With just one week to go, SBC Summit Tbilisi 2026 will return to the Sheraton Grand Tbilisi Metechi Palace, where more than 2,500 industry professionals will gather on 15-16 July for two days of learning, networking, and deal-making.
Held in partnership with SMH, the summit will unite operators, affiliates, suppliers, regulators, legal experts, investors, and regional leaders, providing a key meeting point for businesses operating in Eastern Europe and Central Asia.
Former Real Madrid, Liverpool, and Spain striker Fernando Morientes will attend the event as an invited speaker, bringing elite sporting insight to discussions around leadership, performance, fan engagement, and the growing role of technology in modern sport.
Morientes will also share his thoughts on how innovation is reshaping the relationship between sport and business, from creating new commercial opportunities to changing the way clubs, brands, and fans interact.
The former striker’s appearance will complement the summit’s sports-focused conference content, which will examine the lessons operators can take from the World Cup, how betting brands can convert tournament engagement into long-term customer value, and how sports organisations are evolving into global entertainment brands.
Across the two-day agenda, more than 70 expert speakers will examine the strategies businesses need to grow sustainably across Eastern Europe and Central Asia, from entering and scaling in emerging markets to responding to regulatory pressure and building strong commercial partnerships.
Day One will focus on the strategic decisions shaping growth across emerging markets, with sessions on market entry, product innovation, AI implementation, black-market competition vs regulated growth, and sports sponsorship ROI.
Day Two will shift attention to long-term business development, covering talent acquisition, the next betting consumer, C-level leadership, operator-affiliate relationships, sports engagement, and the changing role of sports organisations as entertainment brands.
Among the speakers featured across the main conference agenda will be Bill Pascrell III (Partner, Princeton Public Affairs Group), Giorgi Gvenetadze (COO, Flutter CEE), Dmitry Starostenkov (CEO EvenBet Gaming), Chris Bird (Strategic Consultant, 1xBet and former COO, Manchester City), Roxana Dinescu (Head of Marketing Strategy, Superbet), Mike Danshin (CMO – 1win Crypto), Miranda Guliashvili (Head of Regional Growth, SOFTSWISS), Sanja Isakov (General Manager – Betsson – Rizk) and Levy Andratchniko (ex AC Milan Sponsorship Sales Manager and Co-Founder, Munegu Sport)
The summit’s second day will also feature a dedicated Regulatory Forum, bringing together regulators, legal experts, policy specialists, and industry stakeholders to examine the region’s most pressing regulatory challenges. Sessions will explore coordinated action against illegal iGaming, cross-border cooperation, RegTech, market integrity, and the policy priorities likely to shape 2027.
Regulatory and legal voices featured across the forum include:
- Brian Krolicki (Commissioner, Nevada Gaming Commission, State of Nevada) – Cross-Border Cooperation & Integrity
- Panagiotis Trisokkas (President, National Betting Authority Cyprus) – Cross-Border Cooperation & Integrity
- Aleksandar Popov (Director, Supervision of Gambling Activities, National Revenue Agency Bulgaria) – Cross-Border Cooperation & Integrity
- Rainer Osanik (Head of Financial Information and Intelligence Policy Department, Ministry of Finance, Estonia)
- Dan Alexandru Ghita (Chairman, Rombet)
- Giorgi Tsamalaidze (CLO, Random Systems Georgia)
Rasmus Sojmark, CEO and Founder of SBC, said: “In just one week, thousands of decision-makers will come together in Tbilisi to discuss the opportunities shaping one of the industry’s most dynamic regions. Whether you’re looking to enter a new market, strengthen existing partnerships, or understand where the industry is heading next, these are conversations you simply don’t want to miss.”
“Eastern Europe and Central Asia continue to attract growing interest from international operators, suppliers, and investors, but succeeding here requires far more than spotting an opportunity. It takes local knowledge, trusted partnerships, and a clear understanding of how each market is evolving. Bringing those perspectives together under one roof is what makes this event so valuable,” added Lasha Machavariani, Founder of SMH Global.
Beyond the conference sessions, the event will attract 800 operators and 300 affiliates, while the exhibition floor will showcase leading regional brands. Delegates will also benefit from multiple evening networking events, offering plenty of opportunities to connect with fellow event attendees.
- Poker Tournament sponsored by EvenBet Gaming & betlive.com
15 July | 17:00-18:30 | Sheraton Grand Tbilisi Metechi Palace | Invite only
- SBC Summit Tbilisi Opening Party
15 July | 19:30-00:00 | Rolling Stone Rooftop Bar, Telegraph Hotel | Open to all attendees - C-Level & Operator VIP Dinner
16 July | 19:00-22:00 | Filini, Radisson Blu Iveria Hotel | Invite only - SBC Summit Tbilisi Closing Party
16 July | 21:00-02:00 | Noble Savage | Open to all attendees
Secure your ticket for SBC Summit Tbilisi.
Full Event Pass (€300) – Includes access to the exhibition floor, conference sessions, evening networking events, complimentary catering, and SBC Connect.
Operators and affiliates can apply for complimentary full event passes, subject to approval.
