SBC Summit 2026

The “contagion effect” of policy decisions across LatAm has come up repeatedly at SBC today.

Vazquez pointed to Colombia’s 2025 decision to introduce a tax on player deposits, which she said was politically driven and led to a 20% to 30% decline in GGR. The concern, she added, is that similar measures could be adopted in other markets, making political decisions an increasingly important factor when assessing the region’s regulatory outlook. 

Did someone say Brazil? 

Michael Jordan 2026, Snoop Dogg 2027, who should be the star for 2028? 

My vote: Lionel Messi 

SBC is also preparing to expand its focus on prediction markets, which organizers described as “on everyone’s lips” as questions around their future regulation continue to grow. 

 

Most importantly, the panel did not sound like an industry preparing to simply wait for the old model to come back. Instead, speakers argued that the current crisis creates an opportunity to redesign the market and raise the industry’s standards.

Luiz Felipe Maia framed it almost as a game theory problem: the industry had not been playing a collaborative game and now has an opportunity to propose amendments and decide what it is actually willing to give up. That could mean tougher standards around certain games, advertising and player education.

Fellipe Fraga similarly called for educating both players and Congress, while Beatriz Melges Lopes argued that the sector needs “one voice” if it wants to influence what comes next.

And perhaps the clearest summary came from Melges: “We underestimated Brazil. Period.” The quote is particularly striking because it shows the industry openly acknowledging its own mistakes at a moment of crisis, rather than trying to project optimism or simply blame the government.

The interesting question coming out of the session, therefore, is not simply whether Brazil will regulate again, but what kind of industry will be willing to operate under the next version of the rules.

 

One of the most significant themes was the industry's self-criticism. Luiz Felipe Maia argued that it is too easy to blame the election or the government because the political situation is only “half of the story.” 

The discussion around the Jogo do Tigrinho crisis was particularly revealing. Maia acknowledged that he had previously defended the game because it was legal, but said the industry had been too “self-centered” and failed to consider how Brazilian society perceived it. 

Bernardo Cavalcanti Freire, legal counsel at ANJL, also pointed to the long history of illegal gambling in Brazil and argued that the regulated industry had not done enough to demonstrate why legalization was beneficial. Another point was transparency: the moderator questioned why the public had not been given clearer information about where gambling-related revenues were going.

The broader takeaway was that being legal was not enough to secure social or political legitimacy. As Maia put it, the industry needs to stop looking only “inside our bubble.”

First reaction: wait and see

The immediate reaction to Lula’s announcements was less about abandoning Brazil than about stopping to understand what comes next. Operators are willing to comply with the current situation, but, understandably, they are peeking at other markets. After a week with phones "burning," companies are trying to understand what to do next while seeking legal advice. The message is, essentially, there is no clear roadmap yet, especially with the October elections just around the corner 

 

That Brazil panel was so good, Milagros has more for us in reflection soon...

Remember the Jogo do Tigrinho crisis? Maia says he defended that game, but now understands it wasn’t the right thing to do:

We were so self-centered only because it was legal, but we forgot what Brazilian society was thinking about.

Maia:

It would be childish to just blame the SPA and President Lula. We need to self-assess. The public perception of Fortune Tiger, for example, even though it's just another game, is very complicated. We were so self-centred.

Carvalhaes:

I said to the SPA: tell Brazil how betting taxes are redistributed for good. Make those numbers flipping public!

No one ever did.

Further emphasis is placed on the fact that this provisional measure is not based on evidence, but more qualitative studies. The main discussion will also be held at Congress. Luiz Felipe Maia:

If we apply game theory, the industry did not play a collective game. Everyone just tried to maximise for themselves.

THIS IS A BRILLIANT PANEL!

Moderator Thomas Carvalhaes says it's "stupid" to call this the end of the market, as the measure is only provisional. And certainly that executives should not be planning how to target unregulated Brazil...

The amazing "talent" in Brazil is also emphasised, who have naturally suffered a result of the online betting ban.

Jordan Sendra at Alea says the big operators will stay and you lose the local operators, which again impacts talent. A more globalised market is not as attractive for the country.

We asked the panel the question:

Criticism of the Government is just. But what did the industry do wrong?

