon as productive and valuable as possible.
The exhibition provides access to hundreds of potential partners and products in a short period of time. Instead of spending months arranging individual meetings and product demonstrations, attendees can meet a wide range of companies over just a few days and compare the technologies and solutions available to them.
Networking helps attendees establish direct connections with the right professionals and business representatives.
For a global industry, this is particularly important. For example, if a company is planning to enter the Brazilian market, a single event can provide an opportunity to meet operators, suppliers, lawyers, regulators and experts with in-depth knowledge of the market. This means gaining the contacts and insights needed without having to make five separate international trips.
The conference serves as a source of valuable industry intelligence. Attendees can learn how other companies are adapting to regulatory changes, implementing new technologies and responding to shifting consumer behaviour. These insights can offer a fresh perspective on their own strategies and help them make adjustments where necessary.
The educational programme focuses on practical skills that attendees can immediately apply in their professional roles.
And finally, there are the experiences. At first glance, this may seem like the element least connected to the commercial side of an event. However, I strongly believe that this is far from the case.
Business is built largely on personal connections, and strong relationships develop when people have the opportunity to talk, connect and spend time together. Many successful partnerships in our industry began over dinner, at an awards ceremony or even through a completely spontaneous conversation that had nothing to do with the meeting originally planned.
That is why we strive to create an environment where people feel comfortable connecting, meeting new people and simply spending time together.
The overall convenience of the event also plays an important role. Being able to collect your badge directly at the airport, navigate the venue easily, find a comfortable place for a meeting and have a proper lunch may seem like minor details. But every minute saved allows attendees to focus on what really matters and get more value from their time.
And, of course, a great event should be memorable. For example, wrapping up the week with a Tiësto performance at INFINITY Lisbon is certainly one way to do it.
And I certainly don’t think we need to apologise for that. Business events should not only be useful, but enjoyable as well. At the same time, there is always a very practical question at the heart of what we do: was the investment worthwhile? What will be different once you return to the office?
Perhaps you will find a new supplier that helps reduce costs. Or you may meet a partner who enables you to enter a new market. Maybe attending a conference will give you a fresh perspective on familiar challenges, while someone on your team will gain new skills that help them work more effectively.
And sometimes, the most valuable outcome is simply having more time to spend with five key clients and strengthening your relationship with each of them.
These are the kinds of outcomes that turn event attendance into genuine business value.
That is why I believe our work does not end when 40,000 attendees walk through the doors of the event. On the contrary, that is when the most important part begins.
“The Greatest Show in Gaming” is not about how big or packed with activity we can make the event. What matters most is the real value it creates for attendees. That should remain the key measure by which we assess the success of our work.
And once everyone has traveled home and we finally get a chance to take a short break, we get back to work — figuring out how to make the event even more useful, effective and valuable for our attendees next year.
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