SBC Summit unveils Sports Betting Innovation track

• New Sports Betting Innovation track runs Tuesday, 29 September, at the SBC Summit in Lisbon.
• Sessions cover live-data pricing, tech partnerships, fantasy sports and betting integrity.
• Ticket tiers range from €599 to €999, with an Education+ upgrade available.

SBC Summit will launch a new Sports Betting Innovation track on Tuesday, 29 September, as part of its return to Lisbon’s Feira Internacional de Lisboa and MEO Arena from 29 September to 1 October.

The track sits within the wider Tech & Innovation Stage and brings operators and technology specialists together to explore live data, AI-driven pricing and market integrity.

Live data, faster odds

The opening session, Sportstech Intelligence: How Live Data Shapes Smarter Odds, looks at how operators turn live sports data into faster, more responsive markets. Giovanni Bertoli, co-founder and CEO of WSF Odds, joins James McKiernan of Genius Sports and Hristo Spasov of Nederlandse Loterij.

A second session, Connecting the Game Through Next-Generation Tech Partnerships, examines how operators secure better data access through commercial deals. Rob Brown of Spotlight Sports Group, William Bonalume of Open Gaming and Ricardo Peixoto of Sofascore will discuss closer ties between operators, media firms and sports bodies.

Rasmus Sojmark, CEO and founder of SBC, said:

“The sports betting industry has never had more access to technology, data, and innovation. The challenge is no longer finding new tools, but understanding which ones create genuine value and how to use them effectively.

“The Sports Betting Innovation track has been designed to help delegates cut through the noise and focus on the technologies, partnerships, and strategies that can deliver a real competitive advantage.”

Fantasy sports also features, with regulatory pressure building across several US states. In Fantasy Sports: From Make-Believe to Market Pressure, John Pauley of Underdog Fantasy and Kevin Vela of Vela Wood discuss compliance alongside personalisation strategies.

Integrity under scrutiny

The track closes with Modern Manipulation: Are Today’s Integrity Tools Built for Yesterday’s Threats? Khalid Ali of the International Betting Integrity Association joins Ivan Gojic of Entain CEE, Alex “Jay” Balan of Superbet Group and Donald Tabone of Betsson to discuss AI-powered monitoring and cross-operator alert systems.

Beyond the stage, a dedicated iGaming & Sports Betting zone on the show floor will feature sportsbook platforms, odds suppliers and risk management specialists, alongside guided Show Floor Tours and Masterclasses through the event’s Education+ upgrade.

Three ticket tiers are on sale. The Conference Pass costs €599 and covers the exhibition floor and conference stages. The Business Pass, priced at €799, adds SBC Summit’s structured networking programme. The VIP Pass costs €999 and includes full show floor, conference and networking access, plus food festival and evening event entry. Delegates can add Education+ by emailing [email protected].

The new track sits alongside other 2026 additions, including the Global Regulations track and a dedicated Latin America agenda, part of SBC’s push to structure Lisbon around distinct industry pressure points rather than one generalist programme, alongside its parallel player protection symposium.

As sportsbooks compete on speed and personalisation, the integrity tools meant to protect those markets face growing pressure to match increasingly sophisticated manipulation tactics. September’s sessions will test how far operators, data suppliers and integrity bodies have actually closed that gap.