The panellists (thank you), said this was a very good question. There is a combination of issues here; the Government did not tackle big tech companies, but the industry did too much too – there is an admission here. There is also acknowledgement that the industry looked at its own "bubble." Instead of showing the "pros" of a regulated market, there was a criticism of the illegal market. But does the Brazilian public feel positively about gambling overall? Admittedly, not very. There could have been a more positive message.

After a weekend of phones ringing 24/7, Thomas Carvalhoes summarizes the situation: “Who you gonna call? Our lawyers!”

Maia says the industry is now "under water" and must now wait for the "waves to crash."

Bernardo Cavalcanti Freire, Legal Counsel at ANJL, says the market is not dead. Lawyers are in discussions with the Supreme Court and Freire believes there are some reasons for hope.

President Lula's decision was not "technical."

Luiz Felipe Maia, Founding Partner of MYLaw Advogados, says the Brazilian Election is only "half the story" and that the industry must learn lessons here. (Someone similar said that recently *cough* me!)

There is early discussion from the panellists about the complexity of Brazil's regulatory system, that operators have to send daily reports to five different authorities. Now, that is all going to waste...

Chaparro added

Colombia invests a lot in health with what it earns from gambling, but it would be much better if we chased illegal gambling.

All eyes on Colombia: Mauricio Chaparro, CEO of Grupo Gelsa, shares the latest updates and analyzes what lies ahead.

“We’ve learned to dance with the law.”

 Chaparro is clear about the role of state intervention, which he sees as key to combating illegal gambling and promoting responsible gaming:

 “Too many rules, but they work.”

Asked who are we competing with, Rublievskyi said the company has changed its mindset:

We’re not competing for operators anymore. We’re competing for our customers’ free time: streaming platforms, fast content and easy content. Every customer has a limited amount of time for snack content; that’s our competition.

 

 

“LatAm Leaders: Strategy, Scale and Survival” panel is now underway, bringing together senior voices from across the Latin American gaming and betting landscape.

Taking the stage:

Zeno Ossko, CEO, BetWarrior

Anton Rublievskyi, CEO & Partner, Growe

Juana Bischoff, Head of LATAM, Oddin.gg

Andre Machado, CCO, Clever Advertising

The discussion is moderated by Karen Marcela Sierra-Hughes, VP of LatAm, Caribbean & Spain at GLI.

Four leaders, one stage and plenty to unpack about the future of LatAm gaming.

Stay tuned for all our interviews, which will appear either on the Global Gaming Insider website or Global Gaming Insider magazine.

What I don’t understand about the industries, is why they keep trying to create something new. Everything is already there. Look around!Look at history. When we talk about biometrics, we all have a body, so why don’t we use it for payments or electronic ID?

Hoogenkamp

When asked by the moderator about the future of crypto payments in gambling, Hoogenkamp said: 

For gambling, it’s obvious. Digital-to-digital is easy. What’s really interesting is walking into a casino without an ID or money, where the body itself becomes the KYC. This is what it’s about: we’ve got to go further and look beyond the simple things.

Adoption is going to happen in the backend. It’s already taking place there, particularly for cross-border payments.

— Aaron Sanchez, Director of Industry Engagement, MiCA Crypto Alliance

SBC Lisbon: The art and science of game design and player psychology

Carlos Arturo Guerra, CDO, Grupo GELSA gives his final thoughts on how to use data the ‘right’ way in the modern industry.

I think we can benefit from analysing our own bias, data is not the only way to understand how players behave. You can use other types of analysis to understand how players engage with your games, there are lots of different types of insights we can apply to help us develop our products in an ethical way.

Concurring, Ivan Korkin, Head of Account Management at Kanggiten states:

You can simply analyse the dark patterns we have seen in the industry, and make sure you do everything you can to do things the opposite way.

SBC Lisbon: The art and science of game design and player psychology

HAS THE INDUSTRY CROSSED THE LINE AT POINTS WHEN IT COMES TO PLAYER ACQUISITION?

Ivan Korkin, Head of Account Management, Kanggiten:

The crux from my perspective is, with regard to iGaming which is an incredibly fast moving industry,  once you find the line, you make sure that you take a step back. Nowadays, the level of this ‘baseline’ regarding quality of service for the player is also higher, so the asymmetry is interesting. It’s both a moral and strategic question.

