SBC Summit Malta 2026 rolls out dual-structure agenda merging strategy and practice

Returning to the InterContinental Malta from 28–30 April, the summit will connect over 6,000 senior executives for three days of strategic networking and product discovery at Europe’s leading iGaming hub.

Following its 2025 transformation, the 2026 edition will further expand its focus on marketing, affiliation, casino and betting product innovation, regulation, and compliance. This time, delegates will experience a dual-structure programme combining theory and real-world application, with strategic discussions on day one and practical workshops on day two.

The agenda will span three main stages – Marketing, Product, and Compliance & Regulation – running alongside two dedicated workshop rooms. Day one will feature panels, think tanks, and fireside chats, while day two will be fully hands-on, turning insights into action.

“At most industry events, people talk about presence – ‘I was there,’ they say,” commented Rasmus Sojmark, CEO & Founder of SBC. “We want to shift that focus to participation, not just showing up.”

Marketing takes center stage with a refreshed, story-driven format. The Marketing Unplugged track opens with Mastermind Hour, a high-level session with leaders from Meta, TikTok, and Google. It continues with The CEO Chat Show, where industry leaders share lessons in leadership and innovation, followed by The CMO Review, offering an honest look at what defines outstanding campaigns in regulated markets.

Complementing the headline sessions are panels on spend efficiency, brand building, and personalisation, while Marketing in Action workshops on day two will bring ideas to life through practical sessions on influencer marketing, retention, and AI-driven strategies.

Innovation also takes a central role with Product Visionaries and Product in Practice tracks uniting sports betting and iGaming. Day one explores trends redefining player experience – gamification, crypto casinos, niche sports, and the 2026 World Cup – while day two dives into workshops on data-driven decisions, partnership dynamics, and creative formats shaping the future of entertainment.

The third stage focuses on Europe’s regulatory, compliance, and security landscape, giving delegates the knowledge to reinforce platforms, prevent fraud, and protect players. Topics include cybersecurity in iGaming, fintech’s role in preventing fraudulent payments, and adapting to tax reforms. Workshops on day two will cover AI-driven player protection, secure and scalable infrastructures, and next-generation payment systems.

Beyond the main stages, two workshop rooms will target key industry pillars:

• Purpose, Policy & PR – navigating reputation, purpose, and public perception in a regulated era.

• Digital Powerhouses – spotlighting discovery and engagement platforms, with workshops led by Google, Meta, and TikTok experts.

• Future-Ready Leadership: Tech, Talent & Transformation – exploring innovation, resilience, and wellbeing in teams.

• Affiliates Reinvented – analysing how regulation, technology, and new markets are reshaping the affiliate sector.

“What makes this event special is its focus on progress,” concluded Sojmark. “We’re bringing the industry together not just to talk about change, but to be part of it.”