Marko Žulj, CEO & Co-Founder, Koom Games:

I think I agree with the question. In a land based casino it’s a bit easier but online is a different thing. We have seen losses being disguised as wins for many years, especially with regard to online slot mechanics and player psychology. You shouldn’t be playing on bettors psychology, you should actually be making sure you have the best product.

Carlos Arturo Guerra, CDO, Grupo GELSA:

Whether you are in this or another industry, new tools like AI and deep personalisation can be too intrusive with clients. Data can be our biggest strength, but you can now learn more about your users than ever before and you have to be careful with how you use that information. It doesn’t matter if you’re iGaming or a supermarket, you’ll always face public feedback, so to speak.

Concluding remarks from LatAm!

All speakers agree: it is a moment of crisis for Brazil but with the elections at the door there is the possibility of reversing and remedying the situation. In addition, they add that what is discussed is not whether the state likes the game or not but the legal certainty.

More on Brazil from the speakers!

The Government did not carry out any technical analysis. It was purely a political decision.

I do believe in Brazilian institutions and that they will fight back this measure.

Michael Lopes Stewart, Partner at Arco Advice:

We have some upcoming decisions that need to be made. On Thursday, we will have the final presidential debate, and on Sunday, the election, when we will know which path the country will take.

If I have to describe Brazil’s current situation in one world it would be 'confusion.'

Barbara Teles, Head of Legal and Compliance de Playtech Brasil, reacts to Brazil's online betting ban.

We have a permanent reporting and monitoring system in place. The problem of fraud does not come from the legal platforms. As a Government, we have implemented control systems designed to trigger alerts, but most cases originate from illegal platforms. Less than 1% come from legal platforms.

Ida López, President of the Asociacion de Loterías Estatales de Argentina:

We need to coordinate and assess what has already been done. For operators to enter a country, there needs to be legal stability, as this provides the certainty they need to invest. We need a regulatory framework that encourages operators to stay. We have to provide security and certainty to those who come to invest in the country.

QUOTE OF THE DAY? 

The regulation is the floor, not the ceiling. Do better.

Speaking on Quèbec, CGA President & CEO Paul Burns explains that most believe they should do it, but the key concern stopping them is around advertising and problem gambling:

The conversation now is all about trying to understand how to be better. In the next three to five years, we probably want most of the country to aspire to this.

The other panelist’s concur that Quèbec will be very different;

They always do things differently, it’s totally different language and legal setup. Do your homework in advance and it will be worth it. But it won’t be a cookie cutter of Ontario.

PointsBet Head of Casino Brooke Hilton explains that, to her, Ontario and Alberta are quite similar - but the competitive nature of the US is an “absolute bloodbath” and forces operators to think in a more short-term, hyper-competitive way that isn’t always beneficial to the long-term sustainability of the market.

Thoughts..?

All you have to do is run through the notices that the AGCO has provided and that’s your syllabus.

Discussing how to remain complainant in Canada, Segev LLP Founding Partner Ron Segev explains that, in the same way that Alberta had Ontario’s example, operators can also follow the example of other operators when looking to see what (and what not) to do!

“Don’t make mistakes, do check the compliance of your games regularly, don’t assume they are going to be complaint in Ontario just because they are elsewhere. We see that the AGCO is an activist regulator and there is no reason to believe that the AGLC won’t follow the same path.

Crypto and poker are both built around communities, which is why operators are looking to bring the two together. Argentina is a key market for them because of the country's long-standing poker tradition and the presence of poker clubs. We are considering this opportunity with partners that operate in these markets. This question came exclusively from Global Gaming Insider's Argentina reporter!

When asked about the status of poker in the online gambling community, Starostenkov said:

If we speak about classic poker, that’s a stable market with no huge changes. But the crypto casino market is still a growing trend, especially in LatAm, Asia and the US.

Starostenkov:

We begin not by pushing specific software, but by analysing the operator's business model, target audience, and objectives, offering a clear entry point and a transparent path for scaling.

Stay tuned for my interview with Richard Williams, Partner at Keystone Law, about the UK market... inevitably discussing the big Brazil news too!

To conclude our panel, Carsten Koerl says AI customisation is the biggest trend impacting the future of the industry. And the panel unanimously agree that Michael Jordan is the most competitive of the trio. It's a light-hearted end to an informative panel. There weren't too many hard-hitting questions but the GOAT attracted a big enough audience – for an interesting enough panel!

Michael Jordan:

If you're betting on me, you've gotta bet with me not against me!

Carsten Koerl jokes that he's hit the water both times at the 17th hole at TPC Sawgrass... Michael Jordan says he's 4 greens out of 4!

Carsten Koerl and Jason Robins both discuss iGaming and the cross-sell to sports betting, which is what Playradar was formed to do. Betby is also launching SlotBets for a similar aim.

Robins does somewhat refer to people "not giving DraftKings the benefit of the doubt." But he says the focus is on the long term with customers, not the short term...

Jason Robins says athlete abuse and criticism existed well before betting, so there is a need to differentiate here. He also emphasises DraftKings' responsible gambling culture - but there is no mention of the recent New York Times accusations that DraftKings uses AI to target "losing customers."

Sportradar CEO Carsten Koerl talks about the "next big thing" in gaming. Here, he talks about Playradar, and mixing gaming and sports. He goes into more detail on how quickly AI can help create a bespoke product and customised journey for a player. The innovation happens in the "product, not the costcutting."

On pressure in sports, Michael Jordan says there is more pressure on athletes today. You have to build a brand and think about your financial assets at the end of your career. In the past – it was just about winning the game.

Michael Jordan feels NASCAR has been "underappreciated" over the years and wants to "elevate" the sport, much like Formula 1 did with its Drive to Survive documentary. He feels there are opportunities there. If Jordan can "make an impact" as an investor, more generally, he says it's "worth the challenge."

Jason Robins reflects on DraftKings' involvement in NFTs some years ago. He admits that didn't last long... How will prediction markets fare in comparison long term? He admits there are long-term questions. Some discussion follows on whether prediction markets are sports betting or financial markets. But I think we can all agree they are sports betting...

QUOTE OF THE DAY?? 

More than ever before, fans are wanting to become the athletes

Speaking to NBA Legend Michael Jordan, panel moderator Kirsty Gallacher queries his nuanced and versatile sports experience as a player and investor. 

As a player I never really focused on what fans were thinking, but once I started looking at it from an owners and technologies perspective - I now know the fans have a better understanding today on the outcome and they really want to get involved in that way.

 

Pointing to Robins and Koerl, Jordan acknowledges the controversy around gaming, quipping:

You're always going to have some people angry at these guys, and sometimes these guys are gonna be happy as hell!

Jason Robins says the idea of DraftKings' Super App helps reduce "friction" for users. But he also says technology in the past was not good enough to allow one app to host multiple verticals. Today, that's changed.

DraftKings CEO Jason Robins, Sportradar CEO Carsten Koerl and NBA Legend Michael Jordan join Sports Journalist Kirsty Gallacher on stage - a memorable lineup, to say the least. 

Gallacher opens by quizzing Koerl on fan engagement, which he states remains technology driven and centred around 'what the fan wants to have.' 

We're beginning to learn who is sitting on the other side, and how we can connect with them through data and social media.

 

Gallacher then moves on to Robins, who outlines that what customers in sports want is to get closer to the game, and betting gives people a reason to care about teams "just because it gets them in on the action."

We help them care about the outcome past just enjoying the tremendous athletic ability on show all over the world.

Opening remarks from Carlos Moedas - Mayor of Lisbon...

He overviews the growth of unicorn companies in Lisbon - outlining how happy he is to have everybody visiting the city for the SBC Conference. 

Social innovation is his message of the day:

"I've learned so much from your industry" 

He explains that the gaming industry not only creates jobs and pushes innovation, but also changes people's lives.  

Rasmus Sojmark, SBC CEO & Founder, welcomes the audience ahead of the "historic" keynote.

Rise and shine, Lisbon, it's game time! Stay tuned for all the updates from day one of the show later today...

Good luck to all the nominees at this year's Global Gaming Awards Americas. The ceremony is later today!!

Well, I think we know what the biggest topic in Lisbon will now be this week... Check out our in-depth analysis on Brazil's online betting ban HERE.

September is officially here! Which means the SBC Summit (and, for this year only, G2E during the same week) are almost upon us.

As an industry, we always look forward to the event in Lisbon but 2026 is bringing us a few added bonuses.

Michael Jordan will be a speaker at this year's event, for one, while The Script will headline festivities on the opening day. And there will also be a Global Prediction Markets Forum.

For all the latest updates, just check out our "Related Content" section below. Tudo de bom!